Name: Abhishek Agrawal (2008 -2010)

Title: Study of Consumer preference towards Cadbury and Nestle Chocolates

 

Introduction:

In this research I have survey the product performance and buying behavior of two famous brands of chocolates – Nestle and Cadbury, which are consumed by people of all ages. During this research I have interacted with people of “Gurgaon”. 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 groups. 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.

Objectives:

This project is based on the comparative study consumer behavior towards Nestle and Cadbury chocolates. Objectives of the study are:

v  The other objective is to know about the customer satisfaction level associated with the product and the customer preference level.

v  To increase customer satisfaction and recapture the market share by fulfilling the customer needs.

v  To study the factors affecting the consumption pattern.

 

Recommendations & Suggestions:

v  Company should concentrate more on television for advertisement, as mostly people get attracted through television only.

v  For promotional offers, company should go for free gifts rather than going for other ways.

v  Nestle company should concentrate on its packing as people are least satisfied with it while Cadbury should concentrate on the shape of a chocolate.

v  People are unsatisfied with the price and quantity of chocolate so companies should concentrate in this regard also.

Limitations:

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:

 

v  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.

v  The main source of data for the study was primary data with the help of self-administered questionnaires. Hence, the chances of unbiased information are less.

v  People were hesitant to disclose the true facts.

v  The chance of biased response can’t be eliminated though all necessary steps were taken to avoid the same.

 

Conclusion:

A survey of the people has been conducted to know the liking pattern of the two products 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 image and due to its hard form. Some people often like to have a chocolate with good flavor, quality and crunchiness so they are going towards Kit Kat and Munch of Nestle due to its taste and crunchiness.

 

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.

 

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The above article was extracted from dissertations in Marketing, Finance, Human Resources, Strategy, Information Systems by the students from Skyline College. Skyline College is amongst the top MBA and BBA institutes in Delhi, Gurgaon (NCR).

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