INTRODUCTION

Marketing starts with the consumer. So, consumer

is a very important person to a marketer. Consumer
decides what to purchase, for whom to purchase, why to
purchase, from where to purchase, and how much to
purchase. In order to become a successful marketer, he
must know the liking or disliking of the customers. He
must also know the Time and the quantity of goods and
services, a consumer may purchase, so that he may
store the goods or provide the services according to the
likings of the consumers. Gone are the days when the
concept of market was let the buyer’s beware or when
the market was mainly the seller’s market. Now the
whole concept of consumer’s sovereignty prevails.
The manufacturers produce and the sellers sell whatever
the consumer likes. In this sense, “consumer is the
supreme in the market”. As consumers, we play a very
vital role in the health of the economy local, national or
international. The decision we make concerning our
consumption behavior affect the demand for the basic
raw materials, for the transportation, for the banking, for
the production; they effect the employment of workers
and deployment of resources and success of some
industries and failures of others. Thus marketer must
understand this. Preference (Or "taste") is a concept,
used in the social sciences, particularly economics. It
assumes a real or imagined "choice" between
alternatives and the possibility of rank ordering of these
alternatives, based on happiness, satisfaction,
gratification, enjoyment, Utility they provide. More
generally, it can be seen as a source of motivation. In
cognitive sciences, individual preferences enable choice
of objectives/goals. The study of the consumer
preference not only focuses on how and why consumers
make buying decision, but also focuses on how and why
consumers make choice of the goods they buy and their
evaluation of these goods after use. So, for success of
any company or product promotion it is very necessary
to depart its concentration towards consumer
preference.

Brand

Cadbury

The 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.

Nestle

The Company continuously focuses its efforts to better

understand the changing lifestyles of India and anticipate
consumer needs in order to provide Taste, Nutrition,
Health and Wellness through its product offerings. The
culture of innovation and renovation within the Company
and access to the Nestlé Group's proprietary
technology/Brands expertise and the extensive
centralized Research and Development facilities gives it
a distinct advantage in these efforts. It helps the
Company to create value that can be sustained over the
long term by offering consumers a wide variety of high
quality, safe food products at affordable prices.

Nestlé India manufactures products of truly international

quality under internationally famous brand names such
as NESCAFÉ, MAGGI, MILKYBAR, MILO, KIT KAT, BAR-ONE,
MILKMAID and NESTEA and in recent years the Company
has also introduced products of daily consumption and
use such as NESTLÉ Milk, NESTLÉ SLIM Milk, NESTLÉ
Fresh 'n' Natural Dahi and NESTLÉ Jeera Raita.

REVIEW OF LITERATURE

1. Johnnnes Van Houten (2009) on Extraction of

Chocolate

Chocolate as we know it The first mention of chocolate being eaten in

solid form is when bakers in England began adding cocoa powder to
cakes in the mid 1600’s. Then in 1828 a Dutch chemist, Johannes Van
Houten, invented a method of extracting the bitter tasting fat or “cocoa
butter” from the roasted ground beans, his aim was to make the drink
smoother and more palatable, however he unknowingly paved the way
for solid chocolate as we know it.

2. Julie L. Cidell (2006) on The Multinational

Histories of Chocolate

Geographic research on food quality, while considering many of the

ways in which quality is socially constructed, has largely focused on the
place-based aspects of the raw materials of food production. Here, we
use French convention theory to look at a highly processed food in
order to show how place associations in the social construction of food
quality extend to manufacturing. For chocolate, quality is based on
material characteristics whose relative importance in determining
quality depends on the country in which different stages of economic
innovation took place.

3. J.L. Thompson (2006) on Preference Mapping of

Commercial Chocolate Milks

The dairy beverage market is a competitive and growing category in the

food industry. Within this arena, chocolate milks vary widely in flavor,
color, and viscosity. Understanding what sensory properties drive
consumer liking is critical for maximum market share. This study was
conducted to identify and define sensory characteristics of commercial
chocolate milks and to link these differences to consumer preferences
through the application of internal and external preference mapping. A
sensory language was identified to document the sensory properties
(visual, flavor, mouthfeel) of chocolate milks. Twenty-eight
commercial chocolate milks were subsequently evaluated by descriptive
sensory analysis using the identified sensory language. Thirteen
representative milks were chosen for consumer acceptance testing
followed by internal and external preference mapping to identify key
drivers. Instrumental color and viscosity measurements were also taken.
4. Bob Doherty (2005) on Article First Published
Online

This paper explores the experience of The Day Chocolate Company

(Day) in connecting small-scale cocoa farmers more directly into global
markets by making the farmers significant shareholders, and therefore
equity owners, within this fair trade company. It examines how Day
combines both social and business goals, thus providing an alternative
model to conventional international trade. The paper investigates the
positive impacts that this unique fair trade model has achieved on
Kuapa Kokoo (Kuapa) members in Ghana from the Fairtrade
relationship coupled with the equity stake and explores how Day has
achieved its business goals in what is a highly competitive UK
chocolate market. Further, it explores the challenges the company has
faced and the lessons learnt over the past six years. Overall, the paper
concludes that Day could not have been successful in meeting its
objectives without cocoa farmer ownership being at the centre of the
brand.

5. A.W. Rudnick (2003) on Abstract

Factors Affecting Consumer Preference for Chocolate-
Flavored Milks

Nonfat (0.5%), low fat (4%), reduced fat (6%), and full fat (9%)
chocolate ice creams were made. Whey protein and polydextrose were
added as required so that all formulations contained the same amount of
total solids. Ice cream was stored at a control temperature of –30°C or
was heat-shocked at –12°C. Hardness, viscosity, and melting rate were
measured through physical methods. Trained panelists conducted
descriptive sensory analyses of the samples at 0 and 4 wk. Attribute
ratings were analyzed by analysis of variance and least significant
difference mean separation. Milk fat at concentrations of 9 and 6%
produced more creaminess and smoothness, as well as a less intense
cocoa flavor, than it did at concentrations of 4 or 0.5%. Consumer
acceptance (n = 98) did not differ among the fresh ice creams. Data
showed that ice creams containing higher milk fat concentrations are
better protected against heat shock damage in terms of cocoa flavor and
smoothness of texture

6. R.maya (2002) on Growing Age of Cocoa

“ Chocolate is made from the cocoa bean, found in pods growing from
the trunk and lower branches of the cacao tree, Latin name “ theobroma
cacao” meaning “ food of the gods” Cacao was corrupted into the more
familiar “ cocoa” by the early European explorers. The Maya brewed a
spicy, bittersweet drink by roasting and pounding the seeds of the cacao
tree with maize and capsicum peppers and letting the mixture ferment.
This drink was reserved for use in ceremonies as well as for drinking by
the wealthy and religious elite; they also ate cacao porridge.

7. Niels Fold (2002) on Grinders and Branders in the

Global Cocoa-chocolate

Like most global agro-industrial commodity chains today, the global

cocoa - chocolate industry is buyer-driven. However, the chain is
characterized by the lead role of a few transnational companies in two
different segments: the grinders (processors of cocoa) and the branders
(manufacturers of chocolate), a structural pattern identified in other so-
called turn-key industries consisting of contract manufacturers and
brand-name firms. The paper examines two important spatial sub-
systems of the chain: the national cocoa bean supply system in Ghana
and the regional cocoa trading-storing-grinding complex in the
Zaanstreek, Amsterdam. The structural patterns and relationships in
these sub-systems suggest that the dynamics of ‘bi-polar’ buyer-driven
chains is best comprehended in terms of various types of containment
strategies of the leadfirms, i.e. efforts to defend and improve their
positions on the global market by creating competition among their
suppliers

8. R.Ebinazer (2000) on Civilization of Cocoa

The origin of chocolate can be traced back to the ancient Maya and
Aztec civilizations in Central America, who first enjoyed “chocolaty” a
much-prized spicy drink made from roasted cocoa beans. Throughout
its history, whether as cocoa or drinking chocolate beverage or
confectionary treat, chocolate has been a much sought after food. The
drink was described as “ finely ground, soft, foamy, reddish, bitter with
chili water, aromatic flowers, vanilla and wild bee honey. The dry
climate meant the Aztecs were unable to grow cocoa trees, and had to
obtain supplies of cocoa beans from “tribute” or trade

9. R. Januszewska (1999) Quality function

deployment in the chocolate industry

The aim of this study is to build a structured approach to food

development through the House of Quality model with application to
chocolate couverture. The final concept relates to filled (composite)
chocolate that, according to definition, is a chocolate with filling
(praliné) covered by chocolate couverture of not less than 15%. The
research procedure that consists of the five steps, was developed in
association with the House of Quality model. First, the market research
was conducted to determine the segment of filled-chocolate consumers.
As a result, a target group of people between 20 and 29 years old was
found. Second, the behavioural motives of the consumers in the target
segment were analysed. Then product objective specifications were
established through physico-chemical and instrumental methods.
Finally, sensory analyses were performed involving both consumer and
trained panels. A few significant correlations between instrumental and
sensory scores were established.

10. Pamela L. Alreck, (1999) Strategies for building

consumer brand preference

The marketer’s principal objective is typically to build a relationship

with buyers, rather than merely to make a single sale. Ideally, the
essence of that relationship consists of a strong bond between the buyer
and the brand. Outlines six strategies for building that relationship:
linking the brand to a particular need; associating it with a pleasant
mood; appealing to subconscious motives; conditioning buyers to prefer
the brand through reward; penetrating perceptual and cognitive barriers
to create preference; and providing attractive models for buyers to
emulate. The choice of an individual strategy or combination depends
mainly on the nature of the branded product or service. The success of
the strategy depends heavily on the marketer’s understanding of the
preference building and bonding process.
11. John Saunders (1997) on How Names Corporate
Add Value

Examines how corporate names add value to branded, fast-moving

consumer non-durable goods. Uses conjoint analysis to test
combinations of brand names, corporate names and prices of
confectionery countlines. The results show that both brand names and
corporate names add value although some add more value than others.
The market is price sensitive so pricing above a threshold level wipes
out much of the influence of corporate and brand names. The
sensitivities to names and price do not vary with the a priori segment
tested although natural clusters of customers show differences.

12. Ricardo Sánchez (1997) on Descriptive analysis and

external preference mapping of powdered chocolate
milk

Appearance, texture and flavor descriptors were developed for

powdered chocolate milk. The influence of cocoa and gum
concentrations on these descriptors was studied using stepwise multiple
regression. Out of a total of 23 descriptors, four were non-significant.
For the significant descriptors, the percentage variance explained
ranged from 65 to 93%, with an average of 82%. Visual viscosity and
oral thickness were correlated with instrumental viscosity. Principal
component analysis showed appearance/texture was explained by four
principal components, whilst aroma/flavor was one-dimensional and
depended on cocoa concentration alone. The circular ideal point model
was chosen to map consumers on the first two appearance/texture
principal components. For aroma/flavor, consumers were mapped on a
single dimension using an ideal point model.

13. R.K. Srivastava (1996) on Brand Extensions

India being a melting pot of cultures, offers a diversified market,

making it difficult for marketers to understand. The objective of this
study is to examine whether cross-cultural differences exist in consumer
perceptions of the various attributes in brand extensions. A survey was
conducted to study the impact of cultural differences on brand
extensions in the Indian scenario. There is variation in the responses of
consumers of various regions for Indian and Foreign brand preferences
as per this study. There also exists variation in response for influence of
culture and tradition on brand purchase region wise. Cultural
differences will exist in the rupee amount consumers would expect to
pay for each product/brand extensions in India. This could be due to
more analytical and income level of the region. With regards to colour,
it was found that it was dependent on region and cultures of the
respondents.
14. George S. Yip (1993) on The World Chocolate
Confectionery Industry

Using the chocolate industry as a case in point, the authors show how to
analyze and take advantage of industry factors that either propel or
weaken the trend toward globalization

R.T. Marshall 1969 Factors Affecting Consumer

Preference for Chocolate-Flavored Milks

With the untrained panel method, consumer preference was evaluated

for chocolate-flavored milks containing zero, 2, and 3.5% milk fat with
9, 10, and 12% milk-solids-not-fat at each fat level. In processing the
milks, seven different cocoa powders were used. Organoleptic
evaluations an d viscosity measurements were made after two and four
days of storage at 4.4 C. There was a significantly greater preference for
2.0 and 3.5% milk fat containing milks at all levels of solids-not-fat
when compared with the zero per cent milk fat milks, but no significant
preference between the higher milk fat milks at any solids-not-fat
content. At zero per cent milk fat, preference increased significantly as
solids-not-fat increased.

NEEDS OF THE STUDY

As learning is a human activity and is as natural, as breathing. Despite
of the fact that learning is all pervasive in our lives, psychologists do
not agree on how learning takes place. How individuals learn is a matter
of interest to marketers.
The need of our study restricts itself to the analysis of consumer
preferences, perception and consumption of Cadbury and Nestle
Chocolates. There are many other brands of chocolates available but my
study is limited to two major players of chocolates leaving behind the
others.

OBJECTIVES OF THE STUDY

This project is based on the comparative study consumer behavior
towards Nestle and Cadbury chocolates. Objectives of the study are:
1. To compare the customer satisfaction level on the basis of
quality and taste of Cadbury India and Nestle.
2. To compare consumption pattern about price, packaging and
promotional stratergy.
3. To find about suggestions of customers related to the
improvement of brand Cadbury and Nestle.

RESEARCH METHODOLOGY
This project is based on information collected from primary sources.
After the detailed study, an attempt has been made to present
comprehensive analysis of consumption of Cadbury and nestle
chocolates consumed by the people. The data had been used to cover
various aspects like consumption, consumer’s preference and
customer’s satisfaction regarding chocolates. In collecting requisite data
and information

A) Primary Data :
The primary data is collected on the basis of the survey method
with the help-
1. Questionnaires
2. Interviews

The number of questionnaires to be filled is hundred as topic is quite

subjective and target areas are fragmented into various groups of
students who are school and college going students. Thus the basic
purpose is to collect maximum information through these segments
areas.
B) Secondary Data:
The secondary data has been collected from books, magazines,
internet and other publications.

Sample size of survey

1. Total coverage of this study is limited to a small portion of
the target audience of AGRA.
2. Sample size of the study is restricted to a 100 viewers only.
PROPOSED PLAN OF STUDY

Chapter – 1 Introduction
Chapter – 2 Review of Literature
Chapter – 3 Data Collection
Chapter – 4 Interpretation & Analysis
Chapter – 5 Conclusion

REFERENCES

Web Sites:
• www.nestle.in
• www.business-standard.com
• www.cadburyindia.com
• www.managementparadise.com
• www.google.com

Books:
• Marketing Management Philip Kotler
• Research Methodology C.R. Kothari