STUDY OF CONSUMER PREFERENCE TOWARDS

CADBURY AND NESTLE CHOCOLATES

PROJECT REPORT SUBMITTED TO RIMT-IMCT,
IN PARTIAL FULFILMENT OF THE
REQUIREMENT FOR THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION
GUIDE:
SUBMITTED BY:
Ms. MANJARI
JASDEEP SINGH KANDHARI
ENROLMENT No.632222356
RIMT-INSTITUTE OF MANAGEMENT AND
COMPUTER TECHNOLOGY,MANDI GOBINDGARH

DECLARATION
Hereby declare that the project report entitled STUDY OF CONSUMER PREFERENCE TOWA
RDS NESTLE AND CADBURY CHOCOLATES submitted for the degree of Master of Business
Administration, is my original work and the project report has not formed the ba
sis 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 f
or the award of any degree or diploma.
Place:
Date:
Jasdeep Singh
MBA-IV Sem

CERTIFICATE
This is to certify that Mr.JASDEEP SINGH of MBA fourth semester of RIMT, Mandi G
obindgarh has completed her project report on the topic of STUDY OF CONSUMER PREF
ERENCE TOWARDS NESTLE AND CADBURY CHOCOLATES under the supervision of Ms.MANJARI
faculty member of RIMT-IMCT.
To best of my knowledge the report is original and has not been copied or submit
ted
anywhere else. It is an independent work done by him
Ms.Manjari
RIMT-IMCT
Mandi Gobindgarh

ACKNOWLEDGEMENT
Survey is an excellent tool for learning and exploration. No classroom routine c
an substitute which is possible while working in real situations. Application of
theoretical knowledge to practical situations is the bonanzas of this survey.
Without a proper combination of inspection and perspiration, it s not easy to achi
eve anything. There is always a sense of gratitude, which we express to others f
or the help and the needy services they render during the different phases of ou
r lives. I too would like to do it as I really wish to express my gratitude towa
rd all those who have been helpful to me directly or indirectly during the devel
opment of this project.
First of all I wish to express my profound gratitude and sincere thanks to my es
teemed learned Director Dr. B.S. Bhatia, Director RIMT, Mandi Gobindgarh, who al
lowed me to conduct the survey.
I would like to thank my professor Ms. Manjari who was always there to help and
guide me when I needed help. His perceptive criticism kept me working to make th
is project more full proof. I am thankful to him for his encouraging and valuabl
e support. Working under him was an extremely knowledgeable and enriching experi
ence for me. I am very thankful to him for all the value addition and enhancemen
t done to me.
No words can adequately express my overriding debt of gratitude to my parents wh
ose support helps me in all the way. Above all I shall thank my friends who cons
tantly encouraged and blessed me so as to enable me to do this work successfully
.
Jasdeep Singh
MBA

INTRODUCTION
In this research I have survey the product performance and buying behavior of tw
o famous brands of chocolates Nestle and Cadbury, which are consumed by people o
f all ages. During this research I have interacted with people of Ambala . After th
is research I came to know how people perceives these products on the variables
like price, quality, advertisement, satisfaction, taste, packaging, brand loyalt
y etc. I also came to know which particular brand of chocolate is most preferred
by people of different age groups. In this research I have surveyed that how fr
equently and how much chocolate they consume, whether they buy small, big or fam
ily 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 w
ise.

CONSUMER PREFERENCE
All marketing starts with the consumer. So consumer is a very important person t
o a marketer. Consumer decides what to purchase, for whom to purchase, why to pu
rchase, from where to purchase, and how much to purchase. In order to become a s
uccessful marketer, he must know the liking or disliking of the customers. He mu
st also know the time and the quantity of goods and services, a consumer may pur
chase, so that he may store the goods or provide the services according to the l
ikings of the consumers. Gone are the days when the concept of market was let th
e buyer s beware or when the market was mainly the seller s market. Now the whole co
ncept of consumer s sovereignty prevails. The manufacturers produce and the seller
s sell whatever the consumer likes. In this sense, consumer is the supreme in the
market .
As consumers, we play a very vital role in the health of the economy local, nati
onal or international. The decision we make concerning our consumption behavior
affect the demand for the basic raw materials, for the transportation, for the b
anking, for the production; they effect the employment of workers and deployment
of resources and success of some industries and failures of others. Thus market
er must understand this.

Preference (or "taste") is a concept, used in the social sciences, particularlye

cono mics. It
assumes a real or imagined "choice" between alternatives and the possibility of
rank
ordering of these alternatives, based onhappin ess, satisfaction,grat ification,
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 consumer preference not only focuses on how and why consumers m
ake buying decision, but also focuses on how and why consumers make choice of th
e goods they buy and their evaluation of these goods after use. So for success o
f any company or product promotion it is very necessary to depart its concentrat
ion towards consumer preference.
SCOPE OF THE STUDY
As learning is a human activity and is as natural, as breathing. Despite of the
fact that learning is all pervasive in our lives, psychologists do not agree on
how learning takes place. How individuals learn is a matter of interest to marke
ters. They want to teach consumers in their roles as their roles as consumers. T
hey want consumers to learn about their products, product attributes, potential
consumers benefit, how to use, maintain or even dispose of the product and new w
ays of behaving that will satisfy not only the consumer s needs, but the marketer s
objectives.
The scope of my study restricts itself to the analysis of consumer preferences,
perception and consumption of Cadbury and Nestle Chocolates. There are many othe
r brands of chocolates available but my study is limited to two major players of
chocolates leaving behind the others. The scope of my study is also restricts i
tself to Ambala region only