Synopsis of End Term Project On Comparative study on consumer behavior towards premium chocolates

INTRODUCTION The literature review that I have done is on the article that talks about premium chocolates taking off in India. t !" per cent of the overall #s $%"""&crore chocolate market% the premium segment is small. 'et% it is growing at a steady ("&)" per cent per annum* according to industry estimates. Premium refers to those products whose average price is #s !"" and above. +uite a few chocolates fall in this segment% including brands such as ,indt% -errero% .odiva% /ars% etc. /ostly imported and distributed in the country% some of them such as -errero are going a step further% by setting up local manufacturing facilities.

!"" grams bar of ,indt% costs anywhere between #s !01 and #s $11. It will soon introduce smaller packs of (2 gm. This will be priced between #s 0" and #s !$". ,indt is not the only one doing this. 3hen leading chocolate maker 4adbury5s launched a rich chocolate variant of its 4adbury 6airy /ilk called Silk earlier this year% it did so at #s 00 for a !70 grams pack. -errero has its gift bo8es% competitively priced at #s $0" for a pack of five to over #s !%""" for a large $)&piece pack. ccording to industry sources% price points of -errero could fall further after its second manufacturing facility takes off in the middle of ne8t year. 9ence from the above we can conclude that due to the increase in the disposable income% the purchasing power of the people has increased and hence the indulgence in premium chocolates has increased.

OBJECTI E! O" T#E !TUD$ To study the reasons of purchase of Premium Chocolates in India To find means of increasing customer satisfaction and recapture the market share by fulfilling the customer needs. To study the factors affecting the consumption pattern.

RE!E%RC# &ET#ODO'O($ The research will be started by analy:ing various secondary data available in websites% journals etc. ;ey insights from industry e8perts and some officials would be taken through interview. Some of the

e8isting chocolate brands will be contacted to understand the various aspects of the industry. -indings and suggestions would be given after analy:ing all issues related to the subject. /ainly% /icrosoft E8cel < SPSS research tools will be employed for the study and the study period would be of 1&7 months. The sampling frame would be limited to the residents of 6elhi and =4#. Sampling techni>ue used will be simple random sampling and cluster sampling. !ample !i)e Calculation The sample consisted of (7" respondents. Sample si:e calculated by means method. Sample Si:e ?n@ A B?: C D@ E eF$ % 3here : A !.07 at 01G confidence interval% D A Standard 6eviation and e A llowable error 4alculation for Standard deviationH 00.IG of the elements fall within the range from &( to J( and considered scale length is 1?/a8imum A 1 and /inimum A !@ b D A ?/a8imum K /inimum@E#ange AL )E7 A ".7I llowable error ?e@ A "."I Putting all these values in the above formula% sample si:e was coming out to be (1!. Mut to get best results a sample si:e of (7" will be considered. !amplin* +lan Since it is not possible to study the whole sample representative sampling techni>ue will be used. Sampling ElementH /en% 3omen and 4hildren Sampling Techni>ueH #epresentative Sampling Sample Si:eH (7" Data Collection The data shall be collected through primary and secondary sources. E8isting reports and previous studies done on premium chocolate segment shall be used as secondary data. -or primary data a

>uestionnaire shall be administered to the respondents to access their perception and buying behaviour pertaining to premium chocolates. ,uestionnaire Desi*n The >uestionnaire shall consist of both structured and unstructured >uestions. Masic general information shall also be collected from the respondents through the >uestionnaire. -ive point likert scale shall be used for scaling purpose.

!I(NI"IC%NCE O" T#E !TUD$ This paper is an attempt to understand the premium chocolate industry in India and understand the consumer buying behavior. The study will throw light on the buying pattern and consumer behavior and preference of premium chocolates among the Indian consumers. The study will also help the players in the industry to know the current trends in the in the industry and what are the future growth prospects and opportunities in the industry.

BIB'IO(R%+#$

www.ebscohost.com #osner ,. ?-eb $"!(@. Brand Passion Index: Valentines Chocolates: Hersheys Hordes the Buzz, but Ferrero Rocher Gets the Gold from http://www.netbase.com/sentiment/brand-passion-index- alentines-chocolateshersheys-hordes-the-bu!!-but-ferrero-rocher-gets-the-gold/

/orris . Nohn ?Nune $"!$@. Report : Chocolate o !o"orro# published by ;P/.

Orman S. ? pril $"!($% Can slashed prices and a heavy marketing push improve Mondelz subsidiary Cadbury's Toblerone sales in India? Retrieved from http://www.fooddigital.com/retail/mondele!-international-and-cadbury-indiamaking-toblerone-happen

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