A RESEARCH PROJECT ON “A study of consumer buying behaviour towards chocolate bars with special reference to: cadbury, nestle, amul” (Submitted in partial fulfilment of the requirement of Master of Business Administration, Distance Education, Guru Jambheshwar University of Science & technology, Hisar) Supervisor: Submitted by: Name : Sonika Bansal Name of Student: Deepak Designation : Lecturer Enrollment no. : 06061128052 Specialization : Marketing Management Specialization : Marketing
Transcript
ARESEARCH PROJECT
ON
“A study of consumer buying behaviour towards chocolate bars with special reference to: cadbury,
nestle, amul”
(Submitted in partial fulfilment of the requirement of Master of Business Administration, Distance Education,
Guru Jambheshwar University of Science & technology, Hisar)
Supervisor: Submitted by:
Name : Sonika Bansal Name of Student: Deepak Designation : Lecturer Enrollment no. : 06061128052Specialization : Marketing Management Specialization : Marketing
Session 2006-2008
Directorate of distance education Guru Jambheshwar University of Science & technology
Hisar 125001
STUDENT DECLARATION
I.hereby declare that the research project report entitled by “A study of
consumer buying behaviour towards chocolate bars with special reference
to : Cadbury,Nestle,Amul,”submitted in the partial fulfilment of the
requirement of Master of Business Administration, Distance Education ,
Guru Jambheshwar university of science & technology, hisar,is my
original work and the same has not been submitted to any other
institution for the award of any other degree and the suggestions as
approved by the project guide are duly incorporated.
( Deepak)
Certificate
This is certify that the research project “A study consumer buying
behaviour towards chocolate bars with special reference
to:Cadbury,Nestle,Amul” has been completed by Mr. Deepak, a student
of MBA(Marketing) final year in the department of Business
Management,Distance Education, Guru Jambheswar University of
Science & TechnologyHisar, under my supervision.
This project report has been submitted in partial fulfillment of the
requirement of the award of postgraduate degree in Master of Business
and Administration. He has shown tremendous zeal enthusiasm &
innovations and has worked painstakingly for the successful completion
of this project.
I there fore recommend that the research project be sent for evaluation.
I wish him all the best in all his endeavors.
Ms. Sonika Bansal
Lecturer
Acknowledgement
Market survey is now a days becomes very essential for any M.B.A.
program. It exposes the students to real business situations and the
environmental conditions of a business.
I like to thank Ms. Sonika Bansal Lecturer, Department of Business and
Administration, who provides us such a platform to prove our self. This
survey project helps us in gaining our confidence & market experience
which well be very helpful in future.
I like to thank my parents,family members,friends for Their effective
response and their kind help in completing our project.
I also like to thank our faculty members for their effective guidance
which helped me a lot in the completion of my project.
( Deepak)
Roll No. 06061128052
MBA (Final Year)
Preface
For any organization the most important is to earn returns and become leader of the market. For this any form needs to be consumer oriented and take care of competition’s it needs to plan its strategy and anticipate future needs and requirements. The firm needs to take care of the market changes, environmental condition and latest technology.
Market strategy is a company’s wide philosophy. In order to be successful, a firm has to follow some strategy. A proper marketing mixture is needed to be designed.
Survey is an essential part of any management program. It is any essential part of any business. Today business is totally based on marketing of any organization. It exposes the student to real business situation and environmental conditions and also about the latest technology that affects its working. For the students of M.B.A. program, getting in touch with practical marking practices of companies is must. Survey helps the students to develop an insight into practical aspects of industry and to understand the concepts better.
(Deepak)
Contents (Index)
Introduction to the study
Review of Literature
Consumer Behaviour
Objective of study
Research Methodology
A. Problem Statement
B. Research Design Area of Study Objective of the Study
C. Data Collection Data Collection Methods Data Collection Techniques
D. Sampling Design Sampling Unit Sample Size Sampling Techniques Constraints of the study
E. Statistical & Analytical Tools
Analysis & Interpretation
Conclusions
Suggestions
Annexure
Questionnaire
Referenc
INTRODUCTION TO THE STUDY
Introduction
This project is about preference of the consumers towards FMCG
products i.e. chocolates in domestic market (in special context of nestle,
Cadbury & Amul chocolates)
The story of chocolate began in the new world with the Mayans, and also
the word chocolate comes from the Mayan word xocoatl, and the word
cocoa from the azlec cacahuati, who drank a dark brew called
cacahuaquchtl. Later, the Aztec consumed chacahoua and used the cocoa
bean for currency. In 1523, they offered cocoa beans to Cortez, who
introduced chocolate to the world, where it swiftly became a favorite food
among the rich and noble of Europe.
From the beginning, turning raw, bitter cocoa beans into what one 17 th
century writer called “the only true food of the gods” has been a fine art,
a delicate mixture of alchemy and science. Centuries ago it was
discovered that fermenting and roasting the beans could create an almost
otherworldly flavor. In 1875, after years of trying, a 31-year-old candy
maker in vevey named Daniel peter figured out how to combine milk and
cocoa power. The ancient Aztecs believed chocolate
To be the “FOOD OF THE GOD ” Firstly, there is a need to know about the chocolate…that what is chocolate. Why chocolate is the most popular dessert flavoring around.
MEANING OF CHOCOLATE:-1. A preparation of the seed of cocoa, roasted, husked, and ground
(without removing any of the fat), often sweetened and flavored, as
with vanilla.
2. A beverage or confection made from this.
3. Dark brown.
4. A divine substance inspiring passion in those who consume it.
Origin of chocolate
The word chocolate comes from the Mayan word xocoatl, and the word
‘cocoa’ from the Aztec cacahuatl. In Mexico, the beverage was called
chocolath, from lath (water) and choco. the Spaniard found the Mexican
word har to pronounce and called it cacao. Chocolath, chocolath,
chocolath. Puff puff. See? I did it! (But let’s stick to cocoa) *LoI*
From cocoa to chocolate
Sorting, clearing, frying, crushing, grinding is the only small part of
stages of production cycle transforming cocoa beans in chocolate, which
we eat.
Chocolate is really the unique product, tasty, highly nutritive (about 550
kkal in 100gm of a product), capable to be stored by years without change
of properties. It contains 50-55% of carbohydrates, 32-35% of fat, 5-6%
of fibers. And also tannin substances (4-5%), stimulators-the bromine and
caffeine (1-1.5%), microelements Na, K, Mg, P, Fe and vitamins B1, &
B2.
HISTORY OF CHOCOLATE
The discovery of cocoa was only a first step in the direction of chocolate.
The Mayas were the first to cultivate the cocoa bean for the fruits it
yielded. They used the beans as an ingredient in their favorite chocolate
drink ‘xocotlatl’.
Legend suggests that the first beans came out of paradise and lent wisdom
and power to the person that ate them. For obvious reasons, the use of
cocoa was kept to a minimum by the emperors.
Before the Spanish explorers discovered the New World, chocolates and
other “exotic” foods were totally unknown in Europe. Columbus was the
first European to become acquainted with cocoa, but he wasn’t exactly
impressed.
During one of his conquest in the New World he met the Aztecs. For
many generations, they drank an infusion of grilled seeds and spices. This
mixture tasted disgusting and it also contained cocoa beans. The Aztecs
adopted the ides of cocoa consumption from the Mayas.
However the conquistadors pizzaro and, in particular, Cortes did show
interest in the bean. Fernando Cortes reached the east coast of Mexico in
1519. as an honored guest of Montezuma (Aztec emperor and inveterate
chocolate fanatic) he was offered xocotlatl –a small portion of aromatic
chocolate drink mixed eith vanilla, pepper and other herbs.
For the Mayas, cocoa beans were very important, not only were they a
poplar means of exchange, they also had a religious value. The Mayas
sacrificed cocoa beans at the funerals of the upper class.
INTRODUCTION
EVOLUTION OF CHOCOLATE
1753-1849
1753 Swedish biologist Carolus Linnaeus revealed his feeling for
chocolate while attending to the task of classifying
organisms in a binomial system. To the chocolate
tree he gave the botanical name of theobroma cacao. Cacao
refers back to the original native language. Theobroma is a
Latin term that translates to “food of the gods”.
1765 In 1765 the Englishman James Watt invented the steam engine
and in doing so set in motion what we now refer to as the
industrial revolution. Around the same time in the colony of
Massachusetts one of the first machine oriented chocolate
manufacturing businesses was being established. The
partnership of John Hannon, an Irishman, and Dr. James
Banker of the Massachusetts colony formed the company
Hannon’s Best chocolate. Through the use of an old grist
mill, cacao beans were ground into chocolate liquor, pressed
into cakes of paste for eventual use as a chocolate beverage.
During a routine trading mission to the West Indies, Hannon
was presumed dead when his ship failed to returned. The
name of the company subsequently changed to the Baker
company. It was not until 1927 that the Baker family sold
their business to General Foods.
1774 The mysterious rumors that surrounded the death of pope
clement XIV, give credence to the notion that chocolate had
become a favorable way of distinguish poison. The pope
died after consuming a chocolate beverage, which also killed
the unwritten confectioner who shared in the consumption.
Through there is no proof, the Jesuits are suspected to have
arranged his demise. The pope had been in opposition to the
Jesuits, and they were known chocolate drinkers. So the
conclusion, while not provable, is not unfounded.
1819 Francois Louis Cailler opened a chocolate factory on lake
Geneva near Vevey. He used machinery he had developed
himself, making him a pioneer in the evolution of Swiss
chocolate.
1828 Chocolate maker and chemist Coenraad Van Houten
developed the process now known as “Dutching.” His
patented invention involved the removal of close to half of
the cocoa butter from chocolate liquor through the use of
hydraulic pressure. The removal of the cocoa butter resulted
in a commensurate decrease in fat content. Instead of fifty
percent, the hard cake that was let from this process had a fat
content of only Twenty-Five percent. The cake could then be
crushed into a powder. The use of alkaline salt allowed for
easier mixing with warm water. It also made the color darker
and had the pleasing affect of a less bitter taste. This
invention would be the key in the development of chocolate
as a confection.
1847 Joseph Fry was a Quaker who began manufacturing
chocolate under the name of Joseph Fry & Sons. While the
original Joseph Fry left the company to become a type
founder, his sons continued the business. One of his sons,
another Joseph Fry, purchased a Watts steam engine in 1789
to more efficiently grind cacao. A great-grandson of the
original Joseph Fry led the business toward the development
of edible chocolate. Hoe found that by remixing some of the
cocoa butter back into the processed “Dutched” cocoa
powder and adding sugar, a paste was formed that could be
pressed into molds. The effect of this was a chocolate bar
that gathered as much attention as chocolate beverages had.
1849 Ghirardelli, an Italian native, planned early on having a
chocolate business. However, he traveled first to Uruguay
and then to Peru before setting in California in 1849. Though
he had been attracted by the Gold Rush, he soon learned that
there was more reliable profit to be had selling tents to other
gold miners than in actual mining. He used the money he
saved and started the Ghirardelli chocolate factory, which is
still located in San Francisco.
1849-1986
1850’s Prime Minister William Gladstone, in an effort to boost the
economy, lowered the taxes on cacao beans, allowing British
manufacturers to expand their market.
1860 British FDA is founded. A British journal called the Lancet
discovered that many chocolate manufacturers were
employing various methods of “Cutting” chocolate with
something less expensive. One report revealed that cocoa
powder was being thinned with brick powder. Stirred to
respond, the British government passed its first food and
drug act in 1860.
1868 John Cadbury was another Qyaker who became interested in
chocolate production. In 1824 he had opened a Grocery store
in Birmingham, England. Cadbury featured cacao beans that
he would roast and grind himself. In time he realized the
interest and profitability in changing his focus to
manufacturing of chocolate. Cadbury became so renown that
he received a Royal Warrant in 1854 to be the single cocoa
and chocolate provider for Queen Victoria. Richard and
George Cadbury took over their father’s business and in
1866 purchase a Van Houton machine. They began to
market Cadbury cocoa powder. By 1868, the Cadbury
company produced the first box of chocolate candies. Their
business continue to flourish, and in 1879 they took over the
Birmingham suburb of Bourneville. The factory they built
there supported a town, providing both worker housing and
recreational facilities.
1879 During the same period that Cadbury was developing into a
formidable chocolate force, a Swiss chocolate manufacturer
was struggling to find a way to combine chocolate with
milk. Daniel Peter could not produce something with a
smooth consistency because the milk could be made more
shelf-stable for use a baby formula. The product of Nestle’s
experimentation was a sweetened condensed milk. The new
milk, which had lesser water, was mixable with chocolate
and made a product that would not spoil easily. Henri Nestle
and Daniel Peter formed a company in 1879. Today, the
largest food company in the world is Nestle.
1879 A conching machine was created in 1879 that allowed for
the smoothest chocolate yet. Rudolf Lindt used a concave
granite bed where chocolate liquor, sugar, and milk if
desired, would be ground back and forth by heavy rollers.
Lindt named his chocolate Fondants because their texture
was as smooth as the popular creamy candies. The process
of conching soon became a part of common chocolate
manufacturing. In addition, the friction of the rollers
produced a heat that made roasting an unnecessary steps.
Today, the rollers in conching machines are kept at a
controlled temperature for an even higher quality.
1893 Milton Suavely Hershey was a Mennonite from
Pennsylvania who owned a caramel manufacturing plant.
When he visited the world Colombian Exposition in Chicago
his interest was initially to purchase and use machines to
make chocolate covered candies. His interest changed course
after visiting Europe and researching the many chocolate
manufacturers there. Hershey then decided to focus his
business on chocolate production and in 1900 he introduced
to the world the milk chocolate Hershey bar. It was followed
five years later by the Hershey kiss. With business
expanding beyond expectation, Milton Hershey took over
the town of Derry Church, Pennsylvania and renamed it
Hershey. Thought he also developed a Hershey, Cuba
around a sugar mill he owned, Milton Hershey was focused
out of Cuba in1959 when Castro gained control. Today
Hershey, Pennsylvania is an impressive tourist attraction.
1908 The triangular Toblerone chocolate bar was created and
launched into market by Swiss chocolate maker Jean Tobler.
1913 Swiss chocolate maker Jules Sechaud invented the chocolate
filled bonbon.
1929 At the end of the twentieth century Cella’s Confections, on
West Broadway and canal, was a part of many factories that
made up New York City’s confectionary district. In 1929
their candy factory began manufacturing chocolate-covered
cherries. Today, while the other confectioneries have
disappeared, Cella’s remains.
1936 Philip Silverstein owned a candy company on Delancey
Street in New York City. In 1936 he created a thick, nut and
raisin filled chocolate bar, known as the Chunky Bar.
1940’s As the United States geared up for a war in Europe, Militon
Hershey suggested an addition be made to the standard
soldier’s “D-Ration.” The American military began to
include three 4 ounce, 600 calorie chocolate
bars in each “D-Ration.” While from today’s perspective this
may seem odd, the Aztecs had used chocolate for the
edification of their own warriors. In addition to lifting the
energy and spirits of the troops during World War II, the
chocolate bars became associated with peace, as
malnourished holocaust survivors were rescued by American
troops offering chocolate.
1986 When Jim Walsh left his life as an adventures executive in
Chicago, he decided to move to Hawaii to start a chocolate
business. He purchased plantations on Kea’au and Kona, and
decided to use the fine criollo cacao beans for his
foundation. The beans he harvested are sent to California,
after they have been fermented and dried, and are processed
into high quality chocolate. Only available through mail
order, the chocolate is used primarily by pastry chefs.
Major Players in the
Market
CADBURY (INDIA)
Trading at rs.850, the Cadbury (India) stock presents a good long-term
investment option.
After hitting a high of Rs. 981 in March 2000, the stock retraced to its
present level. The current price discounts the latest EPS 49 times. With
good growth protects ahead and a strong financial background, the stock
may hold good potential for steady returns over the long term.
Cadbury (India), subsidiary of Cadbury Schweppes Overseas, is one of
the leading player in the chocolate and sugar confectionary segment. The
parent has a 51 percent stake in the company. For the year-ended
December 1999, close to 76 percent of the sales turnover was derived
from chocolate followed by malted foods (22 percent).
Cadbury (India) has for long been the leading player in the chocolate
industry. It is virtually a household name with leading brands such as
Five Star and Dairy Milk. Of late, the company has been flooding the
market with new launches. Among the successes of recent years are Perk
and Picnic.
In the malted food segmented, Bournvita is one among the popular
brands. However, the health- drink segment has failed to lead support to
the company’s bottom-line in the recent past. Volumes in Bournvita have
been deciding for some time. However, this is not likely to be a drag on
the profitability.
Cadbury (India) has levered on its marketing strengths and product range.
Competition may stem from players such as nestle in the near term. Apart
from this, other new players such as Mars and Hershey’s may have an
impact on the level of competition. However, the reduction in the excise
duty on malted drinks and chocolates and the lower import duties on
cocoa is likely to have a positive impact on the cost-structure of the firm.
The earnings performance of 2000 first quarter was impressive. Sales
revenue rose 20 per cent to Rs. 139.34 crores compared to the
CONSUMER DECISION MAKING PROCESSExternal influences
Consumer Decision Making
Post Purchase Behavior
Experience
INPUTS
The input component draws on external influences that serve as
sources of information about a particular product and influence a
consumer’s product-related values and behavior. Chief among these input
factors are the marketing – mix activities of organizations that attempt to
communicate the benefits of their products and services to their potential
customer, and the no marketing socio-cultural influences, which, when
internalized, affects the consumer’s purchase decision.
PROCESS
The process component of the modal is concerned with how
consumers make decisions. The psychological field represents. The
internal influences (motivation, perception, learning, personality, and
attitudes) that effect the consumer’s decision making processes.
Prepurchase Activity: After the problem is identified, the buyer indulges
in prepurchase activity. It is under stood that need is a father of a deed.
There generally remains a time lag when a person thinks to buy
and the actual incidence of buying. During this time, the person is
energized and is likely to be influenced by various factors. Need arousal
drives the consumer to collect information about the required product. He
first indulges in internal search, scans his psychological field so as to
recollect of retrieve any information or past experience related to
particular need. His psychological field comprises of his past learning.
Perception, personality and past experience. If he is not satisfied he then
goes in for external search and looks for various sources of information.
The degree of perceived risk can also influence this stage of the decision
process. In high – risk situation they are likely to engage in complex
information search and evaluation tactics.
Of key interest to marketer are the various sources of information
that the consumer will return to and the relative influence that they will
have on his buying behavior.
Evaluation of Alternatives: when evaluating potential alternatives
consumers tend to use two types of information:
1. A “list” of brands from which they plan to make their selection (the
evoked set), and
2. The criteria they will use to evaluate each brand.
The criteria consumers use to evaluate the brands that constitute
their evoked sets usually are expressed in terms of important
product attributes. Consumers use certain procedures or rules to
facilitate a choice among multi – attribute objects. Consumers
decision rules have been broadly classified into two major
categories compensatory and non compensatory decision rules.
An understanding of which decision rules consumer apply in
selecting a particular service or product is useful to marketers
concerned with formulating a promotional programme.
Output
The output portion of consumer decision – marking model
concerns two closely associated kinds of post decision activity. Purchase
behavior and post purchase evaluation. The objective of both activities is
to increase the consumer’s satisfaction with his/her purchase.
Purchase Behavior: Consumer make two types of purchase and repeat
purchase. If a consumer purchase a product (or brand) for the first time,
and buys a smaller quantity than usual, this purchase would be considered
a trail. Thus, a trail is the exploratory phase of purchase behavior in
which consumers attempt to evaluate a product through direct use.
If the new brand is established product category (cola, chewing
gum, candies) is found by trail to be more satisfactory or better than other
brands, consumers are likely to repeat the purchase, Repeat purchase
behavior is closely related to the concept of brand loyalty, which firms try
to encourage because it contributes to greater stability in the marketplace.
OBJECTIVE OF STUDY
OBJECTIVE OF STUDY
1. To study the buying behaviour regarding the various brands of chocolates
2. To study the popularity of various brands of chocolates
3. To study frequency of using chocolates
4. To study the brand loyality of the consumers
5. To study the frequency of changing the taste of chocolates.6. To determine the factors those affect the purchase decision of
respondents.
7. To study the factors that lead to the selection of a particular brand.
8. To know the reasons for switching over from one brand to another.
9. To find out the most effective appeal in the Chocolates under the
study and media to be used.
10.To determine the extent to which advertisements play role in
purchase.
11.To study the motives behind the purchase of chocolates.
12.To suggest to the policy makers of chocolate bars industries for
further improvements in the industry to apply at global level.
Research
Methodology
RESEARCH METHODOLOGY
Research methodology in a way is a written game plan for conducting
research. Research methodology has many dimensions. It includes not
only the research methods but also considers the logic behind the
methods used in the context of the study and complains why only a
particular method of technique has been used. It also helps to understand
the assumption underlying various techniques and the criteria by which
they can decide
that certain technique will be applicable to certain problems and other
will not. Therefore in order to solve a research problem, it is necessary to
design a research methodology for the problem as the some may differ
from problem to problem.
This chapter focuses on the various techniques, methods and
assumptions used in this study. It sheds light on the research problem,
objectives of the study, and also its limitations. The later part of the
chapter explains the manner, in which the data is collected, classified,
tabulated, analyzed and interrupted so as to each to conclusive results.
The study is of diagnostic nature and thus the overall research
design is going to be rigid. The design should provide enough provision
for protection against bias-ness and must maximize reliability.
HYPOTHESIS:-
Ho= Various factors (image of product, paying capacity, price of product,
packaging of product brand awareness, influence of advertisement) effect the
consumer buying behavior for milk chocolates bar.
H1= NO effect of various factors (image of product, paying capacity, price of
product, packaging of product, brand awareness, influence of advertisement)
on consumer purchase in milk chocolate bars.
A) PROBLEM STATEMENT:-
Research work is management parlance is extremely important for
a given close view of the relatives of the real life business issues . For
any management student who is striving to perform outstandingly. It is of
paramount importance that apart from theoretical knowledge he must also
gain some practical knowledge. Survey report deals specially with
providing an opportunity to management students to have some exposure
in real business world. My study topic deals with Consumer Behavior
and different factors that influence consumer to purchase a particular
brand of chocolates.
As chocolate is regarded as one of the biggest Fast Moving
Consumer Good (FMCG), there are many factors in mind of consumer
which induce them to purchase a particular brand of chocolate. Some of
these factors are Price, Taste, Packaging, Brand name. Ever changing
behavior of consumer, dominance of different brands in the market
compelled me to undertake a research work in this segment. The prime
objective of my study is to analyze the effect of various factors on buying
behavior of consumers.
B) RESEARCH DESIGN:-
To analysis the buying behaviors of the residents of Sirsa Sample Survey
Methods has been employed through other methods are also important.
This method is given prime significance in modern research because of
its extensive use to study the relationship of different factors, attitudes
and practices of society and to explore the problems that cannot be treated
by experimental methods.
To collect data, a number of techniques are employed under the
sample survey method i.e. questionnaire. The increasing use of
questionnaire is probably due to increased emphasis by social scientists
on quantitative measurement to uniformly accumulated data.
C) SELECTION OF SAMPLE:-
It becomes impossible to contact each and every individual of the
population due to limitations of essential resources like time and money.
Therefore, the study is preferably allowed down to a representation
sample to make the study more manageable.
Keeping in the view the objectives and resource limitation of the
study, 100 respondents were considered.
Respondents 100
The selected sample is representative of the population and is accurate
and practicable.
D) SAMPLING PLAN:-
The following factors will be taken into consideration within the scope of
sampling plan:
I Sampling Unit : It defines the target population that will be
sampled i.e. it answers who is to be surveyed. In this study, the sampling
unit is youth with in the age group of 15-25 years.
II Sampling Size: - It indicates the numbers of people to be
surveyed. Though large samples give more reliable results than small
samples but due to constraints of time and money, the sample size was
restricted to 100 respondents.
Probability sampling can be of following types:
Simple random sampling
Stratified random sampling
Cluster (area) sample
In this case, stratified random sampling was done since the respondents
will classified into well defined classes or strata that were distinct from
each other.
E) COLLECTION OF DATA:
After the research problem has been defined and the research
design has been chalked out, the task of data collection begins. The data
can be collected mainly through primary sources, but it was supplement
with secondary data.
I Primary data collection:
Primary data is the data which is collected through observation or direct
communication with the respondent in one form or another. These are
several methods for primary data collection like Observation Method,
Interview Method, through schedules, through questionnaires and so on.
II Secondary data collection methods:
Secondary data is collected through
Magazines
Journals
Portals
F) STATISTICAL & ANALYTICAL TOOLS
GROUP CORRELATION:- For measuring the correlation
between various influencing factors like price, taste, packaging,
brand name etc. and buying behavior of consumers for milk
chocolate bars the Group Correlation is used and the formula
is:
r = Nfdxdy - fdxfdy
Nfdx2-(fdx)2 Nfdy2-(fdy)2
Analytical tools : Like Pie graphs etc.
Formation of Questionnaire
Quite often the questionnaire is considered as the heart of a survey
operation. Hence it should be carefully constructed. It is an investment
that is widely used to collect various types of data and consists of long
lists of questions designed to collect any information. It has personally
been found that people are more frank in giving replies to a questionnaire
than to an interview schedule. Though being less expensive, it has certain
limitations like incomplete entries and erroneous responses. But the
educational qualification of the respondents is an additional factor which
renders this technique the most relied upon.
Formation of a good questionnaire involves intensive thinking and
deliberation of the problem with predetermined objective and aims
properly placed in the questionnaires.
The questionnaire framed for the purpose of the study consists of
a limited number of questions placed in logical order. So, that the
objective of the question is clear to the respondents. All the questions are
centered on the problem keeping in the mind. The questions were both
open and close ended as well as multiple choices.
Analysis of Data:
Data, after collection, has to be analyzed in accordance will the
outline laid for the time of developing the research plan. The term
analysis refers to the computation of certain measures along with
searching for patterns of relationship that exist among data groups. Data
presented in raw state appear unrecognized and complex. Statistical
processors are used this complex data into some significant
understandable form.
CONSTRAINT OF THE STUDY
There are following constraints of the study which can be explained as:-
1) The time of research was short due to which many fact has been
left untouched
2) The Area undertaken in research in Sirsa only. But to do a
completer research a wide area is required, so the area is also a
constraint of the study.
3) Sample for the study taken is of only 100 consumers. Which
can also act as a constraint in the study.
4) While collecting data some of the consumers are not willing to
fill the questionnaire, so they might not fill their true behavior.
This can also be a constraint of the study.
Analysis
& Interpretation
Q1. Which companies’ chocolate do you purchase? Please rank them
according to your preference.
Brand Name Percentage
Cadbury 40
Nestle 35
Amul 25
40%
35%
25%Cadbury
Nestle
Amul
As per shown in the Pie chart, the maximum market share is hold by
Cadbury. And least share is hold by Amul followed by Nestle. And this
result is obtained from the response of customers towards Questionnaire
filled by them for the consumption of milk chocolate bars.
Q2. What is your pattern of consumption?
Pattern of consumption Percentage of consumption
More than one per day 15
Daily one 25
3-4 chocolates per week 45
Weekely 10
Rarely 5
As shown in Pie chart, most of the consumers consume milk chocolate
bars as 3-4 per week, which represent 45% of the total number of
surveyed consumers. And second most percentage of consumers
consumes milk chocolate bars are of daily one. Every brand of milk
chocolate bars, in which the hypothesis is taken that more than 60% of
population consumes milk chocolate bars more than one a week. And in
these three brands i.e. Cadbury, Nestle and Amul the result was positive
Percentage of consumption
15%
25%45%
10% 5%
More than oneper dayDaily one
3-4 chocolatesper weekWeekely
Rarely
Q3. Which factor you consider the most while purchasing the chocolate?
Consumer's consideration Percentage
Price 16
Taste 48
Brand 18
Packaging 9
Other 9
Percentage
16%
48%
18%
9% 9%
Price
Taste
Brand
Packaging
Other
Most of the consumer of milk chocolate bars says that the most
considering factor by them on the basis of which they purchase a
particular brand of milk chocolate bars is Taste of that milk chocolate
bars. And the lest interested factor is Packaging. As analyzed with the
help of Correlation Tool in which the correlation between different
factors that influence consumer to purchase a particular brand of milk
chocolate bar is +.132, which shows that there is positive correlation
between different influencing factors and buying behavior of consumers.
Q4. Which reference group influence you most to buy a particular chocolate?
Reference Groups Percentage
Friends 55
Family 3
Retailers 1
Celebrity 39
Others 2
Percentage
55
31
39
2 Friends
Family
Retailers
Celebrity
Others
As shown in the bar graph, from reference group friends are the most
influencing factor which influence consumer to purchase a particular
brand of milk chocolate. And this statement is supported by 55% of
consumers of milk chocolate bars. And the second most influencing
factor which influence customer to purchase a particular brand of milk
chocolate bar are celebrities , and this statement is supported by 39% of
consumers.
Q5. You consider manufacturing and expiry date while buying any
chocolate________
Consumer's View Percentage
Strongly Agree 28
Agree 29
Neutral 37
Disagree 4
Strongly Agree 2
Consideration on manufacturing and Expiry date
28%
29%
37%
4%2%Strongly Agree
Agree
Neutral
Disagree
Strongly Agree
As shown in Pie chart, about 37% of consumers are neutral while
considering the manufacturing and expiry date of milk chocolate bars.
But if talk about those who strongly agree on the consideration of
manufacturing and expiry date represented by 28% of population and
29% of population represent those who are agree on the statement that
they consider manufacturing and expiry date while purchasing any milk
chocolate bar.
Q6. Are you satisfy with the present brand of chocolate in Sirsa______
Satisfaction Level Percentage
Strongly satisfied 27
Satisfied 32
Neutral 21
Dissatisfied 12
Strongly dissatisfied 8
Consideration on manufacturing and Expiry date
27%
32%21%
12% 8%
StronglysatisfiedSatisfied
Neutral
Dissatisfied
Stronglydissatisfied
About 27%of consumers are satisfied with the present brands of Milk
chocolate bars in Sirsa and 32% are satisfied. As calculate with the tool if
we consider brand wise then milk chocolate bar of Cadbury is the most
preferred brand in Sirsa which holds 40% of the market share and
after that Nestle has second position with a holding of 35% of the
market share and the least preferred brand from the take brand to make
report is Amul with a holding of 25% of market share
Analysis
Let us take the hypothesis as:-
H0 = There is correlation between various influencing factors like
price, taste, packaging, brand name etc. on buying behavior of consumers
for chocolate.
H1 = There is no correlation between various factors like price, taste,
packaging, brand name etc on buying behavior of consumers for chocolate.
X
Dx
Y
Dy
CADBURY AMUL NESTLE
+1 0 -1 f fdy fdy2 fdxdy
PRICE +2 8
(16)
4
(0)
4
(-8)
16 32 64 8
TASTE +1 19
(19)
3
(0)
16
(-16)
48 48 48 3
PACKAGING 0 3
(0)
5
(0)
1
(0)
9 0 0 0
BRAND NAME -1 7
(-7)
1
(0)
10
(10)`
18 -18 18 3
OTHER -2 3 2 4 9 -18 36 2
(-6)
(0) (8)
f 40 25 35 100 44 166 16
fdx 40 0 -35 5
fdx2 40 0 35 75
fdxdy 22 0 -6 16
Coefficient of Correlation =
r = Nfdxdy - fdxfdy
Nfdx2-(fdx)2 Nfdy2-(fdy)2
r = 100x16 – (44)(5)__________
100x75-(05)2 100x66-(44)2
r = 1600-220_
146.6 x 149.62
r 1380___ = +0.132
10470.3
Hence it has been proved that there is a correlation between various
factors and buying behavior of consumers.
RELEVANCE OF STUDY
RELEVANCE OF STUDY
1. To study the brand preferences of consumers from the three brands
of chocolates i.e. Amul, Cadbury, Nestle available in the market.
2. To find the extent of brand loyalty of consumers that exists among
different chocolate brands.
3. To study the influence of various aspects on buying behavior.
These factors are:-
Price
Taste
Brand name
Packaging
4. To study the usage & brand awareness of chocolates product in
among the residents of Sirsa.
5. To study the consumer preference for different chocolate products.
Conclusion
ConclusionEvery research activity ends with some conclusion and same happens
with this report also. By analyzing the collected data the conclusion
which is arrived is as follows:
Foreign Brands like Cadbury and Nestle has an edge over Indian
brand like Amul. Which is calculate as with the help Likert scale
And the Value comes out for Cadbury brand is 144 . But if we talk
about Nestle Brand the value comes out is 125. And for Amul this
value comes out to be 90. Which grades foreign brands to be
Higher as compare to Indian brand of milk chocolate bar.
Another conclusion of the study is that change in price has a
substantial effect on the buying behavior of consumer for milk
chocolate bars
Different factors like Price, Taste , Brand Name , Packaging have
an influencing effect on the buying behavior of consumers for milk
chocolate bars as shown with the help of Group Correlation tool in
which the correlation comes out to be Positive, this means that the
null hypothesis is selected and there is correlation between various
influencing factors like price, taste, packaging, brand name etc. on
buying behavior of consumers for milk chocolate bars.
SUGGESTIONS
SUGGESTIONS
A detail study of the “Consumer’s Buying Behavior of Age
Group 15-25 For Milk Chocolates Bars” was done. Some important
suggestions are as follows:
1. Dealers should keep chocolates in cold storage in summers, and try
to save chocolates from sun light as they melt in hot place, which
will ultimately affect the buying behavior of consumer if he/she not
feel satisfied.
2. The chocolates whose expiry dates goes off should be replaced at
once and fresh stock should be offered.
3. The retailers and distributors must be provided “Dispensers” and
company’s freezers or defreezers for storing chocolates, so that
they can offer good quality chocolates to consumers
4. In Sirsa there is a scarcity of foreign chocolates. Here some of
customers are ready to pay premium prices but due to non
availability they have to satisfy with available brands.
Annexure
QuestionnaireOn
“Buying behavior of consumer for Milk chocolate bar of age group 15-25
With special reference to 3 companies i.e.
Cadbury, Nestle and Amul”
Q1. Which companies’ chocolate do you purchase? Please rank them according to your preference.
Cadbury Nestle Amul RANK 1
RANK 2
RANK 3 RANK 4 RANK 5
Q2. What is your pattern of consumption?
More than one per day Daily One
3-4 Chocolate per week
Weekly Rarely
Q3. You purchase same chocolate every time…
Strongly Agree Agree
Neutral
Disagree Strongly Disagree
Q4. Which factor you consider the most while purchasing the chocolate?
Price Taste
BrandPackaging
Other
Q5. What extent of price tag influences your purchase decision of chocolate?
High High Average Average
Low Average Low
Q6. Which mode of advertisement influence you most to buy a particular chocolate? Magazine _______ Newspaper _______ Radio _______ Television _______ Other _______
Q7. Which reference group influence you most to buy a particular chocolate?
Friends _______ Family _______ Retailer _______ Celebrity _______
Other _______
Q8. You consider manufacturing and expiry date while buying any chocolate________
Strongly agree Agree
Neutral
Disagree Strongly Disagree
Q9. If you switch over to another brand of chocolate then what factor you consider?
Price Quality Brand Name
Advertisement and Reference group Taste
Q10. Are you satisfy with the present brand of chocolate in Sirsa_______
Strongly Satisfy Satisfy
Neutral
Dissatisfy Strongly Dissatisfy
Q11. What is your suggestion for the improvement of your preferred chocolate brand?
Name of the consumer ____________________________________
Age ____________________________________
Sex ____________________________________
REFERENCES
BOOKS
Marketing Management - Kotler Philip (1st edition reprint)
Marketing Research – Donald T.S (6th edition) Marketing Research – Beri G.C (3rd edition) Marketing Research – Boyd H.W (7th edition) Research Methods – Donald C.R (8th edition) Consumer Behaviour – Gupta S.L (2nd edition) Consumer Behaviour – Schiffman & Kanauk (3rd edition)
MAGAZINES & JOUNALS
Advertising Express- February 2008 Marketing Mastermind – March 2007 By Barada Prasad
Panigrhy Indian Journal Of Marketing - January 2006 by K.suresh
chandra Business World –,2008 Business India – Advertising 2006 Business Today –2007 Business Research – June 2007
