As learning is a human activity and is as natural, as breathing.

Despite of the factthat

learning is all pervasive in our lives, psychologists do not agree on howlearning

takes place. How individuals learn is a matter of interest to marketers.They

want to teach consumers in their roles as consumers. They want consumersto learn about

their products, product attributes, potential consumers benefit, howto use, maintain

or even dispose of the product and new ways of behaving that willsatisfy not only

the consumers needs, but the marketers objectives.The scope of my study restricts itself to the

analysis of consumer preferences andconsumptio n of Cadbury and Nestle Cho colates. There

are many other brands of chocolates available but my study is limited to two major players

of chocolatesleavi ng behind the others. The scope of my study is also restricts itself

to NorthGoa region only.

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