Research on Consumer Perception Towards Chocolates
Research on:
"Consumer preference and perception of Cadbury Chocolate with reference to other market players"
By: To:
Pooja Patel Chetna Makwana
Roll No: 31
MBA (Sem-1)
EXECUTIVE SUMMARY:
The project title "Consumer preference and perception of Cadbury Chocolate with reference to other market players" deals mainly with the consumer behaviors. In this project I had done extensive market research regarding Cadbury Chocolate and its brands and some competitor’s 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 south Gujarat, analyze the significance of the data and the conclusion. I had gone to different market locations of South Gujarat and Interviewed different consumers about their preference and buying behaviors 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 analyzed and shown through graphs. In this project I have interviewed personally different consumers from Children to Housewives, Students to Professionals. I found different buying behaviors 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.
OBJECTIVE OF THE STUDY:
The objective of this study is to make generalization of consumers buying behavior towards the purchase of chocolates and then to measure the extent of brand loyalty, altogether with knowing what other marketing mix variable affect buyer’s decision regarding the purchase of chocolates. This study is a step toward generalizing the consumer
"Consumer preference and perception of Cadbury Chocolate with reference to other market players"
By: To:
Pooja Patel Chetna Makwana
Roll No: 31
MBA (Sem-1)
EXECUTIVE SUMMARY:
The project title "Consumer preference and perception of Cadbury Chocolate with reference to other market players" deals mainly with the consumer behaviors. In this project I had done extensive market research regarding Cadbury Chocolate and its brands and some competitor’s 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 south Gujarat, analyze the significance of the data and the conclusion. I had gone to different market locations of South Gujarat and Interviewed different consumers about their preference and buying behaviors 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 analyzed and shown through graphs. In this project I have interviewed personally different consumers from Children to Housewives, Students to Professionals. I found different buying behaviors 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.
OBJECTIVE OF THE STUDY:
The objective of this study is to make generalization of consumers buying behavior towards the purchase of chocolates and then to measure the extent of brand loyalty, altogether with knowing what other marketing mix variable affect buyer’s decision regarding the purchase of chocolates. This study is a step toward generalizing the consumer