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 SATISFACTION TOWADS CADBURY AND NESTLE CHOCOTATE AMONG YOUTH OF INDORE

MBA IV SEM

Project Guide Prof. SHANTANU VERMA

Submitted By DEVENDRA KU. TEMBHARE MBA 4TH SEM.

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

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 entitled A COMPARATIVE STUDY OF CUSTOMER SATISFACTION TOWARDS CADBURY & NESTLE CHOCOLATE AMONG YOUTH OF INDORE the work has been done under my supervision and to my entire satisfaction. The work is original and satisfactory for the compulsory fulfillment of MBA (FT) of Malwa institute of science and technology Indore. I wish him all the success in life

ACKNOWLEDGEMENT
Survey is an excellent tool for learning and exploration. No classroom routine can 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, 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 my gratitude 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.

TABLE OF CONTENTS
CHAPTER NUMBER I INTRODUCTION TO THE STUDY CONSUMER PREFERENCE SCOPE OF THE STUDY LIMITATIONS OF THE STUDY II INTRODUCTION OF CHOCOLATE AND COMPANYS PROFILE CHOCOLATE PRODUCTION CONSUMTION OF CHOCOLATE IN INDIA NESTLES PROFILE CADBURYS PROFILE III LITRETURE REVIEW LITRETURE REVIEW RATONALE OBJECTIVE OF THE STUDY IV V RESEARCH METHODOLOGY ANALYSIS &FINDING ANALYSIS FINDINGS CONCLUSION SUGGESTIONS & RECOMMENDATIONS VI REFERENCES BIBLIOGRAPHY WEBLIOGRAPHY VI ANNEXURE QUESTIONNAIRE 75 76 78 38 41 71 72 73 22 27 34 36 37 21 17 HISTORY OF CHOCOLATE 12 8 9 10 INTRODUCTION CHAPTER NAME CONTENTS PAGE NUMBER 7

CHAPTER: I

INTRODUCTION TO THE STUDY

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 or family 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.

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 they buy and their evaluation of these goods after use.

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 marketers. They want to teach customers in their roles as their roles as customers. They want customers to learn about their products, product attributes, potential customers benefit, how to use, maintain or even dispose of the product and new ways of behaving that will satisfy not only the customers needs, but the marketers objectives.

The scope of my study restricts itself to the analysis of customer preferences, perception and consumption of Cadbury and Nestle Chocolates. There are many other 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 itself to Ambala region only.

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 selfadministered 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.

10

CHAPTER:II

INTRODUCTION OF CHOCOLATE AND COMPANY PROFILE

11

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

12

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 eating

Up 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 13

Chocolate in Europe
Xocolatl! 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 madewas 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 1520 it 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 Americas

Events 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 far of both chocolate and coffee, consuming over half of the words total production of chocolate alone.

14

The Quakers
The 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 complete without 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 world fry, 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.

15

Chocolate as we know it
The 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 make the 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.

16

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.

17

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.

Blending
Before 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 heat generated 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.

18

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:

Kneading
In 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.)

19

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 that it 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.

20

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.

21

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.

22

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-Swiss Condensed 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 food and beverage sector. in the

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

23

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

24

CHOCOLATES & CONFECTIONARY

NESTL KIT KAT NESTL KIT KAT LITE NESTL MUNCH NESTL 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 unique finger 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!

25

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 Chocolate is a milk chocolate with a delicious taste. Kids just love it!

26

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 developed to 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.

27

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 leadership over 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.

28

Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India. For over two decades, it has worked with the Kerala Agriculture University to undertake cocoa research and released clones, hybrids that improve the cocoa yield. Today, Cadbury is poised in its leap towards quantum growth and new categories of business, namely gums, mints, snacking and gifting. It is a part of the Cadbury Schweppes Group, world's No.1 Confectionery Company.

CADBURY WORLD WIDE

Cadbury is the world's largest confectionery company and have a strong regional presence in beverages in the Americas and Australia. With origins stretching back over 200 years, today their products - which include brands such as Cadbury, Schweppes, Halls, Trident, Dr Pepper, Snapple, Trebor, Dentyne, Bubblicious and Bassett - are enjoyed in almost every country around the world. We employ around 60,00 people.

Their heritage starts back in 1783 when Jacob Schweppe perfected his process for manufacturing carbonated mineral water in Geneva, Switzerland. And in 1824 John Cadbury opened in Birmingham selling cocoa and chocolate. These two great household names merged in 1969 to form Cadbury Schweppes plc. Since then they have expanded their business throughout the world by a programme of organic and acquisition led growth. Concentrating on their core brands in beverages and confectionery since the 1980s, they have strengthened their portfolio through almost fifty acquisitions, including brand icons such as Mott's, Canada Dry, Halls, Trident, Dentyne, Bubblicious, Trebor, Bassett, Dr Pepper, 7 Up and Snapple. It employ 60,000 people in over 200 countries Worlds No 1 Confectionery company World's No 2 Gums company World's No 3 beverage company 29

Cadbury Brands:
Chocolates Snacks Beverages Candy

SNACKS:
Bytes

BEVERAGES
Bournvita

CHOCOLATES Dairy Milk 5 Star Perk Celebrations Temptation Eclairs Gems

30

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. 31

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 dryfruits 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 various flavours and the premium dark chocolate range which is exotic dark chocolate in luscious flavours.

TEMPTATION

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

32

CHAPTER:III

LITRETURE REVIEW

33

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 was reviewed. In this project A Comparative Study of Customer Satisfaction towards Cadbury and Nestle chocolate among youth of indore is considered. This gave a broader perspective to the issues pertaining to this topic and the concerns that were to be addressed.

The Role of Media on Consumer Brand Choice A Case Study of Chocolate Industry
When the rapid growth of various brands in India has led to a tight competition and consumers are faced with brand choice in the market, it becomes necessary for manufacturers to understand the major factors attracting buyers to his own brand. In this research paper Fazlollah Kazemi and Malihe Esmaeili, Department of Management Sciences, University of Pune, India surveyed of 538 randomly selected consumers of Pune/India examined 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 significant effect on reception of advertizing by Cadbury Dairy Milk. It also shows that 37.7% of the consumers prefer Cadbury Dairy Milk more than other brands of chocolate. The major reason for 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 for companies 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) which shows that Dark chocolate has come to be recognized for its flavanol antioxidant benefits, but a new study, conducted by the Yale-Griffin Prevention Research Center, has uncovered an important link to its vascular health benefits. The study, which used Hersheys Extra Dark Chocolate, reported that dark chocolate has a positive impact on blood pressure and blood vessel function. The studys release comes on the heels of Hersheys Extra Dark Chocolate, a rich dark chocolate featuring 60 percent cacao, earning renowned health and fitness expert Bob 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 for chocolates in India was estimated at 30,000 tones in 2008. Bars of 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 market in terms of volume. The count segment (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 a faster pace during the last three years driven by growth in perk and kitkat volumes. Wafer chocolates such as kit kat and perk also belong to this segment. Panned chocolates accounts for 10% of the total market. The chocolate market is primarily dominated by cadbury and nestle, together accounting for 90% of the market.

34

 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 and shows that the Indian chocolate industry produces over 30,000 tones of chocolate 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 and Nestle cater to the majority of the customers due to their strong image and deep penetration into the world market. A research has been conducted to find out the customers attitude towards chocolates in India in relation to Cadbury and Nestle.

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. Their review is broad, encompassing work in the academic fields of marketing, operations management, and engineering design. The value of this breadth is in conveying the shape of the entire research landscape. They focus on product development projects within a single firm and also devote attention to the development of physical goods, although much of the work describe applies to products of all kinds. They look inside the black box of product development 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 involving hundreds of decisions, many of which can be usefully supported by knowledge and tools.

35

RATIONALE
This study is conducted to get an insight into the product performance and satisfaction of customers (youth) towards purchasing of two famous brands of chocolates Nestle and Cadbury, 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.

36

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 on consumer 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.

37

CHAPTER:IV

RESEARCH METHODOLOGY

38

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 Cadbury chocolates. 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 Analysis
The 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.

39

CHAPTER:V

ANALYSIS & FINDING

40

DIFFERENT AGE GROUPS

Table:1
AGE GROUPS NUMBER OF RESPONDENTS PERCENTAGE OF AGE 6% 73% 17% 15-20 06 20-25 73 25-30 17

15-20, 6, 6% 25-30, 17, 18%

15-20 20-25 25-30

20-25, 73, 76%

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.

41

REASONABLE PRICE
Table:2 PRICE OF CHOCOLATE BELOW 5 5-10 10-20 20-30 ABOVE 30 NUMBER OF RESPONDENTS 12 20 28 28 08

30 25 20 20 15 10 5 0 below5 5,10 12

28

28

10,20

20,30

30above

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.

42

FORM PREFERENCE

Table:3

FORM OF CHOCOLATE HARD NUTTIES CRUNCHY CHEW

NUMBER OF RESONDENTS 11 27 51 11

Chew, 11, 11%

Hard, 11, 11% Nutties, 27, 27% Hard Nutties Crunchy Chew

Crunchy, 51, 51%

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.

43

BRAND PREFERENCE
Table:4
BRANDS CADBURY NESTLE

PREFERENCE BY CONSUMERS
84 16

16, 16%

Cadbury Nestle

84, 84%

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.

44

PURCHASE OF CHOCOLATES

PURCHASE OF CADBURY CHOCOLATES

Table:5
CADBURY CHOCOLATES SUB- BRANDS DAIRY MILK 5 STAR PERK CELEBRATIONS TEMPTATIONS NUMBER OF RESPONDANTS 55 05 14 08 04

60 50 40 30 20 10 0

55

14 5 8 4

Dairy milk

5 star

Perk

Celibration

Temptation

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.

45

PURCHASE OF NESTLE CHOCOLATES

Table:6 NESTLE CHOCOLATES SUB- BRANDS KIT KAT MUNCH MILKY BAR BAR- ONE MILK CHOCOLATE NUMBER OF RESPONDANTS 06 02 01 04 03

6 5 4 3

4 3 2

2 1 0 KitKat Munch Milky Bar Bar One Milk chocolate 1

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.

46

OVERALL PURCHASE OF CHOCOLATES

Table:7 OVERALL PURCHASE OF SUB- BRANDS OF CHOCOLATES SUB-BRANDS DAIRY MILK 5 STAR PERK CELEBRATIONS TEMPTATIONS KIT KAT MUNCH MILKY BAR BAR ONE MILK CHOCOLATE PERCENTAGE OF PURCHASE 55 05 13 08 04 06 02 01 03 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.

47

PACK OF CHOCOLATES PREFERED

Table:7 PACK SIZE SMALL BIG FAMILY PACK NUMBER OF RESPONDENTS 43 46 11

11 43 Small Big amily pack

46

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.

48

OCCASIONALLY PURCHASE OF CHOCOLATE

Table; 8 OCCASION Festival Birthday Anniversary Any Time RESPONDANTS 07 22 03 68

68 70 60 50 40 30 20 10 0 fastival BD Aniversory Any time 7 3 22

Chart:8 According to the above analysis it is concluded that out of sample of 100 people many people are purchased chocolate any time.

49

FREQUENCY OF CONSUMPTION
Table:21 FREQUENCY OF CONSUMPTION ONCE IN A FORTNIGHT DAILY WEEKLY MONTHLY QUARTERLY NUMBER OF RESPONDENTS 15 27 47 09 02

50 45 40 35 30 25 20 15 10 5 0

47

27

15 9 2 Ones in a fortnight Daily Weekly Mounthly Quarterly

Chart:9 According to the above analysis it is concluded that mostly people purchase chocolates weekly. Only 02 out of 100 purchase chocolates quarterly.

50

INFLUENCING FACTORS DURING PURCHASE OF CHOCOLATES Flavor/Taste GRADING

VERY IMPORTANT IMPORTANT NORMAL LEAST IMPORTANT NONE 77 15 06 02 00

80 70 60 50 40 30 20 10 0

77

15 6 2 Least Important 0 None

Very Important

Important

Normal

Chart:10
According to the above analysis it is concluded that in purchasing time flavor/taste factor is very important.

51

Brand Image GRADING

VERY IMPORTANT IMPORTANT NORMAL LEAST IMPORTANT NONE 24 62 11 02 01

70 60 50 40 30 20 10 0 Very Important 24

62

11 2 Important Normal Least Important 1 None

Chart:11
According to the above analysis it is concluded that in purchasing time Brand image factor is important.

52

Quality GRADING
VERY IMPORTANT IMPORTANT NORMAL LEAST IMPORTANT NONE 69 18 13 00 00

69 70 60 50 40 30 18 20 10 0 Very Important Important Normal Least Important None 13 0 0

Chart:12
According to the above analysis it is concluded that in purchasing time Quality factor is Very important.

53

Form GRADING
VERY IMPORTANT IMPORTANT NORMAL LEAST IMPORTANT NONE 08 49 23 19 01

49 50 45 40 35 30 25 20 15 10 5 0

23 19 8 1 Very Important Important Normal Least Important None

Chart:13
According to the above analysis it is concluded that in purchasing time Form factor is important.

54

Shape GRADING
VERY IMPORTANT IMPORTANT NORMAL LEAST IMPORTANT NONE 09 29 41 13 08

45 40 35 30 25 20 15 10 5 0 Very Important Important 9 29

41

13 8

Normal

Least Important

None

Chart:14
According to the above analysis it is concluded that in purchasing time Shape factor is normal .

55

Packaging GRADING
VERY IMPORTANT IMPORTANT NORMAL LEAST IMPORTANT NONE 24 50 15 05 06

50 50 45 40 35 30 25 20 15 10 5 0

24 15 5 6

Very Important

Important

Normal

Least Important

None

Chart:15
According to the above analysis it is concluded that in purchasing time Packing factor is important.

56

SATISFACTION DURING PURCHASE OF CHOCOLATES Flavor/Taste

VERY SATISFIED SATISFIED NORMAL LEAST SATISFIED CANT SAY

70 25 03 01 01

70 70 60 50 40 30 20 10 0 Very Satisfied Satisfied Normal Least Satisfied Can't Say 3 1 1 25

Chart:16
According to the above analysis it is concluded that after purchasing 70 people are very satisfied.

57

Brand Image

VERY SATISFIED SATISFIED NORMAL LEAST SATISFIED CANT SAY

29 58 12 01 00

58 60 50 40 29 30 20 10 0 Very Satisfied Satisfied Normal Least Satisfied Can't Say 12 1 0

Chart:17
According to the above analysis it is concluded that after purchasing 58 people are satisfied.

58

Quality

VERY SATISFIED SATISFIED NORMAL LEAST SATISFIED CANT SAY

37 40 19 03 01

40 40 35 30 25 20 15 10 5 0 Very Satisfied Satisfied Normal Least Satisfied Can't Say 3 1 19 37

Chart:18

According to the above analysis it is concluded that after purchasing 40 people are satisfied.

59

Form

VERY SATISFIED SATISFIED NORMAL LEAST SATISFIED CANT SAY

16 36 33 13 02

40 35 30 25 20 15 10 5 0 Very Satisfied 16

36 33

13

Satisfied

Normal

Least Satisfied

Can't Say

Chart:19
According to the above analysis it is concluded that after purchasing 36 people are satisfied.

60

Shape

VERY SATISFIED SATISFIED NORMAL LEAST SATISFIED CANT SAY

13 46 24 13 04

50 45 40 35 30 25 20 15 10 5 0 Very Satisfied 13

46

24

13 4

Satisfied

Normal

Least Satisfied

Can't Say

Chart:20

According to the above analysis it is concluded that after purchasing 46 people are satisfied.

61

INFLUENCING FACTORS DURING PURCHASE

OVERALL INFLUENCE
Table: 10
FACTORS FLAVOR/TASTE BRAND QUALITY FORM SHAPE PACKGING GRAND TOTAL 471 442 403 358 401 376 AVERAGE 4.61 4.42 4.03 3.58 4.01 3.76 RANK 1 2 3 6 4 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.

62

INFLUENCING FACTORS DURING PURCHASE OF CADBURY CHOCOLATES

Table:11 FACTORS FLAVOR/TASTE BRAND QUALITY FORM SHAPE PACKAGING GRAND TOTAL 390 336 375 307 269 312 AVERAGE 4.64 4 4.46 3.65 3.20 3.71 RANK 1 3 2 5 6 4

According to the above analysis it is concluded that on an average mostly people are influenced by flavor/taste followed by quality, packaging and brand. Here Form is not all influencing people while purchasing Cadbury chocolates.

63

INFLUENCING FACTORS DURING PURCHASE OF NESTLE CHOCOLATES

Table:12 FACTORS FLAVOR/TASTE BRAND QUALITY FORM SHAPE PACKAGING GRAND TOTAL 71 65 67 51 50 64 AVERAGE 4.43 4.06 4.18 3.18 3.12 4.00 RANK 1 3 2 5 6 4

According to the above analysis it is concluded that on an average mostly people are influenced by flavor/taste followed by quality, brand and packaging. Here form and shape are not all influencing people while purchasing Nestle chocolates.

64

FACTORS GIVING MOST SATISFACTION TO CUSTOMERS

OVERALL
Table: 13
FACTORS GRAND TOTAL AVERAGE

RANK
1 2 3 5 4

FLAVOR/TASTE BRAND QUALITY FORM SHAPE

459 412 408 348 357

4.59 4.12 4.08 3.48 3.57

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.

65

IN CADBURY CHOCOLATE

Table: 14
FACTORS FLAVOR/TASTE BRAND QUALITY FORM SHAPE GRAND TOTAL 383 344 345 290 300 AVERAGE 4.55 4.09 4.10 3.45 3.57 RANK 1 3 2 5 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.

66

IN NESTLE CHOCOLATE

Table:15
FACTORS GRAND TOTAL AVERAGE RANK

FLAVOR/TASTE

76

4.75

BRAND

68

4.25

QUALITY

63

3.93

FORM

58

3.62

SHAPE

57

3.56

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.

67

FACTORS AFFECTING PURCHASE

Table:19 FACTORS NUMBER OF RESPONDENTS ADVERTISEMENT SUGGESTION FROM FRIENDS AND RELATIVES ATTRACTIVE DISPLAY BRAND AMBASSADORS INGREDIENTS 10 14 16 46 14

Ingridiants

16%

Brand ambassador 10%

14%

Atractive display

suggestion from friend and relatives

14%

Advertisment 0 0.1 0.2 0.3 0.4

46%

0.5

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 friends and relatives and brand ambassadors also play a significant role in this regard.

68

MEDIA OF ADVERTISEMENT
Table:20 MEDIA OF ADVERTISEMENT TELEVISION NEWSPAPERS BROCHURES HOARDING DISPLAY NUMBER OF RESPONDENTS 76 10 05 0 03

3, 3% 5, 5%

6, 6%

10, 10%

Television Newspapers Brochures Hoarding Display 76, 76%

Chart:22
According to the above analysis it is concluded that television emerges as the best media for advertisement of chocolates that compel consumers to buy. It is much more than other ways as out of 100 respondents 76 are attracted to by through television media while brochures are the least attracting media.

69

REACTION OF CONSUMERS IF NEW BRAND IS INTRODUCED

Table:24 SHIFT TO NEW BRAND OF THE PREFERED PRODUCT NO, NOT AT ALL I MAY CONSIDER CANT SAY 15 56 29 NUMBER OF RESPONDENTS

15, 15% 29, 29%

No, not at all I may consider Cant say

56, 56%

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.

70

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.

71

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 of customers satisfaction which help improving the parameter through which they can serve to the customer in a better manner.

72

SUGGESTIONS AND RECOMMENDATIONS

Company should concentrate more on television for advertisement, as mostly people get attracted through television only Nestle company should concentrate on its form and shape as people are least satisfied with it while Cadbury should also concentrate on the shape and form of a chocolate.

73

CHAPTER:VI

REFERENCES

74

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 Consumer Brand Choice A Case Study of Chocolate Industry. International Journal of Business and Management Vol. 5, No. 9 (September) page Number 147 154. 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 of the 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

75

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-relation66029.html http://ebestlifediet.com/new-research-study-links-dark-chocolate-to-vascular-healthbenefits/ http://www.livemint.com/2008/02/25140745/India-to-raise-cocoa-output-by.html

76

CHAPTER:VII

ANNEXURE

77

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 INDORE
We 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 Q4.Education 10th 12th UG PG 20-25 25-30

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

78

Q8. Which product you have purchased?

Cadbury Dairy Milk 5Star Perk Celebrations Temptation Q9. What pack do you purchase? Small Big

Nestle Kit Kat Munch Milky Bar Bar-One Milk Chocolate

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 purchase a chocolate? (Tick in the desired column) Factors Flavor/taste Brand Image Quality Price Form Packaging Quantity Shape Very Important Important Normal Least Important None

79

Q13. How much are you satisfied with the following factors in your preferred chocolate? (Tick in the desired column) Factors Very Satisfied Normal Least Cant Say Satisfied Satisfied Flavor/taste Brand Image Quality Price Form Packaging Quantity Shape Q14.Which of these factors affects your purchase? Advertisement Attractive Display Ingredients Suggestion from friends and relatives Brand Ambassadors

Q15. Which media of advertisement influence your purchase? Television Hoarding Newspapers Display Brochures

Q16. If another brand of the same product appears in the market, will you try the new brand? No, not at all Cant say Q17.If you dont like to change to the new brand, then what are the reasons for continuing to purchase the old brand? I may consider

Q18. Address Thanks for sparing your valuable time with us.

80