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Table of Contents: EXECUTIVE SUMMARY:................................................4 INTRODUCTION :.....................................................5 The Consumer’s Environment :....................................6 CHARACTERISTICS AFFECTING CONSUMER BEHAVIOR......................6 BUYER DECISION PROCESS :.........................................7 OBJECTIVES OF THE STUDY :..........................................8 SCOPE OF THE STUDY :...............................................8 LIMITATIONS :......................................................9 RESEARCH METHODOLOGY :.............................................9 RESEARCH DESIGN :............................................... 11 LITERATURE REVIEW :...............................................12 Major factors influencing buying behaviour :......................12 Cultural factors :.............................................. 13 Social factors :................................................ 13 Personal factors :.............................................. 13 Psychological factors:..........................................14 Stages of the Consumer Buying Process :...........................14 Types of Consumer Buying Behaviour :..............................15 COMPANY PROFILE :.................................................16 NESTLE INDIA :....................................................16 CADBURY INDIA :..................................................20 CHOCOLATES.................................................... 21 1

CHOCOLATE BRANDS COMPARISON (TOP TWO BRANDS IN INDIA)

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Page 1: CHOCOLATE BRANDS COMPARISON (TOP TWO BRANDS IN INDIA)

Table of Contents:EXECUTIVE SUMMARY:.........................................................................................................................4

INTRODUCTION :...................................................................................................................................5

The Consumer’s Environment :.........................................................................................................6

CHARACTERISTICS AFFECTING CONSUMER BEHAVIOR......................................................................6

BUYER DECISION PROCESS :..............................................................................................................7

OBJECTIVES OF THE STUDY :..................................................................................................................8

SCOPE OF THE STUDY :..........................................................................................................................8

LIMITATIONS :........................................................................................................................................9

RESEARCH METHODOLOGY :.................................................................................................................9

RESEARCH DESIGN :.........................................................................................................................11

LITERATURE REVIEW :..........................................................................................................................12

Major factors influencing buying behaviour :......................................................................................12

Cultural factors :..............................................................................................................................13

Social factors :..................................................................................................................................13

Personal factors :.............................................................................................................................13

Psychological factors:......................................................................................................................14

Stages of the Consumer Buying Process :............................................................................................14

Types of Consumer Buying Behaviour :...............................................................................................15

COMPANY PROFILE :............................................................................................................................16

NESTLE INDIA :.....................................................................................................................................16

CADBURY INDIA :................................................................................................................................20

CHOCOLATES...............................................................................................................................21

SNACKS:.......................................................................................................................................22

DATA ANALYSIS AND INTERPRETATION :...........................................................................................22

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TABLE: 1.......................................................................................................................................23

GRAPH: 1.....................................................................................................................................23

TABLE: 2.......................................................................................................................................23

GRAPH: 2.....................................................................................................................................24

TABLE: 3.......................................................................................................................................24

GRAPH: 3.A..................................................................................................................................25

GRAPH: 3.B..................................................................................................................................25

TABLE: 4.......................................................................................................................................26

GRAPH -4.A..................................................................................................................................26

GRAPH: 4.B..................................................................................................................................26

GRAPH: 4.C..................................................................................................................................27

TABLE: 5.......................................................................................................................................27

GRAPH: 5.....................................................................................................................................28

TABLE: 6.......................................................................................................................................28

GRAPH: 6.....................................................................................................................................29

TABLE: 7.......................................................................................................................................29

GRAPH: 7.....................................................................................................................................30

TABLE: 8.......................................................................................................................................30

GRAPH: 8.....................................................................................................................................31

TABLE: 9.......................................................................................................................................31

GRAPH: 9.....................................................................................................................................32

TABLE: 10.....................................................................................................................................32

GRAPH: 10...................................................................................................................................33

TABLE: 11.....................................................................................................................................33

GRAPH: 11...................................................................................................................................34

FINDINGS & SUGGESTIONS..................................................................................................................34

SUGGESTIONS......................................................................................................................................35

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CONCLUSION.......................................................................................................................................35

APPENDIX............................................................................................................................................36

BIBLIOGRAPHY.....................................................................................................................................38

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EXECUTIVE SUMMARY:

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INTRODUCTION :

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.

It needs to be emphasized at the very outset that there is no unified, tested

and universally established theory consumer behaviour. What we have today are certain ideas

on consumer behaviour. Some of these ideas are taken from economics, others from

psychology, and yet other is drawn simultaneously from several of the social sciences.

Professional researchers as well as business firms have studied the subject extensively,

contributing to a large assortment of knowledge on buyer behaviour. However, a universally

accepted theory on the subject is yet to emerge. It is with this understanding of the limitations

of buyer behaviour studies that we have to precede further.

Consumer behaviour concerned with the activities and actions of people and

organizations that purchase and use economic goods and services, including the influences on

these activities and actions.

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The Consumer’s Environment:

The many environmental influences combine to form a total life setting for

consumers. Purchasing and using product and services are among the ways in which people

respond to and interact with the world about them. Marketing managers must understand the

live setting of consumers to fully appreciate what consumers are trying to accomplish with

particular purchase. Only then can a company demonstrate the relevance of its marketing

offer to customers by showing how it will help them deal with their life setting. Ultimately,

convincing customers of the product offer’s relevance is crucial to sales growth in markets.

Marketing stimuli consist of the four Ps: product, price, place and promotion. Other

stimuli include major forces and events in the buyer’s environment: economic, technological,

political, and cultural. All these inputs enter the buyer’s black box where they are turned into

a set of observable buyer responses: product choice, brand choice, dealer choice, purchase

timing and purchase amount.

The marketer want to understand how the stimuli are changed into response inside the

consumer’s black box, which has two parts: First, the buyer’s characteristics influence how

he or she perceives and reacts to the stimuli; Second, the buyer’s decision process itself affect

the buyer’s behaviour.

CHARACTERISTICS AFFECTING CONSUMER BEHAVIOR

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Culture

Subculture

Social class

Reference groups

Family

Roles and status

Age & life-

Cycle stage

Occupation

Economic situation

Lifestyle

Personality&

Self-concept

Motivation

Perception

Learning

Beliefs

Attitudes Buyer

Cultural Social

Personal

Psychological

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BUYER DECISION PROCESS:

The buyer decision process consists of five stages:

1. need recognition

2. information search

3. evaluation of alternatives

4. purchase decision and

5. Post purchase behaviour.

Clearly, buying process starts long before actual purchase and continues long after.

Marketers need to focus on the entire buying process rather than on just the purchase

decision.

Need recognition is the first stage of the buyer decision process in which the

consumer recognizes a problem or need.

Information search is the stage of the buyer decision process in which the consumer is

aroused to search for more information; the consumer may simply have heightened attention

or may go into active information search.

Alternative evaluation is the stage of the buyer decision process in which the

consumer uses information to evaluate alternative brands in the choice set. Brand image is the

set of beliefs consumers hold about a particular brand. Purchase decision is the stage of the

buyer decision process in which the consumer actually buys the product.

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Need recognition

Information search

Evaluation of alternatives

Purchase decision

Post purchase behaviour

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Post purchase behaviour is the stage of the buyer decision process in which consumers take

further action after purchase based on their satisfaction or dissatisfaction.

These discussions on the buyer, his motives, his buying habits, his behaviour patterns

and his decision-making process essentially lead us to the conclusion that it is not easy to

solve the puzzle of buyer behaviour. The behaviour depends upon the buyer’s needs and

such needs keep on changing. Moreover, in many cases, the buyer’s decisions cannot wait for

the evaluation of all the alternatives available to him. He cannot always pause to find out the

cause effect relationships of his decisions. All that can be said is that he will normally take a

decision, which he believes will meet his needs of his customers existing and prospective.

But in spite of the difficulty, the job continues to be undertaken by marketers, researchers and

behavioural scientists.

OBJECTIVES OF THE STUDY:

This project is based on the comparative study of consumer behaviour towards

NESTLE and CADBURY chocolates.

1. To identify the various factors, which are showing the impact on consumer

buying behavior towards NESTLE.

2. How customers are making comparison between the products of NESTLE &

CADBURY ( on what parameters )

3. The other objective is to know about the customer satisfaction level associated

with the product and the recapture preference level.

4. To provide some workable suggestions.

SCOPE OF THE STUDY:

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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 in twin city region only.

LIMITATIONS:

The sample size is restricted to 100 respondents only.

The survey is limited to only friends, family and relatives.

Some respondents did not provide the requisite information pertaining to the

questionnaire

RESEARCH METHODOLOGY:

Marketing research is basic tool, which facilitates decision making by considering the

various elements enabling to get the right information, at the right time, at the right place and

to the right persons who are involved in decision making. Research methodology which is

the most vital and back bone of the study helps to determine the reliability strength and

accuracy of the project. It is used to select the sample size data collection and various tools

for data analysis.

SOURCES OF DATA

The Survey technique is intended to secure one or more items of information

from a sample of respondents who are representatives of a larger group. The

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information is recorded on a form known as questionnaire. As data are gathered by

asking questions from persons who are believed to have desired information, the

method is also known as questionnaire technique.

Reasons for wide use of this method:

It can secure both quantitative and qualitative information directly from the

respondents.

This method directly measures the attitudes and motivations.

It is quite flexible in term of the types of data to be assembled, the method of

collection or the timing of research.

A questionnaire is simply a formalized set of questions for eliciting

information. As such, its function is measurement and it represents the most common form of

measurement in marketing research. Although the questionnaire generally is associated with

surveys, it is also frequently the measurement instrument in experimental designs as well.

Research plan:

In the study, systematic procedure of collecting the data in order to analyze

and interpret it in a methodical way has been adopted.

Data collection the collection of information is ascertained through two.

Principles sources.

1) Primary data 2) Secondary data

1) Primary data:

Meaning: primary sources of data are the data which needs the personal efforts of

collect it and which is not readily available.

1 Questionnaires: its set of questions on a sheet of paper which is being given

to the general public or focused customers to fill it, bases on which the data was

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interpreted.

2 Direct interviewing: direct interviewing involved the process where I

Asked the questions directly to the customers and I got the feed back.

2). Secondary data:

Secondary sources are the other important sources through which the data were

collected. These are the readily available sources of the data where one had need pot put

mush effort to collect ed , because it is already been collected and part in an elderly manner

by some researchers, experts and specialties .The secondary sources helpful for the study

were.

Text books like marketing management research methodology advertisement and the sales

promotion etc.

Internet was made use for the collection f the data.

RESEARCH DESIGN : Research design is purely a plan for a study it guides collection and analysis of the data.

It is the blue prints in completing the study

QUESTIONNAIRIE DESIGN :

When the information that a research needs is not available in the secondary source a

questionnaire aids in getting information. In the study in order to avail the data for the

primary objective special emphasis was given. Most of the questions were close ended and

few were open ended.

TABULATION OF DATA :

The days completed questionnaires were tabulated with various tools such as, graphs,

diagram, averages, percentages etc., have been drawn where ever necessary to illustrate facts

and figures.

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SAMPLE SIZE :

Simple random method has been adopted for the study of 100 consumers.

LITERATURE REVIEW :

Importance of consumer behavior for marketer’s consumer behavior is helpful in

understanding the purchase behavior and preference of different consumer as consumer; we

differ in terms of gender, age, education, occupation, income, family setup, religion,

nationality, and social status.  Because of these different background factors we have

different needs and we only buy those brands and services, which we think we satisfy our

needs. In today’s work of rapidly changing technology, firm has to be constantly innovating

and understand the latest consumer trends and tastes consumer behavior provides invaluable

clues and guide lines to marketer and new technological frontiers, which they should

explore. 

         A consumer decision to purchase a particular brand to service is result of complex

interplay of a consumer of variables the starting point for the company provides the decision

process marketing stimuli in the shape of brand, promotion, price and distribution strategy.

The potential consumer along with other stimuli already existing receives the marketing

stimuli in the environment. The stimuli may be social economic, cultural, technological and

political in nature. 

       At the point of receiving the marketing stimuli the consumer already has a certain

mental, emotional and psychological frame of mind developing over the years by culture,

religious, social, family and psychological background. 

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Major factors influencing buying behaviour :

       Consumer behavior is affected by a host of variables ranging from personal, professional

needs, attitudes and values, personality characteristics, social economic and cultural

background, age, gender, professional status to social influences of various kinds exerted a

family, friends, colleagues, and society as a whole. The combination of these variation factors

produce a different impact on each one to us a manifested in our different behavior as

consumer.

Psychological factors that as individual consumer needs, motivations, perceptions

attitudes, the learning process personality and personality characteristics are the similarities,

which operate across the different types of people and influence their behavior.         

  There are four major factors which influences on the buying behavior of consumers.  

Cultural factors :

       On consumer behavior culture can be defined as the sum total of learned belief, value

and custom that serves to guide and direct the consumer behavior of all members of that

society. Culture is a learned through the following three ways. 

1. Formal learning

      2. Informal learning

      3. Technical learning  

      Culture is a most fundamental determinant person’s wants and behavior, the growing

child acquires a set of values, perceptions, preferences and behavior through his family and

key institutions. 

Social factors :

  Consumer behavior is also influenced by such social factors as reference groups,

family and social roles and status  

Reference groups: Many groups influence a person’s behavior a person reference consist of

all the groups that have a direct or indirect influence on the person’s attitude and behavior. 

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Roles and status: A role consists of the activities that a person is expected to perform. Each

role carries a status. Supreme court judge has more status than a sales manages and a sales

manages has more status than office clerk. 

Personal factors :

      Buyer’s decisions are also influenced by personal characteristics the buyers age and life

cycle stages, occupation, economic circumstances, lifestyle and personality and self-concept. 

Psychological factors:

      Abraham mallows needs can be ranked in order are importance from the low biological

needs to the higher levels of psychological needs. 

       MASLOW’S hierarchy of human needs us understand consumer motivation it is useful

for the marketer who can identify what generic level need this brand is capable fulfilling and

accordingly position his brand and back it up with relevant marketing inputs. Brands such as

food and clothes are brought two fulfill psychological needs.

Stages of the Consumer Buying Process :

Six Stages to the Consumer Buying Decision Process (For complex decisions).

Actual purchasing is only one stage of the process. Not all decision processes lead to a

Purchase. All consumer decisions do not always include all 6 stages, determined by

the degree of complexity.

1. Problem Recognition (awareness of need)--difference between the desired state and

the actual condition. Deficit in assortment of products. Hunger--Food. Hunger

stimulates your need to eat. Can be stimulated by the marketer through product

information--did not know you were deficient? I.E., see a commercial for a new pair

of shoes, stimulates your recognition that you need a new pair of shoes.

2. Information search-- Internal search, memory. External search if you need more

information. Friends and relatives (word of mouth). Marketer dominated sources;

comparison shopping; public sources etc. A successful information search leaves a

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buyer with possible alternatives, the evoked set. Hungry, want to go out and eat,

evoked set is chinese food, indian food, burger king, klondike kates etc

3. Evaluation of Alternatives--need to establish criteria for evaluation, features the

buyer wants or does not want. Rank/weight alternatives or resume search. May decide

that you want to eat something spicy, Indian gets highest rank etc. If not satisfied with

your choice then return to the search phase. Can you think of another restaurant?

Look in the yellow pages etc. Information from different sources may be treated

Differently. Marketers try to influence by "framing" alternatives.

4. Purchase decision--Choose buying alternative, includes product, package, store,

Method of purchase etc.

5. Purchase--May differ from decision, time lapse between 4 & 5, product availability.

6. Post-Purchase Evaluation--outcome: Satisfaction or Dissatisfaction.Cognitive

Dissonance, have you made the right decision. This can be reduced by warranties,

after sales communication etc. After eating an indian meal, may think that really you

wanted a chinese meal instead.

Types of Consumer Buying Behaviour :

Types of consumer buying behaviour are determined by:

Level of Involvement in purchase decision. Importance and intensity of interest in a Product

in a particular situation. Buyers level of involvement determines why he/she is motivated to

seek information about a certain products and brands but virtually ignores others. High

involvement purchases--Honda Motorbike, high priced goods, Products visible to others, and

the higher the risk the higher the involvement.

Types of risk:- Personal risk, Social risk, Economic risk

The four type of consumer buying behaviour are:

Routine Response/Programmed Behaviour--buying low involvement frequently Purchased

low cost items; need very little search and decision effort; purchased Almost automatically.

Examples include soft drinks, snack foods, milk etc. Lmited Decision Making--buying

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product occasionally. When you need to obtain Information about unfamiliar brand in a

familiar product category, perhaps. Requires a moderate amount of time for information

gathering. Examples include Clothes—know product class but not the brand. Extensive

Decision Making/Complex high involvement, unfamiliar, expensive and/or Infrequently

bought products. High degree of economic/performance/psychological Information and

deciding. Information from the companies MM; friends and relatives, Store personnel etc. Go

through all six stages of the buying process. Impulse buying, no conscious planning.

The purchase of the same product does not always elicit the same Buying

Behavior. Product can shift from one category to the next. For example: Going out for dinnr

for one person may be extensive decision making (for someone that does not go out often at

all), but limited decision making for someone else. The reason for the dinner, whether it is an

anniversary celebration, or a meal with a couple of friends will also determine the extent of

the decision making.

COMPANY PROFILE :

NESTLE INDIA :

Nestlé India is a subsidiary of  Nestlé S.A. of Switzerland. With seven factories

and a large number of co-packers, Nestlé India is a vibrant Company that provides consumers

in India with products of global standards and is committed to long-term sustainable growth.

The Company insists on honesty, integrity and fairness in all aspects of its business

and expects the same in its relationships. This has earned it the trust and respect of every

strata of society that it comes in contact with and is acknowledged amongst India's 'Most

Respected Companies' and amongst the 'Top Wealth Creators of India'.

THE NESTLE STORY

Nestlé was founded in 1867 on the shores of Lake Geneva in Vesey, Switzerland and

its first product was “FarineLactée Nestlé”, an infant cereal specially formulated by Henri

Nestlé to provide and improve infant nutrition. From its first historic merger with the Anglo-

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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 competitors.

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.   

After India’s independence in 1947, the economic policies of the Indian Government

emphasized the need for local production. Nestlé responded to India’s aspirations by forming a

company.

Nestlé’s relationship with India dates back to 1912, when it began trading as The Nestlé

Anglo-Swiss Condensed Milk Company (Export) Limited, importing and selling finished

products in the Indian market.

India and set up its first factory in 1961 at Moga, Punjab, where the Government

wanted Nestlé to develop the milk economy. Progress in Moga required the introduction of

Nestlé’s Agricultural Services to educate advice and help the farmer in a variety of aspects.

From increasing the milk yield of their cows through improved dairy farming methods, to

irrigation, scientific crop management practices and helping with the procurement of bank

loans. Nestlé set up milk collection centers that would not only ensure prompt collection and

pay fair prices, but also instils amongst the community, a confidence in the dairy business.

Progress involved the creation of prosperity on an on-going and sustainable basis that has

resulted in not just the transformation of Moga into a prosperous and vibrant milk district

today, but a thriving hub of industrial activity.

Nestlé has been a partner in India's growth for over nine decades now and has built a very

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special relationship of trust and commitment with the people of India. The Company's

activities in India have facilitated direct and indirect employment and provides livelihood to

about one million people including farmers, suppliers of packaging, materials, services and

other goods.

The Company continuously focuses its efforts to better understand the changing

lifestyles of India and anticipate consumer needs in order to provide Taste, Nutrition, Health

and Wellness through its product offerings. The culture of innovation and renovation within

the Company and access to the Nestlé Group's proprietary technology/Brands expertise and the

extensive centralized Research and Development facilities gives it a distinct advantage in these

efforts. It helps the Company to create value that can be sustained over the long term by

offering consumers a wide variety of high quality, safe food products at affordable prices.

Nestlé India is a responsible organization and facilitates initiatives that help to improve the

quality of life in the communities where it operates.

Our Brands

 

Milk Products & Nutrition

From shelf-stable solution

to chilled dairy.

 

Beverages

Drink to an active life with Nestlé Beverages.

 

Prepared Dishes & Cooking Aids

Preparing well balanced meals is a snap with

Nestlé.

 

Chocolates & Confectionery

Delighting the senses with a range of tastes and

textures.

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NESTLÉ KITKAT are delicious crisp wafer fingers covered with

chocolayer. Our special tropicalized recipe ensures that NESTLÉ

KITKAT is preserved even in warmer climates.

NESTLÉ MILKYBAR is a delicious milky treat which kids love.

With its Calcium Rich recipe, NESTLÉ MILKYBAR is a

favourite with parents to treat their kids.

Extremely popular in India, NESTLÉ MUNCH is wafer layer

covered with delicious chocolayer. A crispy light irresistible snack!

NESTLÉ Milk Chocolate is a milk chocolate with a delicious taste

for you to savour.

NESTLÉ BAR-ONE is a luscious nougat and caramel core covered

with a delicious chocolayer.

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NESTLÉ offers a bouquet of three exciting éclair variants:

NESTLÉ Eclairs are rich milky caramel Eclairs with a soft center.

NESTLÉ Chocolate Eclairs are a delicious delight with luscious

creamy chocolate inside..

POLO is a mint roll popularly described as ‘The Mint with the

hole’. Now also in the new extra strong singles format as POLO

Powermint.

New MILKYBAR Crispy Wafer - Enjoy the crunchy

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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.

Cadbury India is a fully owned subsidy of Kraft Foods Inc. The combination of Kraft Foods

and Cadbury creates a global powerhouse in snacks, confectionery and quick meals. We are

currently the world's No.1 confectionery and biscuit company. We are also the world’s

second-largest food company with sales in approximately 160 countries. We employ

approximately 140,000 people.

With an incredible brand portfolio, we contrive to make a delicious difference, today and

every day.

Heritage: We have come a long way since J.L Kraft started selling cheese from a horse drawn

wagon in 1903. Hard work, imagination and commitment to bring the world its favourite

foods has helped us grow into a company that touches more than a billion people in 160

countries. Every day. One at a time.

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Some fast facts on the combined company:

Our Global Reach

Approximately $50 billion in revenues

25%+ of global revenue from emerging markets

1 in global confectionery

1 in global biscuits

More than 50% of global revenue from snacks and confectioneryOur Brand Portfolio

11 brands with more than $1 billion in revenue

70+ brands with more than $100 million in revenue

40+ brands over 100 years old

80% revenue from #1 share positions

CHOCOLATES

Dairy Milk

5 Star

Perk

Celebrations

Temptation

Éclairs

Gems

Dairy milk

The story of Cadbury Dairy Milk started way

– Chocolates

Snacks

Beverages

Candy and Gums

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SNACKS:

Bytes

Beverages

Bournvita

Candy

Halls

DATA ANALYSIS AND INTERPRETATION :

1. Do you eat chocolates?

(a) Yes (b) No

TABLE: 1

Eat chocolate In Numbers In Percentage

Yes 86 86

No 14 14

Total 100 100

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GRAPH: 1

Analysis:

Out of the responses obtained from 100 customers, 86% said that they eat

chocolates and 14% of the customers are do not eat Chocolates.

Interpretation:

86% of the customers are eat Chocolates because chocolates are sweet and happy to

eat.

2. Which brand of chocolate do you prefer?

(a) Nestle (b) Cadbury

TABLE: 2

Prefer In numbers In average

Nestle 55 55

Cadbury 45 45

Total 100 100

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GRAPH: 2

Analysis:

Out of the responses obtained from 100 customers 55% of the customers prefer Nestle

Chocolates and 45% of the customers prefer Cadbury chocolates.

Interpretation:

55% of the customers are more prefer Nestle Chocolates because Nestle chocolates are

very tasty when compare than Cadbury.

3. Which sub-brand of chocolates according to your preference?

TABLE: 3

Nestle In numbers Cadbury In numbers

Kit Kat 30 Dairy Milk 25

Munch 35 5-Star 40

Milky Bar 15 Perk 20

Bar one 20 Celebrations 10

Milk Chocolate 0 Temptations 5

Total 100 Total 100

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GRAPH: 3.A

GRAPH: 3.B

Analysis:

Out of the responses obtained from 100 customers the sub-brands of Nestle chocolates

they purchase 30% of the customers purchase Kit Kat, 35% of the customers purchase Munch

chocolates,15% of the customers purchase Milky Bar,20% of the customers purchase Bar-

One and 0% of the customers purchase Milk Chocolates.And in sub-brands of Cadbury

chocolates, they purchase 25% of the customers purchase Dairy Milk,40% of the customer

purchase 5-Star,20% of the customers are purchase Perk, 10% of the customer purchase

Celebrations and 5% of the customers are purchase Temptations.

Interpretation:

In Nestle the sub-brand Munch chocolates are 35% are purchased more than the

others, because it is good in quality and maintain delicious taste. In Cadbury the sub-brand

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5-Star chocolates are 40% are purchased more than the others, because it is having good

taste.

4. On what parameters you considered when you purchase Nestle chocolates?

TABLE: 4

Attributes Excellent Very good Good Average Poor

Price 10 25 30 15 20

Quality 30 40 10 10 10

Package 20 43 20 15 2

Total 100 100 100 100 100

GRAPH -4.A

GRAPH: 4.B

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GRAPH: 4.C

Analysis:

From the above chart we came to know that out of 100 respondents in price base, 10

members feeling that excellent.25 members said that very good.30 members said that

good.15 members said that average and remaining 20 members said that it was poor. In

quality base, 30 members said that it is excellent.40 members said that it is very good.10

members said that it is good and remaining 10 members said that it is average. In package, 20

members were feeling that is excellent.43 members said that it is very good.20 members said

that it is good.

Interpretation:

30% of the consumers giving more impotents to the price because they are considered price

they are spend. And 40% are giving impotence to quality. And 43% consumers are said

packaging is very impotent because packaging is attractive one.

5. What Pack do you purchase?

TABLE: 5

Purchase In numbers In average

Small 42 42

Big 38 38

Family pack 20 20

Total 100 100

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GRAPH: 5

Analysis:

Out of the responses obtained from 100 customers 42% of the customers are purchased Small

packs, 38% of the customers are purchased Big packs and 20% of the customers are

purchased Family packs.

Interpretation:

42% of the customers are purchased Small packs, because the Small packs are

Easy to eat and it is having low price.

6. How frequently do you purchase chocolates?

TABLE: 6

Purchase In numbers In average

Daily 31 31

Weekly 41 41

Monthly 20 20

Quarterly 8 8

Total 100 100

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GRAPH: 6

Analysis:

Out of the responses obtained from 100 customers 41%of the of the customers purchase

weekly,31% of the customer purchase daily,20% of the customers purchase monthly and only

8% of the customers purchase quarterly.

Interpretation:

Most of the customers that is 41% of the customers purchase weekly because they are having

only one day free time in a Week.

7. Which media of advertisement influence your purchase?

TABLE: 7

Media

In

numbers In average

Television 42 42

News paper 25 25

Brochures 6 6

Hoardings 22 22

Display 5 5

Total 100 100

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GRAPH: 7

Analysis:

Out of the responses obtained from 100 customers 42% of the customers influence to

purchase through Television, 25% of the customers influence to purchase through.

Interpretation:

42% of the customers influence to purchase through Television only because most of the

people watch television in free time.

8. Which promotional offers attract you most?

TABLE: 8

Promotional offer In numbers In average

Free gift 20 20

Price offer 25 25

Any other 55 55

Total 100 100

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GRAPH: 8

Analysis:

Out of the responses obtained from 100 customers only 20% of the customers attracted to

free gift offer and 25% of the customers attracted to price offer and 55% of the customers

attracted to the other offers.

Interpretation:

55% of the customers are want to other offers when compared to the price offer and free gift

because customers are want to have more attracted offers rather than this.

9. Which of this factor affect your purchase?

TABLE: 9

Factor In numbers In average

Advertisement 35 35

Suggestions from friends & relatives 20 20

Attractive display 15 15

Doctor advice 5 5

Brand ambassador 25 25

Total 100 100

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GRAPH: 9

Analysis:

From 100 customers 35% are affected to purchase through Advertisement,20% are affected

to purchase through Suggestions from friends & relatives,15% are affected to purchase

through Attractive Display,5% are affected to purchase through Doctor Advice and 25% are

affected to purchase through Brand Ambassador.

Interpretation:

The factor advertisement more affected because advertisement is only create awareness to

purchase

10. What according to you is the reasonable price of chocolates?

TABLE: 10

Price In numbers

Below 5 20

5 to 10 49

10 to 20 21

20 to 30 10

Above 30 0

Total 100

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GRAPH: 10

Analysis:

From 100 customers 49% of the customers are saying that 5-10 is the reasonable price to

purchase,21% are saying that 10-20 is the reasonable price to purchase,20% are saying that

Below 5 is the reasonable price to purchase,10% are saying that 20-30 is the reasonable price

and no one is accept that above 30.

Interpretation:

5-10 is reasonable price. They are not interested to spend more prices to chocolates. Because

most of the people are middle class peoples.

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

TABLE: 11

If no preferred brand In numbers In average

Postpone your purchase 5 5

Switch over to other brand 35 35

Go to the shop for your preferred brand 60 60

Total 100 100

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GRAPH: 11

Analysis:

Out of the responses obtained from 100 customers 35% are switch over to other brand,60%

are go to the shop for the preferred brand, only 5% of the customers postpone their purchase.

Interpretation:

They are loyal customers for that brand so they go to the shop for preferred brand. 5.

FINDINGS & SUGGESTIONS

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.

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Some people often like to have a chocolate with good flavor, quality and

crunchiness so they are going towards Kit Kat and Munch of Nestle due to its

taste and crunchiness.

It is thus concluded from the facts collected that mostly people refer to buy big pack of their

favourite chocolate, and sometimes some of them go for small and family pack.

SUGGESTIONS

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 quality of chocolate so companies should

concentrate in this regard also.

CONCLUSION

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 different age groups people of

“twin cities”. 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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APPENDIX

Questionnaire

1. Do you eat chocolates?

(a) Yes (b) No

2. Which brand of chocolate do you prefer?

(a) Nestle (b)Cadbury

3. Which sub-brand you have purchased?

Cadbury Nestle

Dairy milk Kit kat

5 star munch

Perk milky bar

Celebrations bar-one

Temptation milk chocolate

4. Rank the sub-brand of chocolates according to your preference?( 1 for most

preference)

Cadbury Nestle

Dairy milk Kit kat

5 star munch

Perk milky bar

Celebrations bar-one

Temptation milk chocolate

5. On what parameters you considered when you purchase Nestle chocolates?

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Factors Verygood Good Average Poor

Taste

Price

Quality

Package

6. What pack do you purchase?

(a) Small (b) big (c)family pack

7. How frequently do you purchase chocolates?

(a) Daily

(b) Weekly

(c) Monthly

(e) Quarterly

8. Which media of advertisement influence your purchase?

(a) Television

(b) Newspaper

(c) Brochures

(d) Hoardings

(e) Display

9. Which promotional offers attract you most?

(a) Free gift (b) price offer (c) any other

10. Which of these factors affect your purchase?

(a) Advertisement

(b) Suggestion from friends & relatives

(c) Attractive display

(d) Doctors advice (e) Brand ambassador

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

(a)Below 5 (b) 5-10

(c) 10-20 (d) 20-30

(e) Above 30

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

(a) Postpone your purchase

(b) Switch over to other brand

(c) Go to the shop for your preferred brand

Personal details

NAME:

ADDERSS:

AGE:

GENDER:

EDUCATION:

PROFESSION:

BIBLIOGRAPHY

1. Principles of marketing – Philip kotler & Gary Armstrong.

2. Marketing Research -- Naresh K.Malhotra, Pearson Education. Fifth edition.

3. Consumer behavior – Schiff man Leon.

4. Internet www.Nestle.com.

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http://www.nestle.in/AnOverview.aspx?nesindia=1

http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=6

www.Cadbury.com

http://www.cadburyindia.com/brands/choco1.asp

http://ezinearticles.com/?Factors-Affecting-Consumer-Behavior&id=4602848

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