A

PROJECT REPORT
ON

STUDY OF CONSUMER BEHAVIOUR

TOWARDS CADBURY AND NESTLE’S
CHOCOLATES

MASTER OF MANAGEMENT STUDIES (MMS)

UNIVERSITY OF MUMBAI

SUBMITTED TO
MARATHA MANDIR’S
BABASAHEB GAWDE INSTITUTE OF
MANAGEMENT STUDIES
MUMBAI CENTRAL

UNDER THE GUIDANCE OF

PROF. SHYAMKANT SURVE

SUBMITTED BY
MANAS KELASKAR
BATCH 2009-2011 & ROLL NO.45
MARKETING
 CERTIFICATE

This is to certify that __________________________________has

successfully completed the project work as a part of academic fulfillment of Masters of

Management Studies (M.M.S.) semester IV examination.

Name & Signature of Project Guide

Date : _________________

DIRECTOR
BGIMS
 DECLARATION

I, (Manas Kelaskar) of Master of Management Studies (Semester IV) of Babasaheb Gawde

Institute of Management Studies (BGIMS), hereby declare that I have successfully completed

this Project on (Study of Consumer Behavior towards Cadbury and Nestlé’s Chocolates) in the

academic year 2010-11 The information incorporated in this project is true and original to the

best of my knowledge.

_____________________________

Signature
 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, it’s 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 Dr. Sunil Karve, who allowed me to conduct the survey.

I would like to thank my professor Shyamkant Surve who 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.

No words can adequately express my overriding debt of gratitude to my parents whose support
helps me in all the way. Above all I shall thank my friends who constantly encouraged and
blessed me so as to enable me to do this work successfully.

Manas Kelaskar
Roll Number: 45
MMS-IV (2009-2011)
BGIMS
 TABLE OF CONTENTS

CHAPTER CONTENTS PAGE

NO. NO.
1 EXECUTIVE SUMMARY 1
1.1 PROJECT SUMMARY 1

1.2 BACKGROUND 2
1.3 PROCESS 2
1.4 FINDINGS AND CONCLUSION 3
2 INTRODUCTION TO THE PROJECT 4
2.1 SCOPE OF THE STUDY 4
2.2 STATEMENT OF THE PROBLEM 5
2.3 PURPOSE OF THE STUDY 5
2.4 OBJECTIVES 6
2.5 HYPOTHESIS 6
3 RESEARCH METHODOLOGY 7
3.1 SAMPLE SIZE AND DESIGN 7
3.2 PERIOD OF THE STUDY 7
3.3 STUDY AREA 8
3.4 DATA COLLECTION AND ANALYSIS 8
4 INTRODUCTION TO INDIAN CHOCOLATE 9
INDUSTRY
4.1 CONSUMPTION OF CHOCOLATES IN INDIA 9
4.2 ANALYSIS-INDIAN CHOCOLATE INDUSTRY 9
4.3 NESTLE INTRODUCTION 12
4.4 NESTLE’S BRANDS 13
4.5 CADBURY INTRODUCTION 17
4.6 CADBURY’S BRANDS 18
5 REVIEW OF LITERATURE 23
CRITICAL ANALYSIS OF PREVIOUS RESEARCH
6 DESIGN OF THE STUDY 29
6.1 PROCEDURES USED 29
6.2 METHOD OF GATHERING DATA AND 30
DESCRIPTION OF DATA
7 ANALYSIS OF THE STUDY 31
TEXT, TABLES AND CHARTS
8 LIMITATIONS OF THE STUDY 59
 9 SUMMARY AND CONCLUSION 60
9.1 BRIEF STATEMENT OF STUDY 60
9.2 DESCRIPTION OF PROCEDURES USED 61
9.3 OBSERVATIONS AND FINDINGS 62
9.4 CONCLUSION 64
9.5 SUGGESTIONS AND RECOMMENDATIONS 65
10 BIBLIOGRAPHY 66
11 ANNEXURE 67

LIST OF TABLES

TABLE TITLE PAGE

NUMBER NO.
1 LIKING FOR THE CHOCOLATES 31
2 DIFFERENT AGE GROUPS 32
3 PREFERENCE ACCORDING TO AGE GROUPS 33
4 BRAND PREFERENCE 36
5 PURCHASE OF CADBURY CHOCOLATES 37
6 PURCHASE OF NESTLE CHOCOLATES 38
7 OVERALL PURCHASE OF CHOCOLATES 39
8 PREFERENCE OF SUBRANDS OF CADBURY 40
CHOCOLATES
9 PREFERENCE OF SUB-BRANDS OF NESTLE 41
CHOCOLATES
10 INFLUENCING FACTORS DURING PURCHASE 42
11 INFLUENCING FACTORS DURING PURCHASE OF 43
CADBURY CHOCOLATES
12 INFLUENCING FACTORS DURING PURCHASE OF 44
NESTLE CHOCOLATES
13 FACTORS GIVING MOST SATISFACTION TO 45
CONSUMERS
14 FACTORS GIVING MOST SATISFACTION TO 46
CONSUMERS IN CADBURY CHOCOLATE
15 FACTORS GIVING MOST SATISFACTION TO 47
CONSUMERS IN NESTLE CHOCOLATE
16 FORM PREFERENCE 48
17 PACK OF CHOCOLATES PREFERED 49
18 PROMOTIONAL OFFERS 50
19 FACTORS AFFECTING PURCHASE 51
20 MEDIA OF ADVERTISEMENT 52
21 FREQUENCY OF CONSUMPTION 53
22 REASONABLE PRICE 54
23 LOCATION OF PURCHASE 55
24 CONSUMER’S BRAND LOYALTY 56
25 REACTION OF CONSUMERS IF NEW BRAND IS 57
INTRODUCED
 LIST OF GRAPHS

TABLE TITLE PAGE

NUMBER NUMBER
1 LIKING FOR THE CHOCOLATES 31
2 DIFFERENT AGE GROUPS 32
3 PREFERENCE ACCORDING TO AGE GROUPS 33-35
4 BRAND PREFERENCE 36
5 PURCHASE OF CADBURY CHOCOLATES 37
6 PURCHASE OF NESTLE CHOCOLATES 38
7 OVERALL PURCHASE OF CHOCOLATES 39
8 FORM PREFERENCE 48
9 PACK OF CHOCOLATES PREFERED 49
10 PROMOTIONAL OFFERS 50
11 FACTORS AFFECTING PURCHASE 51
12 MEDIA OF ADVERTISEMENT 52
13 FREQUENCY OF CONSUMPTION 53
14 REASONABLE PRICE 54
15 LOCATION OF PURCHASE 55
16 CONSUMER’S BRAND LOYALTY 56
17 REACTION OF CONSUMERS IF NEW BRAND IS 57
INTRODUCED