Asood Sara

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Introduction

In this research I have surveyed the product performance and buying behaviour of two famous brandsof chocolate i, e, Nestle and Cadbury, which are consumed by the people of every age. During thisresearch I interacted with the people of Dehradun and came to know that how people perceives bothof these products on the variables like price, quality, advertisement, satisfaction, taste, packaging and brand loyalty etc. I also came to know that which of the particular brand among these two is most preferable by the peoples of different age groups. I have also considered the frequency of consumption of these chocolates by the people in the small, big and family packs. Trend of ongoingchanges in their liking has been shown in the report. In this report I have tried to explain the entire

research and facts product wise.

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Concept of Preference:-

Preference is a concept, used in the social sciences, particularly economics. It assumes a realor imagined ³choice´ between alternatives and the possibility of rank ordering of thesealternatives, 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 objective.

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.

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Objective of the study

This project is based on the comparative study of consumer behaviour towards Nestle

and Cadbury chocolates, the study are: The other objective 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. To study the factor affecting the consumption pattern.

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LIMITATION OF THESTUDY:

In attempt to make this project authentic and reliable, every possible aspect of the topic was kept in

mind. Nevertheless, despite of fact constraints were at play during the formulation of this project. The

main limitations are as follows:

Due to limitation of time only few people were selected for the study. So the sample of

consumers was not enough to generalize the findings of the study.

The main source of data for the study was primary data with the help of self-administered

questionnaires. Hence, the chances of unbiased information are less.

People were hesitant to disclose the true facts.

The chance of biased response can¶t be eliminated though all necessary steps were taken to

avoid the same.

Conclusion:

A survey of the people has been conducted to know the liking pattern of the two products Cadbury and

Nestle. It is observed that overall people like to eat Cadbury brand rather than Nestle.

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.

It is thus concluded from the facts collected that mostly people refer to buy big pack of their favorite

chocolate, and sometimes some of them go for small and family pack.

Recommendations & Suggestions:

v Company should concentrate more on television for advertisement, as mostly people get attracted

through television only.

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v For promotional offers, company should go for free gifts rather than going for other ways.

v Nestle company should concentrate on its packing as people are least satisfied with it while Cadbury

should concentrate on the shape of a chocolate.

v People are unsatisfied with the price and quantity of chocolate so companies should concentrate in

this regard also.

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History of chocolate

The origins of chocolate can be traced back to the ancient Maya and Aztec civilisations in Central.

America, who first enjoyed 'chocolate'; a much-prized spicy drink made from roasted cocoa beans.

Throughout its history, whether as cocoa or drinking chocolate beverage or confectionery treat,

chocolate has been a much sought after food.

The Aztec empire

''Chocolate' (in the form of a luxury drink) was consumed in large quantities by the Aztecs: the drinkwas described as 'finely ground, soft, foamy, reddish, bitter with chilli 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.

Don Cortes

The Spanish invaded Mexico in the 16th century, by this time the Aztecs had created a powerfulempire, and the Spanish armies conquered Mexico. Don Cortes was made Captain General andGovernor of Mexico.

When he returned to Spain in 1528 he loaded his galleons with cocoa beans and equipment for making the chocolate drink. Soon 'chocolate' became a fashionable drink enjoyed by the rich in Spain

The secret of chocolate was taken to France in 1615, when Anne, daughter of Philip II of

Spain, married King Louis XIII of France.

The French court enthusiastically adopted this new exotic drink, which was considered tohave medicinal benefits as well as being a nourishing food.Gradually the custom of drinking chocolate spread across Europe, reaching England in the1650s.

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An

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traveller, Francesco Carletti, was the first to break the Spanish monopoly. He had visited Central

America and seen how the Indians prepared the cocoa beans and how they made the drink, and by

1606 chocolate was well established in Italy.

Drinking chocolate

First chocolate for eating

Up until this point all chocolate recipes were based on plain chocolate .It was an English doctor, Sir Hans Sloane, who - after travelling in South America - focused on cocoa and food values bringing amilk chocolate recipe back to England.

The original Cadbury Milk Chocolate was prepared to his recipe.

History

The earliest record of using chocolate dates back before the Olmec. In November 2007,archaeologists reported finding evidence of the oldest known cultivation and use of cacao at asite in Puerto Escondido, Honduras, dating from about 1100 to 1400 BC. The residues foundand the kind of vessel they were found in indicate that the initial use of cacao was not simplyas a beverage, but the white pulp around the cacao beans was likely used as a source of fermentable sugars for an alcoholic drink.

The Maya civilization grew cacao trees in their backyard, and used the cacao seeds it produced to make a frothy, bitter drink. Documents in Maya hieroglyphs stated that chocolatewas used for ceremonial purposes, in addition to everyday life. The chocolate residue foundin an early ancient Maya pot in Río Azul, Guatemala, suggests that Maya were drinkingchocolate around 400 AD.

In the New World, chocolate was consumed in a bitter, spicy drink called xocoatl , and wasoften flavored with vanilla, chili pepper, and achiote (known today as annatto). Xocoatl was

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believed to fight fatigue, a belief that is probably attributable to the theobromine content.Chocolate was also an important luxury good throughout pre-Columbian Mesoamerica, andcacao beans were often used as currency.

All of the areas that were conquered by the Aztecs that grew cacao beans were ordered to paythem as a tax, or as the Aztecs called it, a "tribute".Until the 16th century, no European had

ever heard of the popular drink from the Central and South American peoples. It was not untilthe Spanish conquest of the Aztecs that chocolate could be imported to Europe. In Spain itquickly became a court favorite. In a century it had spread and become popular throughoutthe European continent. To keep up with the high demand for this new drink, Spanish armies

began enslaving Mesoamericans to produce cacao. Even with cacao harvesting becoming aregular business, only royalty and the well-connected could afford to drink this expensiveimport.

Before long, the Spanish began growing cacao beans on plantations, and using an Africanworkforce to help manage them. The situation was different in England. Put simply, anyonewith money could buy it. The first chocolate house opened in London in 1657. In 1689, noted

physician and collector Hans Sloane developed a milk chocolate drink in Jamaica which was

initially used by apothecaries, but later sold to the Cadbury brothers in 1897. Chocolate in itssolid form was invented in 1847. Joseph Fry & Son discovered a way to mix some of thecocoa butter back into the dutched chocolate, and added sugar, creating a paste that could bemoulded. The result was the first modern chocolate bar.

In the 18th century, mechanical mills were created that squeezed out cocoa butter, which inturn helped to create hard, durable chocolate. But, it was not until the arrival of the IndustrialRevolution that these mills were put to bigger use. Not long after the revolution cooled down,companies began advertising this new invention to sell many of the chocolate treats we seetoday. When new machines were produced, people began experiencing and consumingchocolate worldwide.

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CHOCOLATE PRODUCTION

The cocoa-bean -- the heart of the sweetest delicacy in the world -- is bitter! This is why, upto the 18th century some native tribes ate only the sweetish flesh of the cocoa fruit. They

regarded the precious bean as waste or used it, as was the case among the Aztecs, as a formof currency.

The Varieties

There are two quite different basic classifications of cocoa, under which practicallyall varieties can be categorised: Criollo and Forastero cocoas. The pure variety of theCriollo tree is found mainly in its native Equador and Venezuela. The seeds are of finer quality than those of the Forastero variety.

They have a particularly fine, mild aroma and are, therefore, used only in the production of high-quality chocolate and for blending. However, Criollo cocoa accounts for only 10% of the world crop.The remaining 90% is harvested from trees of the Forastero family, with its many hybrids andvarieties. The main growing area is West Africa. The cocoa tree can flourish only in the hottestregions of the world.

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The Harvest Immediately after harvesting, the fruit is treated to prevent it from rotting. Atfermentation sites either in the plantation or at, collecting points, the fruit is opened.

Fermentation The fermentation process is decisive in the production of high quality raw cocoa.

The technique varies depending on the growing region.

Drying

After fermentation, the raw cocoa still contains far too much water; in fact about 60%. Most of thishas to be removed.

What could be more natural than to spread the beans out to dry on the sun-soaked ground or on mats?After a week or so, all but a small percentage of the water has evaporated.

Cleaning Before the real processing begins, the raw cocoa is thoroughly cleaned by passingthrough sieves, and by brushing. Finally, the last vestiges of wood, jute fibres, sand

and even the finest dust are extracted by powerful vacuum equipment.

Roasting

The subsequent roasting process is primarily designed to develop the aroma. The entire roasting process, during which the air in the nearly 10 feet high furnaces reaches a temperature of 130 °C, iscarried out automatically.

Crushing and shelling The roasted beans are now broken into medium sized pieces in the crushing machine.

Blending Before grinding, the crushed beans are weighed and blended according to special recipes. The secretof every chocolate factory lies in the special mixing ratios which it has developed for different typesof cocoa.

Grinding The crushed cocoa beans, which are still fairly coarse are now pre-ground by special millingequipment and then fed on to rollers where they are ground into a fine paste. The heat generated bythe resulting pressure and friction causes the cocoa butter (approximately 50% of the bean) containedin the beans to melt, producing a thick, liquid mixture.

This is dark brown in colour with a characteristic, strong odour. During cooling it gradually sets: thisis the cocoa paste.

At this point the production process divides into two paths, but which soon join again. A part of thecocoa paste is taken to large presses, which extract the cocoa butter. The other part passes throughvarious blending and refining processes, during which some of the cocoa butter is added to it. The two paths have rejoined.

Cocoa Butter The cocoa butter has important functions. It not only forms part of every recipe, but

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it also later gives the chocolate its fine structure, beautiful lustre and delicate, attractive glaze.

Cocoa Powder After the cocoa butter has left the press, cocoa cakes are left which still contain a 10 to 20% proportion of fat depending on the intensity of compression.

These cakes are crushed again, ground to powder and finely sifted in several stagesand we obtain a dark, strongly aromatic powder which is excellent for the preparation of delicious drinks - cocoa. Cocoa paste, cocoa butter, sugar and milk are the four basic ingredients for making chocolate. By blending them in accordancewith specific recipes the three types of chocolate are obtained which form the basisof ever product assortment, namely:

Kneading In the case of milk chocolate for example, the cocoa paste, cocoa butter, powdered or condensed milk,sugar and flavouring - maybe vanilla - go into the mixer, where they are pulverized and kneaded.

Rolling

Depending on the design of the rolling mills, three or five vertically mounted steelrollers rotate in opposite directions. Under heavy pressure they pulverise the tiny particles of cocoa and sugar down to a size of approx. 30 microns. (One micron is athousandth part of a millimetre.)

Conching But still the chocolate paste is not smooth enough to satisfy our palates. But withintwo or three days all that will have been put right. For during this period thechocolate paste will be refined to such an extent in the conches that it will flatter even the most discriminating palate.

Conches (from the Spanish word "concha", meaning a shell) is the name given to the troughs in which100 to 1000 kilograms of chocolate paste at a time can be heated up to 80 °C and, while beingconstantly stirred, is given a velvet smoothness by the addition of certain amounts of cocoa butter. Akind of aeration of the liquid chocolate paste then takes place in the conches: its bitter taste graduallydisappears and the flavour is fully developed. The chocolate no longer seems sandy, but dissolvesmeltingly on the tongue. It has attained the outstanding purity which gives it its reputation.

Nestle India

Nestlé India is a subsidiary of Nestlé S.A. of Switzerland. With seven factories and a large number

of co-packers, Nestlé India is a vibrant Company that provides consumers in India with products of global standards and is committed to long-term sustainable growth and shareholder satisfaction.

The Company insists on honesty, integrity and fairness in all aspects of its business and expects thesame in its relationships. This has earned it the trust and respect of every strata of society that itcomes in contact with and is acknowledged amongst India's 'Most Respected Companies' andamongst the 'Top Wealth Creators of India'.

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Nestle India- Presence Across India

After nearly a century-old association with the country, today, Nestlé India has presenceacross India with 7 manufacturing facilities and 4 branch offices spread across the region.

Nestlé India¶s first production facility, set up in 1961 at Moga (Punjab), was followedsoon after by its second plant, set up at Choladi (Tamil Nadu), in 1967. Consequently, Nestlé India set up factories in Nanjangud (Karnataka), in 1989, and Samalkha (Haryana),in 1993. This was succeeded by the commissioning of two more factories - at Ponda andBicholim, Goa, in 1995 and 1997 respectively. The seventh factory was set up atPantnagar, Uttarakhand, in 2006.

The 4 branch offices in the country help facilitate the sales and marketing of its products.They are in Delhi, Mumbai, Chennai and Kolkata. The Nestlé India head office is locatedin Gurgaon, Haryana.

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Nestle Story

The creation of the Nestlé group coincided with the construction - in 1886, at Cham, Switzerland - of Europe's first condensed milk plant by the Anglo-Swiss Condensed Milk Co. In 1905, the companymerged with S.A. Henri Nestlé of Vevey.

In the nineteenth century, Henri Nestlé had developed a lacteal flour to combat high infant mortalityrates linked to dietary deficiencies; the formula was based on the latest scientific data then availableand his own observations. In 1867, he developed a specific manufacturing process that helpedguarantee consistent quality and composition.

He then launched his flour commercially, adopting a nest as the brand's symbol (Nestlé means small

ne st in German). To this day, the nest remains a key part of the company's visual identity.

If milk and nutrition were at the company's origins, many other food products have joined the ranksover time: chocolate, instant beverages, food products, refrigerated and frozen products, pet food and bottled waters

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Nestle Brands

Milk Products &Nutrition Beverages Prepared Dishes and Cooking Aids Chocolates & Confectionary

MILK PRODUCTS AND NUTRITION

NESTLÉ EVERYDAY DairyWhitener

NESTLÉ EVERYDAY Ghee

NESTLÉ Milk

NESTLÉ Slim Milk

NESTLÉ NESVITAPRO-HEART MILK

NESTLÉ Fresh 'n' Natural Slim Dahi

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NESTLÉ Jeera Raita

NESTLÉ NESVITA Dahi

NESTLÉ MILKMAID Fruit yoghurt

BEVERAGES:

NASCAFE CLASSIC

NESCAFE SUNRISE

NESTLE MILO

NESCAFE KOOLERZ

PREPARE DISHESAND COOKING AIDS

MAGGI 2-MINUTE Noodles

MAGGI Vegetable Atta Noodles

MAGGI Dal Atta Noodles

MAGGI Rice Noodles Mania

MAGGI Sauces

MAGGI Pizza Mazza

MAGGI Healthy Soups

MAGGI MAGIC Cubes

CHOCOLATES &

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CONFECTIONARY

NESTLE KIT KAT

NESTLE KIT KAT LITE

NESTLE MUNCH NESTLE MUNCH POP CCOC

NESTLE MILKY BAR

NESTLE BAR-ONE

NESTLE FUNBAR

POLO

POLO Power mint

NESTLE Eclairs

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NESTLÉ KITKAT is one of the most successful brands in the world and every year over 12 billion NESTLÉ

NESTLÉ KITKAT fingers are consumed around the globe.

Nestlé MUNCH is wafer covered with delicious chocolayer and is the largest distributed brand in its

category. The new MUNCH campaign highlights the great crunchy taste that has made MUNCH so popular.

NESTLE MILKYBAR has the goodness of milk and the power of calcium packed in every bite

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CADBURY

Cadbury India Ltd, a subsidiary of Cadbury Schweppes Overseas Ltd is a leading globalconfectionery company with an outstanding portfolio of chocolate, gum and candy brands. Thecompany manufactures and sells chocolate blocks, slabs, or bars; coated wafer biscuits; malted food;and sugar confectionery. They also export their products to Sri Lanka, Dubai, Ghana and Maldives.The company has manufacturing facilities at Thane and Induri in Maharashtra, Malanpur in MadhyaPradesh, Bangalore in Karnataka and Baddi in Himachal Pradesh and 4 sales offices at Mumbai,Kolkata, New Delhi, and Chennai. The corporate office is in Mumbai. The company operates in four categories namely, Chocolate Confectionery, Milk Food Drinks, Candy and Gum category. In theChocolate Confectionery business, the company has maintained their undisputed leadership over theyears, which has some key brands, namely Cadbury Dairy Milk, 5 Star, Perk, Eclairs andCelebrations. In the Milk Food drinks segment, the main product is Bournvita, which is the leadingMalted Food Drink in the country.

In the medicated candy category Halls is the undisputed leader and in the gums category the companylaunched the worldwide dominant bubble gum, with the name Bubbaloo. Cadbury India Ltd wasincorporated in the year 1948 as a private limited company with the name Cadbury Fry (India) PvtLtd. The company began their operations in India by importing chocolates. In the year 1950s, thecompany started the manufacture of Chocolate and Bournvita. Also, they launched Cadbury's Fruit & Nut. In the year 1960s, the company set up a Cocoa Research Centre in Kerala.

They set up their first plant in India at Thane in Maharashtra. Also, they launched Cadbury's Tiffins, Nut Butterscotch, Caramels, Crackle, 5 Star and Gems. In the year 1970s, the company commissionedthe Malt Extract Plant at Induri in Maharashtra. The name of the company was changed from CadburyFry (India) Pvt Ltd to Cadbury India Ltd. They launched Cadbury's Eclairs during this period. In theyear 1980s, the company was converted into a public limited company. In the year 1990s, thecompany launched the Sugar Confectionery business with Trebor Googly. They launched Cadbury'sPerk, Cadbury's Truffle and Picnic during this period. In the year 2002, the company increased the production of Malted Foods from 6,570 tonnes to 7,900 tonnes.

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COMPANY OVERVIEW OF CADBURY INDIA

In India, Cadbury began its operations in 1948 by importing chocolates. After 60 years of existence,it today has five company-owned manufacturing facilities at Thane, Induri (Pune) and Malanpur

(Gwalior), Bangalore and Baddi (HimachalP

radesh) and 4 sales offices (New Delhi, Mumbai,Kolkota and Chennai). The corporate office is in Mumbai.

Our core purpose "make today delicious" captures the spirit of what we are trying to achieve as a business. We make delicious foods you can feel good about. Whether watching your weight or preparing to celebrate, grabbing a quick bite or sitting down to family night, we pour our hearts intocreating foods that are wholesome and delicious.

Currently, Cadbury India operates in four categories viz. Chocolate Confectionery, Milk FoodDrinks, Candy and Gum category. In the Chocolate Confectionery business, Cadbury hasmaintained its undisputed leadership over the years. Some of the key brands in India are CadburyDairy Milk, 5 Star, Perk, Éclairs and Celebrations.

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Cadbury enjoys a value market share of over 70% - the highest Cadbury brand share in the world!Our billion-dollar brand Cadbury Dairy Milk is considered the "gold standard" for chocolates inIndia. The pure taste of CDM defines the chocolate taste for the Indian consumer.

In the Milk Food drinks segment our main product is Bournvita - the leading Malted Food Drink (MFD) in the country. Similarly in the medicated candy category Halls is the undisputed leader. Werecently entered the gums category with the launch of our worldwide dominant bubble gum brandBubbaloo. Bubbaloo is sold in 25 countries worldwide.

Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India. For over twodecades, we have worked with the Kerala Agriculture University to undertake cocoa research andreleased clones, hybrids that improve the cocoa yield. Our Cocoa team visits farmers and advisethem on the cultivation aspects from planting to harvesting. We also conduct farmers meetings &seminars to educate them on Cocoa cultivation aspects. Our efforts have increased cocoa productivity and touched the lives of thousands of farmers. Hardly surprising then that the Cocoatree is called the Cadbury tree!

Today, as a combined company with an unmatched portfolio in confectionery, snacking and quick meals, we are poised in our leap towards quantum growth. We are the world's No.1 ConfectioneryCompany. And we will continue to ³make today delicious´!

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Dairy Milk

Introduced in 1905, in an attempt to take on Swiss chocolate makers in the field of milk chocolate via

the cunning means of putting even more milk in, Dairy Milk gradually took over the British chocolatemarket, expanded around the world, and boosted the mass appeal of chocolate. Or, if you're a dark chocolate snob, destroyed forever the idea of what proper chocolate should be in the public mind.

Chocolate lovers for a quarter of a century have indulged their taste buds with a Cadbury 5 Star. Aleading knight in the Cadbury portfolio and the second largest after Cadbury Dairy Milk with amarket share of 14%, Cadbury 5 Star moves from strength to strength every year by increasing itsuser 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 highquality & different chocolate eating experience.

One of the key properties that Cadbury 5 Star was associated with was its classic Gold colour. Andthrough the passage of time, this was one property that both, the brand and the consumer stuck to as avaluable association.

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Alysis & terpret tioThere are many brands availableinthe market.But t he market l eadersin India

are basicallytwo brandslikeCadbury & Nestle. Accordingto survey 64% of the market is captured by the Cadbury and only 36% of the market is covered bythe Nestle. To capturethe market t he company should do more adver tisingand sales distr i bution. And also should maintain quality of the product compareto the competitors

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