A STUDY ON CONSUMER PREFERENCE FOR

CADBURY CHOCOLATE IN COMPARISON WITH

OTHER BRAND
Partial fulfilment of the Requirements for the Award of
Post Graduate Diploma in Management
(Recognized by AICTE, Ministry of HRD, Govt. of India)
By
IMRB International

Manas Kumar Dash

PG-13-017
Batch 2013-2015
Under the guidance of
( College Guidance )

(Industry Guidance)

Prof.RadhikaChitkaraKhandelwal

Mr. Amit Kumar

Assistant Professor

Field Manager

INMANTEC Business School

IMRB International

Integrated Academy of Management and Technology

Ghaziabad

ACKNOWLEDGEMENT
I owe my gratitude to many people who helped and supported me during the
entire Summer Training.
My sincere thanks to DR. KIRTI DUTTA, The Guide of the project, for
initiating the project with attention and care. She has always been available for
me to put me on track from time to time to bring the project at its present form.
My deep sense of gratitude is due to MR. AMITANSHU (FIELD
CONTROLLER), IMRB INTERNATIONAL for allowing me to carry out
the Summer Internship and this Project at the organization and to be constantly
available to me for the period, for guidance. She also helped me to see the
subject of study in its proper perspective. Thanks and appreciation is also due to
the officials, employees and respondents of IMRB INTERNATIONAL, for
their support.
I also thank my institution and my faculty members without whom this project
would have been a distant reality.

Signature
Almish Wajid
Place:
Date:

TO WHOMSOEVER IT MAY CONCERN

This is to certify that Ms. Almish Wajid PGDM 2015-17 has successfully
undergone a summer Training in IMRB International from May 16 th 2016 to
30th June 2016 toward partial fulfillment of the requirement for the post
Graduate Diploma in Management.
During the tenure of Summer Placement Ms. Almish Wajid has carried out a
Summer Project titled A STUDY ON CONSUMER PREFERENCE FOR
CADBURY CHOCOLATE IN COMPARISON WITH OTHER BRAND,
I certify that the Summer Internship and the Summer Project have been
undertaken by Ms. Almish Wajid of GL Bajaj Institute of Management and
Research, Greater Noida, recognized by AICTE, MHRD, Govt. of India, under
my supervision.

We wish him all the success in professional career.

Signature with Seal

Designation

Name of the organization

Contact Email ID
Contact phone No/ Mobile No.
Date

DECLARATION
I hereby declare that the project report entitled A STUDY ON CONSUMER

PREFERENCE FOR CADBURY CHOCOLATE IN COMPARISON WITH

OTHER BRAND is an original and authentic work done by me and is based upon the
study conducted by me.
This project report was undertaken as a part of the PGDM Programme of GL Bajaj Institute
of Management and Research.

Date:
Place:

Signature of the student

PREFACE
Summer Internship Programme is a part of PGDM Programme, which is very
helpful in getting practical knowledge in this globalization world. Now-a-days
only theoretical knowledge is not enough to success in life but most important
we must have practical knowledge. With the help of this training, I came to
know how to apply theoretical knowledge in practice

TABLE OF CONTENTS

Content

Page no.

Executive Summary...06
1. Introduction..07
1.1. Purpose of the Study.10
1.2. Industry Overview.12
1.2.1. A ..
1.2.2. B .
1.2.3. C .
1.2.4. D .
2. Literature Review.25
2.1.
2.2.
3. Research Objectives and Hypotheses....27
4. Research Methodology..30
4.1.Research Design.31
4.2. Data Requirements.31
4.3. Data Collection Method and Instrument31
4.4. Sampling and Sample Size.32
5

4.5. Data Analysis Techniques..32

4.6. Limitations of the Study.32
5. Data Analysis and Interpretation.34
6. Findings of the Study...53
7. Recommendations55
8. Conclusions..57
References 59
Annexure....61
Annexure A
Annexure B

Executive summary
The project title "MEASURING LEVEL OF CONSUMER PREFERENCE
FOR CADBURY CHOCOLATE IN COMPARISON WITH OTHER BRAND"
deals mainly with the consumer behaviour.
In this project I had done extensive market research regarding Cadbury
Chocolate and its brands and some competitors brands like Nestle, Amul, etc.
There has been a stiff competition among the different chocolate brands,
especially among Cadbury and Nestle.
The scope of the project was to collect data from the selected market locations
of central perk in Delhi, analyse the significance of the data and the conclusion.
I had gone to different different block of central perk Delhi and Interviewed
different consumers about their preference and buying behaviour of selecting a
particular brand of chocolate. I had also given Questionnaire to them in this
regard and took their feedback, which later helped me in coming out with
results, which are analysed and shown through graphs.

In this project I have interviewed personally different consumers from Children

to Housewives, Students to Professionals. I found different buying behaviour
among them according to mood, occasion, choice, pricing, quality, availability
& advertising of different chocolates.
But among all brands of chocolates, Cadbury's brand is more preferred by the
consumers and it is market leader in chocolates. And above all the Cadbury's
Dairy Milk is liked most.

1. Introduction
7

Introduction
Brief details of IMRB International
IMRB International (formerly Indian Market Research Bureau) is a
multi-country market research and business consultancy firm that offers a range
of syndicated data and customized research services. Headquartered in Mumbai,
India with operations in over 15 countries IMRB is a part of the Kantar Group,
WPPs research, insights and consultancy network.
Established in 1970, IMRB was modelled on the lines of the British Market
Research Bureau. IMRB is now a leading provider of market research and
insights across South Asia, the Middle East and North Africa with specialist
divisions in quantitative, qualitative, media, retail, industrial, customer
satisfaction, business to business and social and rural research. IMRBs
syndicated research offerings include the Market Pulse, the National Food
Survey, Web Audience Measurement (WAM), I-Tops, and I-Cube reports.

With over 1200 employees, IMRB is one of the largest providers of market
research in India in an industry estimated to be worth a minimum of $ 187
million. As the oldest extant market research company in India, IMRB has been
responsible for establishing the first and only household panel, the first
television audience measurement system and the first radio panel in the country
and has played a key role in the development of market research in India. It has
been rated the Best Market Research Company by MRSI an industry body for
several years.

Brief details of Cadbury:

Todays scenario in the chocolate industry is a highly competitive one. In the
wake of liberalization as the economy opens up more and more international
brands of chocolate are entering into the Indian Market giving to are coming the
competition to capture the Indian Market is hotling up. Gone are the days when
the chocolates were considered to be a luxury item only to be consumed by the
rich people. The chocolates appeal to all the classes irrespective of age, sex or
status. Now the chocolates are positioned as a light meal to be consumed
between heavy meals. Some of the examples of this type of positioning are
Perk and Kit Kat with chocolate companies having intense competition and
with reducing shelf space only those companies who market their chocolates as
well as advertise and package them will have a chance to survive in the market.
The studies have shown that most of the time chocolate buying is an impulse
action i.e. when one sees the chocolates on the shelf of the shop so, it is very
important for the manufacturer to package them attractively.
Now a day chocolate are positioned as a thing which can be eaten by each and
everyone.
We had to gauge the strength and weaknesses of establish players in the
chocolate market. So, we regard top players like Cadburys, Nestle, Amul
and some Foreign Chocolates.
Out there in the chocolate market Cadbury has had the market share of about
71% followed by Nestle at about 23% followed by Amul 4% & about 2% by
rest small players.
There were various reasons due to which there was such a large gap between the
market leader and the rest such as: -

Cadburys main strength is fast reaction is every time the competitors launch a
product they immediately launch a rival product with far lower prices like eg.
When Nestle launched Kit-Kat Cadburys soon followed with Perk with
far lower prices. So as to retain its market share in which they have succeeded.
The other strength, which we feel, is distribution network. Cadburys has a far
better distribution network than Nestle and Amul. Its chocolates can be found in
every nook and corner of the country where as the competitors have not been
able to do so.
Another interesting strength, which we found out during the market research,
was the packaging strategy, we found out that all.
Big players especially Cadburys keep on changing the packaging of its
chocolates after every six months. Most of people decide to buy the chocolate
only if they find the packaging attractive. But there are some weaknesses also
attached with the chocolate industry like we all know that chocolate as such is a
perishable commodity, so, if there is no proper maintenance the chocolate can
easily perish due to which the company can run into severe losses.
As the Indian company economy is coming out of age and per capita income as
well as spending is increasing, there is a lot of opportunity in the chocolate
market. The per person consumption of chocolates of Indian is very low as well
as there are very few, established players in the market.

10

1.1. Purpose of the Study

Purpose of the Study

Todays scenario in the chocolate industry is a highly competitive one. In the
wake of liberalization as the economy opens up more and more international
brands of chocolate are entering into the Indian Market giving to are coming the
competition to capture the Indian Market is hotling up. One are the days when
the chocolates were considered to be a luxury item only to be consumed by the
rich people. The chocolates appeal to all the classes irrespective of age, sex or
status. Now the chocolates are positioned as a light meal to be consumed
between heavy meals. Some of the examples of this type of positioning are
Perk and Kit Kat with chocolate companies having intense competition and
11

with reducing shelf space only those companies who market their chocolates as
well as advertise and package them will have a chance to survive in the market.
The purpose of the study is how much consumer prefer Cadbury chocolate
compare with other brand this is my purpose of study.

12

1.2. Industry Overview

Industry Overview:
History:
The Indian Chocolate Industry has come a long way since long years. Ever
since 1947 the Cadbury is in India, Cadbury chocolates have ruled the hearts of
Indians with their fabulous taste. Indian Chocolate Industry?s Cadbury
Company today employs nearly 2000 people across India. The company is one
of the oldest and strongest players in the Indian confectionary industry with an
estimated 68% value share and 62% volume share of the total chocolate market.
It has exhibited continuously strong revenue growth of 34% and net profit
growth of 24% throughout the 1990?s. The brand of Cadbury is known for its
exceptional capabilities in product innovation, distribution and marketing. With
brands like Dairy Milk, Gems, 5 Star, Bournvita, Perk, Celebrations, Bytes,

13

Chocki, Delite and Temptations, there is a Cadbury offering to suit all occasions
and moods.
Today, the company reaches millions of loyal customers through a distribution
network of 5.5 lakhs outlets across the country and this number is increasing
everyday. In 1946 the Cadburys manufacturing operations started in Mumbai,
which was subsequently transferred to Thane. In 1964, Induri Farm at Talegaon,
near Pune was set up with a view to promote modern methods as well as
improve milk yield. In 1981-82, a new chocolate manufacturing unit was set up
in the same location in Talegaon. The company, way back in 1964, pioneered
cocoa farming in India to reduce dependence on imported cocoa beans. The
parent company provided cocoa seeds and clonal materials free of cost for the
first 8 years of operations. Cocoa farming is done in Karnataka, Kerala and
Tamil Nadu. In 1977, the company also took steps to promote higher production
of milk by setting up a subsidiary Induri Farms Ltd., near Pune.
In 1989, the company set up a new plant at Malanpur, MP, to derive benefits
available to the backward area. In 1995, Cadbury expanded Malanpur plant in a
major way. The Malanpur plant has modernized facilities for Gems, Eclairs, and
Perk etc. Cadbury operates as the third party operations at Phalton, Warana and
Nasik in Maharashtra. These factories churn out close to 8,000 tonnes of
chocolate annually.
In response to rising demand in the chocolate industry and reduce dependency
on imports, Indian cocoa producers have planned to increase domestic cocoa
production by 60% in the next four years. The Indian market is thought to be
worth some 15bn rupee (?0.25bn) and has been hailed as offering great potential
for Western chocolate manufacturers as the market is still in its early stages.
Chocolate consumption is gaining popularity in India due to increasing
prosperity coupled with a shift in food habits, pushing up the country's cocoa
imports. Firms across the country have announced plans to step-up domestic
production from 10,000 tonnes to 16,000 tonnes, according to Reuters. To
secure good quality raw material in the long term, private players like Cadbury
India are encouraging cocoa cultivation, the news agency said. Cocoa
requirement is growing around 15% annually and will reach about 30,000
tonnes in the next 5 years.

Brief Introduction:
Indian Chocolate Industry as today is dominated by two companies, both
multinationals. The market leader is Cadbury with a lion's share of 70%. The
14

company's brands like Five Star, Gems, Eclairs, Perk, Dairy Milk are leaders in
their segments. Untill early 90's, Cadbury had a market share of over 80 %, but
its party was spoiled when Nestle appeared on the scene. The other one has
introduced its international brands in the country (Kit Kat, Lions), and now
commands approximately 15% market share. The two companies operating in
the segment are Gujarat Co-operative Milk Marketing Federation (GCMMF)
and Central Arecanut and Cocoa Manufactures and Processors Co-operation
(CAMPCO). Competition in the segment will soonly get keener as overseas
chocolate giants Hershey's and Mars consolidate to grab a bite of the Indian
chocolate pie.
Market capitalization:
The Indian candy market is currently valued at around $664 million, with about
70% share ($ 461 million) in sugar confectionery and the remaining 30% ($ 203
million) in chocolate confectionery. Indian Chocolate Industry is estimated at
US$ 400 million and growing at 18% per annum. Cadbury has over 70 % share
in this market, and recorded a turnover of over US$ 37m in 2008.

Size of the Industry:

The size of the market for chocolates in India was estimated at 30,000 tonnes in
2008. Bars of moulded chocolates like amul, milk chocolate, dairy milk, truffle,
nestle premium, and nestle milky bar comprise the largest segment, accounting
for 37% of the total market in terms of volume. The chocolate market in India
has a production volume of 30,800 tonnes. The chocolate segment is
characterized by high volumes, huge expenses on advertising, low margins, and
price sensitivity. The count segment is the next biggest segment, accounting for
30% of the total chocolate market. The count segment has been growing at a
faster pace during the last three years driven by growth in perk and kitkat
volumes. Wafer chocolates such as kit kat and perk also belong to this segment.
Panned chocolates accounts for 10% of the total market. The chocolate market
today is primarily dominated by Cadbury and Nestle, together accounting for
90% of the market.
15

About Cadbury chocolate:

Cadbury has been synonymous with chocolate since 1824, when John Cadbury
opened his first shop, establishing a flourishing dynasty that today provides the
world with many of its favourite brands of chocolate.
The Cadbury story is a fascinating study of industrial and social development,
covering well over a century and a half. It shows how a small family business
developed into an international company combining the most sophisticated
technology with the highest standards of quality, technical skills and innovation.
A one-man business, opened in 1824 by a young Quaker, John Cadbury, in Bull
Street Birmingham, was to be the foundation of Cadbury Limited, now one of
the world's largest chocolate producers. By 1831 the business had changed from
a grocery shop and John Cadbury had become a manufacturer of drinking
chocolate and cocoa, the start of the Cadbury manufacturing business, as it is
known today.
The leader in the UK confectionery market, Cadbury Limited is the
confectionery division of Cadbury Schweppes plc, a major force in the
confectionery and soft drinks international market. Quality has been the focus of
the Cadbury business from the very beginning, as generations have worked to
produce chocolate with the taste, smoothness and snap characteristic of Cadbury
chocolate.

The legend called Cadbury

1824 A business was opened in 1824 by a young Quaker, John Cadbury, in
Bull street Birmingham which was to be the foundation of Cadbury Limited,
now one of the worlds largest producer of chocolate.

1831 By this year the business had changed from a grocery shop and John
Cadbury had become a manufacturer of drinking chocolate and cocoa. This was
the start of Cadbury manufacturing business as it is known today. A larger
factory in Bridge Street Birmingham was rented in 1847, John Cadbury was
joined by his brother Birmingham and the business became Cadbury Brother of
Birmingham.
16

1861 John Cadbury resigned his business and handed over to his sons,
Richard, 25 and George, 21 who after 5 difficult years almost shut down the
business to take up other vocation. Fortunately for generation of chocolate
lovers, they didnt.

1866 Saw a turning point for the company with the introduction of a process
for pressing the cocoa butter from the coca beans. This not only enabled
Cadbury Brothers to produce pure coca essence, but the plentiful supply of coca
butter remaining was also used to make new kind of eating chocolate. The
essence was advertised as Absolutely pure, therefore best.

1879 Business prospered from this time and Cadbury Brother outgrew
the Bridge Street factory, moving in 1879 to a Greenfield site some miles
from the center of Birmingham which came to call Bourneville. The
opening of the Cadbury factory in a garden also heralded a new era in
industrial relations and employee welfare with joint consultation being just one
of the introduced by the pioneering Cadbury Brothers.

1899 In this year the business private limited company Cadbury Brothers
Limited. Progress since the start of the century through the inter war years
onwards has been rapid. Chocolate has moved being a luxury item to well
within the financial reach of everyone.

1905 Cadbury has many famous brands with one of major success story
being Cadburys Dairy Milk chocolate launched in 1905, today Britains
favourite moduled chocolate bar.
Cadbury today is the market leader in the U.K chocolate confectionary market,
employing the most advanced processing technology and management
information and control techniques. The company is the confectionary division
of Cadbury Schweppes plc which is major force in the confectionary and soft
drinks international market. World - wide Cadbury is one of the pre
eminent names in confectionary with impressive range of famous brands.
Quality has been the focus of the Cadbury business from the very beginning
as generations have worked to produce chocolate with that very special taste,
smoothness and snap, so characteristics of Cadburys chocolate.

Product of Cadbury chocolate:

Dairy milk:

17

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

Perk:
A pretty teenager; a long line, and hunger! Rings a bell? That was how Cadbury
launched its new offering; Cadbury Perk in 1996. With its light chocolate and
wafer construct, Cadbury Perk targeted the casual snacking space that was
dominated primarily by chips & wafers. With a catchy jingle and tongue in
cheek advertising, this 'anytime, anywhere' snack zoomed right into the hearts
of teenagers.
Raageshwari started the trend of advertising that featured mischievous, bubbly
teenagers getting out of their 'stuck and hungry' situations by having a Cadbury
Perk. Cadbury Perk became the new mini snack in town and its proposition
"Thodisi pet pooja" went on to define its role in the category.
As the years progressed, so did the messaging, which changed with changes in
the consumers' way of life. To compliment Cadbury Perk's values, the bubbly
and vivacious PreityZinta became the new face of Perk with the 'hunger strike'
commercial in the mid 90's.
In the new millennium, Cadbury Perk moved beyond just owning 'hunger' to a
"Kabhibhikaisebhi" position, because the urge for Cadbury Perk could strike
anytime and anywhere.
The temptation to have more of Cadbury Perk was made even greater with the
launch of Cadbury Perk Minis in 2003 for just Rs. 2/18

In 2004, with an added dose of 'Real Cadbury Dairy Milk' and improved wafer',
Perk became even more irresistible. The product was supported in the market
with a new look and a new campaign. The advertisement spoke of the
irresistible aspect of the brand, with 'Baaki sab Bhoola de' becoming the new
mantra for Cadbury Perk.

5 star:
Chocolate lovers for a quarter of a century have indulged their taste buds with a
Cadbury 5 Star. A leading knight in the Cadbury portfolio and the second largest
after Cadbury Dairy Milk with a market share of 14%, Cadbury 5 Star moves
from strength to strength every year by increasing its user base.
Launched in 1969 as a bar of chocolate that was hard outside with soft caramel
nougat inside, Cadbury 5 Star has re-invented itself over the years to keep
satisfying the consumers taste for a high quality & different chocolate eating
experience.
One of the key properties that Cadbury 5 Star was associated with was its
classic Gold colour. And through the passage of time, this was one property that
both, the brand and the consumer stuck to as a valuable association.
Cadbury 5 Star was always unique because of its format and any
communication highlighting this uniqueness, went down well with the
audiences. From 'deliciously rich, you'd hate to share it' in the 70's, to the
'lingering taste of togetherness' & 'Soft and Chewy 5 Star' in the late 80's, the
communication always paid homage to the product format.
More recently, to give consumers another reason to come into the Cadbury 5
Star fold, Cadbury 5 Star Crunchy was launched. The same delicious Cadbury 5
Star was now available with a dash of rice crispies.
Cadbury 5 Star & Cadbury 5 Star Crunchy now aim to continue the upward
trend. This different and delightfully tasty chocolate is well poised to rule the
market as an extremely successful brand.

Temptation
Cadbury uses blue background with golden inscription, which adds on to the
visual appeal, the blue is then margined by a contrasting golden wave line and

19

again a contrasting blue Temptation, which then draws down to the color of the
flavor being represented as well as chocolate flakes and the flavor, is displayed.
The basic division has been 20% Cadbury brand visibility, 20% Temptation
visibility and the rest for the flavor and impulse appeal.
The back of the packing uses the space for content description, trademarks and
standards pricing dates etc.
The chocolate is wrapped in foil to protect it from moisture and minimize
temperature fluctuation effects.

Price Of Cadbury chocolate

SL.NO

PRODUCT

PRICE

1.

DAIRY MILK

Rs10

2.

PERK

Rs. 10

3.

FIVE STAR

Rs. 10

4.

CHOCKI

Rs10

5.

GEMS

Rs. 5

6.

BYTES

Rs. 10

7.

TEMPTATION

Rs. 35

8.

CELEBRATION

Rs. 100

Company overview
Type

Subsidiary

Founded

1970

Founders

Hindustan Thompson Associates

Headquarters

Mumbai, Maharashtra, India

Service

Research, business consulting and Survey

20

Employees
Parent
Website

1200
Kantar Group
www.imrb.com

IMRB International is the only research company in India today that offers the
entire range of research based services to its clients. IMRB International's
specialized areas are consumer markets, industrial marketing, business to
business marketing, social marketing and rural marketing. IMRB International
is the market research wing of J Walter Thompson (JWT) - the leading
advertising agency in India. JWT in turn belongs to the Kantar Group, which in
turn is a part of the WPP Group - the largest advertising group in the world.
IMRB is headquartered in Mumbai, India. Its parent company is Hindustan
Thompson association, which in turn is owned by Martin Sorrells WPP Group
plc. Within WPP, IMRB is aligned with the Kantar Group, an umbrella network
of global market research companies that together account for over $2 billion in
revenues and form the worlds second biggest market research conglomerate.
December 2011 a leading market research firm IMRB declared Ahmadabad as
the best mega-city to live in (compared to India's other mega-cities) In India,
IMRB International operates out of its five full service offices in Ahmedabad
Mumbai, Delhi, Kolkata, Chennai and Bangalore and is supported by 15 other
regional centres for collection of survey information. Overseas, IMRB functions
through its associates -AMRB-MENA in the Middle East and North Africa,
with offices in Algiers, Dubai, Jeddah, Casablanca and Cairo; LMRB, with
offices in Colombo and Sirius, headquartered in Dhaka.
IMRB is currently headed by Thomas Puliyel, a market researcher with over
thirty years of experience. As the oldest market research company in India, it
has served as the training ground of many industry leaders including
DorabSopariwala, RanjitChib and Meena Kaushik, who went on to found their
own companies.
Our Divisions:
IMRB International has been offering specialised research services for around 4
decades to clients in India and overseas. IMRB International operates out of its
five full service offices in Mumbai, Delhi, Kolkata, Chennai and Bangalore and
is supported by 15 other regional centers for collection of survey information.

21

Abacus Business Operation (ABO)

Abacus Business Operations: ABO is an ISO 9001:2008 certified specialist unit
of IMRB International. It has the largest Custom research fieldwork and data
collection capabilities in the country. With over 200 full time employees
managing and supervising the work of over 4000 interviewers on any given day,
we conduct over 4 million interviews annually. Over and above this, we
interview another 1.5 million + telephonically.
Abacus Research
Abacus Research looks after the domestic and International Field and tab
business. They service Clients and Research Agencies which have their own
Research set up and only want the data collected and clean data sent to them.
Abacus Research has a team of expert Project Management Executives led by a
seasoned and highly experienced Operations Director. This team also has the
experience of managing the largest number of automotive clinics and have a
protocol set up for the same. Abacus Research also runs FlexiBus a study
which gives Clients the advantage and of quick turnaround on a few critical
questions and the flexibility to study the Target Group in markets of their choice
at the cost of an Omnibus.

Business And Industrial Research Division (BIRD)

BIRD, the Business & Industrial Research Division of IMRB International, is
the market research and consultancy division servicing B2B and industrial
markets. For catering to technology markets including IT hardware, software &
services and Telecommunication, there is an exclusive Group within BIRD.

Consumer Satisfaction Management And Measurement (CSMM)

(CSMM) is an independent, specialist unit of IMRB International. CSMM is an
exclusive member of the Walker Information Global Network (WIGN) in the
Indian subcontinent.
IMRB International Divisions: Media & Panel Group
Media and Panel is an independent, specialist unit of IMRB International,
incorporated in 1992. MPG handles different kinds of research both syndicated
22

and customized. MPG has 4 different verticals: Consumer Panel (MarketPulse),

Retail Unit, Media Unit, Mindtech Software and Systems.

Probe Qualitative Research (PQR)

Probe Qualitative Research is one of India's leading qualitative research groups
and has executives specially trained in India and overseas in qualitative research
methods.Drawing on learning from ethnography, psychology and anthropology.
It has created an array of validated tool-kits.

IMRB International Divisions: Quantitative Research

IMRB International's Customized Quantitative Research Division offers custom
research solutions using quantitative methods to clients in India and abroad
through its five offices in Mumbai, Delhi, Kolkata, Bengaluru and Chennai.

Branches in India
IMRB International has been offering specialized research services for around 4
decades to clients in India and overseas. IMRB International operates out of its
five full service offices in Mumbai, Delhi, Kolkata, Chennai and Bangalore and
is supported by 15 other regional centers for collection of survey information.
1 Kolkata
2 Mumbai
3 Ahmadabad
4 Chennai
5 Bangalore
6 Delhi
Branches at Abroad:1) Singapore
23

2) Malaysia
3) Korea
4) Bangladesh
5) Shri-lanka
6) Nepal.
7) Dubai.
8) Saudi-Arabia
9) London
10) Algeria
11) Pakistan

IMRBInternational ACHIVEMENTS AND GOALS:

IMRB has demonstrated its vision and leadership in the Indian market by
establishing several industry wide measurements and rating systems. Notable
amongst these is our pioneering role in establishing Indias first TV rating
system (TAM) and the creation of social economic classification (SEC) system
in India.
We have won several prestigious awards. Amongst them the most noteworthy
being the MR Agency of the year from 2005-2009. We have presented cutting
edge research for several years at international forums including ESOMAR and
won awards for our efforts. We have also been awarded the WPPs Atticus
award jointly with JWT

24

Mission:
1 Client service
2 Empowered employee
3 Innovative research
4 Strategy and cost effective
Vision:
1

To sustain in Rank 1

2. Literature Review

25

Literature Review
Fifty years ago, the real taste of chocolate as we know it today, landed on Indian
shores. An event that carried forward the entrepreneurship and vision born as far
back as 1824, when John Cadbury set up shop in Birmingham (UK) to sell
among other things - his own cocoa concoction. From these modest beginnings
emerged Cadbury Schweppes - that is today the leading manufacturer of
confectionery and beverages in the United Kingdom. A company that has its
presence in over 200 countries worldwide and has made the name 'Cadbury'
synonymous with cocoa products in countries across the planet.
This is the brand that came to India in 1947 - to a nation that was in its infancy,
a market that was ready for the world and a people that were open to new ideas,
new products.
Cadbury was originally incorporated as a wholly owned subsidiary of Cadbury
Schweppes Overseas Ltd (CSOL) in 1948. The companys original name was
Cadbury Fry (India) Ltd. In 1978, CSOL diluted its equity stake to 40% to
26

comply with FERA guidelines. In 1982, the name was changed to Hindustan
Cocoa Products. CSOLs shareholding was increased to 51% in Jan 83 through
a preferential rights issue of Rs. 700mm. The current name was restored in Dec
89. In 2007, Cadbury Schweppes made an open offer to acquire the 49% public
holding in the company. The parent holds over 90% of the equity capital after
the first open offer. A second open offer has been made to buyback the balance
shareholding, after which the company would operate as a 100% subsidiary of
Cadbury Schweppes.
Over the years, the company attempted several diversifications in food category,
albeit with little success. In 1986, Cadbury forayed into biscuits with Cadbury
Butter, Glucose and Bournvita brands. The business however, could not take off
and was discontinued 3-4 years later. In 1989, Cadbury diversified into ice
creams with Dollops and Lopstop brands, which were sold off to Brooke Bond
in 1994.
Group Cadbury Schweppes is one of the leading global companies in beverages
and confectionery businesses. It has operations in over 190 countries.

27

3. Research Objectives and

Hypothesis

Research Objective:
To study the level of consumer preference for Cadbury Chocolate.
To study the consumer price sensitivity while buying Cadbury Chocolate.
To identify the competitors of Cadbury chocolate.

28

29

4. Research Methodology

Research Methodology:
Achieving accuracy in any research requires in depth study regarding the
subject. As the prime objective of the project is to know buying preference of
consumers regarding Cadbury with the existing competitors in the market and
the impact on Cadbury. The research methodology adopted is basically based on
primary data via which the most recent and accurate piece of first hand
information could be collected. Secondary data has been used to support
primary data wherever needed.
4.1.Research Design:
This research study was conducted through a survey. Therefore, this research is
based on descriptive research. This is the best research method to understand
public opinion regarding any Issue. So this method can help to produce the
precise result. To achieve the above-mentioned objectives &to proved these
hypotheses, the study was doing through Survey method. Questionnaires were
30

filled by personally interviewing various customers. Interview technique use to

get the valid & reliable data.

4.2.

Data Requirements:

Primary data: Data was collected by using questionnaire and by interviewing

variety of customer directly.
Secondary data :Secondary source of data is includes published articles,
research papers, published books, different research work done previously ,
relevant papers or journals, magazine etc. And also used other different types of
reports from Internet sites and blogs etc.

4.3.
1.
2.
3.
4.

Data Collection Method and Instrument

Firstly collect data through different retails store and Customers

Then compile all the data into SPSS.
With the help of MS_EXCEL and word I drew graphs
Lastly interpreted the result.

4.4.

Sampling & Sample Size

A sample is a set or a group of population under study. Sampling is the process

of selecting such set or group from bigger population, with which study can be
performed. Random sampling technique was used for survey. A Pilot survey
conducted on 100 respondents in the central park in delhi. We selected the
various block in central park like A block, B block and C block. It took
2weeks time to collect responses from the respondents.

4.5.

Data Analysis Technique

31

In this study we have use spss software and when analyses hypothesis this time
only use ANOVA test, The data collected through survey was analyzed with
help of simple percentages. Tabular and graphic methods, which included pie
charts and bar graphs, were used to analyze data.

4.6.

Limitations of Study

1. The sample was confined to 100 respondents. So this study cannot be

regarded as full -proof one.
2. Some respondents hesitated to give the actual situation; they feared that
management would take any action against them.
3. There was a fear of reprisal among the employees to reveal their personal
feelings and the result may not reflect the actual satisfactions.
4. The findings and conclusions are based on knowledge and experience of
the respondents sometime may subject to bias.
5.

Some of the respondents did not respond due to lack of time.

6. As such the research study was being done in the year June 2014, with
required data analysis and interpretation, the data needs to be updated at
times when it comes to have further usage of this research study report.

Brief review of research methodology:

Research design

exploratory &descriptive

Target Segment

consumer

Sample Size

100

Area covered

Central park (C.P), Delhi

Sampling Method

Non probability Convenience sampling.

32

TECHNIQUES OF DATA COLLECTION:

Data Collection Method

Primary (Interview, through Questionnaire)

Method

personal Interaction

Type of Questionnaire

Multiple choice questions

Research Approaches

Consumer Survey.

5. Data Analysis and

Interpretation
33

Data Analysis and Interpretation

GENDER OF RESPONDENT
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

MALE

61

61.0

61.0

61.0

FEMALE

39

39.0

39.0

100.0

100

100.0

100.0

Total

34

Interpretation:
According to the above analysis it is concluded that I have surveyed 100
respondents out of which 61% are male and 39% are female.

35

AGE GROUP OF RESPONDENT

Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

15-20 YEARS

29

29.0

29.0

29.0

21-25 YEARS

52

52.0

52.0

81.0

26-30 YEARS

14

14.0

14.0

95.0

31-35 YEARS

5.0

5.0

100.0

100

100.0

100.0

Total

Interpretation:
Among all respondents 29 respondents (29.7%) fall under the age group 15 to
20 years, 52 respondents (51.5%) fall under the age group 21 to 25 years,
14 respondents (13.9%) fall under the age group 26 to 30 years, and 5
respondents (5%) fall under the age group 31 to 35 years. So, it is clear that
the majority of respondents belong to 21-25 age group generation (51.5%
respondents).
36

QUALIFICATION OF RESPONDENT
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

UP TO 10 TH

7.0

7.0

7.0

UP TO 10+2

22

22.0

22.0

29.0

GRADUATE/ DEPLOMA

57

57.0

57.0

86.0

12

12.0

12.0

98.0

2.0

2.0

100.0

100

100.0

100.0

POST GRADUATE AND

ABOVE
5
Total

Interpretation:
Among the all respondents 7 respondents (6.9%) fall under the education level
up to 10th, 22 respondents (21.8%) fall under the up to 10+2 , 57 respondents
(56.4%) fall under the graduate/diploma group and 12 respondent (13.9%) fall
under the post graduate and above group. It is clear that the majority of
respondents belong to graduate/diploma group.
37

OCCUPATION OF RESPONDENT
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

SERVICE

27

27.0

27.0

27.0

STUDENT

56

56.0

56.0

83.0

BUSINESS

14

14.0

14.0

97.0

1.0

1.0

98.0

2.0

2.0

100.0

100

100.0

100.0

HOME MAKER
SELF EMPLOYED
PROFESSIONAL
Total

Interpretation:
Among all respondents 27 respondents (26.7%) fall under the service
occupation, 56 respondents (54.5%) are student, 13 respondents (12.9%) are
business man, 1 respondents (1%)is home maker, 2 respondents are self
employed. It clear that the Majority of respondents belongs to student group.
38

ANNUAL HOUSE HOLD INCOME OF RESPONDENT

Cumulative
Frequency
Valid

LESS THAN 2 LAC.

Percent

Valid Percent

Percent

2.0

2.0

2.0

2-5 LAC.

22

22.0

22.0

24.0

5-10 LAC.

49

49.0

49.0

73.0

ABOVE 10 LAC

27

27.0

27.0

100.0

100

100.0

100.0

Total

Interpretation:
Among all respondents 2 respondents (2%) belong to less than 2 lacs income
group, 22 respondents(21.8%) belong to 2-5 lacs income group, 49 respondents
(48.5%) belong to 5-10 lacs income group and 27 respondents (26.7%) belong
to above 10 lacs income group.
39

AWARENESS OF CADBURY
Cumulative
Frequency
Valid

YES

100

Percent
100.0

Valid Percent
100.0

Percent
100.0

Interpretation:
It was observed that out of the entire 100 respondent each and every person said
that they are aware of Cadburys chocolates.

40

BUYERS OF CADBURY
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

YES

73

73.0

73.0

73.0

NO

27

27.0

27.0

100.0

100

100.0

100.0

Total

Interpretation:
Out of 100 respondent 73% of respondent said that they buy the Cadbury
chocolate and only 27% people say that they do not buy the Cadbury chocolate.

41

WHY CADBURY
Cumulative
Frequency
Valid

Missing

Percent

Valid Percent

Percent

TEST

34

34.0

46.6

46.6

OUALITY

23

23.0

31.5

78.1

PRICE

9.0

12.3

90.4

AVAILABILITY

7.0

9.6

100.0

Total

73

73.0

100.0

System

27

27.0

100

100.0

Total

Interpretation:
When I asked why you buy Cadbury Chocolate, out of 100 respondent 46.6%
respondents said that taste is good, 31.5% respondents said that quality is good,
12.3% people said that low price and 9.6% respondents said availability. So it
shows that Cadbury chocolate taste is good.

42

WHY NOT CADBURY

Cumulative
Frequency
Valid

Missing

Percent

Valid Percent

Percent

PRICE

15

15.0

55.6

55.6

HEALTH CONSCIOUS

10

10.0

37.0

92.6

TEST

2.0

7.4

100.0

Total

27

27.0

100.0

System

73

73.0

100

100.0

Total

Interpretation:
When I asked why you do not buy Cadbury chocolate, 56.6% respondents said
that its price rate is high, 37% respondents said that they are health
consciousness and only 7.4% respondents said that its price rate is high.

43

CONSUMER FEEL ABOUT CADBURY CHOCOLATE

Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

GOOD

23

23.0

23.0

23.0

VERY GOOD

35

35.0

35.0

58.0

NEUTRAL

27

27.0

27.0

85.0

BAD

15

15.0

15.0

100.0

Total

100

100.0

100.0

Interpretation:
Out of 100 respondent 23% people feel Cadbury chocolate is good,35% people
feel that Cadbury chocolate is very good, 27% people feel neutral and only 15%
people feel Cadbury chocolate is bad. Therefore, majority of people said that
Cadbury is very good.

44

COMPETITORS OF CADBURY CHOCOLATE

Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

FERRERO ROCHER

29

29.0

29.0

29.0

NESTLE

62

62.0

62.0

91.0

AMUL

8.0

8.0

99.0

OTHERS

1.0

1.0

100.0

100

100.0

100.0

Total

Interpretation:
Out of 100 respondent 29% people feel that ferrero rocher is the competitor of
Cadbury, 62% people feel that nestle is the main competitor of Cadbury
chocolate, 8% people feel that amul is the competitor of Cadbury chocolate and
only 1% people feel that others brands are the competitors. So it has been found
that as per customers nestle is the main competitor of cadbury chocolate.
45

BRAND OF CHOCOLATE CONSUMER LIKE MOST

Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

CADBURY

59

59.0

59.0

59.0

NESTLE

31

31.0

31.0

90.0

AMUL

3.0

3.0

93.0

OTHERS

7.0

7.0

100.0

100

100.0

100.0

Total

Interpretation:
It was noticed that out of 100 respondent 59% people prefer Cadbury Products
while 31% people prefer Nestle chocolates,3% people preferAmul chocolates
and just the remaining 7% people prefer other brands of chocolates.

46

CONSUMER FEEL ABOUT THE PRICE RATE

Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

CADBURY

73

73.0

73.0

73.0

NESTLE

19

19.0

19.0

92.0

AMUL

6.0

6.0

98.0

OTHERS

2.0

2.0

100.0

100

100.0

100.0

Total

Interpretation:
Out of 100 respondent 73% people said that Cadbury chocolate price rate is
high,19% people said that nestle chocolate price rate is high, 6% people said
that amul chocolate price rate is high and only 2% people said that others brand
chocolate price rate is high. It implies that Cadbury chocolate price rate is high
as compare to its competitors.
47

CONSUMER PREFER ABOUT DEFFERENT PRODUCT OF CADBURY CHOCOLATE

Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

DAIRY MILK

52

52.0

52.0

52.0

PERK

22

22.0

22.0

74.0

5 STAR

15

15.0

15.0

89.0

BOURNVILLE

7.0

7.0

96.0

OTHERS

4.0

4.0

100.0

100

100.0

100.0

Total

Interpretation:
It was observed that out of 100 respondent 52% people prefer dairy milk, 22%
people preferperk, 15% people prefer 5 star, 7% people preferBournville and
4% people preferred others product. It implies that majority of people prefer
Cadbury dairy milk.
48

STAY IN PERTICULAR BRAND

Cumulative
Frequency
Valid

BUYING ANY OTHER

BRAND CHOCOLATE

Percent

Valid Percent

Percent

22

22.0

22.0

22.0

60

60.0

60.0

82.0

18

18.0

18.0

100.0

100

100.0

100.0

GOING TO OTHER SHOP

ASKING FOR THE SAME
BRAND
DO NOT BUY A CHOCOLATE
AND PREFER BUYING
SAME OTHER PRODUCT
Total

Interpretation:
According to the above analysis it is concluded that mostly consumers are
addicted to the same brand and they don't want to change the brand. Because
out of 100 respondent 23.8% said that when Cadbury chocolate is not available
in a particular shop then they prefer to buy any other brand,58.8% people said
that they will go to another shop and ask for the same brand and 17.5% people
said that they will buy other product.

49

6.

Findings of the Study

Findings
50

 Majority of the people surveyed prefer Cadbury chocolate than others

brands.
In Cadbury chocolate people prefer dairy milk the most.
Taste wise also they like Cadbury dairy milk the most.
Most of the consumer of Cadbury are loyal to the brand as if chocolate is
not available they dont switch to some other brand.They either postpone
their purchase or they go to some other shop for repeat purchase.
Survey find out that taste and quality is very important attribute of any
product.
Cadbury price rate is higher as compare to other brands.
Survey find out that Cadbury main competitor is Nestle.
Advertisement affects the sales of chocolate Brands more than any other
thing.
75% people when buy the chocolate, they prefer to buy Cadbury
chocolate.
80% people said that Cadbury chocolate is very good.

51

7.Recommendations

Recommendations
52

 The Company should show focus more on advertisements for all

chocolates brand.For Example, Cadbury only emphasis on Dairy milk
chocolate the most and not the other products.
Today people are very conscious about their health so if Cadbury launch
sugar free product they can also capture more market.
The company should perform a detail demand survey at regular interval
to know about the unique needs and requirements of the customer.
Cadbury can also capture a large market by lowering its price. By some
price reduction and keeping some small gifts likes Tattoos, Small Cars
etc. they can also target kids.
Cadbury can improve on their brand by adding some new flavours as well
as changing its packaging.
Cadbury can also introduce 'Buy two get one' like offers in order to gain
market share.
The claims of the consumer schemes should properly be handled.
As Cadbury is market leader in chocolates it should protect its existing
market share by developing new product ideas, improve customer
service, reduce costs & improve distribution effectiveness.

53

8. Conclusions

Conclusions
From the analysis of the data collected and from the experiences I have reached
the following conclusions
54

During the course of the project I realized that the customer willingly answered
the closed end questions.
Cadburys have tried to position its chocolates as a light snack between meals
(PERK), also targeted some of its chocolates for gift purpose (DAIRY MILK)
specially.
Cadbury is most popular amongst its users mainly because of its TASTE,
BRAND NAME, INNOVATIVENESS Thus it should focus on good taste so
that it can capture the major part of the market. But most of the consumers
prefer dairy milk as their 1st preference, then 5 star
We come to the conclusion that visibility affects the sales of project in a very
special way. Because of the frequency of add and brand ambassadors ,creativity.
Through survey we come to know that Cadbury has a good name and reputation
because of its existence in the market for so many years and has a very good
potential in the market.
Cadbury has an excellent taste, quality & packaging and its future path is very
bright.Cadbury chocolate is easily available to consumers and it has maximum
market share in chocolate business.

55

References

References

56

In this report, while finalizing quality problem in details the following Books,
Magazines & web sites have been referred. All the material detailed below
provides effective help and a guiding layout while designing this text report.
PERSONS REFERENCE

Lecturer Prof.RadhikaChitkaraKhandelwal (Faculty guide)

Mr. Amit Kumar (Field Manager) (External guide)
Mr. Shivanshu Sachin (Field Controlar) (External guide)

BOOKS
th

MarketingManagement(12 Edition)PhilipKotlar
Research MethodologyC.R.Kothari
Marketing Research (3rd)-RajendraNargundkar

WEB SITES

www.cadburyindia.com

www.google.com

www.imrbinternational.com

www.wikipedia.com

Questionnaire on
CONSUMER PREFERENCE FOR CADBURY CHOCOLATE IN COMPARISON
WITH OTHER BRAND

1) Your Gender?
(a) Male

(b)

Female
57

2. Your age group?

(a) 15-20 years(b) 21-25 years
(c) 26- 30 years(d) 31-35 years

3. Your education level?

(a) Up to 10th(b) Up to 10+2
(c) Graduate/Diploma(d) Post graduate and above

4. Your Occupation?
(a) Service

(b) Student

(c) Business(d) Home maker

(e) Self-employed Professional

(f)
5. Your annual household income?

Other

(a) Less than 2 Lac

(b) 2-5 Lacs

(c) 5-10 Lac

6. Do you know Cadbury?

(d) Above 10 Lacs

(a) Yes

(b) No

7. Do you buys Cadbury's chocolate?

(a) Yes

(b) No

(c) Can't say

8. If yes, then why Cadbury?
(a) Taste

(b) Quality

(c) Price

(d) Availability

9. If no, then why not?

(a) Price

(b) Health conscious

(c) Taste

(d) Can't say

10. How do you feel about Cadburys chocolate?

(a) Good

(b) Very Good

58

(C) Neutral

(d) Bad

11. According to you who is the main competitor of Cadbury?

(a) Ferrero rocher
(c) Amul

(b) Nestle
(d) Others

12. Which brand of chocolate do you like most?

(a) Cadbury

(b) Nestle

(c) Amul

(d) Others

13. According to you which brand chocolate price rate is high?

(a) Cadbury
(c) Amul(d)

(b) Nestle
Others

14. Which Cadbury Chocolate do you like the most?

(a)Dairy milk(b)Perk
(c) 5 star(d) Bournville
(e) Others
15. If a particular brand of Cadbury Chocolate is not available at a
particular shop, then what will you prefer.....
(a) Buying any other Brand Chocolate
(b) Going to other shop and asking for the same Brand
(c) Do not buy a chocolate and prefer buying some other product
(d) Any other, please specify...............................................................

59