NehaVisit Us at Management - Umakant.info
NehaVisit Us at Management - Umakant.info
NehaVisit Us at Management - Umakant.info
AN Introduction
OF
Company
NESTLE’
1
Nestle India
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.
2
The Nanjangud factory (Karnataka), became operational in 1989, the
Nagar in Uttaranchal.
Nestle’ Story
Switzerland and its first product was “Farine Lactée Nestlé”, an infant cereal
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
responsibilities, business practices, ethics and goals. In 2004, Nestlé had around
3
respect for the fundamental values of different cultures have earned it an
nations. Above all, Nestlé is dedicated to bringing the joy of ‘Good Food, Good
Nestle’ Brands
Beverages
• NESTLÉ MILKMAID
• NESTLÉ Milk
4
• NESTLÉ Slim Milk
• BEVERAGES:
• NESCAFÉ CLASSIC
• NESCAFÉ SUNRISE
• NESTLÉ MILO
• NESCAFÉ 3 in 1
• NESCAFÉ Koolerz
• MAGGI Sauces
5
• NESTLÉ MUNCH
• NESTLÉ MILKYBAR
• NESTLÉ BAR-ONE
• NESTLÉ FUNBAR
• POLO
• POLO Powermint
• NESTLÉ Eclairs
NESTLEKITKAT
are crisp wafer fingers covered with choco layer. NESTLÉ KIT KAT has a
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
6
NESTLÉ MUNCH is wafer layer covered with delicious choco layer. NESTLÉ
MUNCHis so crisp, light and irresistible that you just ‘can't stop Munching.'
NESTLE BAR-ONE
is a luscious nougat and caramel with delicious choco layer. NESTLÉ BAR-
NESTLE Milk
John Cadbury
7
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
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
milk chocolate 'not merely as good as, but better than' the imported milk
chocolate'.
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.
8
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
AN INTRODUCTIOn
OF
cadbury
9
COMPANY OVERVIEW OF CADBURY INDIA
Cadbury began its operations in 1948 by importing chocolates and then re-
Pradesh) and 4 sales offices (New Delhi, Mumbai, Kolkota and Chennai). The
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
10
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
of Bytes. Crispy wafers filled with coca cream in the form of a bagged
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
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.
Trebor, Dentyne, Bubblicious and Bassett - are enjoyed in almost every country
around the world. We employ around 60,00 people. Their heritage starts back in
1783 when Jacob Schweppe perfected his process for manufacturing carbonated
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
brands in beverages and confectionery since the 1980s, they have strengthened
their portfolio through almost fifty acquisitions, including brand icons such as
Cadbury Brands:
Chocolates
Snacks
12
Beverages
Candy
SNACKS:
Bytes
BEVERAGES
Bournvita
CANDY
Halls
CHOCOLATES
Dairy Milk
5 Star
Perk
Celebrations
Temptation
Eclairs
13
Gems
DAIRY MILK
India began in 1948. The variants Fruit & Nut, Crackle and
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
14
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
PERK
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
Mithai and dry- fruits during festive seasons. Cadbury Celebrations is available
Dairy Milk and Nutties and rich dry fruits enrobed in Cadbury dairy milk
butterscotch and caramels. The super premium Celebrations Rich Dry Fruit
dry fruits and nuts in various flavours and the premium dark chocolate range
15
TEMPTATION
flavours variants - Roast Almond Coffee, Honey Apricot, Mint Crunch, Black
Chapter- 2
AN Introduction
OF
STUDY
16
Chocolate
17
The very word makes your mouth
water.
Chocolate is more than just a food: it’s a
state of mind.
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
“LUDHIANA”. 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.
18
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
19
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.
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.
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 leaving behind the
others. The scope of my study is also restricts itself to Ambala region only.
20
Chocolates
Chocolates! Chocolates!
Some relish them when they are happy or have sweet dreams,
21
But I feel, to have chocolates
History of chocolate
The origin of chocolate can be traced back to the ancient Maya and Aztec
spicy drink made from roasted cocoa beans. Throughout its history, whether as
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
Don Cortes
22
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
When he returned to Spain in1528 he loaded his galleons with cocoa beans and
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
The French court enthusiastically adopted this new exotic drink, which was
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-
23
focused on cocoa and food values, bringing a milk chocolate recipe back to
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
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
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
24
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
Chocolate in 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
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
25
Europe, in the Spanish Netherlands, Italy, France, Germany and – in about 1520
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
Event’s went full circle when English colonists carried chocolate (and coffee)
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
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
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
26
with chocolate. Because of their pacifist religion, they were prohibited from
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 wouldbe 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
Cadbury have stayed with chocolate production and are now, if not quite the
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
27
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
TheVarieties
fine, mild aroma and are, therefore, used only in the production
28
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
Fermentation
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
Cleaning
the last vestiges ofwood, jute fibres, sand and even the finest dust
29
Roasting
The entire roasting process, during which the air in the nearly 10 feet high
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
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,
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
30
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
CocoaButter
The cocoa butter has important functions. It not only forms part
of every recipe, but it also later gives the chocolate its fine
Cocoa Powder
After the cocoa butter has left the press; cocoa cakes are left which still contain
These cakes are crushed again, ground to powder and finely sifted in
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
31
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
Rolling
they pulverise the tiny particles of cocoa and sugar down to a size of
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 (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
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
32
CONSUMPTION OF CHOCOLATES IN INDIA
around 160 gms in the urban areas, compared to 8-10kg in the developed
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
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.
33
Chapter- 3
Review
of
LITERATURE
34
Chapter- 4
RESEARCH
METHODOLOGY
35
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
and nestle chocolates consumed by the people. The data had been used to cover
data and information regarding the topic selected, I went to the residents of
36
associated with the product and the customer preference level.
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
A sample of 100 people was taken on the basis of convenience. The actual
Research Period:
Research Instrument:
Data Collection:
The data, which is collected for the purpose of study, is divided into 2 bases:
chocolates”. The data has been collected directly from respondent with the help
37
of structured questionnaires.
Data Analysis:
techniques.
Chapter- 5
STUDY
OF
PROBLEM
38
DATA ANAYLSIS
QUESTION 1
Table:1
Number of Respondents 95 5
39
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
Table:2
RESPONDENT
respondents out of which 14, 42, 33, 11 belongs to age group 0-10, 10-20, 20-
40
AGE GROUPS
BRANDS 0-10 10-20 20-30 ABOVE
30
CADBURY 7 35 24 5
NESTLE 5 6 8 4
NO CONSUMTION 2 1 1 2
Table:3
41
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
BRAND PREFERENCE
Table:4
42
From the above analysis of given sample of 95 respondents who eat chocolates
PURCHASE OF CHOCOLATES
Table:5
CADBURY CHOCOLATES
SUB- BRANDS NUMBER OF RESPONDANTS
DAIRY MILK 69
5 STAR 64
PERK 61
CELEBRATIONS 49
TEMPTATIONS 41
43
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-
Table:6
NESTLE CHOCOLATES
SUB- BRANDS NUMBER OF RESPONDANTS
KIT KAT 17
MUNCH 19
MILKY BAR 18
BAR- ONE 16
MILK CHOCOLATE 11
44
From the above analysis of given sample of 22 respondents who eat Nestle
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.
Table:7
45
From the above analysis it is concluded that overall Dairy Milk is purchased by
purchased by people.
Table: 8
CADBURY CHOCOLATES
SUB- BRANDS GRAND TOTAL AVERAGE RANKS
OF RESPONDANTS)
DAIRY MILK 315 4.3 1
5 STAR 220 3 2
PERK 176 2.4 3
46
CELEBRATIONS 136 1.86 4
TEMPTATION 91 1.24 5
Table:9
NESTLE CHOCOLATES
SUB- BRANDS GRAND TOTAL AVERAGE RANKS
OF RESPONDANTS)
KIT KAT 70 3.18 1
MUNCH 64 2.9 2
MILKY BAR 65 2.95 3
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
OVERALL INFLUENCE
47
Table :10
surprised to know that very few people are influenced by price followed by
CHOCOLATES
Table:11
48
According to the above analysis it is concluded that on an average mostly people
color and shape are not all influencing people while purchasing Cadbury
chocolates.
CHOCOLATES
Table:12
Here packaging and shape are not all influencing people while purchasing
Nestle chocolates.
OVERALL
49
Table:13
brand. It is surprising to know that although people are satisfied with quality but
IN CADBURY CHOCOLATE
Table:14
50
According to the above analysis it is concluded that on an average people are
brand. It is surprising to know that although people are satisfied with quality
IN NESTLE CHOCOLATE
Table:15
image. It is surprising to know that although people are satisfied with quality
51
FORM PREFERENCE
Table:16
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.
52
Table:17
FAMILY PACK 19
who eat chocolates likes to buy big pack. Family pack is mostly preferred by
PROMOTIONAL OFFERS
Table:18
53
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
Table:19
AND RELATIVES
ATTRACTIVE DISPLAY 5
DOCTORS ADVICE 7
BRAND AMBASSADORS 3
INGREDIENTS 13
54
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
MEDIA OF ADVERTISEMENT
Table:20
55
According to the above analysis it is concluded that television emerges as the
through television media while brochures are the least attracting media.
FREQUENCY OF CONSUMPTION
Table:21
56
According to the above analysis it is concluded that mostly people purchase
REASONABLE PRICE
Table:22
57
According to the above analysis it is concluded that the consumer thinks 10-20
Table:23
BRANDS
GO TO OTHER SHOP FOR 45
SEARCH
OF PREFERED BRAND
58
According to the above analysis it is concluded that mostly people are loyal to
people like to search for it or they are ready to postpone their purchase.
INTRODUCED
Table:24
PREFERED PRODUCT
NO, NOT AT ALL 35
MAY CONSIDER 27
NO, SHALL NOT 4
CAN’T SAY 29
59
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
60
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/Flavour
Brand
Image
Quality
Packaging
61
FINDINGS
CONSUMER RESEARCH:
PRICING RESEARCH:
product, how much a person can spend on his/her favorite chocolate. In this I
ADVERTISING RESEARCH:
advertisement appeals the consumers or not. This also includes evaluating and
62
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 . It is thus concluded from the facts collected that mostly
people refer to buy big pack of their favorite chocolate, and sometimes some of
63
SUGGESTIONS AND RECOMMENDATIONS
For promotional offers, company should go for free gifts rather than
chocolate.
64
LIMITATIONS OF THE STUDY
In attempt to make this project authentic and reliable, every possible aspect of
the topic was kept in mind. Nevertheless, despite of fact constraints were at play
during the formulation of this project. The main limitations are as follows:
Due to limitation of time only few people were selected for the study. So
the sample of consumers was not enough to generalize the findings of the
study.
The main source of data for the study was primary data with the help of
65
BIBLIOGRAPHY
WEBSITES :
http://www.cadburyindia.com
http://www.nestle.com
http://www.chocolatereview.co.uk
http://en.wikipedia.org/wiki/preference
http://www.aphrodite-chocolates.co.uk/history_chocolate.htm
http://www.google.com
http://www.cadbury.co.nz/carnival/index.htm
BOOKS:
66
Chapter- 6
ANNEXURE
67
QUESTIONNAIRE
Que6. How much are you satisfied with the following factors in your
preferred chocolate? (Tick in the desired column)
69
Factors highly satisfied Normal dissatisfied highly
satisfied dissatisfied
Flavor/taste
Price
Quality
Packaging
Form
Brand
Image
• Attractive Display
• Doctors Advice
• Brand Ambassadors
• Ingredients
70
Television
Newspapers
Brochures
Hoarding
Display
Que12. How frequently do you purchase chocolates?
Daily
Weekly
Monthly
Quarterly
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
71
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
72