A COMPARATIVE STUDY ON CONSUMER SATISFACTION TOWARDS CADBURY AND NESTLE

A COMPARATIVE STUDY ON CUSTOMER SATISFACTION

TOWARDS CADBURYAND NESTLE

CHAPTER I

INTRODUCTION

[1] BBA CA,SRI KRISHNA ADITHYA COLLEGE OF ARTS AND SCIENCE

 A COMPARATIVE STUDY ON CONSUMER SATISFACTION TOWARDS CADBURY AND NESTLE

1.1 INTRODUCTION

In this research I have to survey and find out how frequently and how much chocolate do
people consume, whether they buy small, big or family pack. The comparative study of
chocolate between CADBURY and NESTLE helps in product development and improvement
in launching of new product reason for selecting the topic is that, everybody knows that
“customer is asking of market”.

There was a time years ago, whatever the sellers produce, he sells in the market and he has to
buy the same. But in the current scenario due to the keen competition in the market, the
situation has changed. Now seller has to produce what customer want, to sustain the
market.in the same way to know that customer wants, one has to observe the behavior of the
customer.

This is the reason why this topic is given the importance for selection. Once marketer
understands the mentality, thought process and reaction for certain product, he can easily
grab the market share. Sales are largely bases on the customers then the product and service
offered by the marketer. Comparative research is the act of comparing two or more things
with a view to discovering something about one oral of the things being compared.
Comparative study helps to evaluating our strength and weakness with another competitor in
same sector. After this research, I would come to know how people perceive these products
on variables like price, quality, advertisement, taste, packaging, brand, loyalty, etc.

I also would come to know which particular brand of chocolate is most preferred by the
people of different age group, consumer preference all marketing starts with the consumer.
So, consumer is a very important person to a marketer. Consumer 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 or disliking of the
customers.

When the concept of market was let the buyer’s beware or when the market was mainly the
seller’s market. Now the whole concept of consumer’s sovereignty prevails. The
manufacturers produce and the sellers sell whatever the consumer likes.in this sense “as
consumers 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

[2] BBA CA,SRI KRISHNA ADITHYA COLLEGE OF ARTS AND SCIENCE

 A COMPARATIVE STUDY ON CONSUMER SATISFACTION TOWARDS CADBURY AND NESTLE

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.

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. 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.

The manufacturers produce and the sellers 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, national or international. The decision we make concerning our
consumption behaviour affect the demand for the production; they affect the employment of
workers and deployment of resources and success of some industries and failures of others.

All marketing starts with the consumer. So consumer is a very important person to a
marketer. Consumer decides what to purchase, to 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 consumers. He must also know the time and the
quantity of goods and services, a consumer may purchase, so that he may store the goods or
provide the service according to the liking of the consumer.

[3] BBA CA,SRI KRISHNA ADITHYA COLLEGE OF ARTS AND SCIENCE

 A COMPARATIVE STUDY ON CONSUMER SATISFACTION TOWARDS CADBURY AND NESTLE

1.2 PROFILE OF THE COMPANY

CADBURY

Cadbury, the confectionery giant and the second largest confectionery brand in the world, is
well known for its Creme Egg and Roses selection box and the world-famous Dairy Milk
chocolate. Its owned by Mendez International. This British multinational confectionery
company is based in Uxbridge of London in the United Kingdom. It operates in 50 countries
all over the world. Cadbury was started by John Cadbury, who initially sold drinking
chocolate, coffee and tea in Birmingham, England in the year of 1824.In later years Cadbury
collaborated with his brother Benjamin to expand their business.

Then it was passed on to his sons Richard and George. It was George who built Bournville
estate to provide the company’s workers a way to improve their living conditions. Cadbury
has its branches worldwide, including in countries like Ireland where Cadbury Dairy Milk,
Boost, Twirl and Flake are made, United States where a wide variety of products ranging
from Chewing Gums to Bubble Gums are made. It also has branches in Australia, Canada,
New Zealand and India. Cadbury has more than made its mark in the chocolate
manufacturing industry. It paved the way for social reform in its own way through its
establishment of Bournville.

Cadbury is a global company and Cadbury Dairy Milk (CDM) is one of the world’s largest
confectionery company. They make chocolate, gum and candy brands. There are nearly
50,000 employees in over 60 countries and sell their products in markets everywhere around
the world. Currently, Cadbury produce Dairy Milk with a brand of milk chocolate except in
the United States which produced by Mondelēz International. France are now produce many
of the newer Dairy Milk varieties and these products are sold in the UK. Dairy Milk line is
produce with exclusively milk chocolate in every product. In 1905, Cadbury Dairy Milk was
launched in the United Kingdom for it first sold products and now consists of a number of

[4] BBA CA,SRI KRISHNA ADITHYA COLLEGE OF ARTS AND SCIENCE

 A COMPARATIVE STUDY ON CONSUMER SATISFACTION TOWARDS CADBURY AND NESTLE

products. In June 1905 in England, Cadbury made its first Dairy Milk bar, with a higher
proportion of milk than previous
chocolate bars, and it became the company’s bestselling product by 1914. George Cadbury
Junior, responsible for the development of the bar, has said “All sorts of names were
suggested: Highland Milk, Jersey and Dairy Maid. But when a customer’s daughter suggested
Dairy Milk, the name stuck. “Fruit and Nut was introduced as part of the Dairy Milk line
in1928, soon followed by Whole Nut in 1933. By this point, Cadbury’s was the bandleader in
the United Kingdom. In 1928, Cadbury’s introduced the “glass and a half slogan to
accompany the Dairy Milk bar, to advertise the bar’s higher milk content. (From Wikipedia,
the free encyclopaedia) In September 2012, Cadbury made the decision to change the shape
of the bar chunks to a more circular shape in order to reduce the weight.

The bar had not seen such a significant change in shape since 1905.Since 2007 Cadbury had
a trademark in the United Kingdom for the distinctive purple colour (Pantone 2865C) of its
chocolate bar wrappers, originally introduced in 1914 as a tribute to Queen Victoria. In
October 2013, however, an appeal by Nestlé succeeded in overturning that court ruling.
Cadbury has always tried to keep a strong association with milk, with slogans such as “a
glass and a half of full cream milk in every half pound” and advertisements that feature a
glass of milk pouring out and forming the bar. In 2004, Cadbury started a series of television
advertisements in the United Kingdom and Ireland featuring a human and an animal
(representing the human’s happiness) debating whether to eat one of arrange of included bars.
In 2014, Dairy Milk was ranked the best-selling chocolate bar in the UK. The “milk" part of
the chocolate comes from Ryan Ross.

[5] BBA CA,SRI KRISHNA ADITHYA COLLEGE OF ARTS AND SCIENCE

 A COMPARATIVE STUDY ON CONSUMER SATISFACTION TOWARDS CADBURY AND NESTLE

NESTLE

Nestlé is the world’s largest food group involved in nearly every field of nutrition, with a
turnover of 81.4 billion Swiss Francs annually. With a total workforce of approximately
224,541 people in some 479 factories worldwide, Nestlé is not only Switzerland’s largest
industrial company, but it is also the World’s Largest Food Company. Nestlé products are
available in nearly every country around the world. Nestlé is dedicated to providing the best
foods to people throughout their day, throughout their lives, throughout the world. With their
unique experience of anticipating consumers’ needs and creating solutions, Nestlé contributes
to everyone’s well-being and enhances the quality of life. Wherever one lives, only Nestlé
can provide the best and most relevant food and beverage products to meet everyone’s needs
throughout the day, and life. Nestlé provides a wide, diverse range of products, suitable for
use and consumption of everyone ranging from infants to adults.

Nestle company is founded by the Henri Nestle in 1866 on a particular product which was
produced to protect the life of the child of neighbour. From that time straight on the essential
plan & strategy of the Nestle Company has been to produce the importance and value for
society, by organizing that produces the value for investors. Consequently, the strategy assists
the Nestle Company to develop a minor business to a World’s greatest and leading Food,
Health and wellness Company. Though, creating the communal values for the people as well
as the shareholders means going successful beyond the benefit of the consumer. Making
Shared Value also concerns about carrying value to the growers who are sellers of Nestle, to
employees and to other portions of civilization.

It investigates the numerous facts where the Company touch with the society and creating
very continuing reserves that mutually provide advantage the community and value to
investors of the Company, in case of the revenues Nestle is the leading food company of the
World. There are various products of the Nestle which includes the cereals, mineral waters,
coffee, ice creams and many other food items. The vision of the Nestle is to bump into the
various everyday requirements of the consumers by selling high quality food which is good
for health and nutrition.

[6] BBA CA,SRI KRISHNA ADITHYA COLLEGE OF ARTS AND SCIENCE

 A COMPARATIVE STUDY ON CONSUMER SATISFACTION TOWARDS CADBURY AND NESTLE

1.3 SIGNIFICANCE OF THE STUDY

A comparative study on consumer satisfaction towards Cadbury and Nestlé is significant
as it offers valuable insights into consumer preferences, behaviors, and brand perceptions.
By examining factors such as taste, quality, price, and packaging, the study helps both
brands understand what drives customer loyalty and purchasing decisions. This
information enables Cadbury and Nestlé to refine their products, improve marketing
strategies, and enhance customer retention. Additionally, the study can reveal regional or
demographic variations in satisfaction, aiding in more targeted and localized approaches.
Ultimately, the research contributes to the brands' competitive positioning, guiding them
towards stronger market presence and increased consumer satisfaction, while also
offering broader implications for industry standards and economic performance.

1.4 OBJECTIVES OF THE STUDY

The primary objective of the study is to "Customer Satisfaction Towards Cadburry and
Nestle".
 To compare consumer preferences between Cadbury and Nestlé.

 To evaluate brand loyalty and customer retention for both brands.

 To identify key factors driving consumer satisfaction for each brand.

 To analyse demographic differences in consumer satisfaction.

 To provide strategic recommendations for improving consumer satisfaction.

1.5 SCOPE OF THE STUDY

As learning is a human activity as natura, as breathing. despite of the fact that learning is all
pervasive in our lives, psychologists do not agree on how learning takes place. How
individual learn is a matter of interest to marketers. they want to teach consumers in their
roles as their roles as consumers. they want consumers to learn about their products, product
attributes, potential consumers benefit, how to use, maintain or even dispose of the product
and new ways of behaving that will satisfy not only the consumer’s needs, but the marketer’s
objective.

[7] BBA CA,SRI KRISHNA ADITHYA COLLEGE OF ARTS AND SCIENCE

 A COMPARATIVE STUDY ON CONSUMER SATISFACTION TOWARDS CADBURY AND NESTLE

The scope of my study restrict itself to the analysis of consumer preferences, perception and
consumption of Cadbury and Nestle chocolates. There are many other brands of chocolate
available but my study is limited to two major players of chocolate leaving behind the others.

1.6 LIMITATIONS OF THE STUDY

To attempt to make this project authentic and reliable, every aspect of the topic was kept in
mind. Nevertheless, despite of the fact constraint were at play during the formulation of this
project. The main limitations are as follows:
a) Due to the limitation of time only few people were selected for the study. So the sample of
consumer was not enough to generalize the finding of the study.
b) The study was conducted in the limited area so the limited are of the study may affect the
conclusions.

1.6 CHAPTER SCHEME

The study has been presented in five chapters
Chapter-1
this chapter delas with introduction, introduction of the study, company profile, objective of
the study, scope of the study, limitation of the study, chapter scheme.
Chapter-2
The second chapter deals with review of literature.
Chapter-3
The third chapter deals with research methodology
Chapter-4
this chapter contains data analysis and interpretation of data in the form of table and charts
Chapter-5
This chapter includes conclusion, suggestions and findings.

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 A COMPARATIVE STUDY ON CONSUMER SATISFACTION TOWARDS CADBURY AND NESTLE

CHAPTER-II
REVIEW OF LITERATURE

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 A COMPARATIVE STUDY ON CONSUMER SATISFACTION TOWARDS CADBURY AND NESTLE

2.1 REVIEW OF LITERATURE

Dr. Shendge (2012) on his study “A Comparative Study of Consumer Preference towards
Cadbury and Nestle Chocolates with Special Reference to Navi Peth Area in Solapur City”
viewed that Chocolate is liked and eaten by all age group of people

Consumer leant about chocolate from many sources, mainly from friends and families,
through advertisement and from their own experience. Whether a promotion and advertising
hurt or help a brand is under-researched (Mela, Gupta & Lehman, 1997). In the long-run,
advertisement help brands by making consumer less price sensitive and more loyal. The
purchase decision pertaining to particular brand and loyalty is a result of various attributes of
the product.

Advertisers must remember that advertising messages are interpreted differently between
different genders (Maldonando, Tansuhaj & Muehling, 2003; Hogg & Garrow, 2003;
Putrevu, 2001). Previous studies have proven that females were more likely to engage in
elaboration than men (Maldonado & Muehling, 2003). Hogg and Garrow (2003) found
that women paid more intention about the details of the characters of an ad when asked to
analyze advertising messages. They said that this may be explained by the fact that females
have a greater tendency than men to consider external information and information related to
others. Women are 'comprehensive processors' who try to gather all available information
about the product Advertisement can change consumer's perception of a product in terms of
attributes content and proportion and also influence consumer's taste for attributes (Gwin &
Gwin, 2003).

Brand preference and product attribute: Attributes are the characteristic or features that an
object may or may not have and includes both intrinsic and extrinsic (Mowen & Minor,
1998). Understanding why a consumer choose a product based upon its attributes helps
marketers to understand why some consumers have preferences for certain brands (Gwin &
Gwin, 2003). Both tangible and intangible attributes of a product are equally important in
choosing a product or brand (Myers, 2003). There is no evidence that certain attributes are

[10] BBA CA,SRI KRISHNA ADITHYA COLLEGE OF ARTS AND SCIENCE

 A COMPARATIVE STUDY ON CONSUMER SATISFACTION TOWARDS CADBURY AND NESTLE

more related to customer loyalty than others (Romariuk & Sharp, 2003). Romariuk and
Sharp (2003) suggested that marketers should focus more on how many attributes the brand
should be associated with and not what attributes. For low-involvement products, consumers
have more objective view of the nature of the attributes (e.g. food, cosmetics) because they
are constantly being advertised and promoted. Price is another form of attribute used by
consumers to evaluate a product. Price can sometimes be an indicator of quality; with a
higher price indicating higher quality (Mowen & Minor, 1998; Siu & Wong, 2002).
Consumers perceive that a higher price can be attributed to the higher cost of quality control
(Siu & Wong, 2002). Some consumers are highly price sensitive (elastic demand), whereby a
high prices may shift consumers to competitive brands (Mowen & Minor, 1998). Therefore
price can have a positive or negative influence on customers.

Lutton (2007) reported that chocolate is a calorie rich food with a high sugar and fat content.
So reducing the caloric intake of other foods is required. Moreover, chocolate contains a
variety of substances, some of which have addictive properties e.g. sugar, the obromine, and
caffeine which are stimulating and mood elevating and phenethylamine which can cause
endorphin releases in the brain. Chocolate also has high levels of arginine which is required
in the replication of the herpes virus. Chocolate should be avoided by those with active or
recurring herpes infections.

Next, Nickyanns (2007) reported that some brands of chocolate contain small amounts of
lead sometimes from contamination during production and this ha been reported to cause
mild lead poisoning. A main ingredient in chocolate: theobromine makes it toxic to animals
such as dogs, cats, horses, parrots and small rodents.

According to Horne and Wootton (2007), in Kosmo, 4 December 2007, the practice of
eating dark chocolate could increase the mind power. Horne, who is a cognitive psychology
expert, where as Wootton, who is an expert in biochemistry, reveal those practices through
their latest book entitled “Teach Yourself: Training Your Brain”. Horne said that dark
chocolate contains a lot of chemical substance needed while the brain is working, relaxing the
muscle around blood vessels which improve the blood flow to the brain

Taubert (2003), and colleagues at the University of Cologne, Germany reported that dark
chocolate, lower high blood pressure. Taubert’s team signed up six men and seven women
aged 55-64. All of them had just been diagnosed with mild high blood pressure -- on average,
systolic blood pressure 153 and diastolic blood pressure of 84. Every day of two weeks, they

[11] BBA CA,SRI KRISHNA ADITHYA COLLEGE OF ARTS AND SCIENCE

 A COMPARATIVE STUDY ON CONSUMER SATISFACTION TOWARDS CADBURY AND NESTLE

ate a 100 gram candy bar and were asked to balance its 480 calories by not eating other foods
similar in nutrients and calories. Half the patients got dark chocolate and half got white
chocolate. Those who ate dark chocolate had a significant drop in blood pressure. Those who
ate white chocolate did not.

Susan Bordo (2000), have conducted a semiotic analysis of food and dessert
advertisements, they have fallen short of explaining why the fetishization of chocolate is
perpetuated and sexualized in contemporary media.

Diane Barthel’s analysis of the chocolate box (1989), sociologists have rarely attempted to
analyze the status issues surrounding chocolate where certain chocolate brands evoke a
higher status among consumers. Matthias Varul’s article on Fair Trade goods (2008) does
not mention chocolate specifically; however, he did argue that Fair Trade is a serious
challenge to a commodity’s fetishism. Current sociological literature on this topic is scare;
however, there has been plenty of research conducted on broader food and consumption
issues. Research examining the sociology of consumption has discovered that topics that
were once labeled as insignificant such as, fashion, advertising and shopping are now crucial
to understanding consumers in contemporary society. The consumer is no longer regarded as
a passive entity subjected to media programming but rather an active participant in the
consumption of items. Contemporary sociologists identify consumption as involving the
“selection, purchase, use, maintenance, repair and disposal of any product or service”

(Campbell 1995:102). Thorstein Veblen’s theory on conspicuous consumption (2000) is

arguably the most widely referred to of all theories in this field. Veblen focused upon the
dynamics of conspicuous consumption which is less relevant to chocolate culture; however, I
will be drawing from his insights into the symbolism of luxury items which create a social
distance between classes. The most prominent recent theorist of onsumption is

Pierre Bourdieu (2000). Bourdieu analyzed the notion of taste, and associated taste with
aesthetics and social distinction. Taste, like art, is not innocent but helps enforce and police
class distinctions. Thus, the consumption of upper class items can enhance a person’s cultural
capital. While there is hardly any sociological literature on chocolate as a fetish, sociologists
have focused on issues surrounding food consumption such as taste, nutritional ignorance,
eating disorders and women’s insecurity about food. Much of the recent writings on this topic
are concerned about the representation of the ideal female body in the mainstream media. In
order to remain slim and attractive, women must avoid foods that are high in fat, sugar and

[12] BBA CA,SRI KRISHNA ADITHYA COLLEGE OF ARTS AND SCIENCE

 A COMPARATIVE STUDY ON CONSUMER SATISFACTION TOWARDS CADBURY AND NESTLE

calories. Images of the ideal body have permeated the minds of many consumers who are
inclined to view the body as an object of admiration and a model for self-construction.
Moreover, consumer goods may serve to compensate for a person’s “feelings of inferiority,
insecurity or loss, or to symbolize achievement, success or power” (Campbell 1995:111).
Sociologists identify modern consumers as being concerned with the pursuit of pleasure
rather than the obtainment of satisfaction. The argument is that the consumer can take real
experiences, such as eating, drinking, and sexual activity, and refashion them into improved,
imagined scenarios. The essential activity of consumption is not the actual selection,
purchase, or use of products, but rather “the imaginative pleasure-seeking to which the
product image lends itself” (Campbell 1995:118). Thus sociologists argue that real
consumption in contemporary society is the result of a “mentalistic hedonism” (Campbell
1995:118). Some sociologists have expanded on this notion of hedonist consumption and
applied it to food advertisements.

Kaushik and Sen (1990) praised the value of semiotics when analyzing and decoding
chocolate and cigarette advertisements. A semiotic analysis of a Cadbury chocolate ad, which
depicts a father and daughter consuming chocolate, indicates that chocolate acts as a signifier
of a loving relationship between the giver and the receiver. Therefore, the advertisement has
the underlying meaning that Cadbury’s chocolate creates loving and enduring relationships.
Semiotic analysis is a useful tool that can help decode the behavior and beliefs present in
chocolate advertisements and brand imagery.

According to Kimmerle (2005) chocolate is the new coffee; chocolate contains ingredients
similar to coffee that can make people more alelt and keep them focused. Scientists at the
Massachusetts Institute of Technology observed that there are connections between chocolate
and mood in lab animals (Brenner, 1999). Macht and Dettmer (2006) concluded that
chocolate consumption by normal-weight women elevated mood and increased attentiveness.

Burks and Boles (2007) reported that chocolate had a soothing effect while exciting the
senses, and could be helpful in completing demanding intellectual work. Chocolate contains
antioxidants that are associated with positive health benefits

(Patel, Parekh, & Subhash, 2008). In recent years, several studies described chocolate as a
functional food (Dillinger & Barriga, 2000; Kelly, 2005; Neithercott, 2009; Schinella et
aI., 2010; Visioli et aI., 2009). According to Webster's New World Medical Dictionary

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 A COMPARATIVE STUDY ON CONSUMER SATISFACTION TOWARDS CADBURY AND NESTLE

(2003), functional foods including any modified foods or ingredients that may provide a
health benefit beyond the traditional nutrients it contains.“Spread the joy. Don't just eat
chocolate. Study it! ”

(Willis Harlow Shapley Education Fund) The motivation to know how far of chocolate
products gives the good impression especially through study its good taste and esthetic
packaging design

Lassar (2015) L imitates the reference of the image dimension to the social dimension,
called the social image, and the social image contributes more to the brand equity. It includes
consumers do attribution and consumers believe that the contribution made by others typical
user of the brand. Social image is defined as a consumer to consumer perception held by
social groups respected brand.

Brand equity (2015) Optical disc by the value of goods or services to customers. Brand
equity First perspective From the perspective of financial markets, where the brand value of
the assets being evaluated in order to define the relationship between the brand asset
definition a set of assets and liabilities associated with the brand name Increase or decrease
the customer and the brand's logo, where the word appears in the brand equity marketing
literature is to consider different points of view or brand equity; Based on the customer's
point of view, the financial perspectives and integrated Observation .

Aaker (2011) defines or brand name awareness, "a potential buyer identify or remember, a
brand is the ability of members of certain product categories." brand awareness refers to the
strength of the brand in the minds of consumers that exist. Brand awareness Ton His range is
very wide, from the brand name is recognized, a belief that is not the only one feeling of
confidence in the product category. Kumar and Shah (2008) Including consumer behaviour
based on the share of consumer products again consumption probability of repeat consumer
behaviour, and more to consumer behaviour and other standards to interpret loyalty.

Gopalakrishnan, Karthikeyan(2013)conducted a study to find out the consumer satisfaction

towards dairy milk chocolate with special reference to Uthamapalayam city. The main
objective was to study the satisfaction level of customers towards dairy milk. The sample size
is 100 in Uthamapalayam city. Tools used for the study is chi-square, percentage analysis.
The study mainly concentrated on general price level, quality and consumer expectation
overall satisfaction about Cadbury dairy milk chocolate, general awareness and consumer
preference of Cadbury dairy milk.

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 A COMPARATIVE STUDY ON CONSUMER SATISFACTION TOWARDS CADBURY AND NESTLE

Patnaik, Pradeep Kumar Sahoo(2012) conducted a empirical study on consumer behavior

towards Cadbury’s India LTD and Nestle India LTD. The objective of the study was to
analyze the consumption pattern, examine the purchase behavior and also the consumer
behavior towards these industries. The sample size was 120 respondents in Bhubaneswar of
Odisha. The marketers has to understand the real need, wants, beliefs, attitudes of a consumer
towards product and services. The growth of Indian chocolate industry in the past has been
hampered, because there was a stiff excise duties on chocolates and the non availability of
cocoa in the country. In India chocolate market is transforming and new players were enter
into the maret. So it might resulted in low per capita consumption chocolate, the future of the
company seems upbeat AdeoluB.Ayanwale, TaiwoAliminiand Matthew

A.Ayanbimipe(2005)has examined a study on the influence of advertising on consumer

brand preference. The objective of the study has to examine the influence on consumer
buying behavior, determine the influence of age on advertising and make recommendation
for improvement in advertising and brand management. The study was based on the survey of
315 randomly selected consumers. The tools used to analyze the data will be chi-square and
percentage analysis. The study has to find out the advertising has a major influence on
consumer preference. The study was concluded by the advertising does not varying impact on
age group.

RajaRajeswari, Kirthika(2016)conducted a study to find out the consumer behavior

towards Nestle products with special reference to Coimbatore city. The objective of the study
to analyze theconsumer behavior and satisfaction and factors influencing buyer decision and
determine the level of effectiveness. The sample size was 120 respondents in Coimbatore
city. Tools used for the study were percentage analysis and chi-square. The researcher after
conducting a study on consumer behavior towards the products of nestle had came to
conclusion that nestle received a pivotal position in the market for their products.

Logambal, R. (2016) in his research paper Emerging Trends in Advertising states that there
have been huge changes in the Indian advertising through the passage of time. It started with
the hawkers calling out their wares at the beginning of the city and market conception. Ads
were appeared first time in India in Hicky’s Bengal Gazette, the first Indian weekly
newspaper. He mentioned that advertisements in earlier days meant to inform the people, and
the early newspapers and periodicals carried the news of birth, death, arrival of ships from
England, sale of household goods, etc. Gradually things changed and modern day advertising

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 A COMPARATIVE STUDY ON CONSUMER SATISFACTION TOWARDS CADBURY AND NESTLE

flourished. As per the author, two main incidents were responsible for the growth of Indian
advertising i.e. the Swadeshi movement and the installation of first rotary linotype machine
by The Statesman in Calcutta in 1907. Advertising flourished in Indian markets rapidly after
the country attained the Independence. From print medium, the Indian advertising spreads
into new arena – broadcast, outdoor, covert and public service, etc. The present trend of
advertising in India engulfs the social media also besides other types of media.

Fatima, Samar and Lodhi, Samreen (2015) in their research paper Impact of
Advertisements on Buying Behaviours of the Consumers: Study of Cosmetic industry in
Karachi City stated that advertisements are useful in bringing awareness among the people.
But there is no relationship between advertisements and consumer perceptions.
Advertisements sometimes fail to create a perception among the consumer mind as a whole.
They mentioned that perception of a product grows among consumer after using the product
or sometimes getting informed from others like peers, friends, relatives, etc. Therefore, while
concluding the researchers mentioned that companies should use informative and attractive
content in the advertising to make the people aware about their product. But the companies
should not only rely on making advertisements but they should try other promotional options
also to promote their product.

Paul Rozin (1991) in his article states that Chocolate is the most craved food among females,
and is craved by almost half of the female sample (in both age groups). Although this craving
is related to a sweet craving, it cannot be accounted for as a craving for sweets. About half of
the female cravers show a very well defined craving peak for chocolate in the premenstrual
period, beginning from a few days before the onset of menses and extending into the first few
days of menses. There is not a significant relation in chocolate craving or liking between
parents and their children.

Sarah Hagget (1994) says that a controversial, government endorsed campaign to tackle
obesity by encouraging children to exchange chocolate bar wrappers for sports equipment. A
company like Cadbury is capable of delivering 12 million messages into the market place and
engaging young people in positive dialogue. Under the scheme, school-children get “free”
equipment when they collect tokens from Cadbury chocolate bars. It has been calculated that
children need to collect tokens from 5440 chocolate bars for a net and set of volleyball posts.

Lipp (1998) in his view states that his work reviews the literature on the compositional data
of vegetable fats used or proposed as alternatives to cocoa butter in chocolate and

[16] BBA CA,SRI KRISHNA ADITHYA COLLEGE OF ARTS AND SCIENCE

 A COMPARATIVE STUDY ON CONSUMER SATISFACTION TOWARDS CADBURY AND NESTLE

confectionery products. Cocoa butter is the only continuous phase in chocolate, thus
responsible for the dispersion of all other constituents and for the physical behavior of
chocolate. Unique to cocoa butter is its brittleness at room temperature and its quick and
complete melting at body temperature. There were, and are, strong efforts to replace cocoa
butter in part for chocolate production for technological and economic reasons

Philip K. Wilson (1999) from his view says that in 1753, the noted nosologist, Carl
Linnaeus, named it Theobroma cacao, food of the Gods. Two and a half centuries later,
Joanne Harris emphasized this exotic’s erotic sensations in her award winning fiction debut,
Chocolat. For millennia, healers have touted its myriad medicinal, yet mystical, abilities. By
the 1950s, chocolate, what had long been used as a drug, a food and as a source of currency,
was being marketed merely as a pleasure-filled snack. Over the next half century, the craving
to carve out chocolate’s healthy, medicinal qualities resurged.

Jan Wollgast (2000) feels that Cocoa beans are rich in polyphenols in particular catechins
and proanthocyanidins. However, a sharp decrease in quantity occurs during fermentation
and drying of cocoa beans and further retention has been reported during roasting.
Characterisation and in particular quantification of polyphenols in chocolate has only been
developed relatively recently. This work reviews further on the literature on the available
methodology for analysis, quantification, isolation, purification, and structure elucidation of
polyphenols in cocoa components and other commodities. The characterization and
quantification of the polyphenol composition is amongst the first steps to be done to evaluate
a putative contribution of chocolate to human health.

DR.R. MANIKANDAN and A. RAMKUMAR (2018) 1“COLLEGE STUDENTS

LEVEL OF AWARNESS TOWARDS CADBURY& NESTLE BAR CHOCOLATE”
chocolate occupy a pivotal role in the industry. Important events like birthday, wedding
day, school and college days or any other celebration is stated with a branded hocolates.In
the competitive world each and every day the consumer attitude and thought may change
to prefer the product for our comfortable using’s. It depends on price, quality, taste,
flavour, brand and image, competitive product, attractiveness, and varieties etc. The
required primary data collected well structured questionnaire issued to 250 college students
of them 29 questionnaries are found to unsuitable hence the final sample size is 221.The
present study is focused on college student level of awareness towards Cadbury& Nestle
bar chocolate, it is found that window display in the department

[17] BBA CA,SRI KRISHNA ADITHYA COLLEGE OF ARTS AND SCIENCE

 A COMPARATIVE STUDY ON CONSUMER SATISFACTION TOWARDS CADBURY AND NESTLE

P. ABIRAMI & S. GAYATHRI (2018)” 2A STUDY ON CONSUMER SATISFACTION

TOWARDS NESTLE CHOCOLATE” This study covers the consumer satisfaction
towards nestle chocolate with special reference it. The researcher had obtained only 100
questionnaries from the respondents. Hence the finding of the study cannot be generalised.
The sample size was limited to 150 respondents only. A survey of the people has been
conducted to known the liking pattern of the twoproducts Cadbury and nestle. From
the study it can be concluded that foreign brands like amul. Which is calculate as with the
help likert scale and the value comes out for Cadbury brand is 144.

N. VIJAYANAND, P. THILLAIRAJAN (2018) 3“a study on consumer’s

inclination towards nestle products in chennai city” Nestle customer’s inclination
chocolates, and fulfilment. Chocolate advertise in India a chocolate advertise is predicate to
be approximately rs. 600 crore growing at 6-8% per annum. Nestle is the market leader
with 75% advertise share. The global chocolate market is worth 75% annually. To identify
the customer inclination towards dissimilar chocolate varieties. To identify the factors
distressing the customer observation towards nestle chocolate. Analysis of the creation,
pricing, accessibility, worth, flavour, publicity and covering
of nestle chocolates. This is focused on customer’s inclination towards products. From
study, it found out that greater part of customers choose nestle
chocolates

D. SHANTHI (2018) 4“a comparitive study on consumer preference towards nestle and
cadbury chocolates with special reference to erode district” Chocolate is liked and eaten by
all age of people. The comparative study on chocolate between Cadbury and nestle helps in
product development and improvement in launching of new product. The limitation of
my study restricts itself to the analysis of consumer preference, perception and
consumption of Cadbury and nestle chocolates. Some people often like to have a chocolate
with good flavour, quality and crunchiness.

A study on consumer’s preference and perception towards Cadbury product by S.

ANUPRIYA Conclude that Consumer satisfaction is derived when he compares the actual
performance of the product with the performance he expected out of the usage. If the
perceived benefits turned out to be almost same as expected, customer is highly satisfied and
that is how the company achieves loyalty of the customer towards the product.

[18] BBA CA,SRI KRISHNA ADITHYA COLLEGE OF ARTS AND SCIENCE

 A COMPARATIVE STUDY ON CONSUMER SATISFACTION TOWARDS CADBURY AND NESTLE

Kurtz and Boone (1984) in their research work entitled “Consumer behavior towards
cadbury and nestle” concluded that one‟s family is also an interpersonal determinant of
consumer behavior. The influence of household members is often significant in the purchase
decision process. Because of the close continuing interactions among family members the
family often respondents the strongest source of group influence on the individual.

Jorin(1987) examined changes in spending power and buying habits of swiss consumers
since the beginning of the 20th century and in the more recent part. Current trends include
greater emphasis on healthy and safety food stuffs and less attention to price, increased
demand for low calorie light products and increased demand for organically grown foods, for
young people, more concern with enjoyment and less for health, with more meals eaten from
home and generally an increased demand for convenience foods. The prospects for high
quality branded product are seen to be good.

Rassell w Belk (1988) discussed in his article that possessions are a major contribute to and
reflection of one‟s identities. A variety of evidence is presented supporting this simple and
compelling promise. Related streams of research are identified and drawn up in developing
this concept and implications are derived for consumer behavior. Because the construct of
extended set involves consumer behavior rather than buyer behavior. It appears to be a much
richer construct than previous formulations posting a relationship between self-concept and
consumer brand choice. 5

Sing (1989) in his book “Marketing and consumer behaviour towards Cadbury and nestle”
stated that consumer behaviours had always a scope for research studies, because the attitudes
and perceptions of consumers were changing with the passage of time. Such type of
consumer research would enable the manufacture distributers and dealers to formulate
effective sales and advertising strategies. The marketing plans must be based on identifying
and anticipating the consumer needs and their changing desire and aspirations. The
manufactures endeavourers should attract the public by offering what their satisfaction on a
continuous basis.

Sugy (1989) – An awareness about attitudes help the marketing managers because many
consumer behaviours are related to attitudes. Attitudes have three components the cognitive,
the effective and the behvioural, buying decision process in universal. However certain
differences are found between rural buyers are not brand loyal as they are supposed to the

[19] BBA CA,SRI KRISHNA ADITHYA COLLEGE OF ARTS AND SCIENCE

 A COMPARATIVE STUDY ON CONSUMER SATISFACTION TOWARDS CADBURY AND NESTLE

improved exposure increased learning and socialization and availability of products they are
now becoming comparable to their urban counter parts. Innovation adoption analysis shows
the powerful and educated are among the adopters of innovation.

Arunagiri (1990) in his research work “A study on consumer attitude towards cadbury in
Chidambaram town with reference to selected product” revealed that advertisement
undoubtedly influenced the consumer behaviour and created a preference for the advertised
brand, besides consumer awareness dependent price, brand quality and durability so the
producers should bear all these points in his mind while producing and marketing various
cosmetic goods. He has to decide the source or failure of business either by buying or not
buying the product and also more and more the freedom of consumer choice higher and
higher is the consumer satisfaction.

Venkatesh and mahayan (1998) in his study on “Products with branded components; An
approach for premium pricing and further selection” concluded that consumer preferences for
a product could change as a function of the configuration of competing alternatives. The
product will be branded components that was finally selected enjoyed a monopoly. The
approach has to be modified if there are several branded component manufacturer of one or
both of the principal components. The consumer has no control 6 over the choice of the
components in the bundle; the seller decides what form of bundle components to offer. We
aggregate such valuation across consumer to across the marker‟s overall valuation.

Speece (2004) described that quality judgements were largely influenced by product
characteristics reflected by packaging and these played an important role in information of
brand preference. He also added that if the packaging material is high, consumers will
consider the product to be of high quality and vice versa.

Zeenat Ismail (2012) have compared a preferred solution between global and local brand. It
was designed to find out the buying behaviour patterns. It was suggested that consumer might
evaluates products based on information uses which were extrinsic and intrinsic. The results
revealed that most important factors that influence consumer‟s final decision are the price &
quality of the product.

Hoyer(2012) – According to him, social factors impacting consumer behaviour arise as a

result of interactions of perspective consumers with others in various levels and
circumstances.

[20] BBA CA,SRI KRISHNA ADITHYA COLLEGE OF ARTS AND SCIENCE

 A COMPARATIVE STUDY ON CONSUMER SATISFACTION TOWARDS CADBURY AND NESTLE

Chakraborty [1] (2010) in a study conducted in Hyderabad. In India he identified the

driving shopping, motives of Indian consumer. Factor analysis three shopping motives two of
which related to hedonic shopping motive and one of the utilitarian. The factor were named
as diversion, socialization and utilitarian. Other dimension are store attributes, shopping
outcomes and shopping perceived cost. The identified factor could be the key for discount
stores for understanding the shoppers.

Prof. R.C.S. Rajpurohit and Dr. M.L. Vasita (2011) [3] on their study “consumer
preference and satisfaction towards various mobile phone service providers an exploratory
study in Jodhapur city, Rajasthan” conducted that on 250 mobile phone users of various
mobile phone service providers such as Airtel, Vodafone, BSNL, Reliance, Idea and few
other players. The result derived from this study indicate that the factor induces the consumer
to buy a particular mobile phone operator followed by a network coverage and brand.

Dr. S. Subadra (2010) [4] on their study “Consumer Perceptions and Behaviour: A Study
with special reference to Car Owners in Namakkal District” reviewed that the market is now
predominately consumer driver. The focuses shifting for product based marketing to need
based marketing. So it is important to study the consumer perception and behaviour of the car
owners which will give as feedback on how marketing strategy can be worked. Namakal
town in Tamilnadu, which is in the southern part of India, which progressive and growing
market for cars. The simple random sampling technique was adopted in the study to select the
sample respondents. As the size of the universe is respected, the study has been conducted on
the respondents of all the segments of passenger cars. Cluster analysis has been used to
identify the consumer with similar taste and preference with respect to purchase of car. This
study is concluded that consumer behaviour plays a vital role in marketing cars and there is
more scope for extensive research in this area.

Anil Mathur (2001) [5] on his study “A study of changes in brand preference “stated the
brand preference are usually studied by attempting to profile and understand royal
consumers. This paper presents a study of changes in brand preference. Theory and research
is used to proper and test a model based on proposition the changes in brand preference and
their development on the result of life event that service as marker of life transitions. Changes
are viewed to be result of adjustments to new life conditions and changes in life time to cope
with stressful life changes. The data support these notions and suggest implications for
consumer research.

[21] BBA CA,SRI KRISHNA ADITHYA COLLEGE OF ARTS AND SCIENCE

 A COMPARATIVE STUDY ON CONSUMER SATISFACTION TOWARDS CADBURY AND NESTLE

Nigel Hill, (1996) said that“Customer satisfaction is customers’ perception that a supplier has
met or exceeded their expectations.”Customer satisfaction concept defined as a tool where
the product’s function compared to the customer’s expectation and how well it meets
customer’s need (Armstrong & Kotler, 1996; Lindquist and Sirgy, 2008). It is very clear that
why customer purchase products or services. When the products performance meets the
customer needs, the customers will be satisfied to the product and customer will make
frequent purchase. If the product performance can’t meet the customer’s expectation they will
try to ignore the product. So customer satisfaction creates higher repurchase rates

(Seiders, Voss, Grewal, and Godfrey, 2005). Customer attitude towards the product is
influenced by some factors, such as quality, price and technology. Setting affordable price,
developing product quality and adaptation of new technology greatly encourage the customer
to through positive attitude towards the products. There are many brands available in the
market but the matter is that from where customer will select the better one. In this case
customers give more priority to the product, which consider above three things. A preference
of particular brand based on benefit that is offered by a particular brand. Sometimes company
charge high price and maintain brand loyalty because of the high preference of the customers

(Hasan A. 2014).Srinivasa RaoKasisomayajula(2013)The taste and preference of the

consumer is changing rapidly. Customers always want the latest feature and the competition
is in feature differentiation, timely delivery and promotion. Brand is anything which is
bought by a customer. J. Douglas McConnell (1968) has said that quality is a determinant of
brand preference but price is a major issue of choosing or ignoring a brand.A study is
conducted by Chan Su Park and V. Srinivasan (1994) for measuring and understanding of
different brand categories. The brand equity is measured by getting customer reaction from
customer considering various attributes. Here the authors use attributes based and non
attributes based component to measure the brand equity.

Dr.Shendge (2012) on his study “A Comparative Study of Consumer Preference towards

Cadbury and Nestle Chocolates with Special Reference to NaviPeth Area in Solapur City”
viewed that Chocolate is liked and eaten by all age group of people.

AttiyaKanwal (2011) stated that the consumer chose products by evaluating information
cues, which are internal and external. If the customer is satisfied with the product he or she
will buy it again and again. Customer will build a strong relationship and become loyal
customer to this brand. Price is a major influencing factor to encourage the customer to

[22] BBA CA,SRI KRISHNA ADITHYA COLLEGE OF ARTS AND SCIENCE

 A COMPARATIVE STUDY ON CONSUMER SATISFACTION TOWARDS CADBURY AND NESTLE

purchase a product. If they charge high price Customer will ignore the product. The price of
the brand is a major indication of customer’s preference. The author also mentioned that
quality is a sign of brand preference. Besides this he mentioned some other influencing
factors these are family and friends, fashion, brand name, campaigns, advertising, availability
etc.

[23] BBA CA,SRI KRISHNA ADITHYA COLLEGE OF ARTS AND SCIENCE

 A COMPARATIVE STUDY ON CONSUMER SATISFACTION TOWARDS CADBURY AND NESTLE

CHAPTER-III

RESEARCH METHODOLOGY

[24] BBA CA,SRI KRISHNA ADITHYA COLLEGE OF ARTS AND SCIENCE

 A COMPARATIVE STUDY ON CONSUMER SATISFACTION TOWARDS CADBURY AND NESTLE

3.1 RESEARCH METHODOLOGY

Research methodology is way to systematically solve a problem; it may be understood

as a science of study where research is done scientifically. It includes various steps that are
generally adopted by a researcher in study his research problem.

RESEARCH

Research is defined as a careful consideration of study regarding a particular concern

or a problem using scientific methods. It is a systematic investigation into and study of
materials and sources in order to establish facts and reach new conclusions. In fact, research
is an art of scientific investigation. The Advanced Learner’s Dictionary of Current English
lays down the meaning of research as “a careful investigation or inquiry specially through
search for new facts in any branch of knowledge.

RESEARCH DESIGN

According to C.R.Kothari (1990) “research design are those which are concerned with
describing the characteristic of the study population. In this design, an attempt to obtain
complete and accurate information and enough provision is made for protection against bias
and for maximum reliability”

SAMPLE SIZE

To represent every segment of the universe the sample size included sufficient in
number. For higher accuracy of the data very small and large sample sizes are avoided. The
sample size selected is 83 which has been collected from the people between 18-45 of age
group from the Coimbatore district

[25] BBA CA,SRI KRISHNA ADITHYA COLLEGE OF ARTS AND SCIENCE

 A COMPARATIVE STUDY ON CONSUMER SATISFACTION TOWARDS CADBURY AND NESTLE

3.2 SOURCES OF DATA

There are two types of data i.e. primary and secondary. For our study purpose there
will be requirement of both the data.

Primary Data

Primary data are those which are collected for specific purpose directly from the field
of enquiry and original in nature. Such data are published by authorities by themselves are
responsible for their collection. They are original and raw.

Primary data have been collected from 83 respondents between 18-45 of age group
from the Coimbatore district

Secondary Data

As per the need of the research study the data combination has been decided. Data
can be observed but not measured. It approximates or characterizes but does not measure the
attributes, characteristics and properties of a thing or phenomenon. Secondary data have been
collected from Journals, Publications, Books and Website of the company.

COLLECTION OF DATA

The data was collected through questionnaire method. The data has been classified on the
basis of age, education, qualifications, monthly income, and gender of the respondents. More
than 20 variables have been considered in the study for analysis.

PERIOD OF STUDY

The study covers the period of five months from December 2021 - May 2022.

[26] BBA CA,SRI KRISHNA ADITHYA COLLEGE OF ARTS AND SCIENCE

 A COMPARATIVE STUDY ON CONSUMER SATISFACTION TOWARDS CADBURY AND NESTLE

3.3 TOOLS USED

SIMPLE PERCENTAGE:

In this project percentage method test was used. The method test was used to know the
accurate percentage of the data we took, it is easy to graph out through the percentages. The
following are the formula.

Number of Respondents
Percentage= ∗100
Total Number of Respondent

From the above table formula, we can get percentages of the data given by the respondents.

[27] BBA CA,SRI KRISHNA ADITHYA COLLEGE OF ARTS AND SCIENCE

 A COMPARATIVE STUDY ON CONSUMER SATISFACTION TOWARDS CADBURY AND NESTLE

CHAPTER-IV

DATA ANALYSIS AND INTERPRETATION

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 A COMPARATIVE STUDY ON CONSUMER SATISFACTION TOWARDS CADBURY AND NESTLE

DATA ANALYSIS AND INTERPRETATION

4.1 AGE OF RESPONDENT:

Table No: 4.1

Respondent Percentag
Particulars s e
18-25 62 75
26-35 9 10
36-40 4 5
40 and above 8 10
Total 83 100

Chart No: 4.1

Respondents

80
70
60
50
40
30
20
10
0
18-25 26-35 36-40 40 and above

respondents percentage

INTERPRETATION

The above table shows that 75% of the respondent where from the group of 18-25, 10% of
the respondent where from the group of 26-35, 5%of the respondent where from the group of
36-40, 10% of the respondent where from the group of 40 and above.

[29] BBA CA,SRI KRISHNA ADITHYA COLLEGE OF ARTS AND SCIENCE

 A COMPARATIVE STUDY ON CONSUMER SATISFACTION TOWARDS CADBURY AND NESTLE

4.2 GENDER OF THE RESPONDENTS:

Table No:4.2

Respondent
Particulars s Percentage
Male 37 45
Female 46 55
Total 83 100

Chart No: 4.2

Respondents
60

50

40

30

20

10

0
Male Female

respondents percentage

INTERPRETATION

The above table shows that 45% of the respondent where from the group of males, 55% of
the respondent where from the group of females.

[30] BBA CA,SRI KRISHNA ADITHYA COLLEGE OF ARTS AND SCIENCE

 A COMPARATIVE STUDY ON CONSUMER SATISFACTION TOWARDS CADBURY AND NESTLE

4.3 OCCUPATION:

Table No:4.3

Respondent
Particulars s Percentage
student 52 63
working 21 25
non-working 10 12
Total 83 100

Chart No:4.3

Respondents

70
60
50
40
30
20
10
0
student working non-working

respondents percentage

INTERPRETATION
The above table shows that 63% of the respondent where from the group of students, 25% of
the respondent where from the group of working, 12% of the respondent where from the
group of non-working.

[31] BBA CA,SRI KRISHNA ADITHYA COLLEGE OF ARTS AND SCIENCE

 A COMPARATIVE STUDY ON CONSUMER SATISFACTION TOWARDS CADBURY AND NESTLE

4.4 PREFERRED CHOCOLATE:

Table No:4.4

Respondent
Particulars s Percentage
Cadbury 61 74
Nestle 22 26
Total 83 100

Chart No:4.4

Respondents
80
70
60
50
40
30
20
10
0
cadbury nestle

respondents percentage

INTERPRETATION:

The above table shows that 74% of the respondent chose their preferred brand as Cadbury,
26% of the respondent chose their preferred brand as Nestle.

[32] BBA CA,SRI KRISHNA ADITHYA COLLEGE OF ARTS AND SCIENCE

 A COMPARATIVE STUDY ON CONSUMER SATISFACTION TOWARDS CADBURY AND NESTLE

4.5 FORM OF CHOCOLATE:

Table No:4.5

Respondent
Particulars s Percentage
Hard 12 14
Nutties 35 42
crunchy 29 35
Chew 7 9
Total 83 100

Chart No:4.5

Respondents
45
40
35
30
25
20
15
10
5
0
hard nutties crunchy chew

respondents percentage

INTERPRETATION:

[33] BBA CA,SRI KRISHNA ADITHYA COLLEGE OF ARTS AND SCIENCE

 A COMPARATIVE STUDY ON CONSUMER SATISFACTION TOWARDS CADBURY AND NESTLE

The above table shows that 14.5% of the respondent chose hard form of chocolate, 42% of
the respondent chose nutties form of chocolate, 35% of the respondent chose crunchy form of
chocolate, 8.5%of the respondent chose chew form of chocolate.

4.6 PREFERENCE OF CHOCOLATE:

Table No:4.6

Respondent
Particulars s Percentage
plain chocolate 31 37
with nuts 21 25
with fruits 3 4
with fruits and nuts 28 34
Total 83 100

Chart No:4.6

Respondents
40
35
30
25
20
15
10
5
0
plain chocolate with nuts with fruits with fruits and nuts

respodents percentage

INTERPRETATION:

[34] BBA CA,SRI KRISHNA ADITHYA COLLEGE OF ARTS AND SCIENCE

 A COMPARATIVE STUDY ON CONSUMER SATISFACTION TOWARDS CADBURY AND NESTLE

The above table shows that 37% of the respondents preferred plain chocolate, 25% of the
respondent preferred with nuts, 4% of the respondent preferred with fruits, 34% of the
respondent preferred with fruits and nuts.

4.7 FREQUENT PURCHASE OF CHOCOLATE:

Table No:4.7

Particulars Respondents Percentage

Daily 16 19
Quarterly 11 13
Weekly 29 35
Monthly 27 33
Total 83 100

Chart No:4.7

Respondents
40
35
30
25
20
15
10
5
0
daily quarterly weekly monthly

respondents percentage

INTERPRETATION:

[35] BBA CA,SRI KRISHNA ADITHYA COLLEGE OF ARTS AND SCIENCE

 A COMPARATIVE STUDY ON CONSUMER SATISFACTION TOWARDS CADBURY AND NESTLE

The above table shows that 19% of the respondents purchase chocolate daily, 13% of the
respondent purchase chocolate quarterly, 35% of the respondent purchase chocolate weekly,
33% of the respondent purchase chocolate monthly

4.8 CHOCOLATE EXPENSIVENESS:

Table No:4.8

Particulars Respondents Percentage

Cadbury 63 75
Nestle 20 25
Total 83 100

Chart No: 4.8

Respondents
80
70
60
50
40
30
20
10
0
cadbury nestle

respondents percentage

INTERPRETATION:

[36] BBA CA,SRI KRISHNA ADITHYA COLLEGE OF ARTS AND SCIENCE

 A COMPARATIVE STUDY ON CONSUMER SATISFACTION TOWARDS CADBURY AND NESTLE

The above table shows that 76% of the respondents chose Cadbury expensive chocolate, 24%
of the respondent chose nestle expensive chocolate.

4.9 PRICE OF CHOCOLATE:

Table No:4.9

Particulars Respondents Percentage

5-10 25 30
20-40 41 50
50-80 11 13
above 80 6 7
Total 83 100

Chart No:4.9

Respondents
60

50

40

30

20

10

0
5,10 20-40 50-80 above 80

respondents percentage

[37] BBA CA,SRI KRISHNA ADITHYA COLLEGE OF ARTS AND SCIENCE

 A COMPARATIVE STUDY ON CONSUMER SATISFACTION TOWARDS CADBURY AND NESTLE

INTERPRETATION:

The above table shows that 30% of the respondents chose as 5-10 Rs, 50% of the respondent
chose as 20-40 Rs, 13% of the respondent chose 50-80 Rs, 7% of the respondent chose above
80 Rs.

4.10 TYPE OF PACK PURCHASED:

Table No:4.10

Particulars Respondents Percentage

pack size 16 19
Small 43 52
Big 19 23
family pack 5 6
Total 83 100

Chart No:4.10

Respondents
60

50

40

30

20

10

0
pack size small big family pack

respondents percentage

[38] BBA CA,SRI KRISHNA ADITHYA COLLEGE OF ARTS AND SCIENCE

 A COMPARATIVE STUDY ON CONSUMER SATISFACTION TOWARDS CADBURY AND NESTLE

INTERPRETATION:

The above table shows that 19% of the respondents purchased pack size, 52% of the
respondent purchased small pack, 23% of the respondent purchased big pack, 6% of the
respondents purchased family pack.

4.11 FAVORITE CHOCOLATE:

Table No:4.11

Particulars Respondents Percentage

Yummy 27 33
Tasty 26 31
Crunchy 23 28
Other 7 8
Total 83 100

Chart No:4.11

Respondents
35

30

25

20

15

10

0
yummy tasty crunchy other

respondents percentage

INTERPRETATION:

[39] BBA CA,SRI KRISHNA ADITHYA COLLEGE OF ARTS AND SCIENCE

 A COMPARATIVE STUDY ON CONSUMER SATISFACTION TOWARDS CADBURY AND NESTLE

The above table shows that 33% of the respondents chose yummy, 31% of the respondent
chose tasty, 28% of the respondent chose crunchy, 8% of the respondents chose others

4. 12 SALES PROMOTION:

Table No:4.12

Particulars Respondents Percentage

Discount 26 31
Extra Chocolate 44 53
Free Candies 13 16
Total 83 100

Chart No:4.12

Respondents
60

50

40

30

20

10

0
discount extra chocolate free candies

respondents percentage

[40] BBA CA,SRI KRISHNA ADITHYA COLLEGE OF ARTS AND SCIENCE

 A COMPARATIVE STUDY ON CONSUMER SATISFACTION TOWARDS CADBURY AND NESTLE

INTERPRETATION:

The above table shows that 31% of the respondent opted for discount, 53% of the respondent
opted for extra chocolate, 16% of the respondent opted for free candies.

4. 13 ADVERTISEMENT:

Table No: 4.13

Particulars Respondents Percentage

Television 52 62
Newspaper 2 2
Brochures 6 7
Hoardings 1 2
Display 22 27
Total 83 100

Chart No:4.13

Respondents
70

60

50

40

30

20

10

0
television newspaper brochures hoardings display

respondents percentage

[41] BBA CA,SRI KRISHNA ADITHYA COLLEGE OF ARTS AND SCIENCE

 A COMPARATIVE STUDY ON CONSUMER SATISFACTION TOWARDS CADBURY AND NESTLE

INTERPRETATION:

The above table shows that 62% of the respondents were influenced by television, 2% of the
respondents were influenced by newspaper, 7% of the respondents were influenced by
brochures, 2% of the respondents were influenced by hoardings, 27% of the respondents were
influenced by display.

4.14 MARKET PREFERENCE:

Table No: 4.14

Particulars Respondents Percentage

No, not at all 26 31
I may consider 42 50
no I shall not 3 4
can't say 12 15
total 83 100

Chart No: 4.14

respondent
60

50

40

30

20

10

0
No, not at all I may consider no I shall not can't say

respondents percentage

[42] BBA CA,SRI KRISHNA ADITHYA COLLEGE OF ARTS AND SCIENCE

 A COMPARATIVE STUDY ON CONSUMER SATISFACTION TOWARDS CADBURY AND NESTLE

INTERPRETATION:

The above table shows that 31% of the respondents chose no, not at all, 50% of the
respondents chose I may consider, 4% of the respondents chose no, I shall not, 15% of the
respondents chose can’t say.

4.15 PURCHASE OF PRODUCT:

Table No: 4.15

Particulars Respondents Percentage

postpone your purchase 21 25
switch to another brand 32 39
go to another shop to search for your
preferred brand 30 36
total 83 100

Chart No: 4.15

Respondents
40
30
20
10
0

respondents percentage

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INTERPRETATION:

The above table shows that 25% of the respondent chose to postpone the purchase, that 39%
of the respondent chose switch to another brand, that 36% of the respondent chose to go to
another shop to search for your preferred brand,

4.16 DIFFERENT CHOCOLATE FLAVOUR:

Table No: 4.16

Particulars Respondents Percentage

Yes, I Will 45 54

No, I Won't Change 10 12

May Be, I Would Change 28 34

Total 83 100

Chart No: 4.16

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Respondents
60

50

40

30

20

10

0
yes,I will no I won't change may be, I would change

respondents percentage

INTERPRETATION:

The above table shows that 54% of the respondent chose yes, 12% of the respondent chose
no, I won’t change,34% of the respondent chose may be, I would change.

4.17 SITUATION:

Table No: 4.17

Particulars Respondents Percentage

Cadbury 46 55
Nestle 37 45
Total 83 100

Chart No: 4.17

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 A COMPARATIVE STUDY ON CONSUMER SATISFACTION TOWARDS CADBURY AND NESTLE

Respondents
60

50

40

30

20

10

0
cadbury nestle

respondents percentage

INTERPRETATION:

The above table shows that 55.4% of the respondent chose Cadbury,44.5%of the respondent
chose nestle.

4.18 BRAND AVAILABILITY:

Table No: 4.18

Respondent
Particulars s Percentage
yes 78 94
no 5 6
total 83 100

Chart No: 4.18

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Respondents
100
90
80
70
60
50
40
30
20
10
0
yes no

respondents percentage

INTERPRETATION:

The above table shows that 94% of the respondent chose yes,6% of the respondent chose no

4.19 PROMOTIONAL OFFERS:

Table No:4.19

Respondent Percentag
Particulars s e
free gifts 27 32
price offer 41 50
any other 15 18
total 83 100

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 A COMPARATIVE STUDY ON CONSUMER SATISFACTION TOWARDS CADBURY AND NESTLE

Chart No:4.19

Respondents
60

50

40

30

20

10

0
free gifts price offer any other

respondents percentage

INTERPRETATION:

The above table shows that 32% of the respondent chose free gifts, 50% of the respondent
chose price offer, 18% of the respondent chose any other.

4.20 SUGGEST YOUR FRIEND:

Table No: 4.20

Particulars Respondents Percentage

Yes 79 95
No 4 5
Total 83 100

Chart No: 4.20

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Respondents

100
90
80
70
60
50
40
30
20
10
0
yes no

respondents percentage

INTERPRETATION:

The above table shows that 95%of the respondent chose yes,5%of the respondent chose no.

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CHAPTER -V

FINDINGS AND CONCLUSION

5.1 FINDINGS OF THE STUDY:

The study reveals that, 75% of the respondent where from the group of 18-25, 10% of
the respondent where from the group of 26-35, 5%of the respondent where from the
group of 36-40, 10% of the respondent where from the group of 40 and above.
It is found that, 45% of the respondent where from the group of males, 55% of the
respondent where from the group of females.

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The study reveals that, 63% of the respondent where from the group of students, 25%
of the respondent where from the group of working, 12% of the respondent where
from the group of non-working.
The study reveals that, 74% of the respondent chose their preferred brand as Cadbury
, 26% of the respondent chose their preferred brand as Nestle.
The study shows that 14.5% of the respondent chose hard form of chocolate, 42% of
the respondent chose nutties form of chocolate, 35% of the respondent chose crunchy
form of chocolate, 8.5%of the respondent chose chew form of chocolate.
It is found that, 37% of the respondents preferred plain chocolate, 25% of the
respondent preferred with nuts, 4% of the respondent preferred with fruits, 34% of the
respondent preferred with fruits and nuts.
The study shows that 19% of the respondents purchase chocolate daily, 13% of the
respondent purchase chocolate quarterly, 35% of the respondent purchase chocolate
weekly, 33% of the respondent purchase chocolate monthly
The study reveals that 76% of the respondents chose Cadbury expensive chocolate,
24% of the respondent chose nestle expensive chocolate.
The study shows that 30% of the respondents chose as 5-10 Rs, 50% of the
respondent chose as 20-40 Rs, 13% of the respondent chose 50-80 Rs, 7% of the
respondent chose above 80 Rs.
The study reveals that, 19% of the respondents purchased pack size, 52% of the
respondent purchased small pack, 23% of the respondent purchased big pack, 6% of
the respondents purchased family pack.
The study reveals that 33% of the respondents chose yummy, 31% of the respondent
chose tasty, 28% of the respondent chose crunchy, 8% of the respondents chose others
The study reveals that 31% of the respondent opted for discount, 53% of the
respondent opted for extra chocolate, 16% of the respondent opted for free candies.
It is found that 62% of the respondents were influenced by television, 2% of the
respondents were influenced by newspaper, 7% of the respondents were influenced by
brochures, 2% of the respondents were influenced by hoardings, 27% of the
respondents were influenced by display.
It is found that 31% of the respondents chose no, not at all, 50% of the respondents
chose I may consider, 4% of the respondents chose no, I shall not, 15% of the
respondents chose can’t say.

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It is found that 25% of the respondent chose to postpone the purchase, that 39% of the
respondent chose switch to another brand, that 36% of the respondent chose to go to
another shop to search for your preferred brand,
It is found that 54% of the respondent chose yes, 12% of the respondent chose no, I
won’t change,34% of the respondent chose may be, I would change.
It is found that, 55.4% of the respondent chose Cadbury,44.5%of the respondent
chose nestle.
It is found that, 94% of the respondent chose yes,6% of the respondent chose no
It is found that, 32% of the respondent chose free gifts, 50% of the respondent chose
price offer, 18% of the respondent chose any other.
It is found that, 95%of the respondent chose yes,5%of the respondent chose no.

5.2 SUGGESTION

 Nestle can concentrate more on advertisement and can maintain quality of the
products as compared to the competitor.
 Cadbury can concentrate more on price and quantity of the product. Many of the
consumers are wanted more quantity of chocolate is lesser price.
 For promotional offers, company can go for free gifts rather than going for other
ways.
 Nestle company can concentrate on its packing of a chocolate as consumers are not
satisfied with it.
 Companies can concentrate more on television advertisement, many consumers get
attracted through television.
 Consumers are unsatisfied with the price and quantity of chocolate so companies can
concentrate in this regard also.

5.3 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

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chocolate with good flavor, quality and crunchiness so they are going towards kit kat 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.

REFERENCE

 . Philip Kotler, “Marketing Management”, Prentice Hall of India Pvt. Ltd,

New Delhi, 2003.

 Lokhande, M.A (2004), “Rural Marketing- A Study of Market Behaviour”.,

Indian Journal Marketing, March 14.

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 A COMPARATIVE STUDY ON CONSUMER SATISFACTION TOWARDS CADBURY AND NESTLE

 Rama Bijapurkar.(2000).” The Marketing in India”. The Economic Times,

Oct,P6
 Pradeep Kasyap.(2003), “ Revolution in waiting Praxis”, Managing Rural
Markets, A Businessline Publication.
 S. Dwarkanath, (2010),”Rural Marketing Study of consumer behavior with
reference to tooth pastes”.
 Rama Bijapurkar,(2000),” Prospectus for consumer goods sector”, The
Economic Times,
 Saxena Ranjan, Marketing Management, Tata Mc Graw-Hill Publishing
Co.Ltd, New Delhi
 Dr. B. Nagaraja, “Consumer Behaviour in Rural areas”, Indian Journal of
Marketing,
 Dr. W.K.Sarwade, “ Emerging Dimensions of Buyers Behaviours in Rural
Area”, Indian
 A.Sarangapani & T.Mamtha(2009), “ Rural Consumer- post-purchase
Behaviour and Consumerism.

QUESTIONNAIRE

1. Name __________________________________________________

2. Age
a. 18-25

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b. 26-35
c. 36 -40
d. 40 and above

3. Gender
a. Male
b. Female
c. Transgender

4. Occupation
a. Student
b. Working
c. Non-working
d. Others

5. Which brand chocolate do you prefer?

a. Cadbury
b. Nestle

6. Which form of chocolate do you like?

a. Hard
b. Nutties
c. Crunchy
d. Chew

7. Which of the following do you prefer?

a. Plain chocolate
b. With nuts
c. With fruits
d. With fruits and nuts

8. How frequent do you purchase chocolate?

a. weekly
b. Quarterly
c. Daily
d. Monthly

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9. Which brand of chocolate looks more expensive?

a. Cadbury
b. Nestle

10.What according to you is the reasonable price of chocolate?

a. 5-10
b. 20-40
c. 50-80
d. Above 80

11.What pack do you purchased?

a. Pack size
b. Small
c. Big
d. Family pack

12.Can you give your favorite chocolate one adjective?

a. Yummy
b. tasty
c. crunchy
d. other

13.a sale promotion scheme like rs2-offer 10 gm extra, free candies etc.
Would affect your purchase decision?
a. discount
b. extra chocolate
c. free candies

14.which media of advertisement influence your purchase?

a. Television
b. Newspaper
c. Brochures
d. Hoardings
e. Display

15.If another brand of the same product appear in the market will you prefer
to stop buying your favorite brand and buy the new brand?

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a. No, not at all

b. I may consider
c. No, I shall not
d. Can’t say

16.If your preferred brand is not available for repeat purchase then what will
you do?
a. Postpone your purchase
b. Switch to another brand
c. Go to the other shop to search for your preferred brand

17.What if upcoming chocolate of your brand doesn’t taste good? will you
prefer to change your brand.
a. Yes, I will change
b. No, I won’t change
c. May be, I would change

18.Suppose when you want to buy a Cadbury dairy milk silk of 100rs but in
the market with the same rate Nestle KitKat is there with more of
quantity which one would you prefer?
a. Cadbury
b. Nestle

19.Are you happy with the kind of chocolate brands available?

a. Yes
b. No

20.Which promotional offers do you like the most?

a. Free gifts
b. Price offer
c. Any other

21.Would you like to suggest your friend to buy your favorite chocolate?

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a. Yes
b. No

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