a survey report on quality of chocolates

8/8/2019 a survey report on quality of chocolates

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A Survey Report onFEASIBILTY STUDY ON QUALITY OF

CHOCOLATES

Jodhpur Institute of Management

Submitted by: Submitted to:

Kavita Rajpurohit Dr. Abha PurohitMBA Part I Asstt. Prof

(Submitted as a Part of Practical Examination of Paper No.M-207 Research Methods in Management)

Narnadi, Jhanwar Road, Jodhpur Ph. No.: 02931-281551-5 , Fax No.:02931-281416

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ACKNOWLEGMENT

I am heartily thankful to my family members whosupport me in completing my whole research work.

I am greatly indebted to DR. (MR.) Gaurav Lodha,the Director who has been constant source ofInspiration to me.

I acknowledge my gratitude to DR.(MRS.) AbhaPurohit for introducing me to the topic Feasibilitystudy on quality of chocolates and arousing my

passion for analytical rigor.

I acknowledge my gratitude to (MRS.) Sonal

Chauhan for helping me in the research work. It wasunder her guidance that the project work gotcompleted smoothly.

I acknowledge my gratitude to the entire facultymembers who extended their help in suggesting me

books and the sites to be searched and who alwaysavailable to solve my problems.

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I am thankful to Principals and Directors ofEducational Institutes who give me their Institutesinformation regarding my topic.

INDEXSR

NO.

CONTENTS PAGENOS.

1 MEANING OF RESEARCH 4

2 MARKETING RESEARCH PROCESS 5

3 RESEARCH DESIGN 7

4 DATA COLLECTION 9

5 STEPS IN QUESTIONNAIRECONSTRUCTION

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6 SAMPLING 19

7. CONSUMER BEHAVIOUR 22

8. FACTORS INFLUENCING CONSUMERBEHAVIOUR

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9. THE PURCHASE DECISION PROCESS 25

10. ELEMENTS INFLUENCING THEPURCHASE PROCESS

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11. PARTIES INFLUENCING PURCHASEDECISION

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12. CADBURY 30

13. MARKET SURVEY 32

14. QUESTIONNAIRE & DATA ANALYSIS 3514. LIMITATIONS IN RESEARCH 46

15. BIBLIOGRAPHY 47

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MEANING OF RESEARCH

Research in common parlance refers to a search for knowledge. One can alsodefine research as a scientific and systematic search for pertinentinformation on a specific topic. In fact, research is an art of scientificinvestigation. The Advanced Learners Dictionary of Current English laysdown the meaning of research as a careful investigation or inquiry especiallythrough search for new facts in any branch of knowledge. Redman and Morydefine research as a systematized effort to gain new knowledge. Some

people consider research as a movement from the known to the unknown. Itis actually a voyage of discovery.

Research is an academic activity and such a term should be used in atechnical sense. According to Clifford Woody research comprises definingand redefining problems, formulating hypothesis or suggested solutions;collecting, organizing and evaluating data; making deductions and reachingconclusions to determine whether they fit the formulating hypothesis.D.Slesinger and M.Stephenson in the Encyclopedia of Social Sciences

define research as the manipulation of things, concepts or symbols for thepurpose of generalizing to extend, corrector verify knowledge, whether thatknowledge aids in construction of theory or in the practice of art. Researchis thus an original contribution to the existing stock of knowledge makingfor its advancement. It is the pursuit of truth with the help of study,observation, comparison and experiment. In short, the search for knowledgethrough objective and systematic method of finding solution to a problem isresearch. The systematic approach concerning generalization and theformulation of a theory is also research. As such the term research refers tothe systematic method consisting of enunciating the problem, formulating a

hypothesis, collecting facts or data, analyzing the facts and reaching certainconclusion either in the form of solutions towards the concerned problem orin certain generalization for some theoretical formulation.

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MARKETING RESEARCH PROCESS

Marketing research is the systematic design, collection, analysis an reportingof data and findings relevant to a specific marketing situation facing thecompany.

Marketing research process

Define the problem and research objective

Develop the research plan

Collect the information

Analyze the information

Present the findings in Report

Make decisions

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Step 1: Define the problem and the research objectives

The 1st step in research is formulating a research problem. It is mostimportant stage as poorly defined problems will not yield useful results.Also the marketing management must be careful not to define the problemtoo broadly or too narrowly. In order to identify the research problem, threecategories of symptomatic situations, namely, overt difficulties, latentdifficulties and unnoticed opportunities should be studied. Overt difficultiesare hose which are quite apparent and which manifest themselves. Latentdifficulties are those which are not so apparent and which, if not checked,

would soon become evident. Unnoticed opportunities indicate the potentialfor growth in a certain area of marketing. Such opportunities are not clearlyseen and dome effort is required to explore them.

Step 2: Develop the research plan

Designing a research plan calls for decisions on data sources, choice ofresearch design, research approaches, research instruments, sampling planand contact methods.

Step 3: Collect the information

Our research group collected the information over a period of 15 days andfrom various locations such as malls, residential complexes, colleges andschools and also retailers.

Step 4: Analyze the information

After the process of gathering information was completed we tabulated thedata and developed frequency distributions and extracted the findings fromthe survey.

Step 5: Present the findings

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Finally we prepared a project report on our survey and along with thefindings we also presented our recommendations.

Step 6: Make the decision

RESEARCH DESIGN

A research design is the detailed blueprint used to guide a research studytoward its objectives. The process of designing a research study involvesmany interrelated decisions. The most significant decision is the choice ofresearch approach, because it determines how the information will beobtained.

To design something also means to ensure that the pieces fit together. Theachievement of this fit among objective, research approach, and researchtactics is inherently an iterative process in which earlier decisions areconstantly reconsidered in light of subsequent decisions.

Types of Research Designs

The different research designs can be categorized into research design incase of:

1. Hypothesis- Testing Research Studies (Experimental Studies)

2. Exploratory Research Studies.3. Descriptive And Diagnostic Research Studies

Hypothesis- Testing Research Studies

Hypothesis-tested research studies (experimentalstudies) are those where the researcher tests thehypothesis of casual relationship between variables.

Such studies require procedures that will not only reducebias and increase reliability, but will permit drawing

inferences about casuality. Professor R.A. Fisher begun such designs when he was

working at Rothamsted Experimental Station (Centre forAgricultural Research in England).

Professor Fischer found that by dividing agricultural fieldsor plots into different blocks and then by conductingexperiments in each of these blocks, the information

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collected and inferences drawn happen to be morereliable.

This fact inspired him to develop certain experimentaldesigns for testing hypotheses concerning scientific

investigation.Difference between exploratory and descriptive research

RESEARCHDESIGN

Types of study

Exploratory of

Formulative

Descriptive / Diagnostic

Overall design Flexible design (design mustprovide opportunity forconsidering different aspectsof the problem)

Rigid design (design mustmake enough provision forprotection against and mustmaximize reliability)

(i) samplingdesign

Non- probability samplingdesign (purposive or

judgement sampling)

Probability sampling design(random sampling)

(ii) statisticaldesign

No pre-planned design foranalysis

Pre-planned design foranalysis

(iii)observationaldesign

Unstructured instruments forcollection of data

Structured or well thought outinstruments for collection ofdata

(iv) operationaldesign

No fixed design about theoperational procedure

Advanced decisions aboutoperational procedures

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DATA COLLECTIONThe task of data collection begins after problem has been identified. Whiledeciding about the method of data collection to be used for the study theresearcher should keep in mind two types of data viz, primary data andsecondary.

The primary data are those, which are collected afresh and for first time andthus happen to be original in character. The secondary are those which have

been collected by someone else and which have already been passed throughstatistical process.

The researcher would have to decide which sort of data he would be usingfor his study. The method collecting primary and secondary data differ since

primary data are to be originally collected while in case of secondary datathe nature of data collection work is merely that of compilation.

There are several ways of collecting primary data. They are as follows:

1. Observation method2. Interview method3. Through questionnaires4. Through schedules

OBSERVATION METHOD

Observation becomes a scientific tool and the method of datacollection for the researcher when it serves a formulated research.Purpose is systematically planned and recorded and is subjected tochecks and controls on validity and reliability. Under the observationmethod the information is sought by way of investigators own directobservation without asking from respondent

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SURVEYS [Questionnaire to public]

Surveys are concerned with describing, recording, analyzing and interpretingconditions that exist or existed. The researcher does not manipulate thevariable or arrange for events to happen Surveys are only concerned withconditions or relationships that exist, opinions that are held, processes thatare going on, effects that are evident or trends that are developing. They are

primarily concerned with present but at times do consider past events andinfluences as they relate to current conditions.

Survey type researches usually have larger samples becausepercentages of responses generally happen to be low, as low as 20 to30%, especially in mailed questionnaire studies. Thus, the surveymethod gathers data relatively from the large number of cases at a

peculiar time; it is essentially cross-sectional.

Surveys are conducted in case of descriptive research studies, usuallyappropriate in case of social and behavioral sciences because manytypes of behavior that interest researcher cannot be arranged inrealistic setting.

Surveys are example of field research and are concerned withhypothesis formulation and testing analysis of the relationshipbetween non-manipulated variables.

Surveys may either be census or sample surveys. They may also beclassified as social surveys, economic surveys, public opinionsurveys. Whatever be their type, the method of data collectionhappens to be either observation or interview or questionnaire oropinionnaire or some projective technique. Case method may as well

be used.

In case of surveys, research design must be rigid, must make

economical provision for protection against bias and must maximizereliability, the aim happens to be to obtain complete and accurateinformation.

Possible relationships between the data and the unknowns in theuniverse can be studied through surveys.

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COLLECTION OF SECONDARY DATA

Secondary data means that are already available that is they refer to the data,which have already been collected and analyzed by someone else. When theresearcher utilizes secondary data, then he has to look into various sourcesfrom where he can obtain them. In this case he is certainly not confrontedwith the problems that are usually associated with the collection of originaldata. Secondary data may be either published or unpublished data. Usually

published data are available in:

Various publications of the central, state and local government

Various publications of foreign government or of international bodiesand their subsidiary organization.

Technical and trade journals

Books magazines and newspapers

Reports publication of various associations connected with businessand industry, banks, stocks exchanges etc

Reports prepared by various scholars universities economists etc indifferent field

Public records and statistics, historical documents and other sources ofpublish information. The sources of unpublished data are many; theymay be found in diaries, letters unpublished biographies andautobiographies and also may be available with scholars researchworkers. Trade organization, labor bureaus and other public/privateorganizations

Researcher must be careful in using data. He must make a minute because itis just possible that the secondary data may be unsuitable or maybe beinadequate in the context of a problem which the researcher wants to study.

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Selection of appropriate methods for data collection

Nature scope and object of enquiry: This constitutes the most importantfactor affecting the choice of a particular method .the method selectedshould be such that it suits the type of enquiry that is to be conducted in theresearcher, this factor is also important in deciding whether the data alreadyavailable are to be used not yet available are to be collected.

Availability of funds: Availability of funds for the research projectdetermines to a large extent the method to be used for the collection of data.When the funds at the disposal of the researcher are very limited, he willhave to select a comparatively cheaper method. Finance in fact is bigconstraint in practice and the researcher has to act within this limitation

Time factor: Availability of time has also to be taken into account indeciding particular method of data collection. Some methods take relativelymore time whereas with others the data can be collected in a comparatively

shorter duration. The time at the disposal of the researcher thus affects theselection of the method by which the data is collected.

Precision required: Precision required is yet another important factor to beconsidered at the time of selecting the method of collection of data.

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Data Collection Instruments

1) PERSONAL INTERVIEW

An interviewer asking questions generally face-to-face to other personsconducts personal interview. This sort of interview may be in the form ofdirect personal investigation or it may be an indirect oral investigation. Thismethod is particularly suitable for intensive investigations.

2) TELEPHONE INTERVIEWS

This method of collecting information consists contacting informationconsists contacting respondents on telephone itself. It is not a very widelyused method, but plays important role in industrial surveys in developedregions.

3) COMMERCIAL SURVEYS

Commercial surveys can be divided into three types: Periodic, Panel andShared surveys. Each of them are discussed below

Periodic surveys

Periodic surveys are conducted at regular intervals, ranging from weekly toannually held surveys. They use a new sample of respondents for eachsurvey, focusing on the same topic and allowing the analysis of trends over a

period. Periodic surveys are conducted by mail, personal interview andtelephone.

Panel surveys

Panel surveys, sometimes called interval panels, are conducted among agroup of respondents who have agreed to respond to a number of mail,telephone or occasionally personal interviews over time. These need notoccur regularly. But a continuous panel or panel data (explained more in

panels) refers to a group of individuals who agree to report specifiedbehaviors over time.

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Shared surveys

Shared surveys, sometimes referred to as omnibus surveys, are administeredby a research firm and consist of questions supplied by multiple clients.Such surveys can involve mail, telephone, or personal interviews. Therespondents may be drawn from either an interval panel or random selection.The main advantage here is the cost factor.

4) AUDITS

Audits involve the physical inspection of inventories, sales receipts, shelffacing and other aspects of marketing mix to determine sales, market share,relative price, distribution and other relevant information. The differenttypes of audits are store audits, product audits and retail distribution audits.

5) PANELS

A panel is a group of individuals or organizations that have agreed toprovide information to researcher over a period of time. A continuous panel,the focus of this section, has agreed to report specified behaviors on regular

basis. There are 2 types of panels: retail and consumer, consumer furtherdivided into diary panels and electronic panels.

6) MAIL QUESTIONNAIRE

A mail questionnaire is free from any interviewers bias and errors, whichmay undermine the reliability and validity of the results emerging from thesurvey. A mail questionnaire will not have any distribution bias as it will notshow any particular preference or dislike for a certain individual orhousehold. When the questions asked to the respondents need time to beanswered and needs some thinking, mail questionnaire is ideal. MailQuestionnaire saves time in collecting the desired information as a large no.Of respondents can be approached all over the country. It saves money ascost of traveling, boarding and lodging of interviewers is not to be incurred.There is no difficulty in having central supervision and control over thesurvey operations over a large region. It avoids the bias arising from any

inhibitions in answering questions. (During some personal questions therespondents may hesitate to answer them in the presence of the interviewer).It will not have the problem of non-contacts in the strict sense, as might bethe case in personal interviews when the interviewer finds that therespondent, being away from home is not available.

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STEPS IN QUESTIONNAIRE CONSTRUCTION

A Questionnaire is often the heart of a survey operation. If the heart is notproperly set up then the whole operation is bound to fail. Thus studying themain objective of the questionnaire is important. There are two mainobjectives in designing a questionnaire:

1. To maximize the proportion of subjects answering our

questionnaire that is, the response rate: To maximize our responserate, we have to consider carefully how we administer the questionnaire,establish rapport, and explain the purpose of the survey. The length of thequestionnaire should be appropriate.

2. To obtain accurate relevant information for our survey: In orderto obtain accurate relevant information, we have to give some thought towhat questions we ask, how we ask them, the order we ask them in, and

the general layout of the questionnaire.Thus the most important parameters in questionnaire designing can bedescribed as:

1. Question Content

2. Question Phrasing

3. Question Sequencing

4. Question Layout

1. Question content: For each question in the questionnaire, we should payattention to how well it addresses the content we are trying to get at.

Deciding what to ask there are three potential types of information:

Information we are primarily interested in that is, dependent variables.Information which might explain the dependent variables-that is,

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independent variables. Other factors related to both dependent andindependent factors, which may distort the results and have to be adjustedfor - that is, confounding variables.

Thus while forming the question content the following question must beanswered appropriately.

1. Is the Question Necessary/Useful?

Examine each question to see if there is a need to ask it at all and ifyou need to ask it at the level of detail you currently have.

2. Do Respondents Have the Needed Information?

Look at each question to see whether the respondent is likely to have

the necessary information to be able to answer the question.3. Does the Question Need to be More Specific?

Sometimes the questions are too general and the information weobtain is more difficult to interpret.

4. Is Question Biased or Loaded?

One danger in question writing is that your own biases and blind spotsmay affect the wording.

5. Will Respondents Answer Truthfully?

For each question see whether the respondent will have any difficultyanswering the question truthfully. If there is some reason why theymay not, consider rewording the question.

2. Question phrasing: The way questions are phrased is important and thereare some general rules for constructing good questions in aquestionnaire.

Use short and simple sentences

Short, simple sentences are generally less confusing and ambiguous than

long, complex ones. As a rule of thumb, most sentences should contain oneor two clauses.

Ask for only one piece of information at a time

For example, "Please rate the lecture in terms of its content andpresentation" asks for two pieces of information at the same time. It should

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Questions should form a logical part of a well thought out tabulationplan.

Questions should basically meet the following standards

-Should be easily understood-Should be simple-Should be concrete and should conform as much as possible to therespondents way of thinking.

Items on a questionnaire should be grouped into logically coherentsections. Grouping questions that are similar will make thequestionnaire easier to complete, and the respondent will feel morecomfortable. Questions that use the same response formats, or thosethat cover a specific topic should appear together.

Each question should follow comfortably from the previous question.Writing a questionnaire is similar to writing anything else. Transitions

between questions should be smooth. Questionnaires that jump fromone unrelated topic to another feel disjointed and are not likely to

produce high response rates.

Conclusion: Questionnaire design is a long process that demands carefulattention. Design begins with an understanding of the capabilities of a

questionnaire and how they can help the research. If it is determined that aquestionnaire is to be used, the greatest care goes into the planning of theobjectives. Questionnaires are like any scientific experiment. One does notcollect data and then see if they found something interesting. One forms ahypothesis and an experiment that will help prove or disprove thehypothesis.

Questionnaires are versatile, allowing the collection of both subjective andobjective data through the use of open or closed format questions. However,a questionnaire is only as good as the questions it contains. Mindful review

and testing is necessary to weed out minor mistakes that can cause greatchanges in meaning and interpretation. When these guidelines are followed,the questionnaire becomes a powerful and economic evaluation tool.

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SAMPLING

Census versus Sample

Census in simple terms means to measure each element in the groupor population of interest.

A part of a population, or a subset from a set of units, which is

provided by some process or other, usually by deliberate selectionwith the object of investigating the properties of the parent populationor set.

Surveys of industrial consumers or of distributors of consumerproducts are frequently in the form of a census.

However there are certain reasons, which make census impractical oreven impossible. The reasons are as follows:

1. Cost : Cost is an obvious constraint on the determination ofwhether a census should be taken. If information is desiredon grocery purchase and use behaviour (frequencies andamounts of purchase of each product category, averageamount kept at home and the like) and the population ofinterest is all households in a country, the cost will

preclude a census being taken. Thus a sample is the onlylogical way of obtaining new data from a population of thissize.

2. Time : The kind of cost we have just considered is an outlay cost.The time involved in obtaining information from either a

census or a sample involves the possibility of alsoincurring an opportunity cost. That is, the decision untilinformation is obtained may result in a smaller gain or alarger loss than would have been the case from making thesame decision earlier. The opportunity to make more (orsave more, as the case may be) is, therefore, foregone.

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3. Accuracy : A study using a census, by definition, contains nosampling error. A study using a sample may involvesampling error in addition to other types of error. Otherthings being equal, a census will provide more accuratedata than a sample.

However it has been argued that a more accurate estimate of the populationof a country could be made from a sample than from a census. Taking acensus of a population on a mail out mail back basis requires that thenames and addresses of almost all households be obtained, censusquestionnaires mailed, and interviews conducted of those not responding.

The questionnaires are sent to a population of which only about half havecompleted high school. The potential for errors in a returned questionnaire istherefore high.

Destructive nature of the measurement: Measurements are sometimesdestructive in nature. When they are, it is apparent that taking a censuswould usually defeat the purpose of a measurement. If one were producingfirecrackers, electrical fuses, or gas seed, performing a functional use test onall products for quality control purposes would not be considered from aneconomic standpoint. A sample is then the only practical choice. On theother hand, if the light bulbs, bicycles, or electrical appliances are to betested, a 100% sample (census) may be entirely reasonable.

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The Sampling Process

Step Description

1. Define the population The population is defined in terms of a) element, b)

units, c) extent and d) time.

2. Specify sampling frame The means of representing the elements of the

population for example telephone book, map, or

city directory are described.

3. Specify sampling unit The unit for sampling for example, city block,

company, or household is selected. The sampling

unit may contain one or several population

elements.

4. Specify sampling method The method by which sampling units are to be

selected is described.

5. Determine sample size The number of elements of the population to besampled is chosen.

6. Specify sampling plan The operational procedures for selection of the

sampling units are selected.

7. Select the sample The office and fieldwork necessary for the selection

of the sample are carried out.

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CONSUMER BEHAVIOUR

Consumer behaviour is the study of how people buy, what they buy, whenthey buy and why they buy. It is a subcategory of marketing that blendselements from psychology, sociology, sociopsychology, anthropology andeconomics. It attempts to understand the buyer decision making process,

both individually and in groups. It studies characteristics of individualconsumers such as demographics, psychographics, and behavioral variablesin an attempt to understand people's wants. It also tries to assess influenceson the consumer from groups such as family, friends, reference groups, andsociety in general.

Consumption is the process of production, acquisition, utilization anddestruction of goods, services, experiences or places

Why should we care?

In Short run - To understand the behaviors and attitudes of theconsumers when choosing a product or a Brand

In long run - To detect trends, develop new products and find the

language adapted to the target

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FACTORS INFLUENCING CONSUMER

BEHAVIOUR

1. Cultural factor

Subculture

People with shared value systems based on common life experiencesand situations. Subcultures include nationalities, religions, racial

Groups, and geographic areas.

The HSBC bank in Canada, web site in Mandarin and Cantonese [inaddition to English and French] to court the growing and

Affluent Asian community.

2. Social factor

Family

Cultural

CultureSubculture

Social Class

Psychological

MotivationPerceptionLearningBeliefs &Attitudes

Personal

Age & lifeCycle stageOccupationEconomicSituationLifestyle

Personality

Social

ReferenceGroupsFamily

Roles andStatus

Buyer

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Family members can strongly influence buyer behaviour. Husbands,wives, and children have varying influences on different product andservices.

Family buying influences: Lowes targets women shoppers who

initiate 80% of all home improvement decisions. Lure women andthey will drag their husbands behind them.

3. Personal factor

Lifestyle

A persons pattern of living as expressed in their activities, interests,and opinions. It profiles a persons whole pattern of acting andinteracting in the world.

To promote its premium image to a new target market, Sleeman beerads reveal a dynamic and sophisticated city image.

4. Psychological factor

Attitude

A persons consistently favorable or unfavorable evaluations, feelings,and tendencies toward an object or idea.

Attitudes are difficult to change, but the Milk processors wildlypopular milk moustache campaign succeeded in changing attitudes

towards milk.

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THE PURCHASE DECISION PROCESS

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ELEMENTS INFLUENCING THE PURCHASEPROCESS

2. INFORMATIONSEARCH

1. NEED [PROBLEM RECOGNITION]

LOYALTY

3. EVALUATION OFALTERNATIVES 5. POST-PURCHASEEVALUATION

4.PURCHA

SE

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1. Need is different from motivation

- Need is a state of tension, while motivation is the force

that pushes to reduce this state of tension

2. Its difficult to create a need

3. Needs can be- Conscious but not declared

- Unconscious

PERCEPTION

MEMORIZATIONLOYALTY

SATISFACTION

NEED

INVOLMENT

PURCHA

SE

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PARTIES INFLUENCING THE PURCHASE

PROCESS

FAMILY

FRIENDS

OPINIONLEADERS

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Family

Household:

A group of persons who share a same principal residence,whatever the links, of kinship or others, that unite them. Ahousehold can be reduced to a single person.

Family:

Part of a household constituted either by a couple (married or not),and, if need be, their children or by a person without spouse andhis/ her children.

Friends and Opinion leaders

Friends:

Group of belonging Reference group

From group to tribe

Opinion leaders:

One is considered as leader when he/ she are recognized as such bythe others

A leader in a category of products is not necessarily leader inanother

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THE SWEET TOOTH OF THE WORLD

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CADBURY INDIA

Background

Cadbury Schweppes is the No.1 confectionery and third largest soft drinkscompany in the world. The origin of the group goes back to over twocenturies. Some of the popular international brands of the company areCadbury Dairy Milk, Dr Pepper, Flake, Trebor Basset, Snapple and Motts.The company also has Halls, Clorets, Trident, Dentyne and Bubbas bubblegum range in its portfolio with acquisition of Adams in December 2002.

Since 1969, Cadbury Schweppes has focused on confectionery and non-alcoholic beverages. In 2004, 60 per cent of the Groups net sales came fromconfectionery and 40 per cent from beverages. The company employees

around 55,000 people in over 200 countries around the world.

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Cadbury in India

Cadbury India is a wholly owned subsidiary of Cadbury Schweppes whichhas operated in the country for more than 55 years. It was originallyincorporated as a wholly owned subsidiary of Cadbury Schweppes OverseasLtd in 1948. The company today employs nearly 2,000 people across India.Cadbury India is the No. 1 confectionery company with a 70 per cent marketshare in India. It is a dominating player in the Indian chocolate market withstrong brands like Dairy Milk, Five Star, Perk, Gems, etc. Dairy milk is thelargest chocolate brand in India.

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Cadbury is mainly into three segments

1. Chocolates - Cadbury India is the market leader in the chocolateconfectionery market in India with over 70 per cent market share. Theleading brands in this category are Cadburys Dairy Milk, Fruit & Nut,Crackle, Temptations, 5 Star, Perk & Celebrations Gift boxes. For more thanfive decades now, Cadbury has enjoyed leadership position in the Indianchocolate market to the extent that 'Cadbury has become a generic name forchocolate products. Cadbury has leading brands in all the segments viz bars(Dairy Milk, Crackle, Temptations), count lines (5 star, Milk Treat), pannedconfectionery (Gems) and wafer chocolates (Perk), clairs (Cadburys'Eclairs), toffees (English Toffee).

2. Sugar Confectionery Cadbury Dairy Milk Eclairs is one of the leading

brands in this category. It is amongst the largest clair brands in the marketin terms of value share. Cadbury also owns Halls (which was acquired as a

part of the global acquisition of the Adams business from Pfizer in 2003).Halls is amongst the largest brands in its segment of Minty / Breathfreshness brands in India.

3. Food Drinks Cadburys Bournvita is a leading brand in the browndrinks segment of milk / malted food products. Cadburys other productsinclude Drinking Chocolate and Cocoa powder. Overall share in the maltedfood drinks market is estimated to be around 19 per cent.

The company has recently made a foray into snacking category withCadbury Bytes, its sweet snacking brand. The company has been performingwell in India. The net sales of the company have increased from around US$131.6 million in 2000 to US$ 166.3 million in 2004.

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Factors for Success

1. Extensive distribution network

Cadburys brands are available in over a million outlets across the

country. The distribution network directly covers almost the entireurban population. The company has invested significantly in buildingsuch an extensive network. The company uses InformationTechnology to improve its logistics and distribution competitiveness.Cadbury has improved the distribution quality of its products with theinstallation of refrigerators at several outlets. This helps inmaintaining product quality in summer, when sales usually dip due tothe fact that the heat affects product quality and thereby consumption.

2. Creation of strong brands

Cadbury owes its success to strong brand equity and resultantconsumer preference that it enjoys in India. The company has builtstrong brand equity through consistently high product quality,relevant, insightful and entertaining communication. Cadbury hasdeveloped new channels for marketing its brands such as Gifting andSnacking. The company places great emphasis in ensuring displaydominance at the point of purchase

3. Customization of products for India

Cadbury India has spent time in understanding the Indian consumers.Leveraging its 55 years of experience in India, the company hascustomized its products to the Indian markets. It also offers productsat affordable price points so as to increase its market penetration.

4. Leveraging the India Advantages

Though, India contributes to less than 5 per cent of the globalrevenues today, India is critical to the global strategy of the company

5. Managerial Talent

Cadbury has begun recruiting management graduates in India to serveits global operations.

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6. Huge market potential

India offers huge market potential and is a priority market forCadbury. The company also leverages India as a manufacturing basefor producing products for the overseas market. Cadbury India has 4company owned factories and as many third party manufacturingcontractors. It also has a wide Sales & Distribution infrastructureconsisting of 33 depots managed by 4 regional sales branches acrossIndia.

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FEASIBILITY STUDY ON QUALITY OF CHOCOLATES

QUESTIONNAIRE FOR CONSUMERS

1. Name:

Phone No:

Age: Gender: Male { }

Female { }

2. What do you normally prefer to eat as a sweet item ?

3. Do you like chocolates ?

a) Very much b) Not much

c) Not at all

4. How many times you buy chocolates ?

a) Once every day b) 2- 3 times a week

c)Once a week d)On special occasions only

e)Others, please specify

5. What do chocolates signify to you ?

6. Where do you normally buy chocolates from ?

a) Your local kirana shops

b) Supermarkets like Big Bazaar

7. Rate your preferences in choice of chocolates on a scale of 1-5 (5 beinghighest rank)

a)Taste

b)Sweetness

c)Price

d)Calories

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e)Brand of the chocolate

f)Packaging

g)Ingredients/ flavors

8. Which brand of chocolates you prefer ?

a)Nestleb)Cadburys

c)Amul

d)Foreign brands like Hersheys

e)Any other, please specify .

9. Why do you prefer that particular brand ?

10. Is there anything that you feel is lacking in your preferred brand ofchocolates ? If yes, please describe

11. Do you think that the present choices available in chocolates are costly? If

yes, what will be your ideal price range ?

12. Would you prefer to switch to chocolates of another brand if it is cheaper

than your preferred brand without any change in quality & taste ?

....

13. Do continue eating chocolates of a company if it has some controversy in

market or do you lose trust ?

a) Yes b) No

14.Does a Personality like AMITABH BACHHAN or RANI MUKHERJI or

PREITY ZINTA influences your decision of buying a particular brand of

Chocolate ?

a) Yes b) No

c) Not completely

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THANK YOU

DATE: SIGNATURE

FEASIBILITY STUDY ON QUALITY OF CHOCOLATES

QUESTIONNAIRE FOR RETAILERS

1. Name of the shop : .

Location :

2. Which brands of chocolates does the shop sell ?

3. Highest sales of which brand of chocolates (i.e. how many in 1 day)

4. What are customers preferences in the choice of chocolates ?

a) Tasteb) Sweetnessc) Priced) Caloriese) Brand of the chocolatef) Packagingg) Ingredients/ flavors

5. Sales of chocolates are highest during which period ?

6. Are there any customer complaints about the existing brands of chocolates ?

7. Has the demand for chocolates risen in the past few years ?

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THANK YOU

DATE: SIGNATURE

DATA ANALYSIS FOR CONSUMERS

Sample Size: 50 respondents

25 consumers 50%

25 retailers 50%

50%50%CONSUMER

RETAILERS

25 Consumers:

12 males 48%

13 females 52%

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CONSUMER

48%52%

MALE

FEMALE

Age group: 21-30 years: 25 respondents

Males: 12 respondents

Females: 13 respondents

Age group: 21-30 years

48%52%

MALE

FEMALE

Normally prefer as a sweet item

Chocolates:60%

Ice creams: 16%

Traditional Sweets: 16%

Cake: 8%

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PREFERENCE AS A SWEET ITEM

60%16%

16%

8%

CHOCOLATE

ICE CREAM

TRADITIONAL SWEET

CAKE

Do you like chocolates?

Very much: 72%

Not much: 12%

Not at all 16%

LIKE AND DISLIKE OF CHOCOLATES

72%

12%

16%

VERY MUCH

NOT MUCH

NOT AT ALL

How many times do you buy chocolates?

Once every day: 20%

2-3 times a week: 44%

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Once a week: 20%

Special occasions: 16%

BUYING PATTERN

20%

44%

20%

16%

ONCE EVERY DAY

2-3 TIMES A WEEK

ONCE A W EEK

SPECIAL OCCASIONS

Where do you normally buy chocolates from?

Kirana shop: 72%

Supermarkets: 28%

PREFERED DISTRIBUTION CHANNEL

72%

28%

KIRANA SHOP

SUPER

MARKETS

Which are the top attributes a consumer looks for while making his decision?

28% respondents said taste was the most important factor of selection

27% respondents said brand was the most important factor of selection

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25% respondents said ingredients/ flavours was the most important factor of

selection

20% respondents said packaging was the most important factor of selection

PREFERENCES

Taste

28%

Brand

27%

Ingredients

25%

Packaging

20%Taste

Brand

Ingredients

Packaging

On an average the scale of preference was as follows:

1st priority: Taste

2nd priority: Brand

3rd priority: Packaging

4th priority: Flavors

5th priority: Sweetness/less sweet

6th priority: Calories

7th priority: Price

Which brand of chocolates you prefer?

Cadburys: 60%

Nestle & Cadbury: 8%

Cadbury & Foreign Brands: 4%

Only Foreign Brands:4%

Amul: 8%

Nestle: 8%

Nestle & Foreign Brands: 8%

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MARKET LEADER

60%

8%

4%

4%

8%

8%

8%

CADBURY

NESTLE & CADBURY

CADBURY & FOREIGN

BRANDS

ONLY FOREIGN BRANDS

AMUL

NESTLE

NESTLE & FOREIGN

BRANDS

Why do you prefer your choice of brand?

Majority of the respondents said that they liked a particular brand of their choiceespecially Cadbury because of taste, quality and most importantly brand name andpackaging.

Is there anything lacking according to you in your preferred brand? (amongst the

existing varieties)

No: 72%

Yes: 28%

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SATISFACTION GRAPH

28%

72%

YES

NO

The respondents who replied yes, have stated the following attributes as lacking in theexisting varieties of chocolates:

Lack of chocolates in attractive shapes

High price

Not enough crunchier

Not good as compared to foreign brands

Are the present choices available in chocolates, costly? If yes, what will be your ideal

price range?

Yes: 24%

No: 76%

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PRICE HIGH OR LOW

24%

76%

YES

NO

Would you prefer to switch to another brand?

Yes: 56%

No: 44%

PRICE SENSITIVITY OF CONSUMER

44%

56%

YES

NO

DATA ANALYSIS OF RETAILERS

Which brand of chocolates does shop sell?

32% of retailers stock cadburys

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28% or retailers stock Nestle

24% of retailers stock Amul

16% of retailers stock imported brands.

Which brand has the highest sales?

HIGEST SALES

32%

28%

24%

16%

CADBURY

NESTLE

AMUL

IMPORTED

When is the sale of chocolates the highest?

40%

60%

ALL TIME

FESTIVELS

Sales are normally higher during Festivals. Special occasions like Valentines Day,

Friendship day.

LIMITATIONS OF THE RESEARCH

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1. Large size of target population

The target population of chocolates is each and every person with teeth rightfrom children to old people. Our sample size of 50 thus cannot be said to bethe correct representation of the target market.

2. Fragmentation

Chocolates are not only sold in exclusive shops but also sold in simple retailshops. Thus it is very difficult to estimate the sales and buying pattern of

consumers in general.

BIBLIOGRAPHY

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BOOKS REFERRED

BOOK NAME AUTHORS NAME

MARKETING MANAGEMENT PHILIP KOTLER

RESEARCH METHODOLOGY DIPAK KUMAR

BHATTACHARYYA

WEBSITES

www.cadburysindia.comwww.cadbury.comwww.cadburydairymilk.comwww.cadburyltd.comwww.google.comwww.wikipedia.comwww.ask.comwww.rediff.comwww.yahoo.com

NEWSPAPERS REFERRED MAGAZINES REFERRED

1. BRAND LINE 1.COMPETITION SUCCESS REVIEW

2. ECONOMIC TIMES
http://www.cadburysindia.com/http://www.cadbury.com/http://www.cadburydairymilk.com/http://www.cadburyltd.com/http://www.google.com/http://www.wikipedia.com/http://www.ask.com/http://www.rediff.com/http://www.yahoo.com/http://www.cadburysindia.com/http://www.cadbury.com/http://www.cadburydairymilk.com/http://www.cadburyltd.com/http://www.google.com/http://www.wikipedia.com/http://www.ask.com/http://www.rediff.com/http://www.yahoo.com/

a survey report on quality of chocolates

Documents