ANALYSIS OF THE BUYING PATTERN OF CADBURY CHOCOLATE IN THE MARKET WITH RESPECT TO ITS COMPETITORS.

Index

SR.NO
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17.

PARTICULARS
PROJECT NAME DECLARATION WHAT ARE TRADE BLOCS? HISTORY OF REGIONAL TRADE BLOCS THE CAUSES OF TRADE BLOC FORMATION CHARACTERISTICS OF TRADING BLOCS TYPES OF TRADING BLOCS ADVANTAGES AND DISADVANTAGES OF TRADING BLOCS WHY COUNTRIES ARE GOING FOR REGIONAL TRADE BLOCS? THE PROLIFERATION OF TRADE AGREEMENTS AND THE EMERGENCE OF TRADE BLOCS TRADE BLOCS AND THE WTO: A TROUBLESOME RELATIONSHIP THE ECONOMIC EFFECTS OF THE GROWTH OF TRADING BLOCS ON THE GLOBAL ECONOMY AND TRADE VARIOUS TRADE BLOCS AROUND THE WORLD REGIONAL TRADING AGREEMENTS/TRADE BLOCS: GOOD OR BAD FOR INDIA? ARE REGIONAL TRADE AGREEMENTS WELCOME? CONCLUSION BIBLIOGRAPHY

PAGE NO.
3-4 5-6 7-8 9 10-11 12-14 15-16 17-18 19-20 21-24 24-35 36-38 39 40 41

OBJECTIVES OF RESEARCH
Following are the some of the main objectives of research: Analyze the buying behavior of consumers regarding chocolate. Comparative study of Cadbury chocolate in the market with its main competitors. To study about the customer taste and preference in the confectionary item. To find out the market share of the different competitors in the Chocolate industry. And also to find out the satisfaction level of customer about their product. To find advertisement effect consumer buying behavior. To find which promotion scheme affect more.

HYPOTHESIES
H0: Cadbury is a less preferred brand than other brands H0: Diary milk is not the number one sub-brand of Cadbury H0: Price is not the most important factor of consumer buying behavior H0: Most customer do not recall advertisement at the time of purchasing chocolate H0: Attractive display inside the store is less affective at the time of purchase of a chocolate H0: Most people do not like hard chocolate H1: Cadbury is a more preferred brand than other brands H1: Diary milk is the number one sub-brand of Cadbury H1: Price is the most important factor of consumer buying behavior H1: Most customer do recall advertisement at the time of purchasing chocolate H1: Attractive display inside the store is more affective at the time of purchase of a chocolate H1: Most people do like hard chocolate

RESEARCH METHODOLOGY (DATA COLLECTION)

Achieving accuracy in any research requires in depth study regarding the subject. As the prime objective of the project is to know buying behavior of consumers regarding Cadbury with the existing competitors in the market and the impact on Cadbury. The research methodology adopted is basically based on primary data via which the most recent and accurate piece of firsthand information could be collected. Secondary data has been used to support primary data wherever needed. Primary Data was collected using the following technique: Questionnaire Method

Procedure of Research Methodology Target geographic area was Andheri (W). For this geographical area closed ended questions were asked. The period during which questionnaires were filled was two weeks. Finally the collected data and information was analyzed and compiled to arrive at the conclusion.

Sources of Secondary Data Used to obtain information on, Cadbury and its competitor history, current issues, policies, procedures etc, wherever required. Internet Magazines Newspaper

Sampling Method Sample size- 60 Sampling involved selecting units from a population of interest so that by studying the sample we can fairly generalize the results back to the population from which they were chosen. In the present course work, convenience sampling was used and an aggregate sample size was 60. Sampling procedure We have taken simple random sampling. Data analysis The data collected through survey was analyzed with help of simple percentages. Tabular and graphic methods, which included pie charts and bar graphs, were used to analyze data.

DATA ANALYSIS AND FINDINGS

Data was tabulated manually and was also analyzed manually.

FINDINGS AND SURVEY 1. Which brand of Chocolate do you prefer? Cadbury 14 18 13 45 % 31% 40% 29% Nestle 6 2 7 15 % 40% 13% 47%

Below 16 yr 16.1-25 yr Above 25 yr Total

Prefer brand
cadbury nestle 20 15 25% 10 75% 5 0

Brand preffer by different age group

cadbury nestle

Below 16 16.1-25yr Above 25 yr yr

2. Which sub-brand you have purchased? Cadbury Diary Milk 5 Star Perk Celebration Temptation Total Below16 9 1 4 0 0 14 16.1-25 10 7 1 0 o 18 Above25 8 3 2 0 0 13 Nestle Kit Kat Munch Milky Bar Bar-One Milk Chocolate Total >16 2 3 1 0 o 6 16.1-25 1 0 1 0 0 2 <25 6 1 0 0 0 7

12 10 8 Below16 6 4 2 0 Diary Milk 5 Star Perk Celebration Temptation 16.1-25 Above25

7 6 5 4 3 2 1 0 Kit Kat Munch Milky Bar Bar-One Milk Chocolate >16 16.1-25 <25

3. Rank the sub-brand of chocolate according to your preference? Cadbury Diary Milk 5 Star Perk Celebration Temptation >16 59 45 51 32 18 16.1-25 65 56 50 48 50 <25 52 38 43 33 28 Nestle Kit Kat Munch Milky Bar Bar-One Milk Chocolate >16 26 24 18 14 8 16.1-25 7 5 6 2 6 <25 33 22 19 14 13

70 60 50 40 30 20 10 0 Diary Milk 5 Star Perk Celebration Temptation >16 16.1-25 <25

35 30 25 20 15 10 5 0 Kit Kat Munch Milky Bar Bar-One Milk Chocolate

>16 16.1-25 <25

4. How much importance do you give to the following factors when you purchase a chocolate? (Below 16) Factors Flavor/taste Price Quality Packaging Brand Quantity Very Important 13 5 8 5 6 2 Important 6 10 9 12 9 11 1 5 3 4 2 6 Normal Least Important 0 0 0 1 3 1 None 0 0 0 0 0 0

14 12 10 8 6 4 2 0 Flavor/taste Price Quality Packaging Brand Very Important Important Normal Least Important None

(Between 16.1 to 25) Factors Flavor/taste Price Quality Packaging Brand Quantity Very Important 17 2 9 4 7 8 Important 1 8 4 7 12 7 2 5 3 7 1 3 Normal Least Important 0 5 2 2 0 2 None 0 0 2 0 0 0

20 15 10 5 0 Flavor/taste Price Quality Packaging Brand Very Important Important Normal Least Important None

(Above 25) Factors Flavor/taste Price Quality Packaging Brand Quantity

15 Very Important 10 5 0 Flavor/taste Price Quality Packaging Brand Important Normal Least Important None

Very Important 13 3 7 4 1 4

Important 5 14 12 7 9 8 1 3 1 5 7 6

Normal 1 0 0 4 1 1

Least Important

None 0 0 0 0 2 1

5. At the time of purchasing chocolate, do you recall advertisement? YES NO 34 26

Number of customer recall advertisement

NO 43% YES 57%

6. Please tick the following sources of information in term of effect, when you purchase a chocolate? (Below 16) More Effect 7 6 5 5 4 Effect Somewhat effect 11 10 8 6 7 2 4 7 1 8 Not Effect 0 0 0 8 1

Factors Attractive Display inside store Advertisement Suggestion from friends and relatives Brand Ambassadors Ingredients

12 10 8 6 4 2 0 Attractive Advertisement Suggestion Display inside from friends store and relatives Brand Ambassadors

More Effect Effect Somewhat Not

(Between 16.1 to 25)

Factors Attractive Display inside store Advertisement Suggestion from friends and relatives Brand Ambassadors Ingredients

More Effect 5 5 3 0 10

Effect

Somewhat effect

Not Effect 4 1 3 7 2

10 12 7 6 4

1 2 7 7 4

15 10 5 0 Attractive Advertisement Suggestion Display inside from friends store and relatives Brand Ambassadors More Effect Effect Somewhat Not

(Above 25)

Factors Attractive Display inside store Advertisement Suggestion from friends and relatives Brand Ambassadors Ingredients

More Effect 10 4 2 2 7

Effect

Somewhat effect

Not Effect 0 2 1 7 1

6 11 13 5 11

4 3 4 6 1

14 12 10 8 6 4 2 0 Attractive Advertisement Suggestion Display inside from friends store and relatives Brand Ambassadors More Effect Effect Somewhat Not

7. Which form of chocolate do you like? Hard Nutties Crunchy Chew 15 19 25 1

Chew 2%

Forms Of Prefered Chocolate

Crunchy 41% Hard 25% Nutties 32%

Hard Nutties Crunchy Chew

Below 16 7 4 9 0

Between 16.1 to 25 5 7 7 1

Above 25 3 8 9 0

10 8 6 4 2 0 Hard Nutties Crunchy Chew Below 16 Between 16.1 to 25 Above 25

8. What pack do you purchase? Below 16 11 9 0 Between 16.1 to 25 12 8 0 Above 25 5 12 3

Small Big Family Pack

15 10 5 0 Small Big Family Pack Below 16 Between 16.1 to 25 Above 25

9. Which promotional offers attract most? Below 16 14 6 0 Between 16.1 to 25 4 15 1 Above 25 8 12 0

Free gifts Price offer Any other

16 14 12 10 8 6 4 2 0 Free gifts Price offer Any other

Below 16 Between 16.1 to 25 Above 25

10. Where do you purchase chocolates from? Option 1 3 6 2 Option 2 12 8 9 Option 3 3 3 6 Option 4 2 3 3

Below 16 16 to 25 Above 25

15 10 5 0 Below 16 16 to 25 Above 25 Option 1 Option 2 Option 3 Option 4

11. How frequently do you purchase chocolates? Below 16 0 6 12 2 0 16 to 25 1 11 1 5 2 Above 25 1 13 1 4 1

Once in a fortnight Daily Weekly Monthly Quarterly

14 12 10 8 6 4 2 0 Once in a fortnight Daily Weekly Monthly Quarterly

Below 16 16 to 25 Above 25

12. If your preferred brand is not available for repeat purchases then what will you do? Below 16 Postpone your purchase 2 Switch over to other brand 9 Go to the other shop to search for 9 your preferred brand Between 16.1 to 25 6 6 8 Above 25 6 11 3

CONCLUSION
Cadbury is the most preferred brand than other brands in India and Dairy Milk is the most preferred product from Cadbury. Flavor and packaging are most important factors that affect the buying behavior of customer. 57% of customer recalls advertisement before buying the product. So by our research it is concluded that advertisement affects the buying behavior. 41% people like crunchy and 32% people like nutties chocolate. And most of the people like small packs. Free gift are more attracting for children and price offer schemes attracts middle group more.

Limitation
1. Segmentation was based on age group only. 2. As sample size of 60 is small so the buying behavior of whole cant be appropriately judge. 3. The research was restricted to a small geographical area. 4. Minimum age among respondent was 5 year and maximum 35 years. 5. The study dont consider occasion of buying chocolate.

QUESTIONNAIRE

NAME- GENDERMALE FEMALE

AGE-

Below 16 Above 25

16.1 - 25

Que1. Do you eat chocolate? Yes

No

Que2. Which brand of chocolate do you prefer? Cadbury Nestle

Que3. Which sub-brand you have purchased?

Cadbury

Nestle

Dairy Milk

Kit Kat

5Star

Munch

Perk

Milky Bar

Celebrations Temptation

Bar-One Milk Chocolate

Que4. Rank the sub-brands of chocolates according to your preference? (5 for most and 1 for least preferred).

Cadbury

Nestle

Dairy Milk

Kit Kat

5Star

Munch

Perk

Milky Bar

Celebrations Temptation

Bar-One Milk Chocolate

Que5. How much importance do you give to the following factors when you purchase a chocolate? (Tick in the desired column)

Factors

Very Important

Important

Normal

Least Important

None

Flavor/taste Price Quality Packaging Brand Quantity

Que6. At a time of purchasing chocolate, do you recall advertisement?

Yes

NO

Que7. Please tick the following sources of information in term of effect, when you purchase a chocolate?

Factors

More Effect

Effect

Somewhat effect

Not Effect

Attractive Display inside store Advertisement Suggestion relatives from friends and

Brand Ambassadors Ingredients

Que8. Which form of a chocolate do you like? Hard Nutties Crunchy Chew

Que9. What pack do you purchase? Small Big Family Pack

Que10. Which promotional offers attract you most? Free gifts ___________________ Price Offer Any other (specify)

Que11. Where do you purchase chocolates from? Neighborhood shop where chocolates are kept in bottles Neighborhood shop where chocolates are kept in cold storages Neighborhood shop where chocolates are kept in special boxes Malls and convenience store

Que12. How frequently do you purchase chocolates? Once in a fortnight Weekly Quarterly Que13. If your preferred brand is not available for repeat purchases then what will you do? Daily Monthly

Postpone your purchase Switch over to other brand Go to the other shop to search for your preferred brand Que14. If another brand of the same product appears in the market, will you prefer to stop buying this brand and buy the new brand? No, not at all I may consider

No, I shall not

Cant say

Thank You