A REPORT ON CONSUMER SURVEY OF CHOCOLATES

SUBMITTED TO
PROF.VIJAY NAGRANI

SUBMITTED BY
DEEPIKA SHARMA (04)
RENU GOTHWAL (13)

DATE OF SUBMISSION MARCH 27th,2009

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 ACKNOWLEDGEMENT

We are grateful to a number of people who have helped us through out

this assignment and made the assigment a successful one.
I extend our sincere gratitude to Mr. Vijay Nagrani sir, faculty in charge
for guiding us throughout the assignment. He had been of a great support
and a guide to us during the entire course work and for the successful
completion o f this assignment that he gave.
We would like to thank those who have given their precious time and
effort in providing us with the valuable data and information about the
project.

Date: March27th,2009

Deepika Sharma
Renu Gothwal

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 TABLE OF CONTENTS

Page no.
 Introduction 4
 Objectives 6
 Executive summary 7
 Research Design 8
 Detailed findings and observation 9-32
 Sample questionnaire 33-34
 Excel Sheet 35-40
 References 41

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 INTRODUCTION

The market survey conducted by us on Chocolate as a part of our course

curriculum provides us with in depth understanding of how the market
(i.e.) consumers behave towards the various brands of chocolates.
This helped in getting the detailed knowledge of various tool and
techniques used by the marketing researchers. And while undergoing this
research model we have also seen the real endeavourer that goes on in the
present competitive market situations. The buying perception of the
ultimate consumers and customers was also of the paramount importance
with the regard of study registered.

CADBURY
Cadbury is a beverage and confectionary company with its headquarters
in London, United Kingdom, and is the world's largest confectionery
manufacturer. The company founded in 1824, was originally called
Cadbury Schweepes but was renamed Cadbury. Cadbury is the market
leader with 72% market share.

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NESTLE
NESTLE is a multinational packaged food company founded and
headquartered in Vevey, Switzerland. It originated in a 1905 merger of
the Anglo-Swiss Milk Company for milk products. Nestle stands 2nd in
the market share, lead by Cadbury.

AMUL
AMUL (Anand Milk Union Limited), formed in 1946, is a dairy
cooperative movement in India. It is a brand name managed by an apex
cooperative organisation, Gujarat Co-operative Milk Marketing
Federation Ltd. Amul is the largest food brand in India and world's
Largest Pouched Milk Brand.

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 OBJECTIVES
 The purpose behind the research was to figure out the consumer
buying behavior in case of Chocolates.

 The research was carried out in 3 segments to get an overview of

different preference across different sectors.

 The research was conducted to know the most popular brand of

chocolates.

 The research was also conducted to know the prefences of customers

while purchasing a chocolate.

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 Executive Summary
From the survey conducted on chocolates through specially designed
questionnaires it is found that there are consumers of different profiles in
the market generally fall in the following age bracket – 10-20, 21-30, 30
and above. Based on the survey, we find following information……

 A sample size of 60 was taken and primary research was done in

the CSKM school, EMPI B- school and Saket market.

 The sample population consisted to 3 broad segments

• School going students between 10-20 yrs.
• College going adults between 21-30 yrs.
• Working Professionals above 30

 Cadbury is the most popular brand followed by Nestle which is at

second position.
 The inference drawn from these given diagrams of age group10-20
illustrates various facts about the preferences of the respondents
below20. Most of the respondents of this group buy chocolate once
a day and like to prefer the extra large size the most. Respondents
preferably buy it from local grocery shops. Kind of chocolate does
not matter much for respondents of this group. The most important
inference drawn from it is this that most of the respondents are
aware of the fact that chocolates are good only if they are eaten
properly.
 The inference given from these upper given diagrams is that all
respondents of the age group 20-30 like chocolate. Most of the
respondents buy chocolate once a day and brand here matters a lot.
Major portion of respondents buy chocolates from local grocery
shops and they like to purchase medium size chocolate.
Dark chocolate is preferred over other kinds of chocolates. The
most interestinf fact that has come out from it is that half of the
respondents think that chocolate is good if eaten properly and rest
half don’t care they just eat.
 The inference drawn from the given diagram says that all
respondents like chocolates and they often buy chocolates and they
feel that its good if eaten well. Cadbury is the preferred brand and
they buy more from local grocery shops.

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 RESEARCH DESIGN
SAMPLING AND ITS CHARACTERISTICS

This is one of the most important section of this report as it contains

descriptions of the sampling units in terms of their geographical
locations, socio-economic profile and other possible regulated details
related to the sample used in the market research.

 SAMPLING PLAN:-- As far as this sampling plan is concerned,

every possible kind of consumer is covered to get the broad
prospective of the research. The information was gathered from a
sample drawn from distinct segments of the consumers divided
into following brackets:-

 School going students

 College going adults
 Working professionals.

 SAMPLING MEDIA:-- The information regarding the market

research and study of chocolates has been gathered personally
using specially designed questionnaires using various kinds of
questions. For example, close end dichotomy questions, multiple
choice questions, ranking questions.

 Sample Size:-- 60
School going students—20
College going adults --- 20
Working professionals--- 20

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QUES1. Gender

MALE
FEMALE
50% 50%

Objective:
The purpose was to segment the population on the basis of sex as male
and female have different preferences.

Inference:
The above pie chart shows that the sample population consisted of 50%
male and 50% female.

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QUES2. Age Group

AGE GROUP

20

15

10

0
10-20 20-30 30 and above

Objective:
This question helps us to come to the conclusion as to what is the
formation of our sample population according to the age group.

Inference:
The above bar chart illustrates that the sample population consisted of 3
different segments with equal size.

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QUES3. Do you like chocolate?

DO YOU EAT CHOCOLATES?

12%

YES
NO

88%

Objective--- The objective of this question is to figure out the respondents

who eat chocolates.

Inference--- The above pie diagram shows that 88% of respondents like
chocolate and 12% do not like.

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QUES4. How many times you buy chocolate?

Once a day

2%
24% 2 to 3 times a
27% week
Once a week

On special
occasions
16% 31% Others(please
specify)

Objective—The objective of this question is to know the number of times

respondents buy chocolates.

Inference--- The inference drawn from the given pie diagram is that 31%
respondents like to buy chocolate 2 to 3 times a week, followed by 27%
who like to buy only on special occasions.

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QUES5. Where do you normally buy chocolates from?

40
36
35

30

25

20 Series1
15
15

10

0
Local grossary Super Markets
shops

Objective—The objective of this question is to know from where the

respondents like to buy chocolate from.

Inference--- The above given diagram shows that 36 respondents out of

51 buy chocolates from Local grossary shops and 15 buy from super
markets.

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QUES6. Rate your preferences in choice of Chocolates on scale
1-7?

TASTE PREFERENCES

1
2
7
1
3
2
3
4
5
4
6
7
6

SWEETNESS

1
2
7
3 1
2
3
4
4 5
6
7
6

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 PRICE

1
2
7
3 1
2
3
4
4 5
6
7
6

BRAND

1
2
7
3 1
2
3
4
4 5
6
7
6

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 PACKAGING

1
2
7
3 1
2
3
4
4 5
6
7
6

FLAVOUR

1
2
7
3 1
2
3
4
4 5
6
7
6

5
16
 SHAPE

1 2
7 1
3 2
3
4
4 5
6 6
7
5

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QUES7. How big would you like the chocolate to be?

6%
20%

SMALL
MEDIUM
LARGE
20% EXTRA LARGE

54%

Objective—The objective of the question is to know about the size of the

chocolate mostly preferred by the respondents.

Inference—The inference illustrates that more than 50% of the

respondents prefer medium size chocolate.

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Ques8. Which brand of chocolate you prefer most?

35

30

25

20

15 31

10

13
5
3 4
0
CADBURY NESTLE AMUL OTHERS

Objective--- The above questions is asked to know the most popular

brand in the market.

Inference--- The inference drawn from the above diagram is that

respondents prefer Cadbury the most.

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QUES 9—What kind of chocolates do you prefer?

18

17.5

17

16.5

16 18 18

15.5

15

14.5 15

14

13.5
COCO BASE MILK BASE DARK CHOC

Objective—The objective of this question is to know the kind of

chocolate preferred by the respondents.

Inference--- The above diagram shows that Coco base and Dark
chocolate are equally preferred.

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QUES10. In your opinion, Chocolate is……….

30

25

20

15 28
Series1

10 18

5 7

0
Bad for Good if Don't care I
health eaten well just eat

Objective--- This question serves the basic objective to know opinion of

respondents about chocolates.

Inference--- The inference drawn from this diagram is that most of the
respondents feel that chocolate is good if eaten properly.

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 SEGMENT WISE ANALYSIS
AGE GROUP 10-20

GENDER

MALE
50% 50%
FEMALE

DO YOU IIKE CHOCOLATES?

10%

YES
NO

90%

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 HOW MANY TIMES YOU BUY ?

10% 0% ONCE A DAY

30% 2 TO 3 TIMES A
20% DAY
ONCE A WEEK

ON SPECL
OCCASION
OTHERS
40%

KIND OF CHOCOLATE

25%

35%

COCO BASE
MILK BASE
DARK CHOC

40%

SIZE PREFERRED

0%

30%

SMALL
45%
MEDIUM
LARGE
EXT LARGE

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25%
 BRAND OF THE CHOCOLATE

5%
10%

CADBURY
45%
NESTLE
AMUL
ANY OTHER

40%

FROM DO YOU BUY?

28%

LOCAL SHOPS
SUPER MARKETS

72%

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 15%
25%

BAD
GOOD
DONTCARE

60%

INFERENCE---- The inference drawn from these given diagrams of age

group10-20 illustrates various facts about the preferences of the
respondents below20. Most of the respondents of this group buy
chocolate once a day and like to prefer the extra large size the most.
Respondents preferably buy it from local grocery shops. Kind of
chocolate does not matter much for respondents of this group. The most
important inference drawn from it is this that most of the respondents are
aware of the fact that chocolates are good only if they are eaten properly.

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AGE GROUP 20-30

GENDER

MALE
50% 50%
FEMALE

DO YOU LIKE CHOCOLATES?

0%

YES
NO

100%

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 HOW MANY TIMES YOU BUY?

0%
25% ONCE A DAY

35% 2 TO 3 TIMES A
WEEK
ONCE A WEEK
5%
ON SPECAL
OCCASION
OTHERS

35%

FROM WHERE DO YOU BUY?

20%

LOCAL GROCERY SHOPS

SUPER MARKETS

80%

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 SIZE OF CHOCOLATE

15% 10%

SMALL
15%
MEDIUM
LARGE
EXT LARGE

60%

BRAND

10% 0%

10%

CADBURY
NESTLE
AMUL
OTHER

80%

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 KIND OF CHOCOLATE

35%

COCO BASE
MILK BASE
DARK CHOCOLATE
60%

5%

OPINION

0%

BAD FOR HEALTH

GOOD IF EATEN
50% 50%
WELL
DON'T CARE I
JUST EAT

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INFERENCE--- The inference given from these upper given diagrams is that all
respondents of the age group 20-30 like chocolate. Most of the respondents buy
chocolate once a day and brand here matters a lot. Major portion of respondents buy
chocolates from local grocery shops and they like to purchase medium size chocolate.
Dark chocolate is preferred over other kinds of chocolates. The most interestinf fact
that has come out from it is that half of the respondents think that chocolate is good if
eaten properly and rest half don’t care they just eat.

SEGMENT WISE ANALYSIS

AGE GROUP 30 AND ABOVE
GENDER

25%

YES
NO

75%

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 HOW MANY TIMES YOU BUY?

5%
5%
ONCE A DAY
32% 2 TO 3 TIMES A WEEK
16% ONCE A WEEK
ON SPECL OCCASION
OTHER

42%

FROM WHERE DO YOU BUY?

43%
LOCAL GROCERY SHOP
SUPER MARKET
57%

SIZE

5%

30%

SMALL
MEDIUM
LARGE
50% EXTRA LARGE

15%
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 BRAND

30%
35%
CADBURY
NESTLE
AMUL
OTHERS

15%
20%

OPINION

14%

36% BAD FOR HEALTH

GOOD IF EATEN
WELL
DON'T CARE, JUST
EAT

50%

INFERENCE--- The inference drawn from the given diagram says that
all respondents like chocolates and they often buy chocolates and they
feel that its good if eaten well. Cadbury is the preferred brand and they
buy more from local grocery shops.

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 REFERENCES

 www.amul.com
 www.cadburysindia.com
 www.netle.in
 www.choclatesurvey.com
 www.opinioncenter.com

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