manas kumar dash

A Research Study

On

“MEASURING LEVEL OF CONSUMER PREFERENCE FOR CADBURY CHOCOLATE IN COMPARISON WITH

OTHER BRAND”

Partial fulfilment of the Requirements for the Award of

Post Graduate Diploma in Management

(Recognized by AICTE, Ministry of HRD, Govt. of India)

By

IMRB International

Manas Kumar Dash

PG-13-017

Batch 2013-2015

Under the guidance of

( College Guidance ) (Industry Guidance)

Prof. Radhika Chitkara Khandelwal Mr. Amit Kumar

Assistant Professor Field Manager

INMANTEC Business School IMRB International

Integrated Academy of Management and Technology

Ghaziabad

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DECLARATION

I hereby declare that the project report entitled “MEASURING LEVEL OF

CONSUMER PREFERENCE FOR CADBURY CHOCOLATE IN

COMPARISON WITH OTHER BRAND “is an original and authentic work done by

me and is based upon the study conducted by me.

This project report was undertaken as a part of the PGDM Programme of INMANTEC

BUSINESS SCHOOL.

(Manas Kumar Dash) PG-13-017 PGDM

Acknowledgement 2

Throughout the course of study, as I analysed and compiled this report, innumerable people have given suggestions, encouragement, complaints and opinions, all of which have been in some way or the other contributed to the final report. I think it is essential to thank all those who contributed to our understanding of the subject and helped us through the duration of the project.

To begin with firstly I would like to thank placement head of our institute Dr. Rishi Taparia and Ms. Puja Yadav for giving us the opportunity to do summer internship at India’s leading market research organization, IMRB International.

I thank my faculty guide Prof. Radhika Chitkara Khandelwal (Assistant Professor, INMANTEC Business school), and also thanks my project guide Mr. Amit kumar (Field Manager, IMRB International) and Mr. shivanshu Sachin (field Controller) for giving me her and his valuable time for guidance. The project would not have been completed without her and his guidance.

I would also like to thank my parents and friends who rendered their wholehearted co-operation in the successful completion of the project work.

Finally, I am thankful to all the people who willingly responded to our questionnaire and whose contribution has been invaluable. This project would not have been completed without their participation.

Manas Kumar Dash

PG-13-017

2013-2015

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PREFACE

Summer Internship Programme is a part of PGDM Programme, which is very helpful in getting practical knowledge in this globalization world. Now-a-days only theoretical knowledge is not enough to success in life but most important we must have practical knowledge. With the help of this training, I came to know how to apply theoretical knowledge in practice

TABLE OF CONTENTS

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Content Page no.

Executive Summary……………………………………………...06 1. Introduction……………………………………………..07 1.1. Purpose of the Study……………………………….10 1.2. Industry Overview………………………………….12 1.2.1. A ……………….. 1.2.2. B ………………. 1.2.3. C ………………. 1.2.4. D ………………. 2. Literature Review……………………………………….25 2.1. ……………… 2.2. ……………… 3. Research Objectives and Hypotheses…………………....27 4. Research Methodology…………………………………..30 4.1. Research Design……………………………….31 4.2. Data Requirements…………………………….31

4.3. Data Collection Method and Instrument………31 4.4. Sampling and Sample Size…………………….32 4.5. Data Analysis Techniques……………………..32 4.6. Limitations of the Study……………………….32 5. Data Analysis and Interpretation………………………….34 6. Findings of the Study……………………………………...53 7. Recommendations…………………………………………55 8. Conclusions………………………………………………..57

References ……………………………………………………………59 Annexure……………………………………………………………....61

Annexure A Annexure B

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Executive summaryThe project title "MEASURING LEVEL OF CONSUMER PREFERENCE FOR CADBURY CHOCOLATE IN COMPARISON WITH OTHER BRAND " deals mainly with the consumer behaviour.

In this project I had done extensive market research regarding Cadbury Chocolate and its brands and some competitor’s brands like Nestle, Amul, etc. There has been a stiff competition among the different chocolate brands, especially among Cadbury and nestle.

The scope of the project was to collect data from the selected market locations of central perk in Delhi, analyse the significance of the data and the conclusion.

I had gone to different different block of central perk Delhi and Interviewed different consumers about their preference and buying behaviour of selecting a particular brand of chocolate. I had also given Questionnaire to them in this regard and took their feedback, which later helped me in coming out with results, which are analysed and shown through graphs.

In this project I have interviewed personally different consumers from Children to Housewives, Students to Professionals. I found different buying behaviour among them according to mood, occasion, choice, pricing, quality, availability & advertising of different chocolates.

But among all brands of chocolates, Cadbury's brand is more preferred by the consumers and it is market leader in chocolates. And above all the Cadbury's Dairy Milk is liked most.

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1. Introduction

Introduction

Brief details of IMRB International

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IMRB International (formerly “Indian Market Research Bureau”) is a multi-country market research and business consultancy firm that offers a range of syndicated data and customized research services. Headquartered in Mumbai, India with operations in over 15 countries IMRB is a part of the Kantar Group, WPP’s research, insights and consultancy network.

Established in 1970, IMRB was modelled on the lines of the British Market Research Bureau. IMRB is now a leading provider of market research and insights across South Asia, the Middle East and North Africa with specialist divisions in quantitative, qualitative, media, retail, industrial, customer satisfaction, business to business and social and rural research. IMRB’s syndicated research offerings include the Market Pulse, the National Food Survey, Web Audience Measurement (WAM), I-Tops, and I-Cube reports.

With over 1200 employees, IMRB is one of the largest providers of market research in India in an industry estimated to be worth a minimum of $ 187 million. As the oldest extant market research company in India, IMRB has been responsible for establishing the first and only household panel, the first television audience measurement system and the first radio panel in the country and has played a key role in the development of market research in India. It has been rated the ‘Best Market Research Company’ by MRSI an industry body for several years.

Brief details of Cadbury:

Today’s scenario in the chocolate industry is a highly competitive one. In the wake of liberalization as the economy opens up more and more international brands of chocolate are entering into the Indian Market giving to are coming the competition to capture the Indian Market is hotling up. Gone are the days when the chocolates were considered to be a luxury item only to be consumed by the rich people. The chocolates appeal to all the classes irrespective of age, sex or status. Now the chocolates are positioned as a light meal to be consumed between heavy meals. Some of the examples of this type of positioning are ‘Perk’ and ‘Kit Kat’ with chocolate companies having intense competition and with reducing shelf space only those companies who market their chocolates as well as advertise and package them will have a chance to survive in the market.

The studies have shown that most of the time chocolate buying is an impulse action i.e. when one sees the chocolates on the shelf of the shop so, it is very important for the manufacturer to package them attractively.

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Now a day chocolate are positioned as a thing which can be eaten by each and everyone.

We had to gauge the strength and weaknesses of establish players in the chocolate market. So, we regard top players like ‘Cadbury’s’, ‘Nestle’, ‘Amul’ and some Foreign Chocolates.

Out there in the chocolate market Cadbury has had the market share of about 71% followed by Nestle at about 23% followed by Amul 4% & about 2% by rest small players.

There were various reasons due to which there was such a large gap between the market leader and the rest such as: -

Cadbury’s main strength is fast reaction is every time the competitors launch a product they immediately launch a rival product with far lower prices like eg. When Nestle launched “Kit-Kat” Cadbury’s soon followed with “Perk” with far lower prices. So as to retain its market share in which they have succeeded.

The other strength, which we feel, is distribution network. Cadbury’s has a far better distribution network than Nestle and Amul. Its chocolates can be found in every nook and corner of the country where as the competitors have not been able to do so.

Another interesting strength, which we found out during the market research, was the packaging strategy, we found out that all.

Big players especially Cadbury’s keep on changing the packaging of its chocolates after every six months. Most of people decide to buy the chocolate only if they find the packaging attractive. But there are some weaknesses also attached with the chocolate industry like we all know that chocolate as such is a perishable commodity, so, if there is no proper maintenance the chocolate can easily perish due to which the company can run into severe losses.

As the Indian company economy is coming out of age and per capita income as well as spending is increasing, there is a lot of opportunity in the chocolate market. The per person consumption of chocolates of Indian is very low as well as there are very few, established players in the market.

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1.1. Purpose of the Study

Purpose of the Study

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Today’s scenario in the chocolate industry is a highly competitive one. In the

wake of liberalization as the economy opens up more and more international

brands of chocolate are entering into the Indian Market giving to are coming the

competition to capture the Indian Market is hotling up. One are the days when

the chocolates were considered to be a luxury item only to be consumed by the

rich people. The chocolates appeal to all the classes irrespective of age, sex or

status. Now the chocolates are positioned as a light meal to be consumed

between heavy meals. Some of the examples of this type of positioning are

‘Perk’ and ‘Kit Kat’ with chocolate companies having intense competition and

with reducing shelf space only those companies who market their chocolates as

well as advertise and package them will have a chance to survive in the market.

The purpose of the study is how much consumer prefer Cadbury chocolate

compare with other brand this is my purpose of study.

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1.2. Industry Overview

Industry Overview:

History:

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The Indian Chocolate Industry has come a long way since long years. Ever since 1947 the Cadbury is in India, Cadbury chocolates have ruled the hearts of Indians with their fabulous taste. Indian Chocolate Industry?s Cadbury Company today employs nearly 2000 people across India. The company is one of the oldest and strongest players in the Indian confectionary industry with an estimated 68% value share and 62% volume share of the total chocolate market. It has exhibited continuously strong revenue growth of 34% and net profit growth of 24% throughout the 1990?s. The brand of Cadbury is known for its exceptional capabilities in product innovation, distribution and marketing. With brands like Dairy Milk, Gems, 5 Star, Bournvita, Perk, Celebrations, Bytes, Chocki, Delite and Temptations, there is a Cadbury offering to suit all occasions and moods.

Today, the company reaches millions of loyal customers through a distribution network of 5.5 lakhs outlets across the country and this number is increasing everyday. In 1946 the Cadbury’s manufacturing operations started in Mumbai, which was subsequently transferred to Thane. In 1964, Induri Farm at Talegaon, near Pune was set up with a view to promote modern methods as well as improve milk yield. In 1981-82, a new chocolate manufacturing unit was set up in the same location in Talegaon. The company, way back in 1964, pioneered cocoa farming in India to reduce dependence on imported cocoa beans. The parent company provided cocoa seeds and clonal materials free of cost for the first 8 years of operations. Cocoa farming is done in Karnataka, Kerala and Tamil Nadu. In 1977, the company also took steps to promote higher production of milk by setting up a subsidiary Induri Farms Ltd., near Pune.

In 1989, the company set up a new plant at Malanpur, MP, to derive benefits available to the backward area. In 1995, Cadbury expanded Malanpur plant in a major way. The Malanpur plant has modernized facilities for Gems, Eclairs, and Perk etc. Cadbury operates as the third party operations at Phalton, Warana and Nashik in Maharashtra. These factories churn out close to 8,000 tonnes of chocolate annually.

In response to rising demand in the chocolate industry and reduce dependency on imports, Indian cocoa producers have planned to increase domestic cocoa production by 60% in the next four years. The Indian market is thought to be worth some 15bn rupee (?0.25bn) and has been hailed as offering great potential for Western chocolate manufacturers as the market is still in its early stages.

Chocolate consumption is gaining popularity in India due to increasing prosperity coupled with a shift in food habits, pushing up the country's cocoa imports. Firms across the country have announced plans to step-up domestic

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production from 10,000 tonnes to 16,000 tonnes, according to Reuters. To secure good quality raw material in the long term, private players like Cadbury India are encouraging cocoa cultivation, the news agency said. Cocoa requirement is growing around 15% annually and will reach about 30,000 tonnes in the next 5 years.

Brief Introduction:

Indian Chocolate Industry as today is dominated by two companies, both multinationals. The market leader is Cadbury with a lion's share of 70%. The company's brands like Five Star, Gems, Eclairs, Perk, Dairy Milk are leaders in their segments. Untill early 90's, Cadbury had a market share of over 80 %, but its party was spoiled when Nestle appeared on the scene. The other one has introduced its international brands in the country (Kit Kat, Lions), and now commands approximately 15% market share. The two companies operating in the segment are Gujarat Co-operative Milk Marketing Federation (GCMMF) and Central Arecanut and Cocoa Manufactures and Processors Co-operation (CAMPCO). Competition in the segment will soonly get keener as overseas chocolate giants Hershey's and Mars consolidate to grab a bite of the Indian chocolate pie.

Market capitalization:

The Indian candy market is currently valued at around $664 million, with about 70% share ($ 461 million) in sugar confectionery and the remaining 30% ($ 203 million) in chocolate confectionery. Indian Chocolate Industry is estimated at US$ 400 million and growing at 18% per annum. Cadbury has over 70 % share in this market, and recorded a turnover of over US$ 37m in 2008.

Size of the Industry:

The size of the market for chocolates in India was estimated at 30,000 tonnes in 2008. Bars of moulded chocolates like amul, milk chocolate, dairy milk, truffle, nestle premium, and nestle milky bar comprise the largest segment, accounting for 37% of the total market in terms of volume. The chocolate market in India has a production volume of 30,800 tonnes. The chocolate segment is characterized by high volumes, huge expenses on advertising, low margins, and price sensitivity.The count segment is the next biggest segment, accounting for 30% of the total chocolate market. The count segment has been growing at a

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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 today is primarily dominated by Cadbury and Nestle, together accounting for 90% of the market.

About Cadbury chocolate:Cadbury has been synonymous with chocolate since 1824, when John Cadbury opened his first shop, establishing a flourishing dynasty that today provides the world with many of its favourite brands of chocolate.

The Cadbury story is a fascinating study of industrial and social development, covering well over a century and a half. It shows how a small family business developed into an international company combining the most sophisticated technology with the highest standards of quality, technical skills and innovation.

A one-man business, opened in 1824 by a young Quaker, John Cadbury, in Bull Street Birmingham, was to be the foundation of Cadbury Limited, now one of the world's largest chocolate producers. By 1831 the business had changed from a grocery shop and John Cadbury had become a manufacturer of drinking chocolate and cocoa, the start of the Cadbury manufacturing business, as it is known today.

The leader in the UK confectionery market, Cadbury Limited is the confectionery division of Cadbury Schweppes plc, a major force in the confectionery and soft drinks international market. Quality has been the focus of the Cadbury business from the very beginning, as generations have worked to produce chocolate with the taste, smoothness and snap characteristic of Cadbury chocolate.

The legend called Cadbury

1824 – A business was opened in 1824 by a young Quaker, John Cadbury, in Bull street Birmingham which was to be the foundation of Cadbury Limited, now one of the world’s largest producer of chocolate.

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1831 – By this year the business had changed from a grocery shop and John Cadbury had become a manufacturer of drinking chocolate and cocoa. This was the start of Cadbury manufacturing business as it is known today. A larger factory in Bridge Street Birmingham was rented in 1847, John Cadbury was joined by his brother Birmingham and the business became Cadbury Brother of Birmingham.

1861 – John Cadbury resigned his business and handed over to his sons, Richard, 25 and George, 21 who after 5 difficult years almost shut down the business to take up other vocation. Fortunately for generation of chocolate lovers, they didn’t.

1866 – Saw a turning point for the company with the introduction of a process for pressing the cocoa butter from the coca beans. This not only enabled Cadbury Brothers to produce pure coca essence, but the plentiful supply of coca butter remaining was also used to make new kind of eating chocolate. The essence was advertised as ‘Absolutely pure, therefore best’.

1879 – Business prospered from this time and Cadbury Brother outgrew the Bridge Street factory, moving in 1879 to a ‘Greenfield’ site some miles from the center of Birmingham which came to call Bourneville. The opening of the Cadbury factory in a garden also heralded a new era in industrial relations and employee welfare with joint consultation being just one of the introduced by the pioneering Cadbury Brothers.

1899 – In this year the business private limited company – Cadbury Brothers Limited. Progress since the start of the century through the inter – war years onwards has been rapid. Chocolate has moved being a “luxury” item to well within the financial reach of everyone.

1905 – Cadbury has many famous brands with one of major success story being Cadbury’s Dairy Milk chocolate launched in 1905, today Britain’s favorite moduled chocolate bar.

Cadbury today is the market leader in the U.K chocolate confectionary market, employing the most advanced processing technology and management information and control techniques. The company is the confectionary division of Cadbury Schweppes plc which is major force in the confectionary and soft drinks international market. World - wide Cadbury is one of the pre – eminent names in confectionary with impressive range of famous brands.

Quality has been the focus of the Cadbury business from the very beginning as generations have worked to produce chocolate with that very special taste, smoothness and snap, so characteristics of Cadbury’s chocolate.

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Product of Cadbury chocolate:

Dairy milk:

He 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 pure taste of Cadbury Dairy Milk is the taste most Indians crave for when they think of Cadbury Dairy Milk.

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.

Recently, Cadbury Dairy Milk Desserts was launched, specifically to cater to the urge for 'something sweet' after meals.

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

Perk:

A pretty teenager; a long line, and hunger! Rings a bell? That was how Cadbury launched its new offering; Cadbury 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 a catchy jingle and tongue in cheek advertising, this 'anytime, anywhere' snack zoomed right into the hearts of teenagers.

Raageshwari started the trend of advertising that featured mischievous, bubbly teenagers getting out of their 'stuck and hungry' situations by having a Cadbury Perk. Cadbury Perk became the new mini snack in town and its proposition "Thodi si pet pooja" went on to define its role in the category.

As the years progressed, so did the messaging, which changed with changes in the consumers' way of life. To compliment Cadbury Perk's values, the bubbly

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and vivacious Preity Zinta became the new face of Perk with the 'hunger strike' commercial in the mid 90's.

In the new millennium, Cadbury Perk moved beyond just owning 'hunger' to a "Kabhi bhi kaise bhi" position, because the urge for Cadbury Perk could strike anytime and anywhere.

The temptation to have more of Cadbury Perk was made even greater with the launch of Cadbury Perk Minis in 2003 for just Rs. 2/-

In 2004, with an added dose of 'Real Cadbury Dairy Milk' and improved wafer', Perk became even more irresistible. The product was supported in the market with a new look and a new campaign. The advertisement spoke of the irresistible aspect of the brand, with 'Baaki sab Bhoola de' becoming the new mantra for Cadbury Perk.

5 star:

Chocolate lovers for a quarter of a century have indulged their taste buds with a Cadbury 5 Star. A leading knight in the Cadbury portfolio and 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.

Cadbury 5 Star was always unique because of its format and any communication highlighting this uniqueness, went down well with the audiences. From 'deliciously rich, you'd hate to share it' in the 70's, to the 'lingering taste of togetherness' & 'Soft and Chewy 5 Star' in the late 80's, the communication always paid homage to the product format.

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.

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Cadbury 5 Star & Cadbury 5 Star Crunchy now aim to continue the upward trend. This different and delightfully tasty chocolate is well poised to rule the market as an extremely successful brand.

Temptation

Cadbury uses blue background with golden inscription, which adds on to the visual appeal, the blue is then margined by a contrasting golden wave line and again a contrasting blue Temptation, which then draws down to the color of the flavor being represented as well as chocolate flakes and the flavor, is displayed.

The basic division has been 20% Cadbury brand visibility, 20% Temptation visibility and the rest for the flavor and impulse appeal.

The back of the packing uses the space for content description, trademarks and standards pricing dates etc.

The chocolate is wrapped in foil to protect it from moisture and minimize temperature fluctuation effects.

Price Of Cadbury chocolate

SL.NO PRODUCT PRICE

1. DAIRY MILK Rs10

2. PERK Rs. 10

3. FIVE STAR Rs. 10

4. CHOCKI Rs10

5. GEMS Rs. 5

6. BYTES Rs. 10

7. TEMPTATION Rs. 35

8. CELEBRATION Rs. 100

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Company overview

Type Subsidiary

Founded 1970

Founders Hindustan Thompson Associates

Headquarters Mumbai, Maharashtra, India

Service Research, business consulting and Survey

Employees 1200

Parent Kantar Group

Website www.imrb.com

IMRB International is the only research company in India today that offers the entire range of research based services to its clients. IMRB International's specialized areas are consumer markets, industrial marketing, business to business marketing, social marketing and rural marketing. IMRB International is the market research wing of JWalter Thompson (JWT) - the leading advertising agency in India. JWT in turn belongs to the Kantar Group, which in turn is a part of the WPP Group - the largest advertising group in the world.

IMRB is headquartered in Mumbai, India. Its parent company is Hindustan Thompson association, which in turn is owned by Martin Sorrell’s WPP Group plc. Within WPP, IMRB is aligned with the Kantar Group, an umbrella network of global market research companies that together account for over $2 billion in revenues and form the world’s second biggest market research conglomerate. December 2011 a leading market research firm IMRB declared Ahmadabad as the best mega-city to live in (compared to India's other mega-cities) In India, IMRB International operates out of its five full service offices in Ahmedabad Mumbai, Delhi, Kolkata, Chennai and Bangalore and is supported by 15 other regional centers for collection of survey information. Overseas, IMRB functions through its associates -AMRB-MENA in the Middle East and North Africa, with offices in Algiers, Dubai, Jeddah, Casablanca and Cairo; LMRB, with offices in Colombo and Sirius, headquartered in Dhaka.

IMRB is currently headed by Thomas Puliyel, a market researcher with over thirty years of experience. As the oldest market research company in India, it has served as the training ground of many industry leaders including Dorab

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Sopariwala, Ranjit Chib and Meena Kaushik, who went on to found their own companies.

Our Divisions:

IMRB International has been offering specialised research services for around 4 decades to clients in India and overseas. IMRB International operates out of its five full service offices in Mumbai, Delhi, Kolkata, Chennai and Bangalore and is supported by 15 other regional centers for collection of survey information.

Abacus Business Operation (ABO)

Abacus Business Operations: ABO is an ISO 9001:2008 certified specialist unit of IMRB International. It has the largest Custom research fieldwork and data collection capabilities in the country. With over 200 full time employees managing and supervising the work of over 4000 interviewers on any given day, we conduct over 4 million interviews annually. Over and above this, we interview another 1.5 million + telephonically.

Abacus Research

Abacus Research looks after the domestic and International Field and tab business. They service Clients and Research Agencies which have their own Research set up and only want the data collected and clean data sent to them. Abacus Research has a team of expert Project Management Executives led by a seasoned and highly experienced Operations Director. This team also has the experience of managing the largest number of automotive clinics and have a protocol set up for the same. Abacus Research also runs FlexiBus – a study which gives Clients’ the advantage and of quick turnaround on a few critical questions and the flexibility to study the Target Group in markets of their choice at the cost of an Omnibus

Business And Industrial Research Division (BIRD)

BIRD, the Business & Industrial Research Division of IMRB International, is the market research and consultancy division servicing B2B and industrial markets. For catering to technology markets including IT hardware, software & services and Telecommunication, there is an exclusive Group within BIRD.

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Consumer Satisfaction Management And Measurement (CSMM)

(CSMM) is an independent, specialist unit of IMRB International. CSMM is an exclusive member of the Walker Information Global Network (WIGN) in the Indian subcontinent.

IMRB International Divisions: Media & Panel Group

Media and Panel is an independent, specialist unit of IMRB International, incorporated in 1992. MPG handles different kinds of research both syndicated and customized. MPG has 4 different verticals: Consumer Panel (MarketPulse), Retail Unit, Media Unit, Mindtech Software and Systems.

Probe Qualitative Research (PQR)

Probe Qualitative Research is one of India's leading qualitative research groups and has executives specially trained in India and overseas in qualitative research methods.Drawing on learning from ethnography, psychology and anthropology. It has created an array of validated tool-kits.

IMRB International Divisions: Quantitative Research

IMRB International's Customized Quantitative Research Division offers custom research solutions using quantitative methods to clients in India and abroad through its five offices in Mumbai, Delhi, Kolkata, Bengaluru and Chennai.

Branches in India

IMRB International has been offering specialized research services for around 4 decades to clients in India and overseas. IMRB International operates out of its five full service offices in Mumbai, Delhi, Kolkata, Chennai and Bangalore and is supported by 15 other regional centers for collection of survey information.

1) Kolkata

2) Mumbai

3) Ahmadabad

4) Chennai

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5) Bangalore

6) Delhi

Branches at Abroad:-

1) Singapore

2) Malaysia

3) Korea

4) Bangladesh

5) Shri-lanka

6) Nepal.

7) Dubai.

8) Saudi-Arabia

9) London

10) Algeria

11) Pakistan

IMRB International ACHIVEMENTS AND GOALS:

IMRB has demonstrated its vision and leadership in the Indian market by establishing several industry wide measurements and rating systems. Notable amongst these is our pioneering role in establishing India’s first TV rating system (TAM) and the creation of social economic classification (SEC) system in India.

We have won several prestigious awards. Amongst them the most noteworthy being the MR Agency of the year from 2005-2009. We have presented cutting edge research for several years at international forums including ESOMAR and won awards for our efforts. We have also been awarded the WPP’s Atticus award jointly with JWT

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Mission:

1) Client service

2) Empowered employee

3) Innovative research

4) Strategy and cost effective

Vision:

1) To sustain in Rank 1

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2. Literature Review

Literature Review25

Fifty years ago, the real taste of chocolate as we know it today, landed on Indian shores. An event that carried forward the entrepreneurship and vision born as far back as 1824, when John Cadbury set up shop in Birmingham (UK) to sell among other things - his own cocoa concoction. From these modest beginnings emerged Cadbury Schweppes - that is today the leading manufacturer of confectionery and beverages in the United Kingdom. A company that has its presence in over 200 countries worldwide and has made the name 'Cadbury' synonymous with cocoa products in countries across the planet.

This is the brand that came to India in 1947 - to a nation that was in its infancy, a market that was ready for the world and a people that were open to new ideas, new products.

Cadbury was originally incorporated as a wholly owned subsidiary of Cadbury Schweppes Overseas Ltd (CSOL) in 1948. The company’s original name was Cadbury Fry (India) Ltd. In 1978, CSOL diluted its equity stake to 40% to comply with FERA guidelines. In 1982, the name was changed to Hindustan Cocoa Products. CSOL’s shareholding was increased to 51% in Jan ’83 through a preferential rights issue of Rs. 700mm. The current name was restored in Dec ’89. In 2007, Cadbury Schweppes made an open offer to acquire the 49% public holding in the company. The parent holds over 90% of the equity capital after the first open offer. A second open offer has been made to buyback the balance shareholding, after which the company would operate as a 100% subsidiary of Cadbury Schweppes.

Over the years, the company attempted several diversifications in food category, albeit with little success. In 1986, Cadbury forayed into biscuits with Cadbury Butter, Glucose and Bournvita brands. The business however, could not take off and was discontinued 3-4 years later. In 1989, Cadbury diversified into ice creams with Dollops and Lopstop brands, which were sold off to Brooke Bond in 1994.

Group Cadbury Schweppes is one of the leading global companies in beverages and confectionery businesses. It has operations in over 190 countries.

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3. Research Objectives and Hypothesis

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Research Objective:

To study the level of consumer preference for Cadbury Chocolate. To study the consumer price sensitivity while buying Cadbury Chocolate. To identify the competitors of Cadbury chocolate.

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Research hypothesis:

H1: There is significant difference between customer preference for buying

Cadbury chocolate on the basis of price.

H2: There is significant difference between customer preference for buying

Cadbury chocolate in regards to its competitors.

H3: There is significant difference between customer buying preference for

Cadbury chocolate on the basis of different products. (Dairy milk, Park, 5 Star,

bournville)

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4. Research Methodology

Research Methodology:30

Achieving accuracy in any research requires in depth study regarding the subject. As the prime objective of the project is to know buying preference of consumers regarding Cadbury with the existing competitors in the market and the impact on Cadbury. The research methodology adopted is basically based on primary data via which the most recent and accurate piece of first hand information could be collected. Secondary data has been used to support primary data wherever needed.

4.1. Research Design:

This research study was conducted through a survey. Therefore, this research is based on descriptive research. This is the best research method to understand public opinion regarding any Issue. So this method can help to produce the precise result. To achieve the above-mentioned objectives & to proved these hypotheses, the study was doing through Survey method. Questionnaires were filled by personally interviewing various customers. Interview technique use to get the valid & reliable data.

4.2. Data Requirements:

Primary data: Data was collected by using questionnaire and by interviewing variety of customer directly.

Secondary data : Secondary source of data is includes published articles, research papers, published books, different research work done previously , relevant papers or journals, magazine etc. And also used other different types of reports from Internet sites and blogs etc.

4.3. Data Collection Method and Instrument

1. Firstly collect data through different retails store and Customers

2. Then compile all the data into SPSS.

3. With the help of MS_EXCEL and word I drew graphs

4. Lastly interpreted the result.

4.4. Sampling & Sample Size

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A sample is a set or a group of population under study. Sampling is the process of selecting such set or group from bigger population, with which study can be performed. Random sampling technique was used for survey. A Pilot survey conducted on 100 respondents in the central park in delhi. We selected the various block in central park like “A” block, “B” block and “C” block. It took 2 weeks time to collect responses from the respondents.

4.5. Data Analysis Technique

In this study we have use spss software and when analyses hypothesis this time only use ANOVA test, The data collected through survey was analyzed with help of simple percentages. Tabular and graphic methods, which included pie charts and bar graphs, were used to analyze data.

4.6. Limitations of Study

1. The sample was confined to 100 respondents. So this study cannot be regarded as “full -proof” one.

2. Some respondents hesitated to give the actual situation; they feared that management would take any action against them.

3. There was a fear of reprisal among the employees to reveal their personal feelings and the result may not reflect the actual satisfactions.

4. The findings and conclusions are based on knowledge and experience of the respondents sometime may subject to bias.

5. Some of the respondents did not respond due to lack of time.

6. As such the research study was being done in the year June 2014, with required data analysis and interpretation, the data needs to be updated at times when it comes to have further usage of this research study report.

Brief review of research methodology:

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Research design : exploratory &descriptive

Target Segment : consumer

Sample Size : 100

Area covered : Central park (C.P), Delhi

Sampling Method : Non probability Convenience sampling.

TECHNIQUES OF DATA COLLECTION:

Data Collection Method : Primary (Interview, through Questionnaire)

Method : personal Interaction

Type of Questionnaire : Multiple choice questions

Research Approaches : Consumer Survey.

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5. Data Analysis and Interpretation

Data Analysis and Interpretation

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GENDER OF RESPONDENT

Frequency Percent Valid Percent

Cumulative

Percent

Valid MALE 61 61.0 61.0 61.0

FEMALE 39 39.0 39.0 100.0

Total 100 100.0 100.0

Interpretation:

According to the above analysis it is concluded that I have surveyed 100 respondents out of which 61% are male and 39% are female.

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AGE GROUP OF RESPONDENT


Cumulative

Percent

Valid 15-20 YEARS 29 29.0 29.0 29.0

21-25 YEARS 52 52.0 52.0 81.0

26-30 YEARS 14 14.0 14.0 95.0

31-35 YEARS 5 5.0 5.0 100.0

Total 100 100.0 100.0

Interpretation:

Among all respondents 29 respondents (29.7%) fall under the age group 15 to 20 years, 52 respondents (51.5%) fall under the age group 21 to 25 years, 14 respondents (13.9%) fall under the age group 26 to 30 years, and 5 respondents (5%) fall under the age group 31 to 35 years. So, it is clear that the majority of respondents belong to 21-25 age group generation (51.5% respondents).

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QUALIFICATION OF RESPONDENT


Cumulative

Percent

Valid UP TO 10 TH 7 7.0 7.0 7.0

UP TO 10+2 22 22.0 22.0 29.0

GRADUATE/ DEPLOMA 57 57.0 57.0 86.0

POST GRADUATE AND

ABOVE12 12.0 12.0 98.0

5 2 2.0 2.0 100.0

Total 100 100.0 100.0

Interpretation:Among the all respondents 7 respondents (6.9%) fall under the education level up to 10th, 22 respondents (21.8%) fall under the up to 10+2 , 57 respondents (56.4%) fall under the graduate/diploma group and 12 respondent (13.9%) fall under the post graduate and above group. It is clear that the majority of respondents belong to graduate/diploma group.

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OCCUPATION OF RESPONDENT


Cumulative

Percent

Valid SERVICE 27 27.0 27.0 27.0

STUDENT 56 56.0 56.0 83.0

BUSINESS 14 14.0 14.0 97.0

HOME MAKER 1 1.0 1.0 98.0

SELF EMPLOYED

PROFESSIONAL2 2.0 2.0 100.0

Total 100 100.0 100.0

Interpretation:Among all respondents 27 respondents (26.7%) fall under the service occupation, 56 respondents (54.5%) are student, 13 respondents (12.9%) are business man, 1 respondents (1%) is home maker, 2 respondents are self employed. It clear that the Majority of respondents belongs to student group.

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ANNUAL HOUSE HOLD INCOME OF RESPONDENT


Cumulative

Percent

Valid LESS THAN 2 LAC. 2 2.0 2.0 2.0

2-5 LAC. 22 22.0 22.0 24.0

5-10 LAC. 49 49.0 49.0 73.0

ABOVE 10 LAC 27 27.0 27.0 100.0

Total 100 100.0 100.0

Interpretation:Among all respondents 2 respondents (2%) belong to less than 2 lacs income group, 22 respondents (21.8%) belong to 2-5 lacs income group, 49 respondents (48.5%) belong to 5-10 lacs income group and 27 respondents (26.7%) belong to above 10 lacs income group.

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AWARENESS OF CADBURY


Cumulative

Percent

Valid YES 100 100.0 100.0 100.0

Interpretation:

It was observed that out of the entire 100 respondent each and every person said that they are aware of Cadbury’s chocolates.

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BUYERS OF CADBURY


Cumulative

Percent

Valid YES 73 73.0 73.0 73.0

NO 27 27.0 27.0 100.0

Total 100 100.0 100.0

Interpretation:

Out of 100 respondent 73% of respondent said that they buy the Cadbury chocolate and only 27% people say that they donot buy the Cadbury chocolate.

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WHY CADBURY


Cumulative

Percent

Valid TEST 34 34.0 46.6 46.6

OUALITY 23 23.0 31.5 78.1

PRICE 9 9.0 12.3 90.4

AVAILABILITY 7 7.0 9.6 100.0

Total 73 73.0 100.0

Missing System 27 27.0

Total 100 100.0

Interpretation:

When I asked why you buy Cadbury Chocolate, out of 100 respondent 46.6% respondents said that taste is good, 31.5% respondents said that quality is good, 12.3% people said that low price and 9.6% respondents said availability. So it shows that Cadbury chocolate taste is good.

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WHY NOT CADBURY


Cumulative

Percent

Valid PRICE 15 15.0 55.6 55.6

HEALTH CONSCIOUS 10 10.0 37.0 92.6

TEST 2 2.0 7.4 100.0

Total 27 27.0 100.0

Missing System 73 73.0

Total 100 100.0

Interpretation:

When I asked why you do not buy Cadbury chocolate, 56.6% respondents said that its price rate is high, 37% respondents said that they are health consciousness and only 7.4% respondents said that its price rate is high.

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CONSUMER FEEL ABOUT CADBURY CHOCOLATE


Cumulative

Percent

Valid GOOD 23 23.0 23.0 23.0

VERY GOOD 35 35.0 35.0 58.0

NEUTRAL 27 27.0 27.0 85.0

BAD 15 15.0 15.0 100.0

Total 100 100.0 100.0

Interpretation:

Out of 100 respondent 23% people feel Cadbury chocolate is good, 35% people feel that Cadbury chocolate is very good, 27% people feel neutral and only 15% people feel Cadbury chocolate is bad. Therefore, majority of people said that Cadbury is very good.

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COMPETITORS OF CADBURY CHOCOLATE


Cumulative

Percent

Valid FERRERO ROCHER 29 29.0 29.0 29.0

NESTLE 62 62.0 62.0 91.0

AMUL 8 8.0 8.0 99.0

OTHERS 1 1.0 1.0 100.0

Total 100 100.0 100.0

Interpretation:

Out of 100 respondent 29% people feel that ferrero rocher is the competitor of Cadbury, 62% people feel that nestle is the main competitor of Cadbury chocolate, 8% people feel that amul is the competitor of Cadbury chocolate and only 1% people feel that others brands are the competitors. So it has been found that as per customers nestle is the main competitor of cadbury chocolate.

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BRAND OF CHOCOLATE CONSUMER LIKE MOST


Cumulative

Percent

Valid CADBURY 59 59.0 59.0 59.0

NESTLE 31 31.0 31.0 90.0

AMUL 3 3.0 3.0 93.0

OTHERS 7 7.0 7.0 100.0

Total 100 100.0 100.0

Interpretation:It was noticed that out of 100 respondent 59% people prefer Cadbury Products while 31% people prefer Nestle chocolates, 3% people prefer Amul chocolates and just the remaining 7% people prefer other brands of chocolates.

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CONSUMER FEEL ABOUT THE PRICE RATE


Cumulative

Percent

Valid CADBURY 73 73.0 73.0 73.0

NESTLE 19 19.0 19.0 92.0

AMUL 6 6.0 6.0 98.0

OTHERS 2 2.0 2.0 100.0

Total 100 100.0 100.0

Interpretation:

Out of 100 respondent 73% people said that Cadbury chocolate price rate is high,19% people said that nestle chocolate price rate is high, 6% people said that amul chocolate price rate is high and only 2% people said that others brand chocolate price rate is high. It implies that Cadbury chocolate price rate is high as compare to its competitors.

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CONSUMER PREFER ABOUT DEFFERENT PRODUCT OF CADBURY CHOCOLATE


Cumulative

Percent

Valid DAIRY MILK 52 52.0 52.0 52.0

PERK 22 22.0 22.0 74.0

5 STAR 15 15.0 15.0 89.0

BOURNVILLE 7 7.0 7.0 96.0

OTHERS 4 4.0 4.0 100.0

Total 100 100.0 100.0

Interpretation:It was observed that out of 100 respondent 52% people prefer dairy milk, 22% people prefer perk, 15% people prefer 5 star, 7% people prefer Bournville and 4% people preferred others product. It implies that majority of people prefer Cadbury dairy milk.

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STAY IN PERTICULAR BRAND


Cumulative

Percent

Valid BUYING ANY OTHER

BRAND CHOCOLATE22 22.0 22.0 22.0

GOING TO OTHER SHOP

ASKING FOR THE SAME

BRAND

60 60.0 60.0 82.0

DO NOT BUY A

CHOCOLATE AND PREFER

BUYING SAME OTHER

PRODUCT

18 18.0 18.0 100.0

Total 100 100.0 100.0

Interpretation:

According to the above analysis it is concluded that mostly consumers are addicted to the same brand and they don't want to change the brand. Because out of 100 respondent 23.8% said that when Cadbury chocolate is not available in a particular shop then they prefer to buy any other brand,58.8% people said that they will go to another shop and ask for the same brand and 17.5% people said that they will buy other product.

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Result of Hypothesis

H1: There are significance difference between customer Preference for buying Cadbury chocolate on the basis of price.

From the below table we found that the F value is significant (0.003), because F

value is less than 0.05 (F=0.05), so, the hypothesis would be selected at 5

percent significant level. Hence we can say that

ANOVA

Preference for buying Cadbury chocolate on the basis of price.

Sum of Squares df Mean Square F Sig.

Between Groups 1.263 1 1.263 0.003 .104

Within Groups 46.047 98 .470

Total 47.310 99

There is significant difference in customer preference for buying Cadbury chocolate on the basis of price.

(When the consumer buy the Cadbury chocolate this time price would be factor)

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H2: There are significance difference between customer Preference for buying Cadbury chocolate in regards to its competitors.

From the below table we found that the F value is not significant (9.656) at

F=0.05, so, the alternative hypothesis would be rejected at 5 percent significant

level. Hence we can say that

ANOVA

preference for buying Cadbury chocolate in regards to its competitors


Between Groups 3.353 1 3.353 9.656 .002

Within Groups 34.037 98 .347

Total 37.390 99

There is no significant difference in customer preference for buying Cadbury chocolate in regards to its competitors.

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H3: There are significance difference between customer buying Preference for Cadbury chocolate on the basis of difference products. (Dairy milk, Park, 5 Star, celebration)

From the below table we found that the F value is not significant (20.343) at

F=0.05, so, the alternative hypothesis would be rejected at 5 percent significant

level. Hence we can say that

ANOVAPreference for Cadbury chocolate on the basis of difference products. (Dairy milk, Perk, 5 Star, celebration)


Between Groups 22.311 1 22.311 20.343 .000

Within Groups 107.479 98 1.097

Total 129.790 99

There is no significant difference in customer buying preference for Cadbury chocolate on the basis of difference products. (Dairy milk, Perk, 5 Star, Bournville)

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6. Findings of the Study

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Findings

Majority of the people surveyed prefer Cadbury chocolate than others brands.

In Cadbury chocolate people prefer dairy milk the most.

Taste wise also they like Cadbury dairy milk the most.

Most of the consumer of Cadbury are loyal to the brand as if chocolate is not available they don’t switch to some other brand.They either postpone their purchase or they go to some other shop for repeat purchase.

Survey find out that taste and quality is very important attribute of any product.

Cadbury price rate is higher as compare to other brands.

Survey find out that Cadbury main competitor is Nestle.

Advertisement affects the sales of chocolate Brands more than any other thing.

75% people when buy the chocolate, they prefer to buy Cadbury chocolate.

80% people said that Cadbury chocolate is very good.

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7.Recommendations

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Recommendations

The Company should show focus more on advertisements for all chocolates brand.For Example, Cadbury only emphasis on Dairy milk chocolate the most and not the other products.

Today people are very conscious about their health so if Cadbury launch sugar free product they can also capture more market.

The company should perform a detail demand survey at regular interval to know about the unique needs and requirements of the customer.

Cadbury can also capture a large market by lowering its price. By some price reduction and keeping some small gifts likes Tattoos, Small Cars etc. they can also target kids.

Cadbury can improve on their brand by adding some new flavours as well as changing its packaging.

Cadbury can also introduce 'Buy two get one' like offers in order to gain market share.

The claims of the consumer schemes should properly be handled.

As Cadbury is market leader in chocolates it should protect its existing market share by developing new product ideas, improve customer service, reduce costs & improve distribution effectiveness.

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8. Conclusions

Conclusions

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From the analysis of the data collected and from the experiences I have reached the following conclusions

During the course of the project I realized that the customer willingly answered the closed end questions.

Cadbury’s have tried to position its chocolates as a light snack between meals (PERK), also targeted some of its chocolates for gift purpose (DAIRY MILK) specially.

Cadbury is most popular amongst its users mainly because of its TASTE, BRAND NAME, INNOVATIVENESS Thus it should focus on good taste so that it can capture the major part of the market. But most of the consumers prefer dairy milk as their 1st preference, then 5 star

We come to the conclusion that visibility affects the sales of project in a very special way. Because of the frequency of add and brand ambassadors ,creativity.

Through survey we come to know that Cadbury has a good name and reputation because of its existence in the market for so many years and has a very good potential in the market.

Cadbury has an excellent taste, quality & packaging and its future path is very bright. Cadbury chocolate is easily available to consumers and it has maximum market share in chocolate business.

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References

References

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In this report, while finalizing quality problem in details the following Books,

Magazines & web sites have been referred. All the material detailed below

provides effective help and a guiding layout while designing this text report.

PERSONS REFERENCE

Lecturer Prof. Radhika Chitkara Khandelwal (Faculty guide)

Mr. Amit Kumar (Field Manager) (External guide)

Mr. Shivanshu Sachin (Field Controlar) (External guide)

BOOKS

Marketing Management (12th Edition) – Philip Kotlar

Research Methodology – C. R. Kothari

Marketing Research (3rd)- Rajendra Nargundkar

WEB SITES

www.cadburyindia.com

www.google.com

www.imrbinternational.com

www.wikipedia.com

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Annexure

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1. Your Gender? (a) Male (b) Female

2. Your age group?

(a) 15-20 years (b) 21-25 years

(c) 26- 30 years (d) 31-35 years

3. Your education level?

(a) Up to 10th (b) Up to 10+2

(c) Graduate/Diploma (d) Post graduate and above

4. Your Occupation?

(a) Service (b) Student

(c) Business (d) Home maker

(e) Self-employed Professional (f) Other

5. Your annual household income?

(a) Less than 2 Lac (b) 2-5 Lacs (c) 5-10 Lac (d) Above 10 Lacs

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Questionnaire onMEASURING LEVEL OF CONSUMER PREFERENCE FOR CADBURY CHOCOLATE IN COMPARISON WITH OTHER

BRAND“Thank you for participating in this survey. The output of this research will purely be used for classroom discussion purpose. The information provided by you will be kept confidential and will not be used for any other purpose except academic learning.”

6. Do you know Cadbury?

(a) Yes (b) No

7. Do you buys Cadbury's chocolate?

(a) Yes (b) No

(c) Can't say

8. If yes, then why Cadbury?

(a) Taste (b) Quality

(c) Price (d) Availability

9. If no, then why not?

(a) Price (b) Health conscious

(c) Taste (d) Can't say

10. How do you feel about Cadburys chocolate?

(a) Good (b) Very Good

(C) Neutral (d) Bad

11. According to you who is the main competitor of Cadbury?

(a) Ferrero rocher (b) Nestle

(c) Amul (d) Others

12. Which brand of chocolate do you like most?

(a) Cadbury (b) Nestle

(c) Amul (d) Others

13. According to you which brand chocolate price rate is high?

(a) Cadbury (b) Nestle

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(c) Amul (d) Others

14. Which Cadbury Chocolate do you like the most?

(a) Dairy milk (b) Perk

(c) 5 star (d) Bournville

(e) Others

15. If a particular brand of Cadbury Chocolate is not available at a particular shop, then what will

you prefer.....

(a) Buying any other Brand Chocolate

(b) Going to other shop and asking for the same Brand

(c) Do not buy a chocolate and prefer buying some other product

(d) Any other, please specify...............................................................

16. Any Suggestions:

__________________________________________________________________________________

_____________________________________________________________________________

THANKYOU FOR PARTICIPATION

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