Devendra Tembhre- My_final_mrp New

8/4/2019 Devendra Tembhre- My_final_mrp New

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MALWA INSTITUTE OF SCIENCE AND

TECHNOLOGY

INDORE

(SUBMITTED TOWARDS THE PARTIAL FULFILLMENT OF

MASTER OF BUSINESS ADMINISTRATION AWARDED BY DEVI

AHILYA VISHVAVIDHYALAYA, INDORE)

A

MAGER RESEARCH PROJECT

ON

A COMPARATIVE STUDY OF COSTOMER SATISFACTIONTOWADS CADBURY AND NESTLE CHOCOTATE AMONG YOUTH

OF INDORE

MBA IV SEM

Project Guide Submitted By

Prof. SHANTANU VERMA DEVENDRA KU. TEMBHARE

MBA 4TH SEM.


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DECLARATION

Hereby declare that the project report entitled A COMPARATIVE STUDY

OF CUSTOMER SATISFACTION TOWARDS NESTLE AND CADBURY

CHOCOLATE AMONG YOUTH OF INDORE 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:

Date: DEVENDRA KU. TEMBHARE

MBA-4th

SEM


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CERTIFICATE

This is to be certified that Mr.Devendra kumar tembhare S/O Shri.S.L.Tembhare has carried out the work submitted in this dissertation entitledA COMPARATIVE STUDY OF CUSTOMER SATISFACTIONTOWARDS CADBURY & NESTLE CHOCOLATE AMONG YOUTH

OF INDORE the work has been done under my supervision and to myentire satisfaction. The work is original and satisfactory for the compulsoryfulfillment of MBA (FT) of Malwa institute of science and technology Indore.

I wish him all the success in life


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ACKNOWLEDGEMENT

Survey is an excellent tool for learning and exploration. No classroom routine

can substitute which is possible while working in real situations. Application oftheoretical knowledge to practical situations is the bonanzas of this survey.

Without a proper combination of inspection and perspiration, its 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 mygratitude toward all those who have been helpful to me directly or indirectly

during the development of this project.

First of all I wish to express my profound gratitude and sincere thanks to my

esteemed learned Director B.B. GUPTA, who allowed me to conduct the

survey.

I would like to thank my professor SHANTANU VERMA.was always there to

help and guide me when I needed help. His perceptive criticism kept me

working to make this project more full proof. I am thankful to him for his

encouraging and valuable support. Working under him was an extremely

knowledgeable and enriching experience for me. I am very thankful to him for

all the value addition and enhancement done to me.


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TABLE OF CONTENTS

CHAPTER

NUMBER

CHAPTER NAME CONTENTS PAGE

NUMBER

I INTRODUCTION TO THESTUDY

INTRODUCTION 7

CONSUMER PREFERENCE 8

SCOPE OF THE STUDY 9

LIMITATIONS OF THE

STUDY

10

II INTRODUCTION OF

CHOCOLATE ANDCOMPANYS PROFILE

HISTORY OF CHOCOLATE 12

CHOCOLATE

PRODUCTION

17

CONSUMTION OF

CHOCOLATE IN INDIA

21

NESTLES PROFILE 22

CADBURYS PROFILE 27III LITRETURE REVIEW LITRETURE REVIEW 34

RATONALE 36

OBJECTIVE OF THE

STUDY

37

IV RESEARCH METHODOLOGY 38

V ANALYSIS &FINDING ANALYSIS 41

FINDINGS 71

CONCLUSION 72

SUGGESTIONS &

RECOMMENDATIONS

73

VI REFERENCES BIBLIOGRAPHY 75

WEBLIOGRAPHY 76

VI ANNEXURE QUESTIONNAIRE 78


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CHAPTER: I

INTRODUCTION TO THE STUDY


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INTRODUCTION

In this research I have survey the product performance and customer satisfaction of two

famous brands of chocolates Nestle and Cadbury, which are consumed by youth. During

this research I have interacted with people of INDORE. 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 . In this research I have surveyed

that how frequently and how much chocolate they consume, whether they buy small, big orfamily 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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CUSTOMER PREFERENCE

All marketing starts with the customer. So customer is a very important person to a marketer.

Customer 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 customer may purchase, so that he may store the goods or provide the

services according to the likings of the customers. Gone are the days when the concept of

market was let the buyers beware or when the market was mainly the sellers market. Now

the whole concept of customers sovereignty prevails. The manufacturers produce and the

sellers sell whatever the customer likes. In this sense, customer is the supreme in the

market.

As customers, 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 customer preference not only focuses on how and why customers make

buying decision, but also focuses on how and why customers make choice of the goods theybuy and their evaluation of these goods after use.
http://en.wikipedia.org/wiki/Taste_%28sociology%29http://en.wikipedia.org/wiki/Social_sciencehttp://en.wikipedia.org/wiki/Economicshttp://en.wikipedia.org/wiki/Happinesshttp://en.wikipedia.org/wiki/Gratificationhttp://en.wikipedia.org/wiki/Utilityhttp://en.wikipedia.org/wiki/Motivationhttp://en.wikipedia.org/wiki/Motivationhttp://en.wikipedia.org/wiki/Utilityhttp://en.wikipedia.org/wiki/Gratificationhttp://en.wikipedia.org/wiki/Happinesshttp://en.wikipedia.org/wiki/Economicshttp://en.wikipedia.org/wiki/Social_sciencehttp://en.wikipedia.org/wiki/Taste_%28sociology%29


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LIMITATIONS OF THE STUDY

In attempt to make this project authentic and reliable, every possible aspect of the topic was

kept in mind. Nevertheless, despite of fact constraints were at play during the formulation of

this project. The main limitations are as follows:

Due to limitation of time only few people were selected for the study. So the sample

of consumers was not enough to generalize the findings of the study.

The main source of data for the study was primary data with the help of self-

administered questionnaires. Hence, the chances of unbiased information are less. People were hesitant to disclose the true facts.

The chance of biased response cant be eliminated though all necessary steps were

taken to avoid the same.


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CHAPTER:II

INTRODUCTION OF

CHOCOLATE AND COMPANYPROFILE


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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 theaztecs: 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 CortesThe 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 captaingeneral 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 EuropeAn 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 theymade the drink, and by 1606 chocolate was well established in Italy

Drinking chocolateThe secret of chocolate was taken to France in 1615, when Anne, daughter of Phillip 2 of

Spain married king Louis 13 of France


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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 1650s

First chocolate for eatingUp until this point all chocolate recipes were based on plain chocolate. It was an English

doctor, sir Hanss 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

almost impossible to pronounce and so corrupted it to the easier chocolat the English

further changed this to chocolate.

The Aztecs 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


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Chocolate in EuropeXocolatl! 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 Aztecs 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 sheeps droppings, they burned the whole ship in frustration. If only

they had known, chocolate was so expensive at that time , that it was worth its 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 1520it 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.

Back to the AmericasEvents went full circle when English colonists carried chocolate (and coffee) with them to

Englands colonies in north America. Destined to become the united states of America and

Canada, they are now the worlds largest consumers by farof both chocolate and coffee,

consuming over half of the words total production of chocolate alone.


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The QuakersThe 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 completewithout 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 worldfry, 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 Quakers 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

thats 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 worlds first chocolate bar. Frys 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 itThe first mention of chocolate being eaten in solid form is when bakers in England began

adding cocoa powder to cakes in the mid 1600s. 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 makethe 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 categorized: 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.

BlendingBefore 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 heatgenerated by the resulting pressure and friction causes the cocoa butter (approximately 50%

of the bean) contained in the beans to melt, producing a thick, liquid mixture.This is dark

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

cocoa paste.

At this point the production process divides into two paths, but which soon join again. A part

of the cocoa paste is taken to large presses, which extract the cocoa butter.


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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:

KneadingIn 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.)


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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 thatit 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 90s 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, Nestls regular and substantial

investments established that it was here to stay. In 1967, Nestl 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, Nestl commissioned two factories in Goa at

Ponda and Bicholim respectively. Nestl India is now putting up the 7th factory at Pant Nagar

in Uttaranchal.


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Nestle Story

Nestl was founded in 1867 on the shores of Lake Geneva in Vevey, Switzerland and its first

product was Farine Lacte Nestl, an infant cereal specially formulated by Henri Nestl to

provide and improve infant nutrition. From its first historic merger with the Anglo-SwissCondensed Milk Company in 1905, Nestl has grown to become the worlds largest and most

diversified food Company, and is about twice the size of its nearest competitor in the

food and beverage sector.

Nestls trademark of birds in a nest, derived from Henri Nestls 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 Nestls corporate identity but serves to define the Companys

products, responsibilities, business practices, ethicsand goals.

In 2004, Nestl 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 Companys 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. Nestls activities contribute to and nurture the sustainable

economic development of people, communities and nations. Above all, Nestl 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:

NESTL EVERYDAY Dairy Whitener

NESTL EVERYDAY Slim

NESTL EVERYDAY Ghee

NESTL MILKMAID

NESTL Fresh 'n' Natural Dahi

NESTL Fresh 'n' Natural Slim Dahi

NESTL Jeera Raita

NESTL MILKMAID Fruit yoghurt

NESTL Milk

NESTL Slim Milk

BEVERAGES:

NESCAF CLASSIC

NESCAF SUNRISE

NESTL MILO

NESCAF 3 in 1

NESCAF Koolerz

PREPARED DISHES AND COOKING AIDS

MAGGI 2-MINUTE Noodles

MAGGI Vegetable Atta Noodles

MAGGI Dal Atta Noodles

MAGGI Rice Noodles Mania

MAGGI Sauces

MAGGI Pizza Mazza

MAGGI Healthy Soups
http://www.nestle.in/MilkProduct.aspx?OB=1&id=42http://www.nestle.in/MilkProduct.aspx?OB=1&id=41http://www.nestle.in/MilkProduct.aspx?OB=1&id=43http://www.nestle.in/MilkProduct.aspx?OB=1&id=44http://www.nestle.in/MilkProduct.aspx?OB=1&id=46http://www.nestle.in/MilkProduct.aspx?OB=1&id=47http://www.nestle.in/MilkProduct.aspx?OB=1&id=48http://www.nestle.in/MilkProduct.aspx?OB=1&id=102http://www.nestle.in/MilkProduct.aspx?OB=1&id=49http://www.nestle.in/MilkProduct.aspx?OB=1&id=50http://www.nestle.in/Beverages.aspx?OB=2&id=21http://www.nestle.in/Beverages.aspx?OB=2&id=22http://www.nestle.in/Beverages.aspx?OB=2&id=23http://www.nestle.in/Beverages.aspx?OB=2&id=51http://www.nestle.in/Beverages.aspx?OB=2&id=54http://www.nestle.in/PreparedDishes_CookingAids.aspx?OB=3&id=31http://www.nestle.in/PreparedDishes_CookingAids.aspx?OB=3&id=32http://www.nestle.in/PreparedDishes_CookingAids.aspx?OB=3&id=55http://www.nestle.in/PreparedDishes_CookingAids.aspx?OB=3&id=106http://www.nestle.in/PreparedDishes_CookingAids.aspx?OB=3&id=33http://www.nestle.in/PreparedDishes_CookingAids.aspx?OB=3&id=104http://www.nestle.in/PreparedDishes_CookingAids.aspx?OB=3&id=34http://www.nestle.in/PreparedDishes_CookingAids.aspx?OB=3&id=34http://www.nestle.in/PreparedDishes_CookingAids.aspx?OB=3&id=104http://www.nestle.in/PreparedDishes_CookingAids.aspx?OB=3&id=33http://www.nestle.in/PreparedDishes_CookingAids.aspx?OB=3&id=106http://www.nestle.in/PreparedDishes_CookingAids.aspx?OB=3&id=55http://www.nestle.in/PreparedDishes_CookingAids.aspx?OB=3&id=32http://www.nestle.in/PreparedDishes_CookingAids.aspx?OB=3&id=31http://www.nestle.in/Beverages.aspx?OB=2&id=54http://www.nestle.in/Beverages.aspx?OB=2&id=51http://www.nestle.in/Beverages.aspx?OB=2&id=23http://www.nestle.in/Beverages.aspx?OB=2&id=22http://www.nestle.in/Beverages.aspx?OB=2&id=21http://www.nestle.in/MilkProduct.aspx?OB=1&id=50http://www.nestle.in/MilkProduct.aspx?OB=1&id=49http://www.nestle.in/MilkProduct.aspx?OB=1&id=102http://www.nestle.in/MilkProduct.aspx?OB=1&id=48http://www.nestle.in/MilkProduct.aspx?OB=1&id=47http://www.nestle.in/MilkProduct.aspx?OB=1&id=46http://www.nestle.in/MilkProduct.aspx?OB=1&id=44http://www.nestle.in/MilkProduct.aspx?OB=1&id=43http://www.nestle.in/MilkProduct.aspx?OB=1&id=41http://www.nestle.in/MilkProduct.aspx?OB=1&id=42


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CHOCOLATES & CONFECTIONARY

NESTL KIT KAT

NESTL KIT KAT LITE

NESTL MUNCHNESTL MUNCH POP CHOC

NESTL MILKYBAR

NESTL MILKYBAR CHOO

NESTL BAR-ONE

NESTL FUNBAR

NESTL Milk Chocolate

POLO

POLO Powermint

NESTL Eclairs

NESTLEKITKAT

are crisp wafer fingers covered with choco layer. NESTL KIT KAT has a uniquefinger format with a breaking' ritual attached to it.

NESTL KIT KAT is one of the most successful brands in the world and every year

over 12 billion NESTL KIT KAT fingers are consumed around the globe. NESTLE

MUNCH

NESTL MUNCH is wafer layer covered with delicious choco layer. NESTL MUNCH is

so crisp, light and irresistible that you just can't stop Munching.' NESTL MUNCH is the

largest selling SKU in the category!
http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=4http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=103http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=5http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=107http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=52http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=3http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=6http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=101http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=7http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=8http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=53http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=10http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=10http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=53http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=8http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=7http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=101http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=6http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=3http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=52http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=107http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=5http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=103http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=4


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NESTLE MILKY BAR:

NESTL MILKYBAR is a delicious milky treat, which kids love. Relaunched in January

2006 with a Calcium Rich recipe, NESTL MILKYBAR is a favorite with parents to treat

their kids with.

NESTLE BAR-ONE

is a luscious nougat and caramel with delicious choco layer. NESTL BAR-ONE constantly

reminds you that it is Time for Action'.

NESTLE Milk Chocolate:

NESTL Milk Chocolateis 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 developedto 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.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.
http://www.cadburyindia.com/brands/choco1.asphttp://www.cadburyindia.com/brands/choco1.asphttp://www.cadburyindia.com/brands/choco1.asphttp://www.cadburyindia.com/brands/choco1.asp


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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 leadershipover the years. Some of the key brands are Cadbury Dairy Milk, 5 Star, Perk, clairs and

Celebrations. Cadbury enjoys a value market share of over 70% - the highest Cadbury brand

share in the world! Their flagship brand Cadbury Dairy Milk is considered the "gold

standard" for chocolates in India. The pure taste of CDM defines the chocolate taste for the

Indian consumer.In the Milk Food drinks segment their main product is Bournvita - the

leading Malted Food Drink (MFD) in the country. Similarly in the medicated candy category

Halls is the undisputed leader.The Cadbury India Brand Strategy has received consistent

support through simple but imaginative extensions to product categories and distribution. A

good example of this is the development of Bytes. Crispy wafers filled with coca cream in the

form of a bagged snack, Bytes is positioned as "The new concept of sweet snacking". It

delivers the taste of chocolate in the form of a light snack, and thus heralds the entry of

Cadbury India into the growing bagged Snack Market, which has been dominated until now

by Salted Bagged Snack Brands. Bytes was first launched in South India in 2003.
http://www.cadburyindia.com/brands/choco1.asphttp://www.cadburyindia.com/brands/choco2.asphttp://www.cadburyindia.com/brands/choco3.asphttp://www.cadburyindia.com/brands/choco4.asphttp://www.cadburyindia.com/brands/bev1.asphttp://www.cadburyindia.com/brands/conf1.asphttp://www.cadburyindia.com/brands/conf1.asphttp://www.cadburyindia.com/brands/bev1.asphttp://www.cadburyindia.com/brands/choco4.asphttp://www.cadburyindia.com/brands/choco3.asphttp://www.cadburyindia.com/brands/choco2.asphttp://www.cadburyindia.com/brands/choco1.asp


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Cadbury Brands:

Chocolates

Snacks

Beverages

Candy

SNACKS:

Bytes

BEVERAGES

Bournvita

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.

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.


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PERK

Cadbury launched Perk in 1996. With its light chocolate and wafer construct, Cadbury Perk

targeted the casual snacking space that was dominated primarily by chips & wafers. With

the rise of more value-for-money brands in the wafer chocolate segment, Cadbury Perk

unveiled two new offerings - Perk XL and XXL. In 2004, with an added dose of 'Real

Cadbury Dairy Milk' and an '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 variousflavours and the premium dark chocolate range which is exotic dark chocolatein luscious flavours.

TEMPTATION

Cadbury Temptations is a range of delicious premium chocolate in fiveflavours.


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CHAPTER:III

LITRETURE REVIEW


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REVIEW OF LITERATURE

The first step in the research process was to perform comprehensive secondary research.The available literature to explore prior studies related to the project topic wasreviewed. In this project A Comparative Study of Customer Satisfaction towards

Cadbury and Nestle chocolate among youth of indore is considered. This gave abroader perspective to the issues pertaining to this topic and the concerns that were tobe addressed.

The Role of Media on Consumer Brand Choice A Case Study ofChocolate Industry

When the rapid growth of various brands in India has led to a tight competition andconsumers are faced with brand choice in the market, it becomes necessary for manufacturersto understand the major factors attracting buyers to his own brand. In this research paperFazlollah Kazemi and Malihe Esmaeili, Department of Management Sciences,

University of Pune, India surveyed of 538 randomly selected consumers of Pune/Indiaexamined the role played by media on consumer brand choice of Cadbury Dairy Milk(chocolate brand). Results revealed that the age group of consumers does not have significanteffect on reception of advertizing by Cadbury Dairy Milk. It also shows that 37.7% of theconsumers prefer Cadbury Dairy Milk more than other brands of chocolate. The major reasonfor brand preference is advertisement (52.6%). TV advertising was most preferred by78.8%of the respondents of all the media used. High preference for advertisement is highlighted forcompanies that want to not only retain their market but to increase their market share.

Study on the effects of dark chocolate

In this study efforts have been made by HERSHEY, Pa. (Business Wire EON) whichshows that Dark chocolate has come to be recognized for its flavanol antioxidant benefits, buta new study, conducted by the Yale-Griffin Prevention Research Center, has uncovered animportant link to its vascular health benefits. The study, which used Hersheys Extra DarkChocolate, reported that dark chocolate has a positive impact on blood pressure and bloodvessel function. The studys release comes on the heels of Hersheys Extra Dark Chocolate, arich dark chocolate featuring 60 percent cacao, earning renowned health and fitness expertBob Greenes Best Life seal of approval the first chocolate bar to earn that distinction.

A Study on the Indian chocolate Industry

In this study Shaharu banu s, Bangalore have identified that the size of the market forchocolates in India was estimated at 30,000 tones in 2008. Bars of moulded chocolates (likedairy milk, truffle, amul, milk chocolate, nestle premium, and nestle milky bar (comprise thelargest segment, accounting for 37% of the total market in terms of volume. The countsegment (which as brands such as 5 star, perk, kitkat and picnic) is the next biggest segment,accounting for 30% of the total chocolate market. The count segment has been growing at afaster pace during the last three years driven by growth in perk and kitkat volumes. Waferchocolates such as kit kat and perk also belong to this segment. Panned chocolates accountsfor 10% of the total market. The chocolate market is primarily dominated by cadbury andnestle, together accounting for 90% of the market.


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A research study on chocolate consumption in India in relation

to Cadbury and Nestle

In this study Shaharu banu s, Bangalore focused on the Indian chocolate industry andshows that theIndian chocolate industry produces over 30,000 tones ofchocolate products in

year. The most important players in the Indian chocolate market are Cadbury and Nestle,now Amul is also emerging as one of the major players in the market. Today Cadbury andNestle cater to the majority of the customers due to their strong image and deep penetrationinto the world market. A research has been conducted to find out the customers attitudetowards chocolates inIndia in relation to Cadbury andNestle.

Product Development Decisions: A Review of the Literature

According to V. Krishnan and Karl T. Ulrich, The University of Texas at Austin had

defined as the transformation of a market opportunity into a product available for sale. Theirreview is broad, encompassing work in the academic fields of marketing, operationsmanagement, and engineering design. The value of this breadth is in conveying the shape ofthe entire research landscape. They focus on product development projects within a singlefirm and also devote attention to the development of physical goods, although much of thework describe applies to products of all kinds. They look inside the black box of productdevelopment at the fundamental decisions that are made by intention or default. In doing so,they adopt the perspective of product development as a deliberate business process involvinghundreds of decisions, many of which can be usefully supported by knowledge and tools.
http://en.oboulo.com/a-research-study-on-chocolate-consumption-in-india-in-relation-66029.htmlhttp://en.oboulo.com/a-research-study-on-chocolate-consumption-in-india-in-relation-66029.htmlhttp://en.oboulo.com/a-research-study-on-chocolate-consumption-in-india-in-relation-66029.htmlhttp://en.oboulo.com/a-research-study-on-chocolate-consumption-in-india-in-relation-66029.htmlhttp://en.oboulo.com/a-research-study-on-chocolate-consumption-in-india-in-relation-66029.htmlhttp://en.oboulo.com/a-research-study-on-chocolate-consumption-in-india-in-relation-66029.html


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RATIONALE

This study is conducted to get an insight into the product performance and satisfaction ofcustomers (youth) towards purchasing of two famous brands of chocolates Nestle andCadbury, which are consumed by youth of Indore. It also helps in identifying the various

factors which are considered by the customer during purchasing of a branded chocolate.


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OBJECTIVES OF THE STUDY

This project is based on the comparative study of customer satisfaction towards Cadbury and

Nestle chocolate among youth of Indore. Objectives of the study are:

To identify the various factors, which are showing the impact onconsumer buying behavior of youths towards NESTLE & CADBURY.

How youths are making comparison between the products of NESTLE &CADBURY ( on what parameters).

To compare the customer satisfaction level of youths buying Nestle and Cadbury.


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CHAPTER:IV

RESEARCH METHODOLOGY


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Data Collection

The data, which is going to be collected for the purpose of this study, are divided into:

Primary Source: The primary data comprises information survey of

Comparative study of consumer behavior towards Nestle and Cadburychocolates. The data shall be collected directly from the respondent with the

help of structured questionnaires.

Secondary Source: The secondary data shall be collected from internet and

references from the Library.

Data AnalysisThe data shall be analyzed on the basis of suitable tables by using mathematical techniques.

The technique that will be used is the tabulation technique, which shall include bar graphs

and charts.

Sample Design:

SAMPLE SIZE: 100 respondents will be selected.

SAMPLING METHOD: Conveniece sampling method

USE

Use when you are unable to access a wider population, for example due to time or cost

constraints.

METHOD

Convenience sampling selects a particular group of people but it does not come close to

sampling all of a population. Researchers want to study the effectiveness of a diversion

program for preventing further criminal activity among first-time juvenile offenders. Many

cities across the nation have such programs but the researchers study the program in their

city. The sample would generalize only to similar programs in similar cities. Convenience

sampling is widely used in student research projects.


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CHAPTER:V

ANALYSIS & FINDING


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DIFFERENT AGE GROUPS

Table:1AGE GROUPS 15-20 20-25 25-30

NUMBER OF

RESPONDENTS

06 73 17

PERCENTAGE OF AGE 6% 73% 17%

Chart:1

According to the above analysis it is concluded that I have surveyed 100 respondents out of

which 06, 73, 17 belongs to age group 15-20, 20-25, 25-30 respectively.

15-20, 6, 6%

20-25, 73, 76%

25-30, 17, 18%

15-20

20-25

25-30


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REASONABLE PRICE

Table:2

PRICE OF CHOCOLATE NUMBER OF RESPONDENTS

BELOW 5 12

5-10 20

10-20 28

20-30 28

ABOVE 30 08

Chart: 2

According to the above analysis it is concluded that the consumer thinks 10-20&20-30 Rs

Both the reasonable price of a chocolate. So it must be worthwhile to know this as it may

effect the sale of chocolates.

0

5

10

15

20

25

30

below5 5,10 10,20 20,30 30above

12

20

28 28

8


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FORM PREFERENCE

Table:3

FORM OF CHOCOLATENUMBER OFRESONDENTS

HARD 11

NUTTIES 27

CRUNCHY 51

CHEW 11

Chart:3

According to the above analysis it is concluded that most of the people likes to eat crunchy

form of a chocolate is least preferred.

Hard, 11, 11%

Nutties, 27, 27%

Crunchy, 51, 51%

Chew, 11, 11%

Hard

Nutties

Crunchy

Chew


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BRAND PREFERENCE

Table:4

BRANDS PREFERENCE BY CONSUMERSCADBURY 84

NESTLE 16

Chart:4

From the above analysis of given sample of 100 respondents who eat chocolates it is

concluded that only 16 people prefer to eat Nestle chocolates while people likes to eat

Cadbury chocolates.

84, 84%

16, 16%

Cadbury

Nestle


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45

PURCHASE OF CHOCOLATES

PURCHASE OF CADBURY CHOCOLATES

Table:5CADBURY CHOCOLATES

SUB- BRANDS NUMBER OF RESPONDANTS

DAIRY MILK55

5 STAR 05

PERK 14

CELEBRATIONS 08

TEMPTATIONS 04

Chart:5

From the above analysis of given sample of 84 respondents who eat Cadbury chocolates it is

concluded that mostly people has purchased Dairy Milk sub-brand of Cadbury while

Temptation is least purchased by the people.

0

10

20

30

40

50

60

Dairy milk 5 star Perk Celibration Temptation

55

5

14

84


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PURCHASE OF NESTLE CHOCOLATES

Table:6

NESTLE CHOCOLATES

SUB- BRANDS NUMBER OF RESPONDANTSKIT KAT 06

MUNCH 02

MILKY BAR 01

BAR- ONE 04

MILK CHOCOLATE 03

Chart:6

From the above analysis of given sample of 15 respondents who eat Nestle chocolates it is

concluded that mostly all sub-brands are purchased by people but top most is KitKat. While

surveying we have found that many people are not aware of Milky bar.

0

1

2

3

4

5

6

KitKat Munch Milky Bar Bar One Milk

chocolate

6

2

1

4

3


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OVERALL PURCHASE OF CHOCOLATES

Table:7

OVERALL PURCHASE OF SUB- BRANDS OF CHOCOLATES

SUB-BRANDS PERCENTAGE OF PURCHASE

DAIRY MILK 55

5 STAR 05

PERK 13

CELEBRATIONS 08

TEMPTATIONS 04

KIT KAT 06

MUNCH 02

MILKY BAR 01

BAR ONE 03

MILK CHOCOLATE 03

From the above analysis it is concluded that overall Dairy Milk is purchased by most people

and Milk bar is least purchased by people.


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48

PACK OF CHOCOLATES PREFERED

Table:7

PACK SIZE NUMBER OF RESPONDENTS

SMALL 43

BIG 46

FAMILY PACK 11

Chart:7

According to the above analysis it is concluded that out of sample of 100 people who eat

chocolates likes to buy big pack. Family pack is mostly preferred by aged people only.

43

46

11

Small

Big

amily pack


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49

OCCASIONALLY PURCHASE OF CHOCOLATE

Table; 8

OCCASION RESPONDANTS

Festival 07Birthday 22

Anniversary 03

Any Time 68

Chart:8

According to the above analysis it is concluded that out of sample of 100 people many people

are purchased chocolate any time.

0

10

20

30

40

50

60

70

fastival BD Aniversory Any time

7

22

3

68


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FREQUENCY OF CONSUMPTION

Table:21

FREQUENCY OF CONSUMPTION NUMBER OF RESPONDENTS

ONCE IN A FORTNIGHT 15

DAILY 27

WEEKLY 47

MONTHLY 09

QUARTERLY 02

Chart:9

According to the above analysis it is concluded that mostly people purchase chocolates

weekly. Only 02 out of 100 purchase chocolates quarterly.

0

5

1015

20

25

30

35

40

45

50

Ones in a

fortnight

Daily Weekly Mounthly Quarterly

15

27

47

9

2


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INFLUENCING FACTORS DURING PURCHASE OF CHOCOLATES

Flavor/Taste

GRADING

VERY IMPORTANT 77

IMPORTANT 15

NORMAL 06

LEAST IMPORTANT 02

NONE 00

Chart:10

According to the above analysis it is concluded that in purchasing time flavor/taste factor is

very important.

0

10

20

30

40

50

60

70

80

Very

Important

Important Normal Least

Important

None

77

15

62 0


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52

Brand Image

GRADING

VERY IMPORTANT 24

IMPORTANT 62NORMAL 11

LEAST IMPORTANT 02

NONE 01

Chart:11

According to the above analysis it is concluded that in purchasing time Brand image factor

is important.

0

10

20

30

40

50

60

70

Very

Important


Important

None

24

62

11

2 1


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Quality

GRADING

VERY IMPORTANT 69

IMPORTANT 18

NORMAL 13LEAST IMPORTANT 00

NONE 00

Chart:12

According to the above analysis it is concluded that in purchasing time Quality factor is

Very important.

0

10

20

30

40

50

60

70

Very

Important


Important

None

69

1813

0 0


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54

Form

GRADING

VERY IMPORTANT 08


LEAST IMPORTANT 19

NONE 01

Chart:13

According to the above analysis it is concluded that in purchasing time Form factor is

important.

0

5

10

15

20

25

30

35

40

45

50

Very

Important


Important

None

8

49

23

19

1


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55

Shape

GRADING

VERY IMPORTANT 09


LEAST IMPORTANT 13

NONE 08

Chart:14

According to the above analysis it is concluded that in purchasing time Shape factor is

normal .

0

5

10

15

20

25

30

35

40

45

Very

Important


Important

None

9

29

41

13

8


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56

Packaging

GRADING

VERY IMPORTANT 24

IMPORTANT 50

NORMAL 15

LEAST IMPORTANT 05

NONE 06

Chart:15

According to the above analysis it is concluded that in purchasing time Packing factor is

important.

0

5

10

15

20

25

30

35

40

45

50

Very

Important


Important

None

24

50

15

5 6


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SATISFACTION DURING PURCHASE OF CHOCOLATES

Flavor/Taste

VERY SATISFIED 70

SATISFIED 25

NORMAL 03

LEAST SATISFIED 01

CANT SAY 01

Chart:16

According to the above analysis it is concluded that after purchasing 70 people are very

satisfied.

0

10

20

30

40

50

60

70

Very

Satisfied

Satisfied Normal Least

Satisfied

Can't Say

70

25

31 1


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Brand Image

VERY SATISFIED 29

SATISFIED 58

NORMAL 12

LEAST SATISFIED 01

CANT SAY 00

Chart:17

According to the above analysis it is concluded that after purchasing 58 people are satisfied.

0

10

20

30

40

50

60

Very Satisfied Satisfied Normal Least

Satisfied

Can't Say

29

58

12

1 0


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Quality

VERY SATISFIED 37

SATISFIED 40

NORMAL 19

LEAST SATISFIED 03

CANT SAY 01

Chart:18


0

5

10

15

20

25

30

35

40

Very Satisfied Satisfied Normal Least Satisfied Can't Say

37

40

19

31


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60

Form

VERY SATISFIED 16

SATISFIED 36

NORMAL 33

LEAST SATISFIED 13

CANT SAY 02

Chart:19


0

5

10

15

20

25

30

35

40


16

36

33

13

2


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Shape

VERY SATISFIED 13

SATISFIED 46NORMAL 24

LEAST SATISFIED 13

CANT SAY 04

Chart:20


0

5

10

15

20

25

30

35

40

45

50


13

46

24

13

4


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INFLUENCING FACTORS DURING PURCHASE

OVERALL INFLUENCE

Table: 10

FACTORS GRAND TOTAL AVERAGE RANK

FLAVOR/TASTE 471 4.61 1

BRAND 442 4.42 2

QUALITY 403 4.03 3

FORM 358 3.58 6

SHAPE 401 4.01 4

PACKGING 376 3.76 5

According to the above analysis it is concluded that on an average mostly people are

influenced by flavor/taste followed by quality, brand and shape. It is surprised to know that

very few people are influenced by packaging followed by form of the chocolate.


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INFLUENCING FACTORS DURING PURCHASE OF CADBURY

CHOCOLATES

Table:11



BRAND 336 4 3

QUALITY 375 4.46 2

FORM 307 3.65 5

SHAPE 269 3.20 6

PACKAGING 312 3.71 4


influenced by flavor/taste followed by quality, packaging and brand. Here Form is not all

influencing people while purchasing Cadbury chocolates.


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INFLUENCING FACTORS DURING PURCHASE OF NESTLE

CHOCOLATES

Table:12



BRAND 65 4.06 3

QUALITY 67 4.18 2

FORM 51 3.18 5

SHAPE 50 3.12 6

PACKAGING 64 4.00 4


influenced by flavor/taste followed by quality, brand and packaging. Here form and shape are

not all influencing people while purchasing Nestle chocolates.


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FACTORS GIVING MOST SATISFACTION TO CUSTOMERS

OVERALL

Table: 13FACTORS GRAND TOTAL AVERAGE

RANK


BRAND 412 4.12 2

QUALITY 408 4.08 3

FORM 348 3.48 5

SHAPE 357 3.57 4

According to the above analysis it is concluded that on an average people are most satisfied

with the flavor/taste of a chocolate followed by quality and brand. It is surprising to know

that although people are satisfied with quality but unsatisfied with the Form.


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IN CADBURY CHOCOLATE

Table: 14



BRAND 344 4.09 3

QUALITY 345 4.10 2

FORM 290 3.45 5

SHAPE 300 3.57 4

According to the above analysis it is concluded that on an average people are most satisfied

with the flavor/taste of a chocolate followed by quality and brand. It is surprising to know

that although people are satisfied with quality but unsatisfied with the form and shape.


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IN NESTLE CHOCOLATE

Table:15



BRAND 68 4.25 2

QUALITY 63 3.93 3

FORM 58 3.62 4

SHAPE 57 3.56 5

According to the above analysis it is concluded that on an average people are most satisfiedwith the flavor/taste of a chocolate followed by quality and brand. It is surprising to know

that although people are satisfied with quality but unsatisfied with the form and shape.


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FACTORS AFFECTING PURCHASE

Table:19

FACTORS NUMBER OF

RESPONDENTS

ADVERTISEMENT 46

SUGGESTION FROM FRIENDS AND

RELATIVES

14

ATTRACTIVE DISPLAY 10

BRAND AMBASSADORS 14

INGREDIENTS 16

Chart:21

According to the above analysis it is concluded that Advertisement is the best measure to

attract customers to purchase more. Its impact is much more than other factors. While friendsand relatives and brand ambassadors also play a significant role in this regard.

46%

14%

10%

14%

16%

0 0.1 0.2 0.3 0.4 0.5

Advertisment

suggestion from friend and relatives

Atractive display

Brand ambassador

Ingridiants


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REACTION OF CONSUMERS IF NEW BRAND IS INTRODUCED

Table:24

SHIFT TO NEW BRAND OF THE

PREFERED PRODUCT

NUMBER OF RESPONDENTS

NO, NOT AT ALL 15

I MAY CONSIDER 56

CANT SAY 29

Chart:23

According to the above analysis it is concluded that mostly people are addicted to the same

flavor or taste and they consider as out of 100 respondents 15 are not ready to try new brand

at any cost.

15, 15%

56, 56%

29, 29%

No, not at all

I may consider

Cant say


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FINDINGS

CUSTOMER RESEARCH:

Customer research deals with customer and their

problems and solution to the problems. In this I came to know about the customers

need and expectation levels regarding products and ascertainable levels of customer

satisfaction.

PRODUCT RESEARCH:

Under product research I came to know about the

modification which customers wants as to the flavor/taste, quality and brand 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

customers 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.


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CONCLUSION

A survey of the people has been conducted to know the liking pattern of the

two chocolates brand 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 brand. Some people often like to

have a chocolate with good flavor, quality and crunch so they are going towards Kit

Kat and Munch of Nestle due to its taste.

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..

The overall objective of the study was to find out the customer satisfaction

between Cadbury and nestle chocolates how the customer perceives taste and quality

and to find out their satisfaction towards these two brand. The study revealed the

picture ofcustomers satisfaction which help improving the parameter through which

they can serve to the customer in a better manner.


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CHAPTER:VI

REFERENCES


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BIBLIOGRAPHY

Kothari C. R., Research Methodology, Delhi New Age International PVT. LTD.,Second Edition (2004).

Panneer Selvam, J. K., Research Methodology, New Delhi, PHI Learning, 7th

Reprint (May 2009).

Sachdeva J.K., Research Methodology, Himalaya Publication Mumbai, 6th

Reprint (2008).

REFERENCE

Kazemi Fazlollah and Malihe Esmaeili (2010). The Role of Media on ConsumerBrand Choice A Case Study of Chocolate Industry. International Journal of

Business and Management Vol. 5, No. 9 (September) page Number 147154.

Shaharu Banu S(2008). A Study on the Indian chocolate Industry. Term

papers , 19 pages

Shaharu Banu S(2009). A research study on chocolate consumption in India in

relation to Cadbury and Nestle. Term papers , 26 pages

V. Krishnan and Karl T. Ulrich Product Development Decisions:A Review ofthe Literature.The University of Texas at Austin, CBA 4.202, Austin, Texas 78712

and The Wharton School, 1317 Steinberg Hall-Dietrich Hall, Philadelphia,

Pennsylvania 19104
http://en.oboulo.com/a-research-study-on-chocolate-consumption-in-india-in-relation-66029.htmlhttp://en.oboulo.com/a-research-study-on-chocolate-consumption-in-india-in-relation-66029.htmlhttp://en.oboulo.com/a-research-study-on-chocolate-consumption-in-india-in-relation-66029.htmlhttp://en.oboulo.com/a-research-study-on-chocolate-consumption-in-india-in-relation-66029.htmlhttp://en.oboulo.com/a-research-study-on-chocolate-consumption-in-india-in-relation-66029.html


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WEBLIOGRAPHY

www.cadburyindia.com

www.nestle.com

http://welkerswikinomics.com/students/?p=634

http://en.oboulo.com/a-research-study-on-chocolate-consumption-in-india-in-relation-

66029.html

http://ebestlifediet.com/new-research-study-links-dark-chocolate-to-vascular-health-

benefits/

http://www.livemint.com/2008/02/25140745/India-to-raise-cocoa-output-by.html
http://en.oboulo.com/a-research-study-on-chocolate-consumption-in-india-in-relation-66029.htmlhttp://en.oboulo.com/a-research-study-on-chocolate-consumption-in-india-in-relation-66029.htmlhttp://en.oboulo.com/a-research-study-on-chocolate-consumption-in-india-in-relation-66029.htmlhttp://en.oboulo.com/a-research-study-on-chocolate-consumption-in-india-in-relation-66029.htmlhttp://ebestlifediet.com/new-research-study-links-dark-chocolate-to-vascular-health-benefits/http://ebestlifediet.com/new-research-study-links-dark-chocolate-to-vascular-health-benefits/http://ebestlifediet.com/new-research-study-links-dark-chocolate-to-vascular-health-benefits/http://ebestlifediet.com/new-research-study-links-dark-chocolate-to-vascular-health-benefits/http://ebestlifediet.com/new-research-study-links-dark-chocolate-to-vascular-health-benefits/http://ebestlifediet.com/new-research-study-links-dark-chocolate-to-vascular-health-benefits/http://en.oboulo.com/a-research-study-on-chocolate-consumption-in-india-in-relation-66029.htmlhttp://en.oboulo.com/a-research-study-on-chocolate-consumption-in-india-in-relation-66029.html


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CHAPTER:VII

ANNEXURE


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QUESTIONNAIRE

Dear Respondent,I am the students of M.B.A from M.I.S.T., Indore. I am undertaking a

Research Work on:-

A COMPRATIVE STUDY OF COSTOMER SATISFACTION

TOWARDS CADBURY AND NESTLE CHOCOLATE AMONG YOUTH

OF INDOREWe would be Grateful to you if you would give us few minutes to complete our

Research work. We assure you that this information will not be disclosed.

Q1. Name:Q2.Gender:

Male Female

Q3. Age

15-20 20-25 25-30

Q4.Education

10th 12th UG PG

Q5. What according to you is the reasonable price of chocolate?

Below5 5-10 10-20 20-30 Above30

Q6. Which form of a chocolate do you like?

Hard Nutties Crunchy Chew

Q7. Which brand of chocolate do you prefer, the most?

Cadbury Nestle


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Q8. Which product you have purchased?

Cadbury Nestle

Dairy Milk Kit Kat

5Star Munch

Perk Milky Bar

Celebrations Bar-One

Temptation Milk Chocolate

Q9. What pack do you purchase?

Small Big Family Pack

Q10. On what Occasion do you Purchase Chocolate the most?

Festival Birthday Anniversary Anytime

Q11. How frequently do you purchase chocolates?

Daily Weekly Monthly Quarterly

Q12. How much importance do you give to the following factors when you purchasea chocolate? (Tick in the desired column)

Factors VeryImportant

Important Normal LeastImportant

None

Flavor/tasteBrand

ImageQualityPriceFormPackagingQuantityShape


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Q13. How much are you satisfied with the following factors in your preferredchocolate? (Tick in the desired column)Factors Very

SatisfiedSatisfied Normal Least

SatisfiedCant Say

Flavor/tasteBrandImageQualityPriceFormPackagingQuantityShape

Q14.Which of these factors affects your purchase?

Advertisement Suggestion from friends and relatives

Attractive Display Brand Ambassadors

Ingredients

Q15. Which media of advertisement influence your purchase?

Television Newspapers Brochures

Hoarding Display

Q16. If another brand of the same product appears in the market, will you try the newbrand?

No, not at all I may consider

Cant say

Q17.If you dont like to change to the new brand, then what are the reasons for

Documents

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