In this report, we began with distribution of a questionnaire to participants of a different age and profile of Delhi city. We analyze the industry profile so that we get reliable data concerning the business climate. Then we use secondary data to analyze the companies profile more deeply such as research papers. To show the calculated data of primary research we use graphs and pie charts, which is the easiest way to represent the data and are easy to understand.
This project is an extensive research on the buying behavior of consumers for different brands of chocolates. It covers facts and figures and depicts all graphs of the companies. It begins with the introduction of industries. It covers some of the major strategies adopted by the companies like their pricing policy, sales promotion and advertising policy, distribution policy etc. The project has been made interesting with the inclusion of the topics, which covers the 4P’s of marketing.
The major players in the sweet confectionary industry in India are Amul, Campo, Cadbury and Nestle. They have a cut throat competition between themselves. Whatever strategy is followed by one company, it is copied by the other to make themselves popular among the market too.
Sample of the brands were selected on the basis of their uses and noticeciability.
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INTRODUCTION
In this research, I have survey the product performance and buying behavior of famous brands of
chocolates- Nestle, Cadbury, Campo, and Amul, which are consumed by people of all ages. Most
of the people influence their purchases on the basis of price, quality, advertisement, satisfaction,
taste, packaging, brand loyalty, etc. In this research I have surveyed how frequently and much
chocolates they consume, whether they buy small, big or family pack. Trends are 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.
The project gives information about the competitors, their market share, and their product basket
and highlights success features. The project also presents data on types & categories of
chocolates, a brief study of chocolate manufacturing process. The project also covers a brief
study of Cadbury’s India Limited – the biggest player in the Indian Chocolate Industry with
reference to its presence, market share, product offerings, marketing strategies, strengths &
weaknesses, success factors and Worm Controversy Management. Also, the implication of
pricing, distribution strategies and impact of external environment has been recorded. The
project throws light on problems and challenges of the Indian Chocolate Industry, growth
opportunities and strategies to be adopted for growth in this industry. Finally, the project gives
information about home-made chocolates and Chocolate Boutique sand the ways in which Indian
consumers and Chocolate players are experimenting and innovating chocolates and giving the
Indian Chocolate Industry a new sweetness.
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OBJECTIVES OF THE STUDY
Following are the objectives of the study:-
• To study the factors involved in determining the customer preference for different
brands of chocolates.
• To know the consumer satisfaction level associated with the different brands of
chocolates.
• To study the factors (like price, age, income, taste, packaging, etc) affecting the
purchase decisions with respect to chocolates.
• To study the factors (like price, age, income, taste, packaging, etc) affecting the
consumption patterns.
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RESEARCH METHODOLOGY
SCOPE OF THE STUDY
The scope of the study restricts itself to the analysis of consumer preference, perception and
consumption of chocolates. The study is limited to only four brands of chocolates- Cadbury,
Nestle, Amul and Campo. The scope is also restricts itself to Delhi region only.
The two types of research are as follows:
Exploratory research
It is to generate new ideas.
Descriptive research:
They are well structured. It can be complex, a high degree of scientific skill on the part of the
demanding a high degree of scientific skill on the part of the researcher. It can be taken in certain
circumstances. When the researcher is interested in knowing the characteristics of certain groups
such as, gender, profession, a descriptive study may be necessary. In this I did descriptive
research also because I want to know the consumer satisfaction level, consumption pattern and
preferences towards chocolates.
RESEARCH DESIGN
1. Selection of Data collection Method:
Secondary data: Internet and other researches – books, journals, research papers,
articles.
Primary data: Data was collected through a questionnaire.
2. Primary considerations:
Sample plan: Sample was collected using simple random sampling.
Sample size: 100
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SAMPLING TECHNIQUES
Simple random sampling has been used here.
DATA COLLECTION SOURCE
Data is one out of two types, either primary which is collected by the researchers or secondary
data which is gathered by other researchers. Project consist both secondary data and primary
data.
PURPOSE OF THE STUDY
The main purpose of this study was to gather the information about the
(i) Consumer satisfaction level associated with the product and the customer preference level.
(ii) Factors affecting the consumption patterns.
(iii) How to increase customer satisfaction and recapture the market share by fulfilling the
customer needs.
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LIMITATIONS
• Some of the people were not responsive.
• Possibility of error in data collection because many of the respondents may have not
given a answer to the questionnaire.
• Sample size is less to represent the whole population.
• The time period of research was short.
• Respondent’s behaviour may be casual.
• Financial resources are not available.
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INDUSTRY PROFILE
Chocolate the very word makes your mouth water. Chocolate is more than just a food: it’s a state
of mind.
History of chocolate:
The origin of chocolate can be traced back to the ancient Maya and Aztec civilizations in
Central America, who first enjoyed “chocolati” a much-prized spicy drink made from roasted
cocoa beans. Throughout its history, whether as cocoa or drinking chocolate beverage or
confectionary treat, chocolate has been a much sought after food.
The Aztec empire
“Chocolate”(in the form of a luxury drink) was consumed in large quantities by the aztecs: the
drink was described as “ finely ground, soft, foamy, reddish, bitter with chilli water, aromatic
flowers, vanilla and wild bee honey. The dry climate meant the Aztecs were unable to grow
cocoa trees, and had to obtain supplies of cocoa beans from “ tribute” or trade
Don Cortes
The Spanish invaded Mexico in the 16th century, by this time the Aztecs had created a powerful
empire, and the Spanish armies conquered Mexico. Don Cortes was made captain general and
governor of Mexico.
When he returned to Spain in1528 he loaded his galleons with cocoa beans and equipment for
making the chocolate drink. Soon “chocolate” became a fashionable drink enjoyed by the rich in
Spain.
Chocolate across Europe
An Italian traveler, Francesco carletti, was the first to break the Spanish monopoly. He had
visited Central America and seen how the Indians prepared the cocoa beans and how they made
the drink, and by 1606 chocolate was well established in Italy.
Drinking chocolate
The secret of chocolate was taken to France in 1615, when Anne, daughter of Phillip 2 of Spain
married king Louis 13 of France.
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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 1650’s
First chocolate for eating
Up until this point all chocolate recipes were based on plain chocolate. It was an English doctor,
sir Hans’s Sloane, who- after traveling in south America- focused on cocoa and food values,
bringing a milk chocolate recipe back to England. The original Cadbury milk chocolate was
prepared to his recipe.
Types of Chocolates
Depending on what is added to (or removed from) the chocolate liquor, different flavors and
varieties of chocolate are produced. Each has a different chemical make-up, the differences are
not solely in the taste.
1. Unsweetened or Baking chocolate is simply cooled, hardened chocolate liquor. It is used
primarily as an ingredient in recipes, or as a garnish.
2. Semi-sweet chocolate is also used primarily in recipes. It has extra cocoa butter and sugar
added. Sweet cooking chocolate is basically the same, with more sugar for taste.
3. Milk chocolate is chocolate liquor with extra cocoa butter, sugar, milk and vanilla added.
This is the most popular form for chocolate. It is primarily an eating chocolate.
Cocoa is chocolate liquor with much of the cocoa butter removed, creating a fine powder. It can
pick up moisture and odors from other products, so you should keep cocoa in a cool, dry place,
tightly covered.
There are several kinds of cocoa
Low-fat cocoa has the most fat removed. It typically has less than ten percent cocoa butter
remaining.
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Medium-fat cocoa has anywhere from ten to twenty-two percent cocoa butter in it.
Drinking or Breakfast cocoa has over twenty-two percent left in it. This is the cocoa used in
chocolate milk powders like Nestle’s Quik.
Dutch process cocoa is cocoa which has been specially processed to neutralize the natural
acids in the chocolate. It is slightly darker and has a much different taste than regular cocoa.
Decorator's chocolate or confectioner's chocolate isn't really chocolate at all, but a sort of
chocolate flavored candy used for things such as covering strawberries. It was created to melt
easily and harden quickly, but it isn't chocolate.
Categories of Chocolates
Commercial Chocolates are available in the following forms:
1. Bars or Moulded Chocolates
2. Counts
3. Panned Chocolates (Gems)
4. Éclairs
Bars or moulded chocolates (like Dairy Milk, Truffle, Amul Milk Chocolate, Nestle Premium,
and Nestle Milky Bar) comprise the largest segment, accounting for 37% of the total chocolate
market in volume terms. ... Wafer chocolates such as Kit-Kat and Perk also belong to this
segment. Panned chocolates accounts for 10% of the total chocolate market. ... Wafer chocolates
such as Kit-Kat and Perk also belong to this segment. ..
Form of Consumption:
a. Pure Chocolates
b. Toffees
c. Cakes & Pastries
d. Malted Beverages
e. Wafer Biscuits & Baked Biscuits
f. Chocolate Desserts
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Major Players & their Market Share:
The major players in the Indian Chocolate Industry are:
1. Cadbury’s India Limited
2. Nestle India
3. The Gujarat Co-operative Milk Marketing Federation (GCMMF) – AMUL
4. Cocoa Manufactures and Processors Co-operative (CAMPCO) Bars Count
▪ Lines Wafer Panned Premium
▪ Variants, 5-Star, Milk
▪ Treat Perk Gems,
▪ Tiffins
▪ Temptation &
▪ Celebrations
▪ Nestle Milky Bar Bar One,
▪ Crunch
▪ Kit Kat,
▪ Munch Nutties
▪ Amul
▪ Milk Chocolate
▪ Fruit ‘n’ Nut
▪ FUNDO
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COMPANY PROFILE
1. CADBURY COMPANY
The Story of Cadbury
Early Days - A One Man Business
Birmingham 1824
John Cadbury was one of ten children of Richard Tapper Cadbury, a prominent Quaker who had
moved to Birmingham, England from the West Country in 1794.
In 1824, 22-year-old John Cadbury opened his first shop at 93 Bull Street, next to his father's
drapery and silk business in the then fashionable part of Birmingham.
Apart from selling tea and coffee, John Cadbury sold hops, mustard and a new sideline - cocoa
and drinking chocolate, which he prepared using a mortar and pestle.
Cocoa and drinking chocolate had been introduced into England in the 1650s but remained a
luxury enjoyed by the elite of English society. Customers at John Cadbury's shop were amongst
the most prosperous Birmingham families, the only ones who could afford the delicacy. Cocoa
beans were imported from South and Central America and the West Indies.
Experimenting with his mortar and pestle, John Cadbury produced a range of cocoa and
chocolate drinks, the latter with added sugar. The products were sold in blocks: customers
scraped a little off into a cup or saucepan and added hot milk or water.
John Cadbury had a considerable flair for advertising and promotion. "John Cadbury is desirous
of introducing to particular notice 'Cocoa Nibs', prepared by himself, an article affording a most
nutritious beverage for breakfast," announced his first advertisement in the Birmingham Gazette
in March 1824.
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He soon established himself as one of the leading cocoa and drinking chocolate traders in
Birmingham. The popularity and growing sales of John Cadbury's cocoa and drinking chocolate
of 'superior quality' determined the future direction of the business.
In 1831, John Cadbury rented a small factory in Crooked Lane not far from his shop. He became
a manufacturer of drinking chocolate and cocoa, laying the foundation for the Cadbury chocolate
business.
Cadbury Brothers Ltd
The business became a private limited company - Cadbury Brothers Limited - in 1899 following
Richard Cadbury's sudden death at the age of 63.
George Cadbury became chairman of the new board and his fellow directors were Barrow and
William A. Cadbury, sons of Richard and two of his own sons, Edward and George Cadbury
Junior.
By 1899, the Bournville factory had trebled in size with more than 2,600 employees. With the
formation of the limited company, Bournville entered a new era as the younger members of the
Board introduced new ideas - analytical laboratories, advertising and cost offices, a sales
department, works committee, medical department, pension funds, education and training for
employees.
The Bournville factory site became a series of factories within a factory, as everything needed
for the business was produced on site, including tin box pressing plants, carton making units, a
design studio and printing plant.
This policy continued until well after the Second World War when the rationalisation of the
business to mainstream activity - production and marketing of chocolate confectionery- led to the
use of outside specialised suppliers for ancillary items.
Brands of Cadbury
• Dairy Milk and variants
• 5 Star
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• Treat perk gems
• Temptation
• Celebrations
2. NESTLE COMPANY
Nestle India
Nestle’ India is a subsidiary of Nestle’ S.A. of Switzerland. The company insists on honesty,
integrity and fairness in all aspects of its business and expects the same in its relationships.
Nestle India- Presence Across India
Beginning with its first investment in Moga in 1961, Nestlé’s regular and substantial
investments established that it was here to stay. In 1967, Nestlé set up its next factory at Choladi
(Tamil Nadu) as a pilot plant to process the tea grown in the area into soluble tea. The
Nanjangud factory (Karnataka), became operational in 1989, the Samalkha factory (Haryana), in
1993 and in 1995 and 1997, Nestlé commissioned two factories in Goa at Ponda and Bicholim
respectively. Nestlé India is now putting up the 7th factory at Pant Nagar in Uttaranchal.
Nestle’ Story
Nestlé was founded in 1867 on the shores of Lake Geneva in Vevey, Switzerland and its first
product was “Farine Lactée Nestlé”, an infant cereal specially formulated by Henri Nestlé to
provide and improve infant nutrition. From its first historic merger with the Anglo-Swiss
Condensed Milk Company in 1905, Nestlé has grown to become the world’s largest and most
diversified food Company, and is about twice the size of its nearest competitor in the food and
beverage sector.
Nestlé’s trademark of birds in a nest, derived from Henri Nestlé’s personal coat of arms, evokes
the values upon which he founded his Company. Namely, the values of security, maternity and
affection, nature and nourishment, family and tradition. Today, it is not only the central element
of Nestlé’s corporate identity but serves to define the Company’s products, responsibilities,
business practices, ethics and goals.
In 2004, Nestlé had around 247,000 employees worldwide, operated 500 factories in approx. 100
countries and offered over 8,000 products to millions of consumers universally. The Company’s
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transparent business practices, pioneering environment policy and respect for the fundamental
values of different cultures have earned it an enviable place in the countries it operates in.
Nestlé’s activities contribute to and nurture the sustainable economic development of people,
communities and nations. Above all, Nestlé is dedicated to bringing the joy of ‘Good Food,
Good Life’ to people throughout their lives, throughout the world.
Nestle’ Brands
• Milky Bar
• Bar One
• Crunch
• Kitkat
• Munch nutties
3. AMUL COMPANY
Marketing Mix of Amul Company
Product in the marketing mix of Amul – Amul has a very very strong product portfolio. Amul
product portfolio is comprised mainly of Dairy products. Amul butter, Amul cheese and Amul
ice cream are cash cows for Amul as they have the major market share in their product category.
Amul ice cream is amongst the top 10 ice cream brands of India.
Price in the marketing mix of Amul – Amul has a strategy of low cost pricing. Some may call
it penetrative pricing. But penetrative pricing strategy is used when the market has a high level of
competition and a player wants to establish itself in the market by giving low prices. However, in
the case of Amul, when Amul started, there were no national players and the dairy market was
unorganized. During the introduction stage itself, Amul had a vision to provide their products to
end customers at the best affordable rates. And the same vision is in place even today.
Today also, you will find that Amul butter, milk and cheese are available at affordable prices
keeping in mind the end customers. You may call these products costly, but the cost has nothing
to do with Amul’s strategy. Remember that transportation costs as well as storage and
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distribution costs are very high in FMCG. Thus, as the cost of transportation, storage and
distribution has increased over the years, so has the cost of Amul products gone up. But
considering their value for the average India consumer, these products are still priced at an
affordable rate.
Place in the marketing mix of Amul – Amul has a massive distribution network because its ice
creams, milk, butter and cheese is found practically everywhere. As it is a FMCG product, Amul
follows the methodology of breaking the bulk. The initial factory output is in bulk. Later on this
bulk becomes smaller and smaller and finally one individual slab of butter or scoop of ice cream
is sold at the retail place.
There are two different channels through which Distribution happens in Amul. One is the
procurement channel which is responsible for collection of Milk through dairy co operatives. The
other is the distribution channel which is responsible for distributing the finalized product to the
end customers.
The distribution is as follows.
Amul >> Carrying and forwarding agent >> Distributor >> Dealer / Retailer / Amul Shoppe >>
Customer Amul >> Modern retail
Thus there is a lot of transportation involved for all of Amul’s products. However, the
distribution channel of Amul ensures that the products reach every nook and corner of India.
Promotions in the marketing mix of Amul – Amul is responsible for one of the most unique
and longest running outdoor campaign as well as one of the most known outdoor advertising
characters – The Amul girl. We would like to take this opportunity to specially thank Mr
Eustace fernandes, the creative brain behind the sweet girl. But we should know by now that the
Amul girl is hardly sweet or cute. She is known to be the most naughty advertising girl ever.
Amul hoardings mainly feature the current news and are used to take a tongue in cheek
viewpoint at current happenings. However, each advertisement hits the nail on the head.
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The major reason for Amul’s absence in hardcore advertising is that Amul does not want to give
away margins in advertising its products. As per Amul, their maximum budget for advertising is
1% of the turnover. Above and beyond that will directly affect the cost of the product. And the
major reason for Amuls strong presence in the market is its excellent quality combined with the
affordable price. Thus, overall promotions will always be low for Amul except for the outdoor
advertising of Amul butter.
This concludes the marketing mix of Amul. The bottom line is that we love that an Indian brand
like Amul has reached such staggering heights and that we are a part of the time when such a
white revolution took place.
4. CAMPO COMPANY
Marketing Strategy of Campo company
Category: - Beverages
Sector: - Food and Beverages
Tagline/ Slogan: - Pure Spanish Character.
USP: - Campo Viejo wines are at the forefront of Rioja wine making with a state-of-the-art
sustainable winery and award winning Spanish wines to suit every palate.
Segment: - Individuals seeking a premium wine beverage
Target Group: - Young Men & Women from the upper middle class
Positioning: - Deep cherry color that suggests a young, vibrant wine. Rich and intense ripe red
fruit with oak nuances and subtle tones of vanilla and sweet spices.
CURRENT STATUS of CAMPCO
However, the company does not have much visibility in the Indian market. No advertising are
seen being aired on TV…at least not on the prime channels. The company seems to have
restricted its marketing efforts in south India only.
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Campo, being a co-operative is functioning under pressures from various political parties and is
surrounded by various controversies all of which arising out of internal disputes.
Home-made Chocolates
Another area of chocolate industry in India is HOME-MADE CHOCOLATES. This segment
is highly fragmented and operates independently. They are more pronounced for manufacturing
distinct flavors and varieties of chocolates in various shapes and size. But, these chocolates are
usually priced at a higher price than that available for branded products for the same quantity.
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LITERATURE REVIEW
THEORIES
CONSUMERPREFERENCE
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.
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.
So for success of any company or product promotion it is very necessary to depart its
concentration towards consumer preference.
5 Common factors influencing consumer behaviour
Consumer behaviour can be broadly classified as the decisions and actions that influence the
purchasing behaviour of a consumer. What drives consumers to choose a particular product with
respect to others is a question which is often analyzed and studied by marketers. Most of the
selection process involved in purchasing is based on emotions and reasoning.
The study of consumer behaviour not only helps to understand the past but even predict the
future. The below underlined factors pertaining to the tendencies, attitude and priorities of people
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must be given due importance to have a fairly good understanding of the purchasing patterns of
consumers.
The consumer behaviour or buyer behaviour is influenced by several factors or forces. They are:
1. Internal or Psychological factors
2. Social factors
3. Cultural factors
4. Economic factors
5. Personal factors
1. Internal or psychological factors:
The buying behaviour of consumers is influenced by a number of internal or psychological
factors. The most important ones Motivation and Perception.
a) Motivation:
A need becomes a motive when it is aroused to a sufficient level of intensity. A motive is a need
that is sufficiently pressing to drive the person to act. There can be of types of needs:
• Biogenic needs:
They arise from physiological states of tension such as thirst, hunger
• Psychogenic needs:
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They arise from psychological states of tension such as needs for recognition, esteem. In the
words of William J Stanton, “A motive can be defined as a drive or an urge for which an
individual seeks satisfaction. It becomes a buying motive when the individual seeks satisfaction
through the purchase of something”.
b) Perception:
Human beings have considerably more than five senses. Apart from the basic five (touch, taste,
smell, sight, hearing) there are senses of direction, the sense of balance, a clear knowledge of
which way is down, and so forth. Each sense is feeding information to the brain constantly, and
the amount of information being collected would seriously overload the system if one took it all
in. The brain therefore selects from the environment around the individual and cuts out the
extraneous noise.
This mapping will be affected by the following factors:
• Subjectivity:
This is the existing world-view within the individual, and is unique to that individual.
• Categorization:
This is the ‘pigeonholing’ of information, and the pre-judging of events and products. This can
happen through a process known as chunking, whereby the individual organises information into
chunks of related items. For example, a picture seen while a particular piece of music is playing
might be chunked as one item in the memory, so that sight of the picture evokes the music and
vice versa.
• Selectivity:
This is the degree to which the brain is selecting from the environment. It is a function of how
much is going on around the individual.
• Expectation:
These lead individuals to interpret later information in a specific way. For example, look at this
series of numbers and letters:
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In fact, the number 13 appears in both series, but in the first series it would be interpreted as a В
because that is what the brain is being led to expect.
• Past experience:
This leads us to interpret later experience in the light of what we already know. Psychologists
call this the law of primacy, Sometimes sights, smells or sounds from our past will trigger off
inappropriate responses: the smell of bread baking may recall a village bakery from twenty years
ago, but in fact the smell could have been artificially generated by an aerosol spray near the
supermarket bread counter.
2. Social factors:
Man is a social animal. Hence, our behavior patterns, likes and dislikes are influenced by the
people around us to a great extent. We always seek confirmation from the people around us and
seldom do things that are not socially acceptable.
a) Family:
There are two types of families in the buyer’s life viz. nuclear family and Joint family. Nuclear
family is that where the family size is small and individuals have higher liberty to take decisions
whereas in joint families, the family size is large and group decision-making gets more
preference than individual. Family members can strongly influence the buyer behavior,
particularly in the Indian contest. The tastes, likes, dislikes, life styles etc. of the members are
rooted in the family buying behavior.
The family influence on the buying behavior of a member may be found in two ways
i) The family influence on the individual personality, characteristics, attitudes and evaluation
criteria and
ii) The influence on the decision-making process involved in the purchase of goods and services.
In India, the head of the family may alone or jointly with his wife decides the purchase. So
marketers should study the role and the relative influence of the husband, wife and children in
the purchase of goods and services.
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b) Reference group:
A group is two or more persons who share a set of norms and whose relationship makes their
behavior interdependent. A reference group is a group of people with whom an individual
associates. It is a group of people who strongly influence a person’s attitudes values and behavior
directly or indirectly. Reference groups fall into many possible grouping, which are not
necessarily to be exhaustive (i.e. non over-lapping). The various reference groups are:
i) Membership or contractual groups:
They are those groups to which the person belongs, and interacts. These groups have a direct
influence on their member’s behavior.
ii) Primary or normative groups:
They refer to groups of friends, family members, neighbours co-workers etc whom we see most
often. In this case, there is fairly continuous or regular, but informal interaction with
cohesiveness and mutual participation, which result in similar beliefs and behavior within the
group.
iii) Secondary groups:
They include religious groups, professional groups etc, which are composed of people whom we
see occasionally. These groups are less influential in shaping attitudes and controlling behavior
but can exert influence on behavior within the purview of the subject of mutual interest. For
example, you can be member of a philately or literary club where you can discuss on mutually
interesting subjects.
iv) Aspiration group:
These are group to which a person would like to join as member. These groups can be very
powerful in influencing behavior because the individual will often adopt the behavior of the
aspirational group in the hopes of being accepted as a member. Sometimes the aspirational
groups are better off financially, or will be more powerful; the desire join such groups is usually
classed as ambition.
c) Roles and status:
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A person participates in many groups like family, clubs, and organisations. The person’s position
in each group can be defined in tern of role and status. A role consists of the activities that a
person is expected to perform. Each role carries a status. People choose products that
communicate their role and status in society. Marketers must be aware of the status symbol
potential of products and brands.
3. Cultural factors:
Kotler observed that human behavior is largely the result of a learning process and as such
individuals grow up learning a set of values, perceptions, preferences and behavior patterns as
the result of socialisation both within the family and a series of other key institutions. From this
we develop a set of values, which determine and drive behavioral patterns to a very large extent.
4. Economic Factors:
Consumer behavior is influenced largely by economic factors. Economic factors that influence
consumer behavior are:-
a) Personal Income:
The personal income of a person is determinant of his buying behavior. The gross personal
income of a person consists of disposable income and discretionary income. The disposable
personal income refers to the actual income (i.e. money balance) remaining at the disposal of a
person after deducting taxes and compulsorily deductible items from the gross income.
b) Family income:
Family income refers to the aggregate income of all the members of a family.
Family income influences the buying behavior of the family. The surplus family income,
remaining after the expenditure on the basic needs of the family, is made available for buying
shopping goods, durables and luxuries.
c) Income Expectations:
Income expectations are one of the important determinants of the buying behavior of an
individual. If he expects any increase in his income, he is tempted to spend more on shopping
goods, durable goods and luxuries. On the other hand, if he expects any fall in his future income,
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he will curtail his expenditure on comforts and luxuries and restrict his expenditure to bare
necessities.
d) Savings:
Savings also influence the buying behavior of an individual. A change in the amount of savings
leads to a change in the expenditure of an individual. If a person decides to save more out of his
present income, he will spend less on comforts and luxuries.
e) Liquid assets:
Liquid assets refer to those assets, which can be converted into cash quickly without any loss.
Liquid assets include cash in hand, bank balance, marketable securities etc If an individual has
more liquid assets, he goes in for buying comforts and luxuries. On the other hand, if he has less
liquid assets, he cannot spend more on buying comforts and luxuries.
f) Consumer credit:
Consumer credit refers to the credit facility available to the consumers desirous of purchasing
durable comforts and luxuries. It is made available by the sellers, either directly or indirect у
through banks and other financial institutions. Hire purchase, installment purchase, direct bank
loans etc are the ways by which credit is made available to the consumers.
5. Personal factor:
Personal factors also influence buyer behavior. The important personal factors, which influence
buyer behavior, are:
a) Age:
Age of a person is one of the important personal factors influencing buyer behavior. People buy
different products at their different stages of cycle. Their taste, preference, etc also change with
change in life cycle.
b) Occupation:
Occupation or profession of a person influences his buying behavior. The life styles and buying
considerations and decisions differ widely according to the nature of the occupation. For
instance, the buying of a doctor can be easily differentiated from that of a lawyer, teacher, clerk
28. 28
businessman, landlord, etc. So, the marketing managers have to design different marketing
strategies suit the buying motives of different occupational groups.
c) Income:
Income level of people is another factor which can exert influence in shaping the consumption
pattern. Income is an important source of purchasing power. So, buying pattern of people differs
with different levels of income.
30. 30
Data Analysis
This chapter is data analysis, in this chapter the data collected through questionnaires was
analysed. As the primary research method was survey, Questionnaires was distributed among
people via email, Google forms, whatsapp and Facebook. This chapter will first show the sample
and analyse the targeted sample. Then according to research objectives the finding was
discussed and analysed.
Demographic questions
1. Name:
2. Age:
Frequency Percent
Valid Below 10 7 7.0
10-20 42 42.0
20-30 43 43.0
Above 30 8 8.0
Total 100 100.0
Interpretation:-
In this research, 20-30 age groups are more respondents. Second highest frequency is of 10-20
age groups, and below 10 has the least frequency.
31. 31
3. Gender:
Frequency Percent
Valid Male
45 45.0
Female 55 55.0
Total 100 100.0
Interpretation:-
Number of female (55) respondents is more than males (45).
32. 32
4. Qualification:
Frequency Percent
Valid High School 22 22.0
Under Graduation 57 57.0
Post Graduation 15 15.0
PhD 3 3.0
Others 3 3.0
Total 100 100.0
Interpretation:-
Most of the respondents are under graduate, second highest frequency is of high school and least
frequency is of PhD and Others.
33. 33
5. Occupation:
Frequency Percent
Valid Student 70 70.0
Home Maker 3 3.0
Retired 3 3.0
Unemployed 3 3.0
Business Man 3 3.0
Employee 15 15.0
Others 3 3.0
Total 100 100.0
Interpretation:-
Most of the respondent’s occupation is student and second highest frequency is of employees.
34. 34
6. Income level:
Frequency Percent
Valid Below 10000 69 69.0
10000-20000 16 16.0
20000-30000 12 12.0
Above 30000 3 3.0
Total 100 100.0
Interpretation:-
Most of the respondent’s income level is below 10000. Second highest frequency is of 10000-
20000 and only three respondent’s income is above 30000.
35. 35
Quantitative questions
7. Which brand of chocolate do you prefer?
Frequency Percent
Valid Amul 6 6.0
Cadbury 71 71.0
Nestle 9 9.0
Campo 14 14.0
Total 100 100.0
Interpretation:-
Most of the respondents prefer Cadbury chocolate. After Cadbury preferred brand is campo and
least preferred brand is Amul.
36. 36
8. Which sub-brands of chocolate do you prefer of Cadbury chocolate?
Frequency Percent
Valid Dairy Milk and variants 33 33.0
5 Star 25 25.0
Treat Perk Gems 9 9.0
Temptation 16 16.0
Celebrations 8 8.0
None 9 9.0
Total 100 100.0
Interpretation:-
Most of the respondents preferred sub-brand of Cadbury is Dairy Milk and Variants and least
preferred is Celebrations.
37. 37
9. Which sub-brands of chocolate do you prefer of Nestle chocolate?
Frequency Percent
Valid Milky Bar 25 25.0
Bar One 1 1.0
Crunch 15 15.0
Kitkat 36 36.0
Munch Nutties 14 14.0
None 9 9.0
Total 100 100.0
Interpretation:-
Most of the respondents preferred sub-brand of Nestle is Kitkat and least preferred is Bar One.
38. 38
10. Which sub-brands of chocolate do you prefer of Amul chocolate?
Frequency Percent
Valid Milk Chocolate 19 19.0
Fruit n Nut 42 42.0
Bindaaz 15 15.0
Almond Bar 12 12.0
None 12 12.0
Total 100 100.0
Interpretation:-
Most of the preferred sub-brand of Amul is Fruit n Nut and least preferred is Almond Bar.
39. 39
11. Which sub-brands of chocolate do you prefer of Campo chocolate?
Frequency Percent
Valid Campo Bar 13 13.0
Cream 15 15.0
Krust 14 14.0
Turbo Treat 6 6.0
None 52 52.0
Total 100 100.0
Interpretation:-
Most of the preferred sub-brand of Campo is Cream and least preferred is Turbo Treat.
40. 40
12. Which pack do you purchase?
Frequency Percent
Valid Small Pack 39 39.0
Big Pack 53 53.0
Family Pack 8 8.0
Total 100 100.0
Interpretation:-
53 respondents purchase big pack, 39 respondents purchase small pack and 8 respondents
purchase family pack of chocolate they prefer.
41. 41
13. Which promotional offers attracts you most?
Frequency Percent
Valid Free gifts 18 18.0
Price offer 72 72.0
Any other 9 9.0
Total 100 100.0
Interpretation:-
72 respondents attracts towards price offer, 18 respondent attracts towards free gifts and 9
respondents attracts towards another promotional offer.
42. 42
14. Which of these factors affect your purchase?
Frequency Percent
Valid Advertisement 50 50.0
Attractive display 6 6.0
Suggestions from others 13 13.0
Doctor's Advice 4 4.0
Ingredients 21 21.0
Brand Ambassador 3 3.0
Brand of chocolate 3 3.0
Total 100 100.0
Interpretation:-
50 respondent’s purchase decision depends on the advertising factor. 21 respondent’s purchase
decision depends on the ingredient and least important factor which affect the purchasing
decision is brand ambassador and brand of the chocolate.
43. 43
15. Which media of advertising influence your purchase?
Frequency Percent
Valid Television 60 60.0
Hoardings 3 3.0
Newspaper 6 6.0
Internet 10 10.0
Retail Shops 21 21.0
Total 100 100.0
Interpretation:-
Television is the most preferred media of advertising which influence the purchasing decision
and hoardings is the least preferred media.
44. 44
16. How frequently do you purchase the chocolate?
Frequency Percent
Valid Once a fortnight 6 6.0
Daily 5 5.0
Weekly 44 44.0
Monthly 36 36.0
Quarterly 9 9.0
Total 100 100.0
Interpretation:-
44 respondents purchase the chocolate weekly, 36 respondents purchase the chocolate monthly
and 5 respondents purchase the chocolate daily.
45. 45
17. Do you like to change the brand frequently?
Frequency Percent
V
a
l
i
d
Yes 53 53.0
No 47 47.0
Total 100 100.0
Interpretation:-
Out of 100 respondents, 53 respondents says they change the brand frequently and 47
respondents says they do not change the brand frequently.
46. 46
18. If the price of your brand is reduced, will you buy more of it?
Frequency Percent
Valid Yes 39 39.0
No 24 24.0
Maybe 37 37.0
Total 100 100.0
Interpretation:-
Out of 100 respondents, 39 respondents will buy more if the price of the brand is reduced, 37
respondents says that they do not have any idea what they will do and 24 respondents will not
buy more if the price of the brand is reduced.
47. 47
19. What according to you is a reasonable price of chocolate?
Frequency Percent
Valid Below 10 4 4.0
10-20 36 36.0
20-30 38 38.0
above 30 22 22.0
Total 100 100.0
Interpretation:-
Out of 100 respondents, 38 respondents says 20-30 is the reasonable price of chocolate, 36
respondents says 10-20 is the reasonable price of chocolate and 4 respondents says below 10 is
the reasonable price of chocolate.
48. 48
20. If your preferred brand is not available what will you do?
Frequency Percent
Valid Postpone your purchase 19 19.0
Change the retail shop 31 31.0
Switch over the another brand 50 50.0
Total 100 100.0
Interpretation:-
Out of 100 respondents, 50 respondents will switch over to another brand, 31 respondents will
change the retail shop and 19 respondents will postpone the purchase.
49. 49
21. If another brand of same product appears in the market will you buy that new brand?
Frequency Percent
Valid No, not at all 27 27.0
I may consider 26 26.0
Can't say 47 47.0
Total 100 100.0
Interpretation:-
Out of 100 respondents, 47 respondents are confused, 27 respondents will not buy the new brand
and 26 respondents will consider the new brand.
51. 51
CONCLUSION
A survey of the people has been conducted to know the liking pattern of the two products
Cadbury and Nestle. It is observed that overall people like to eat Cadbury brand rather than
Nestle. It is concluded that mostly people preferred Dairy Milk of Cadbury due to its flavor/taste,
quality and image and due to its hard form. Some people often like to have a chocolate with good
flavor, quality
For promotional offers, company should go for free gifts rather than going for other ways.
Company should concentrate more on television for advertisement, as mostly people get
attracted through television only and crunchiness so they are going towards Kit Kat and Munch
of Nestle due to its taste and crunchiness. It is thus concluded from the facts collected that mostly
people refer to buy big pack of their favorite chocolate, and sometimes some of them go for
small and family pack.
The Indian Chocolate Industry is a unique mix with extreme consumption patterns, attitudes
beliefs, income level and spending. At one hand, we have designer chocolates that are consumed
when priced at even Rs 2500/kg while there are places in India where people have never even
tasted chocolates once. Understanding the consumer demands and maintaining the quality will be
essential. Companies will have to keep themselves abreast with the developments in other parts
of the world.
Pricing is the key for companies to make their product reach consumers’ pockets. Right pricing
will make or break the product.
Economical distribution of the products will also be equally important. The companies’
strategies should focus on driving sales through a right product mix, efficient materials
procurement, reduced wastages, increased factory efficiencies and improved supply chain
management. There’s an immense scope for growth of chocolate industry in India -
geographically as well as in the product offering. The Indian Chocolate Industry is destined to
grow and will do so in the future.
52. 52
RECOMMENDATION
1. Nestle company should concentrate on its packing as people are least satisfied with it
while Cadbury should concentrate on the shape of a chocolate.
2. Company should concentrate more on television for advertisement, as mostly people get
attracted through television only.
3. For promotional offers, company should go for free gifts rather than going for other
ways.
4. People are unsatisfied with the price and quantity of chocolate so companies should
concentrate in this regard also.
54. 54
ANNEXURE
1. Name:
2. Age:
Below 10
10-20
20-30
Above 30
3. Gender:
Male
Female
Others
4. Qualification:
High School
Under Graduation
Post Graduation
Phd
Others
5. Occupation:
Student
Home Maker
Retired
Unemployed
Business Man
Doctor
Employee
Others
6. Income level:
Below 10000
10000-20000
20000-30000
Above 30000
7. Which brand of chocolate do you prefer?
Amul
Cadbury
Nestle
Campo
55. 55
8. Which sub-brands of chocolate do you prefer of Cadbury chocolate?
Dairy Milk and variants
5 Star
Treat perk gems
Temptation
Celebrations
None
9. Which sub-brands of chocolate do you prefer of Nestle chocolate?
Milky Bar
Bar One
Crunch
Kitkat
Munch nutties
None
10. Which sub-brands of chocolate do you prefer of Amul chocolate?
Milk Chocolate
Fruit ‘n’ Nut
FUNDOO
Bindaaz
Almond Bar
None
11. Which sub-brands of chocolate do you prefer of Campo chocolate?
Campo Bar
Cream
Krust
Turbo Treat
None
12. Which pack do you purchase?
Small pack
Big pack
Family pack
13. Which promotional offers attracts you most?
Free gifts
Price offers
Any other
14. Which of these factors affect your purchase?
Advertisement
Attractive display
Suggestions from others
Doctor’s advice
Ingredients
Brand ambassador
56. 56
Price
Availability of product
Brand of chocolate
15. Which media of advertising influence your purchase?
Television
Hoardings
Newspaper
Internet
Brochures
Retail Shops
16. How frequently do you purchase the chocolate?
Once a fortnight
Daily
Weekly
Monthly
Quarterly
17. Do you like to change the brand frequently?
Yes
No
18. If the price of your brand is reduced, will you buy more of it?
Yes
No
Maybe
19. What according to you is a reasonable price of chocolate?
Below 10
10-20
20-30
Above 30
20. If your preferred brand is not available what will you do?
Postpone your purchase
Change the retail shop
Switch over to another brand
21. If another brand of same product appears in the market will you buy that new
brand?
No, not at all
I may consider
Can’t say
