Manas kumar dash

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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
PostGraduate 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 Academyof 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

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Acknowledgement
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

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TABLE OF CONTENTS
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 summary
The 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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Introduction
Brief details of IMRB International
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.

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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.
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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Purpose of the Study
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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Industry Overview:
History:
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

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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
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.
Marketcapitalization:
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,

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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
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
producechocolate with the taste, smoothness and snap characteristic of Cadbury
chocolate.

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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.
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 producepure 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.

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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.
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.

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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
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 conductover 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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Literature Review
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
CocoaProducts. 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.

27
3. Research Objectives and
Hypothesis

28
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.

29
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)

31
Research Methodology:
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 CollectionMethod 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.

32
4.4. Sampling & Sample Size
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.

33
Brief review of research methodology:
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.

34
5. Data Analysis and
Interpretation

35
Data Analysis and Interpretation
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.

36
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).

37
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
ABOVE
12 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.

38
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
PROFESSIONAL
2 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.

39
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.

40
AWARENESS OF CADBURY
Cumulative
Percent
Valid YES 100 100.0 100.0 100.0
Interpretation:
It was observed that out of the entire 100 respondenteach and every personsaid
that they are aware of Cadbury’s chocolates.
BUYERS OF CADBURY

41
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.
WHY CADBURY

42
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.

43
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.

44
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.

45
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 respondent29% 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.

46
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.

47
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.

48
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.

49
STAY IN PERTICULAR BRAND
Cumulative
Percent
Valid BUYING ANY OTHER
BRAND CHOCOLATE
22 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.

50
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 forbuyingCadburychocolateonthe basisof
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)

51
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 forbuyingCadburychocolateinregardsto
itscompetitors
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.

52
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
ANOVA
Preference forCadburychocolate on the basisof difference products.(Dairymilk,Perk,5Star,
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)

54
Findings
 Majority of the people surveyed prefer Cadburychocolate 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.

56
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.

58
Conclusions
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.

60
References
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

62
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
Questionnaire on
MEASURING 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.”

63
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
(c) Amul (d) Others

64
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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