CONSUMER PREFERENCE

TOWARDS CHOCOLATE
BRANDS
Introduction

 Marketing is based on the purchasing power of society.

 It depends on the liking or disliking of the customer.
 consumers are very important for marketing.
 Generally, some factors influence consumers to decide buy a product or not,
 Why to purchase
 For whom to purchase
 What to purchase
 How much to purchase
 Where to purchase
Chocolate Preference

 Chocolate is probably one of the most famous foods ever.

 People love chocolate primarily because it tastes so good.
 It is a wonderful memory for us when we taste chocolate.
 Chocolate preference toward different brands depends on
 Taste
 Quality
 Image
 Competitive products
 Attractiveness
 varieties
History of Chocolate

 The origin of the chocolate found in central American civilizations like Maya and
Aztec around 1500 years ago.
 They used beans called “Cocoa” to make chocolate drink.
 In 1528, Spanish conquered Mexico and took Cocoa beans & machinery to make
chocolate to Spain.
 In 1606, Francesco carletti visited central America and bring the recipe of
chocolate in Europe.
 In 1615, the secret of chocolate came in France by Fillip’s family.
 French people considered it a nourishing food as well as having medical
benefits.
 Chocolate drinking reached in England in 1650’s.
Cont…….

 In the second half of 17th century, Sir Hans’s sloane, visited south America and
focused on cocoa and food values, bringing a milk chocolate recipe back to
England.
 The original Cadbury milk chocolate was prepared to his recipe.
 In 1847, Fry & sons of Bristol produced first solid chocolate bar by mixing sugar
with cocoa powder and cocoa butter.
 Swiss manufactures started manufacturing chocolate bars in 1875.
Health Benefits

 Humans usually prefer chocolate due to it’s enormous health benefits.

 Dark chocolate is loaded with nutrients that can positively affect on our health like;
 It reduces cholesterol
 It improve blood flow
 It reduce blood pressure
 it reduces risk of heart disease
 It protect our skin against Sun
 It is a powerful source of antioxidants
 It has inflammation-fighting properties which minimize cardiovascular risk
Chocolate preference according to age
group
 Many people thought that chocolate were just restricted to kids. (Wrong)
 According to a recent study conducted by a major chocolate brand the major
consumers of chocolates apart from kids are teenagers and people between the
ages of 15 – 35.
 Trend towards chocolate increasing among aged people due to its lot of health
benefits.
 General survey about liking
and disliking of chocolate.
Survey Analysis

 To check human attraction toward brands, we analyze a survey of two leading

brands;
 Cadbury
 Nestle
 Before starting analyzing two different brands, first we analyze the sub-brands of
one company like Cadbury;
 The primary data was collected from the 240 customer by questionnaire method.
The collected data was about the five sub brands of Cadbury company and
categorize according to individual ranking.
Level of Satisfaction in Highest Ranked
Brand
 So, dairy milk has highest ranking and its satisfaction in people according to
different feature is;
Preference According to Age Group

 The general analysis of two different brands according to age group is;
 Cadbury is in leading position in all age groups.
Cadbury Brands Purchased by People
Nestle Brands Purchased by People
Overall Analysis

 This shows Cadbury brands have highest selling power.

Preferred Form of Chocolate

 According to the analysis it is concluded that most of the people likes to

eat hard chocolate and chew form of a chocolate is least preferred.
Factors Influence People to Purchase
Promotional Effects

 Analysis concluded that out of sample of 95 people who eat chocolate 52 are
attracted by free gifts, 23 by price offers while 20 were attracted by some other
reasons.
 According to the analysis, Advertisement is the best measure to attract customers
to purchase more. Its impact is much more than other factors.
New Brands

 People do not switch new/other brands de to some main reasons;

 Taste/Flavor
 Brand
 Image
 Quality
 Packaging
Conclusion

 It is observed that overall people like to eat chocolates as far as these have no evil
impact in health of consumers, they can continue the eating habit of chocolate. It
is concluded that mostly people preferred Dairy Milk of Cadbury due to its
flavor/taste, quality and image and due to its hard form. Some people often like to
have a chocolate with good flavor, quality and crunchiness so they are going
towards Kit Kat and Munch of Nestle due to its taste and crunchiness. Cost is not
a matter of fact and advertisement through television media will increase the
marketability. So, we can conclude that the consumers level of satisfaction toward
chocolate are good.
References

 Ms.M.Suganya “Consumer preference towards Cadbury Dairy Milk Chocolate in

Theni District” International Journal of Commerce, Business and Management
Vol. 5, No.1, Jan-Feb 2016.
 Renu Arora “Consumers education & awareness” Indian Journal marketing
Vol:XXIV No 4, april 1995.
 Natarajan “Consumer awareness towards ISI mark” Indian Journal marketing,
Vol: XX.No.6 Feb,P.P 16-21
 Sawarkkan, J.G and Shiva kmarJ.Giram Consumer awareness- A Survey analysis,
Indian Journal of marketing July – Sep – 1999.
 Ms. Alpika S. Raikar: Consumer attributes & preference – 2009
NovA.KARTHIKEYAN: The awareness of CADBURY DAIRY MILK among the
customers – 2010.
 Abhishek Agrawal (2008 -2010):Consumer preference- A Survey analysis – 2008
– 2010.
 http://www.cadburyindia.com
 http://www.nestle.com
 http://www.aphrodite-chocolates.co.uk/history_chocolate.htm
 https://www.healthline.com/nutrition/7-health-benefits-dark-
chocolate#section2
 http://www.dailyherald.com/article/20110211/news/702119871/