Consumer preference towards Cadbury

A
Project Study Report
On

“A Study on consumer preference towards Cadbury”

Submitted in partial fulfillment for the
Award of degree of
Bachelor of Business Administration

Submitted By: - Submitted To:-

Ajay ……………

BBA Part III ……………………

2010-2011

Department of Management Studies

Arya College of Engineering & I.T. , Kukas, Jaipur

ARYA College Of Engineering & I.T.

 Consumer preference towards Cadbury

DECLARATION

I hereby declare the present report entitled “A Study on consumer

preference towards Cadbury” is based on my original work and
indebtedness to other work/publication has been duly acknowledged at
relevant places.

Place: ajay

Date: BBA Part III

ARYA College Of Engineering & I.T.

 Consumer preference towards Cadbury

ACKNOWLEDGEMENT

Survey is an excellent tool for learning and exploration. No classroom routine can substitute
which is possible while working in real situations. Application of theoretical knowledge to
practical situations is the bonanzas of this survey.

Without a proper combination of inspection and perspiration, it’s not easy to achieve anything.
There is always a sense of gratitude, which we express to others for the help and the needy
services they render during the different phases of our lives. I too would like to do it as I really
wish to express my gratitude toward all those who have been helpful to me directly or indirectly
during the development of this project.

I express my sincere thanks to my project guide, MR. for guiding me right from the inception till
the successful completion of the project, working under him was an extremely knowledgeable
and enriching experience for me. I am very thankful to him for all the value addition and
enhancement done to me.

ajay

PREFACE

ARYA College Of Engineering & I.T.

 Consumer preference towards Cadbury

It’s a matter of great privilege and satisfaction to present the esteemed reader this report aimed at
finding the potential of the product performance and buying behavior of a famous brand of
chocolates – Cadbury.

This project report is a concrete form of knowledge that was acquired in that project duration.
During the training, a student get the opportunity to apply his theoretical knowledge in the
corporate world, in short I emphasis on ‘Learning by doing’.

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. They want to teach consumers in their roles
as their roles as consumers. They want con|

The scope of my study restricts itself to the analysis of consumer preferences, perception and
consumption of Cadbury Chocolates. There are many other brands of chocolates available but my
study is limited to a major player of chocolates leaving behind the others.

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.

EXECUTIVE SUMMARY

ARYA College Of Engineering & I.T.

 Consumer preference towards Cadbury

In this research I have survey the product performance and buying behavior of a famous brand of
chocolates – Cadbury, which is consumed by people of all ages. During this research I have interacted
with people of “Delhi”. After this research I came to know how people perceives these products on
the variables like price, quality, advertisement, satisfaction, taste, packaging, brand loyalty etc. I also
came to know which particular brand of chocolate is most preferred by people of different age groups.
In this research I have surveyed that how frequently and how much chocolate they consume, whether
they buy small, big or family pack. Trend of ongoing changes in their likings has been shown in the
report. In this report I have tried to explain the entire research and facts product wise

This project is based on the comparative study consumer behavior towards Cadbury chocolates.
Objectives of the study is to know about the customer satisfaction level associated with the product
and the customer preference level, to increase customer satisfaction and recapture the market share by
fulfilling the customer needs and to study the factors affecting the consumption pattern.

This chapter describes the methodology of the study. 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 chocolates consumed by the people. The data had been used to
cover various aspects like consumption, consumer’s preference and customer’s satisfaction regarding
Cadbury chocolates. In collecting requisite data and information regarding the topic selected, I went
to the residents of Delhi and collected the data

TABLE OF CONTENTS
ARYA College Of Engineering & I.T.
 Consumer preference towards Cadbury

Chapter

No. Chapter Name

DECLARATION

CERTIFICATE

ACKNOWLEDGEMNT

PREFACE

EXECUTIVE SUMMERY
1. INTRODUCTION TO THE INDUSTRY 1
2. INTRODUCTION TO THE CHOCLATE & COMPANY 5
3. RESEARCH METHODOLOGY 49
3.1 Title of the study
3.2 Duration of the project
3.3 Objective of study
3.4 Type of Research
3.5 Sample size and method of selecting sample
3.6 Scope of study
3.7 Limitations of study
4. ANALYSIS AND INTERPRETATION 56
5. FACTS AND FINDINGS 82
6. CONCLUSION 94
7. RECOMMENDATIO AND SUGGESTIONS 96
8. APPENDIX 98
9. BIBLIOGRAPHY 99

ARYA College Of Engineering & I.T.