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09-04-2012, 11:55 AM
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STUDY OF CONSUMER PREFERENCE TOWARDS NESTLE AND CADBURY CHOCOLATES
STUDY OF CONSUMER PREFERENCE TOWARDS NESTLE AND CADBURY CHOCOLATES

.doc  STUDY OF CONSUMER PREFERENCE TOWARDS NESTLE AND CADBURY CHOCOLATES.doc (Size: 4.59 MB / Downloads: 256)
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.
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, family, collogues who constantly encouraged and blessed me so as to enable me to do this work successfully.
TABLE OF CONTENTS
Chapter number Chapter name Contents Page number
I Introduction to the study Introduction 7
Consumer preference 8
Scope of the study 9
Objectives of the study 10
Limitations of the study 11
Ii Introduction of chocolate and company’s profile History of chocolate 15
Chocolate production 20
Consumption of chocolate in india 24
Nestlé’s profile 25
Cadbury’s profile 31
Iii Research & design methodology Basis of research and design 39
Iv Findings & analysis Analysis of data 41
Findings 67
68 68
Suggestions and recommendations 69
V Bibliography 71
Vi Annexure 73
LIST OF TABLES
Table number Title Page number
1 Liking for the chocolates 41
2 Different age groups 42
3 Preference according to age groups 43
4 Brand preference 44
5 Purchase of cadbury chocolates 45
6 Purchase of nestle chocolates 46
7 Overall purchase of chocolates 47
8 Preference of sub-brands of cadbury chocolates 48
9 Preference of sub-brands of nestle chocolates 49
10 Influencing factors during purchase 50
11 Influencing factors during purchase of cadbury chocolates 51
12 Influencing factors during purchase of nestle chocolates 52
13 Factors giving most satisfaction to consumers 53
14 Factors giving most satisfaction to consumers in cadbury chocolate 54
15 Factors giving most satisfaction to consumers in nestle chocolate 55
16 Form preference 56
17 Pack of chocolates preferred 57
18 Promotional offers 58
19 Factors affecting purchase 59
Table number Title Page number
20 Media of advertisement 61
21 Frequency of consumption 62
22 Reasonable price 63
23 Consumer’s brand loyalty 64
24 Reaction of consumers if new brand is introduced 65
LIST OF GRAPHS
Table number Title Page number
1 Liking for the chocolates 41
2 Different age groups 42
3 Preference according to age groups 43
4 Brand preference 44
5 Purchase of cadbury chocolates 45
6 Purchase of nestle chocolates 46
7 Overall purchase of chocolates 47
8 Form preference 57
9 Pack of chocolates preferred 58
10 Promotional offers 59
11 Factors affecting purchase 60
12 Media of advertisement 61
13 Frequency of consumption 62
14 Reasonable price 63
15 Consumer’s brand loyalty 64
16 Reaction of consumers if new brand is introduced 65
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 “Mumbai”. 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.
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.
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.
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 Mumbai region only.
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.
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Marked Categories : nestle, study of consumer behaviour in cadbury chocolate pdf, project on consumer behaviour towards chocolates, consumer purchase decision towards chocolate, market survey on customer satisfaction on cadbury chocolates, consumer towards neceltie product, chocolate consumption behaviour, significance of consumer behaviour towards cadbury and nestle chocolate, consumer behaviour of cadbury and nestle, comparative study on consumer preference towards, study of consumer behavior in nestle, consumer preference on chacolates project, project report on consumer behaviour towards chocolates, latest project report on consumer behaviour towards new chocolates,

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