International Journal of Engineering and Management Research, Volume-3, Issue-3, June 2013
ISSN No.: 2250-0758
Pages: 36-39
www.ijemr.net
Consumer Behaviour and Brand Preference of Chocolate in Thanjavur
District
Dr. S.Mythili1, G.Sowmiya2
1
Head, Department of Commerce, ADM College for women (Autonomous) Nagapattinam.
2
Research scholar, ADM College for women (Autonomous) Nagapattinam
ABSTRACT
Chocolate consumption is gaining popularity in
India due to increasing prosperity coupled with a shift in food
habits, pushing up the countrys cocoa imports. Chocolate
market in India is pegged at Rs.2000 crores and is growing at
the rate of 18-20 percentage per annum. The global chocolate
market is estimated around $80 billion. The Indian chocolate
market is seen growing at a compounded annual growth rate
of 15-20% annum. The Indian chocolate market is thought to
be worth Rs.1500 crore and has been hailed as offering great
potential for western chocolate manufacturers as the market
is still in its early stages. Chocolate market is a highly
concentrated market, with Cadbury having 70 percent and
nestle around 20 percent.
Key words: consumer behavior, Brand preference,
chocolate, Consumption pattern, influencing factor.
I. INTRODUCTION
Consumers differ in many ways - in likes, dislikes,
attitudes, income levels etc. Consumers thus engage in
buying activity according to their needs, preferences and
buying power. Consumer behavior focuses on how
individuals make decisions to spend their valuable
resources (time, money, efforts) on consumption related
items. This includes what they buy, why they buy, where
they buy it from, how often they buy it, how often they use
it, how they evaluate it after the purchase and the impact of
such evaluation on future purchases. Consumer Behaviour
can be defined as the decision-making process and
physical activity involved in acquiring, evaluating, using
and disposing of goods and services. Inorder to succeed
in any business in today's competitive market, marketers
have to know everything they can, about consumers. They
must know what the buyers want, what the buyers think
etc. Consumer behavior is integral to marketing, thus
marketing involves sizing up Consumer behavior and
responding to it appropriately through strategy.
Consumer behavior is complex, dynamic, multi-
dimensional process and all marketing decisions are based
on assumptions about Consumer behavior. To understand
the likes and dislikes of consumers, extensive consumer
research studies are conducted. In this context Consumer
behavior and brand preference of chocolate is undertaken
as a study.
Consumer behavior is comparatively a new field of
study. It is an attempt to understand and predict human
actions with regard to purchase decisions. With the entry
of multinationals and home companies sprucing up their
act, the confectionery market is booming. McKinsey & Co.
has estimated the confectionery industry to touch a
whopping Rs. 6 500 crore by the year 2008. Till the
eighties, the chocolate market was small and the product
category itself was fuzzy. In the eighties, Cadburys - the
virtual monopolist - had decided to focus its efforts on
making chocolates a distinct category with an identity of
its own. And the marketer had sharply positioned its
product at children to do that. Hence, chocolates bore an
Only for kids tag, and kept adults at bay. By the end of
the eighties, Cadburys still ruled the roost with over 80
percent market share. And though several brands - like
Amul and Campco - tried to break into the market, none of
them had succeeded in shaking the leaders grip. In fact,
Cadburys had become a brand virtually generic to
chocolates. Then chocolates were used to reward and
reinforce positive behaviour and hence were categorised as
a luxury reserved for special occasions. This was, a stark
contrast to the west where chocolates were snacked on,
eaten as mini meals or just to suppress pangs of hunger.
But constant working by players like Cadburys (re-launch
of Cadburys Dairy Milk targeting adults and as a casual
any-time buy) and Nestle towards exploding the myth that
chocolates are meant for children only, has resulted in the
segment booming.
II. MAJOR SGMENTS OF
CHOCHOLATE INDUSTRY
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 Moulded Chocolate Segment - comprising slab
chocolates like Dairy milk chocolates, etc. These are
made by pouring the ingredients into moulds.
Countline Segment - comprising bars like 5 star, Bar
One, Perk, Kit Kat, etc. These have ingredients other
than chocolate and are usually Bar shaped, making for
chunky bites.
Choco-Panned Segment - comprising chocolate forms
like Butterscotch, Nutties, Tiffins, etc. Panned variety
has different cores/centers which are covered with a
layer of chocolate.
Sugar-Panned Segment - comprising chocolate forms
such as Gems, Chocolate eclairs, etc. These generally
have a sugar coating on the outside.
III. OBJECTIVES OF THE STUDY
1. To know the socio-economic profile of the chocolate
buyers.
2. To analyse the brand preferences and consumption
pattern of the consumers of chocolate.
3.To analyse the factors influencing the consumers while
selection of a particular brand.
IV. STATEMENT OF PROBLEM
The topic deals with the study of consumer behaviour
towards various brands of chocolate. The consumer
behaviour varies from brand to brand on the basis of
quality, quantity, price, taste, advertisement etc. The
complications had undergone to identify consumers
reaction. Therefore being interested to know, the degree to
which consumer behaviour varies with income, age, sex or
other characteristics induced the selection of this study.
V. SCOPE OF THE STUDY
The present study target of consumers in Thanjavur
district, understanding their behaviour helps to identify the
preference, influence of brand in their purchase decision
etc on the purchase of chocolate . The insight will help the
manufactures to adopt new strategies which would help
not only to attract new customer but also maintain the
loyalty of the existing customer, as in the present
competitive scenario the consumer are prepared to choose
their right product not only based on their needs but also
on the basis of personal interest shown by the
manufactures on them.
VI. SAMPLE DESIGN
A Research design is an arrangement of condition for
collection and analysis of data. In this study only a few
units of population where considered for analysis. 400
samples were selected to study in the chosen area.
VII. METHODS OF DATA
COLLECTION
Both primary and secondary data are collected for the
present study.
Primary Data
Primary data are those which are collected for the
first time and they are original in character.
These are collected by the researcher to study a particular
problem.
Secondary Data
The Secondary data are those which are already
collected by someone for some purpose and are available
for the present study. For instance, the data collected
during census operations are primary data to the
department of census and the same data, if used by a
research worker for some studies, become secondary data.
VIII. SURVEY METHOD
Survey method is the systematic gathering of data
from the respondents using questionnaire most commonly
used method of primary data and widely used because of
its(1) Extreme Flexibility (2) Reliability (3) Easy
understandability. The instrument used to collect data for
the study was the structured questionnaire. The sampling
units are chosen primarily on the basis of convenience to
the researcher. It is known as convenience sampling and is
adopted to study the consumers' behaviour and brand
preference of chocolate.
Statistical tool applied
Questionnaires were distributed and 400 samples were
collected from the consumer. Further, all the
questionnaires were entered as values and different
statistical tools like Percentage Analysis, and Mean Score
are used to analyse the data.
IX. LIMITATIONS OF THE STUDY
The study has the following constraints:
The sample sizes are restricted to 400 customers
due to time and financial constraints.
Convenience sampling has its own limitations,
being biased and unsatisfactory. 400 customers
sample cannot be generalized to entire universe.
The study is conducted considering the prevailing
conditions which are subject to change in future.
37
 Figure 1.2

TABLE 1.1
GENERAL PROFILE OF THE RESPONDENT
N=400
General Categories Frequency Percentage
Information %
1.Sex Male 220 55
Female 180 45

2.Age Below 20 years 128 32

(Ag1)
21-40 years 220 55
(Ag2)
41-60 years 36 9
(Ag3)
Above 60 years 16 4
(Ag4)

3.Educationa Primary school 56 14

l qualification High school 72 18 TABLE 1.3
PUC 88 22
CONSUMPTION PATTERN OF THE RESPONDENT
UG 104 26
PG 80 20 OF CHOCOLATE
N=400
4.Monthly Up to Rs.10000 112 28 S. NO CONSUMPTION FREQUENCY PERCENTAGE
income Rs.10001-Rs. 128 32 PATTERN (%)
15000 1. Weekly 112 28
Above Rs.15000 160 40 2. Fortnight 80 20
5.Occupation Govt. Employee 80 20 3. Monthly 152 38
Private employee 40 10 4. Occasionally 56 14
Business 32 8 TOTAL 400 100
House Wife 148 37 Source: Primary data
Student 100 25
Table 1.3 indicate the consumption pattern of
Source: Primary data
the respondent, 38 % of the respondent consume monthly,
Table 1.1 revealed that the number of male are
28 % of the respondent consume weekly and some other
higher than the female consumers and most of the
respondents (55%) belongs to the age group of 21-40 years consume fortnight (20 %) and occasionally (14 %).
and most of them (26%) are degree holders. House wife Figure 1.3
are always in a better position to buy the house
requirements for their family member. The consumption
pattern of the consumers varies according to their monthly
income and buying behavior.

TABLE 1.2
CONSUMERS PREFERENCE FOR VRIOUS
BRANDS OF CHOCOLATE BY THEIR AGE
GROUP
N=400
S.No Chocolate AGE 1 AGE 2 AGE 3 AGE4 TOTAL
brand
1. Amul 20 (5) 32 (8) 4 (1) 4 (1) 60 (15)
2. Cadbury 48 (12) 116 (29) 8 (2) 4 (1) 176 (44) TABLE 1.4
3. Nestle 40 (10) 36 (9) 20 (5) 8 (2) 104 (26)
4. Mars 12 (3) 20 (5) 4 (1) - 36 (9)
FACTORS INFLUENCINGBRAND PREFERENCE
5. Others 8 (2) 16 (4) - - 24 (6) OF CHOCOLATE
TOTAL 128 (32) 220 (55) 36 (9) 16 (4) 400(100) N=400
Source: Primary data S. NO INFLUENCING RANK MEAN
FACTORS SCORE
AGE1-Below 20 years, AGE2- 21-40 years, AGE3- 41-60
1. Reasonable price 2 57.21
years, AGE4-Above 60 years 2. Taste 4 55.27
From the table 1.2 it was found out 3. Quality 1 62.83
consumers are mostly preferred the Cadbury chocolate, so 4. Quantity 3 56.50
that the researcher considered Cadbury and nestle are the 5. Brand image 5 52.18
best brand in the market. It occupies nearly (44%)percent 6. Availability 6 49.02
7. Packing design 8 43.62
of the total market share. 8. Labeling 10 36.86
38
 9. Offers 9 39.46 [10] MorrisB.Holbrook, what is consumer research?
10 Freshness 7 47.42 Journal of consumer research, June 1987, pp128-132;
Source: Primary data RusellW.belk, Manifest for a consumer behavior of
consumer behavior, scientific method in marketing, 1984,
AMA winter Educators conference.
From the table 1.4 respondents are highly [11] Jonathan Arndt, Role of product related
influenced by quality of the chocolate and then followed conversations in the diffusion of a new product, Journal
by price, quantity, taste, brand image, freshness, etc. of marketing research, August 1967, pp291-95.
[12] Peter E. Drucker, The practicance of management
Figure 1.4 (New York: Harper & Raw, 1954), p-37
[13] Slash Hassan and Roger Blackwell, Global
marketing perceptive and cases, Dryden press 1994. P-53.

X. CONCLUSION

Chocolates which were considered expensive once

have now become affordable by one and all. Most of the
chocolate brands in India produce chocolates in different
sizes that are priced according to their sizes. Chocolates
like Diary Milk and Five Star can be got for just Rs.10.
Chocolates in India are slowly and steadily substituting the
traditional Indian sweets. Due to the increasing levels of
social consciousness people prefer gifting well wrapped
chocolate packets rather than sweets on occasions and
festivals. Taking advantage of this situation the top
chocolate brands in India are now concentrating on the
quality and are introducing well packaged chocolates for
specific occasions.

REFERENCES
[1] Roger D. Blackwell, Paul W.Miniard, James F. Engel
consumer behavior Harcourt college publishers. 9th
Edition pp-7
[2] Leon g schiffman Leslie lazar kanuk, consumer
behavior Prentice Hall of private limited, Eight edition,
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[3] www.businessmapesofindia.com
[4] www.fmcgmarketers.com
[5] www.consumersreports.org
[6]http://store.chocolatceleste.com/cocao-beans-criollo-
trinitario.html
[7] http://www.xocoatl.org/variety.htm all about chocolate-
varieties
[8] http://www.fieldmuseum.org/chocolate/history.html
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