The Project Report On

“COMPARATIVE ANALYSIS OF CUSTOMER BUYING BEHAVIOUR TOWARDS CADBURY AND NESTLE”

VS

Submitted to

PUNJAB TECHNICAL UNIVERSITY

JALANDHAR

In the partial fulfillment of the requirement for the

Award of degree of

Masters of Business Administration (MBA)

PROJECT GUIDE: SUBMITTED BY:

Mr. Pranjal Pachpore Lovleen Taluja

Faculty. (In Management) 94512236937

Session (2009-11)

GIAN JYOTI INSTITUTE OF MANAGEMENT & TECHNOLOGY

MOHALI

1

DECLARATION

I hereby declare that the project report entitled “COMPARATIVE ANALYSIS OF

CUSTOME BUYING BEHAVIOR TOWARDS CADBURY AND NESTLE” 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.

Place: LOVLEEN TALUJA

Date MBA IV SEM.

ACKNOWLEDGEMENT

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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 is not easy to achieve

anything. There is always a sense of gratitude, which we express to others for the help

and the needed 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 teachers Dr. Babita Dosajh (HOD) sand Mr. Pranjal

Pachpore (Faculty) who has been always there to help and guide me in all manners.

Their perceptive criticism kept me working to make this project more useful. I am

thankful to them for their encouraging and valuable support. Working with them has been

an extremely knowledgeable and enriching experience for me. I am very thankful to them

for all the value addition and enhancement done to me.

No words can completely express my overriding debt of gratitude to my parents whose

support helped me in all the way. Above all I shall thank my friends who constantly

encouraged me so as to enable me to do this work successfully.

LOVLEEN TALUJA

MBA IV SEM.

TABLE OF CONTENTS

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CHAPTER

NUMBER

CHAPTER NAME PAGE NUMBER

I INTRODUCTION 5

II COMPANY PROFILE 8

III REVIEW OF LITRATURE 33

IV RESEARCH METHODOLOGY 35

V OBJECTIVES OF THE STUDY 39

VI ANALYSIS & FINDINGS 41

VII LIMITATIONS OF THE STUDY 61

VIII CONCLUSION 63

IX SUGGESTIONS &

RECOMMENDATIONS

65

X BIBLIOGRAPHY 67

XI ANNEXURE 69

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I. INTRODUCTION

INTRODUCTION

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In this research I have surveyed in Chandigarh 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 different ages

at “CHANDIGARH”. After this research I came to know how people perceive 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 an attempt has been made

also to identify the consumption habits of chocolate in terms of the pack size etc ie

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 research process.

CUSTOMER BUYING BEHAVIOUR

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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.

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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II. COMPANY PROFILE

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Chocolate

The very word makes your mouth water.

Chocolate is more than just a food: it’s a state of mind.

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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.

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.

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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

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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.

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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 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.

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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.

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CHOCOLATE PRODUCTION

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.

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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.

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

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(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, 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:

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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.

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.

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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

Chocolates & Confectionary

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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

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

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MAGGI Healthy Soups

MAGGI Healthy Soup- Sanjeevni

MAGGI MAGIC Cubes

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

NESTLEKITKAT

  are crisp wafer fingers covered with choco layer. NESTLÉ KIT KAT has a

unique finger format with a ‘breaking' ritual attached to it.

    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.

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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.

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'.

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.

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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). The corporate office is in Mumbai.

Currently Cadbury India operates in three sectors viz. Chocolate Confectionery, Milk

Food Drinks and in the Candy category.

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.

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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

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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 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.

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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

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.

31

  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 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

32

Cadbury Temptations is a range of delicious premium chocolate in five

flavors variants - Roast Almond Coffee, Honey Apricot, Mint Crunch, Black Forest and

Old Jamaica.

III. REVIEW OF LITRATURE

33

REVIEW OF LITERATURE

A literature review discusses published information in a particular subject area, and

sometimes information in a particular subject area within a certain time period. A

literature review can be just a simple summary of the sources, but it usually has an

organizational pattern and combines both summary and synthesis. A summary is a recap

or the important information of the source, but a synthesis is a re-organization, or a

reshuffling, of that information. It might give a new interpretation of old material or

combine new with old interpretations. Or it might trace the intellectual progression of the

field, including major debates. And depending on the situation, the literature review may

evaluate the sources and advise the reader on the most pertinent or relevant. Purpose of

review of Literature is to provide a backdrop of the present study. It is the context to

which our present study can be referred to determine its relevance

34

IV. 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 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 Chandigarh and collected the data.

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.

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

36

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.

Data Analysis:

The data is analyzed on the basis of suitable tables by using mathematical techniques.

The technique that I have used is bar & pie technique.

37

SCOPE OF THE 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 leaving

behind the others. The scope of my study is also restricts itself to CHANDIGARH region

only.

38

V. OBJECTIVES OF THE

STUDY

39

OBJECTIVES OF THE 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.

40

VI. ANALYSIS & FINDINGS

41

ANALYSIS OF THE STUDY

LIKING FOR THE CHOCOLATES

Table:1

Liking for the Chocolate Yes No

Number of Respondents 95 5

Fig:1

From the above analysis, it can be concluded that out of 100 people 95% people likes to

eat chocolate while only 5% people do not like to eat chocolate.

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PREFERENCE OF CHOCOLATES BY DIFFERENT AGE GROUP

Table:2

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

NUMBER OF

RESPONDENTS

14 42 33 11

Fig:2

According to the above analysis, it can be concluded that people whose age is between

10-20 years like to eat chocolates more than people who are in the age group of above 30

years.

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PREFERENCE OF BRAND AS PER 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 CONSUMPTION 2 1 1 1

Fig:3

It can be inferred from the above table that people of different age groups prefer to eat

Cadbury brand of chocolate rather than Nestle brand.

44

PURCHASE DECISSION OF SUB BRANDS OF CADBURY

Table:5

CADBURY CHOCOLATES

SUB- BRANDS NUMBER OF RESPONDANTS

DAIRY MILK 69

5 STAR 64

PERK 61

CELEBRATIONS 49

TEMPTATIONS 41

Fig:5

As per the survey, it was found that out of 73% of people who prefer Cadbury over

Nestle , likes to eat diary milk and Five star as their sub brands.

45

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

Fig:6

As per the survey it was found that out of 22 respondents who eat Nestle chocolates

mostly buy Munch , followed by Milky Bar and Kit Kat., While most of the peopleare

not aware about the Milk chocolates.

46

OVERALL PURCHASE OF CHOCOLATES

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

Fig:7

From above data 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.

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FORM PREFERENCE

Table:8

FORM OF CHOCOLATE NUMBER OF

RESONDENTS

HARD 33

NUTTIES 25

CRUNCHY 29

CHEW 20

Fig:8

It is concluded from the above data that People normally prefer hard form of chocolates

rather than Chew

48

PACK OF CHOCOLATES PREFERED

Table:9

PACK SIZE NUMBER OF RESPONDENTS

SMALL 28

BIG 48

FAMILY PACK 19

Fig:9

The above data concludes that out of sample of 95 people who eat chocolates, likes to

buy big pack rather than a small pack as it is a cost savvy.

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PROMOTIONAL OFFERS

Table:10

PROMOTIONAL OFFERS NUMBER OF RESPONDENTS

FREE GIFTS 52

PRICE OFFER 23

ANY OTHER 20

Fig: 10

From the above 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:11

FACTORS NUMBER OF

RESPONDENTS

ADVERTISEMENT 65

SUGGESTION FROM FRIENDS 16

ATTRACTIVE DISPLAY 11

BRAND AMBASSADORS 9

Fig: 11

As per survey it is concluded that Advertisement is the best measure to attract customers

to purchase more and more . Its impact is much more than any other source .

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MEDIA OF ADVERTISEMENT

Table:12

MEDIA OF ADVERTISEMENT NUMBER OF RESPONDENTS

TELEVISION 74

NEWSPAPERS 5

BROCHURES 1

HOARDING 3

DISPLAY 12

Fig:12

From the above data it is concluded that television emerges as the best media for

advertisement of chocolates that creats an urge in consumers to buy chocolates .

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FREQUENCY OF CONSUMPTION

Table:13

FREQUENCY OF CONSUMPTION NUMBER OF RESPONDENTS

ONCE IN A FORTNIGHT 16

DAILY 17

WEEKLY 39

MONTHLY 18

QUARTERLY 5

Fig:13

According to the data it is concluded that mostly people purchase chocolates on a weekly

basis . Only 15 out of 95 purchase chocolates quarterly.

53

REASONABLE PRICE

Table:14

PRICE OF CHOCOLATE NUMBER OF RESPONDENTS

BELOW 5 6

5-10 23

10-20 51

20-30 4

ABOVE 30 11

Fig: 14

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.

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CONSUMER’S BRAND LOYALTY

Table:15

BRAND LOYALTY ACTIONS NUMBER OF RESPONDENTS

POSTPONE YOUR PURCHASE 26

SWITCH OVER TO OTHER BRANDS 24

GO TO OTHER SHOP FOR SEARCH

OF PREFERED BRAND

45

Fig:15

It is concluded that most of the people are brand loyal and in the absence of availability

of their preferred brand , most of the people like to search for it or they are ready to

postpone their purchase.

55

REACTION OF CONSUMERS IF NEW BRAND IS INTRODUCED

Table:16

SHIFT TO NEW BRAND OF THE

PREFERED PRODUCT

NUMBER OF RESPONDENTS

NO, NOT AT ALL 35

MAY CONSIDER 27

NO, SHALL NOT 4

CAN’T SAY 29

Fig:16

It is concluded that mostly people are addicted to the same flavor or taste and they are not

receptive about the new brand introduced.

56

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

Quality

Packaging

57

Chi-Square Test  

Frequencies  

Do you eat chocolate?  Observed N Expected N Residualyes 95 50.0 45.0no 5 50.0 -45.0Total 100      Which promotional offers attract you most?  Observed N Expected N ResidualFree gifts 52 31.3 20.7Price Offer 23 31.3 -8.3Any other 20 31.3 -12.3Total 95      Which of these factors affect your purchase?  Observed N Expected N ResidualAdvertisement 64 25.0 39.0Suggestion from friend 16 25.0 -9.0Attractive Display 12 25.0 -13.0Brand Ambassadors 8 25.0 -17.0Total 100      Which media of advertisement influence your purchase?  Observed N Expected N ResidualTelevision 74 19.0 55.0Newspapers 5 19.0 -14.0Brochures 1 19.0 -18.0Hoarding 3 19.0 -16.0Display 12 19.0 -7.0Total 95    

58

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

NExpected N

Residual

Postpone your purchase 26 31.7 -5.7Switch over to other brand 24 31.7 -7.7Go to the other shop to search for your preferred brand

45 31.7 13.3

Total 95      Test Statistics  Do you eat

chocolate?Which promotional offers attract you most?

Which of these factors affect your purchase?

Which media of advertisement influence your purchase?

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

Chi-Square

81.000a 20.702b 82.400c 202.632d 8.484e

df 1 2 3 4 2Asymp. Sig.

.000 .000 .000 .000 .014

a. 0 cells (.0%) have expected frequencies less than 5. The minimum expected cell frequency is 50.0.b. 0 cells (.0%) have expected frequencies less than 5. The minimum expected cell frequency is 31.3.c. 0 cells (.0%) have expected frequencies less than 5. The minimum expected cell frequency is 25.0.d. 0 cells (.0%) have expected frequencies less than 5. The minimum expected cell frequency is 19.0.e. 0 cells (.0%) have expected frequencies less than 5. The minimum expected cell frequency is 31.7.

59

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.

60

VII. LIMITATIONS OF THE

STUDY

61

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 job 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 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.

62

VII. CONCLUSION

63

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

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.

64

IX. SUGGESTIONS

&

RECOMMENDATIONS

\

65

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.

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XI. BIBLIOGRAPHY

67

BIBLIOGRAHY

http://www.cadburyindia.com

http://www.nestle.com

http://www.aphrodite-chocolates.co.uk/history_chocolate.htm

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

CR Kothari Research Methodology from library

68

XI. ANNEXURE

69

QUESTIONNAIRE

“COMPARATIVE ANALYSIS OF CUSTOMER BUYING BEHAVIOUR TOWARDS CADBURY AND NESTLE”

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?

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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 affect your purchase? Advertisement

Suggestion from friend

Attractive Display

Brand Ambassadors

Que11. Which media of advertisement influence your purchase?Television Newspapers Brochures

Hoarding Display

Que12. How frequently do you purchase chocolates?Once in a fortnight DailyWeekly MonthlyQuarterly

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

Below5 5-10 10-20

20-30 Above 30

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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

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 Between10-20Between 20-30 Above 30

Gender:Phone Number:Marital status:Education:Profession:

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