A Study of Consumer Behaviour towards Chocolates

with reference to

DAIRY MILK.
PROJECT REPORT SUBMITTED FOR THE PARTIAL
FULFILMENT OF THE DEGREE OF

BACHELOR OF BUSINESS MANAGEMENT

BY

Ms.Santosh kumar
Reg: 8085149

Sri Vasavi Institute Of

Management, Hindupur.
(Affiliated to Sri Krishnadevaraya University,
Anantapur)
2007-2010
 SRI VASAVI INSTITUTE OF MANAGEMENT
S. D. G. S. COLLEGE, HINDUPUR.

Certificate
This is certify that the project work entitled

“Consumer Behaviour on DAIRY MILK”

has been successfully carried out by

Mr.Santosh Kumar
Student of B.B.M.
For M/S LAKSHMI Enterprises , Hindupur.
Under the supervision and guidance.
Submitted in partial fulfillment of the requirements for the award of the
degree of

BACHELOR OF BUSINESS MANAGEMENT

Prescribed by Sri Krishnadevaraya University, Anantapur
During the academic year
2007-2010
 PRINCIPAL
Mr. B. OBULA REDDY
S.D.G.S. College,
Hindupur.
SRI VASAVI INSTITUTE OF MANAGEMENT
S. D. G. S. COLLEGE HINDUPUR.

Certificate
This is certify that the project work entitled

“Consumer Behavior on DAIRY MILK”

has been successfully carried out by

Mr.Santosh Kumar
Student of B.B.M.
For M/S LAKSHMI Enterprises, Hindupur.
Under the supervision and guidance.
Submitted in partial fulfillment of the requirements for the award of the
degree of

BACHELOR OF BUSINESS MANAGEMENT

Prescribed by Sri Krishnadevaraya University, Anantapur.
During the academic year
2007-2010
PROJECT DIRECTOR
Shaik Aslam Saheb, Faculty,
 S.V.I.M.
S.D.G.S. College, Hindupur.

SRI VASAVI INSTITUTE OF MANAGEMENT

S. D. G. S. COLLEGE, HINDUPUR.

Certificate
This is certify that the project work entitled

“Consumer Behavior on DAIRY MILK”

has been successfully carried out by

Mr.Santosh Kumar
Student of B.B.M.
For M/S LAKSHMI Enterprises, Hindupur
Under the supervision and guidance.
Submitted in partial fulfillment of the requirements for the award of the
degree of

BACHELOR OF BUSINESS MANAGEMENT

Prescribed by Sri Krishnadevaraya University, Anantapur.
During the academic year
2007-2010
Head of the Department
 Smt. B. PADMAJA,
S.D.G.S.COLLEGE, Hindupur.

DECLERATION
I here by declare that this project report entitled” consumer

behavior on chocolate with reference to DAIRY

MILK at Hindupur” has been prepared by me during the period of
2009-2010 to be submitted to Sri Vasavi institute of Management,
Hindupur in partial fulfillment for the award of degree of Bachelor of
Business Management prescribed by Sri Krishnadevaraya University,
Anantapur.

I also declare that this project report is the result of my own

effort and that it has not been copied from any of the earlier reports
submitted by any body to Sri Krishnadevaraya University or to any
other university for the award of any degree or diploma.

I also assert that the information collected by me for

M/s LAKSHMI Enterprises, Hindupur will be kept confidential.


 (R.SANTOSH KUMAR)

ACKNOWLEDGEMENT
I profound thanks and deep sense of gratitude are due to
authorities of M/s LAKSHMI Enterprises authorized dealer Hindupur
who gave me the opportunity for doing this project work at Hindupur.

I also thank the staff of the LAKSHMI Enterprises for

providing me all help and facilities in carrying out my project and
making me feel at home.

I also express my gratitude towards the help rendered by

Smt. B.Padmaja, Head of the Department and SHAIK ASLAM, Project
Director Sri Vasavi Institute of Management, Hindupur in completing
this project work.

It is my sincere duty to express my deep graveness to,

SHAIK ASLAM, Faculty in Sri Vasavi Institute of Management who has
been all the best the way with me in designing the project.

Finally I thank all my friends and Faculty members for

spending their valuable time with me in designing this project.


(R.SANTOSH KUMAR)
 LAKSHMI ENTERPRISES
D.L; ROAD STOCISTS: CADBURY INDIA LTD, HINDUPUR-
515201.

Ref: Date:
……………..

Certificate
This is to certify that Mr.R.SANTOSH KUMAR of B.B.M.final
year of S.D.G.S.College, Hindupur has done the project work entitled
“A STUDY ON CONSUMER BEHAVIOR TOWARDS CADBURY
DAIRY MILK” at Hindupur.The Project work is the work by her and
is entirely based on the survey conducted by her.

The content of the project report has not copied from any of the
earlier project reports done by any one. During the course of the
project work, her character and behavior are found to be satisfactory.

Proprietor;

CONTENTS
CHAPTER-1 : INTRODUCTION TO COMPANY

 Company Profile
 History
 Product Profile

CHAPTER-2 : DESIGN OF THE STUDY

 Need for the Study

 Scope of the Study
 Objectives of the study
 Methodology
 Limitations

CHAPTER-3 : INTRODUCTION

 Introduction to Marketing
 Consumer Behavior

CHAPTER-4 : DATA ANALYSIS

CHAPTER-5 :
 FINDINGS
 CONCLUSIONS
 SUGGESTIONS

CHAPTER-6 :
 APPENDIX & BIBLIOGRAPHY
 COMPANY PROFILE
 HISTORY OF CADBURY
 MAKING OF CADBURY CHOCOLATES
 TOP MANAGEMENT OF CADBURY COMPANY
 COMMITMENT OF CADBURY TOWARDS
CONSUMERS.
 MARKET PLACE OF CADBURY
 FINANCIAL CALANDER 2006
 RANGE OF CHOCOLATES IN CADBURY

HISTORY OF CADBURY:

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.

MAKING OF CHOCOLATE:

Cadbury makes a variety of chocolates for different purposes but the two main types are
Cadbury Dairy Milk, milk chocolate and Cadbury Bournville plain chocolate.

The taste and texture of Cadbury chocolate are based on long traditions of expertise in recipe
and processing unique to Cadbury. Techniques are improving all the time and new
technology enables the whole process to be finely tuned to match evolving tastes and
preferences.
Production starts at the Chirk cocoa factory, where the highest quality cocoa beans are
processed to produce cocoa mass containing 55% cocoa butter plus extracted cocoa butter,
the basis for all chocolate products.

When plain chocolate is made the 'mass' goes straight to the Bournville factory in Birmingham
while the 'mass' for milk chocolate production is taken to the Cadbury milk factory at
Marlbrook, Herefordshire, in the heart of English dairy country.

At the milk processing factory fresh liquid full cream milk is cooked with sugar and
condensed to a thick liquid. Cocoa mass is added, making a rich creamy chocolate liquid,
which is then evaporated to make milk chocolate crumb. As these ingredients are cooked
together the very special rich creamy taste of Cadbury chocolate is produced. 95,000 tonnes
of crumb a year are produced at Marlbrook to be made into chocolate at the Cadbury
chocolate factories at Bournville, Birmingham and Somerdale, Bristol.

On arrival at the chocolate factory the crumb is pulverised by heavy rollers and mixed with
additional cocoa butter and special chocolate flavourings. The amount of cocoa butter added
depends on the consistency of the chocolate required: thick chocolate is needed for moulded
bars, while a thinner consistency is used for assortments and covered bars.

In the UK up to 5% vegetable fat is added to compensate for variations in cocoa butter,

allowing the melting properties of the chocolate to be controlled to a precise standard, and
preserving the full taste and texture of the chocolate. Cadbury use carefully selected
vegetable oils similar in nature to cocoa butter: African Shea, Indian Sal and Malaysian Palm
oils are all part of the recipe.

Both milk and plain chocolate, which has had sugar and cocoa butter added to the mass
before pulverising, undergo the same final special production stages, producing the famous
smoothness, gloss and snap of Cadbury chocolate.
TOP MANGEMENT OF CADBURY COMPANY:

Non Executive Chairman: John Sunderland

Chief Executive Officer: Todd Stitzer

Chief Human Resource Officer: Bob Stack

Chief Financial Officer: Ken Hanna

Group Secretary: Hester Blanks

Senior Independent Non Executive (Deputy Chairman): Roger Carr

Non Executive: Baroness Wilcox

Non Executive: Rosemary Thorne

Non Executive: Dr Wolfgang Berndt

Non Executive: Richard Braddock

Non Executive: David Thompson

Non Executive: Lord Patten

COMMITMENT OF CADBURY TOWARDS CONSUMERS:

The Cadbury is totally committed towards the Consumers. It always strives to satisfy each and
every segment of the Consumers. It tries to produce the Products which meet the needs of
the Consumers.

The Cadbury’s products are primarily impulse products and are sold to the consumer through
many different outlets, ranging from kiosk to petrol station and fountain equipment at
leisure, food and entertainment venues.

The Company has a variety of programmes in place to ensure that consumer insights are built
into its commercial strategy. In 2004, the Group put in place a new approach to consumer
segmentation and commercial strategy development, based on rigorous and extensive
consumer research in its key confectionery markets.

MARKET PLACE OF CADBURY:

The Company is privileged to live in what is an increasingly democratic world with the
freedom to choose the way, they live, the way they work and what they consume. Freedom of
choice is a vital factor in the fast moving and highly competitive consumer goods industry in
which Cadbury operates. The products are purchased daily in their millions around the world
and unless the Company consistently offers quality, value and satisfaction the consumers will
switch allegiance.

The Company’s confectionery offers energy, taste, rewards and gift opportunities. Variety is
important. In business freedom of choice means not only the freedom to seek new
combinations of old favourites, but also new experiences.
The brands become old friends with whom the consumers have special relationships. This
makes protection of their reputation an essential ingredient of the Company’s long term
success. The Company is also constantly seeking new and innovative ways to satisfy the
consumer's willingness to try new things. Consequently whenever it develops a new product
they have to build consumer awareness through advertising and promotion. Consumers want
to be informed, whether to be reminded of their feelings about established favourites or to be
told of new delights available for their delectation!

With choice, comes access to the products. The Company’s job is to make its products as
widely available as possible, to ensure that they are always within an arm's reach whether as
an impulse or a considered buy. To achieve this, the Company works with their customers in
many different trade channels.

FINANCIAL CALANDER 2007:

Tuesday 21 Feb Announcement of 2006 preliminary results.

Wednesday 26 April Ex-dividend date for 2006 final dividend.

Friday 28 April Record date for final dividend.

Thursday 18 May 2007 Annual General Meeting.

Friday 26 May Payment of 2006 final dividend.

Wednesday 02 August Announcement of 2007 interim results.

Wednesday 20 September Ex-dividend date for 2007 interim dividend.

Friday 22 September Record date for 2007 interim dividend.

Friday 20 October Payment of 2007 interim dividend.

RANGE OF CHOCOLATES IN CADBURY’S:

Chocolate Bars:
Cherry Ripe
Crunchie
Flake
Picnic
Time Out
Twirl
New BOOST
FRY’S Turkish Delight

Boxed Chocolate:
Favourites
Milk Tray
 Red Tulip
Roses

Blocks of Chocolate:
Breakaway
Caramello
Cherry Ripe Block
Chocolate Mousse
Dairy Milk
Dream
Fruit & Nut
Hazel Nut
Marble
Peppermint Snack
Top Deck

Kids Confectionery:
Cadbury Caramello Koala
Cadbury Freddo Cadbury Furry Friends
Cadbury Yowie

Sugar Confectionery:
Chupa Chups
Chocolate Eclairs
Clinkers
Columbines
Jelly Babies
Marshmallows
Wine Gums

Others:
Chocolate Velvet
Drinking Chocolate
Easter
Flavoured Dairy Drinks
Highlights
Ice cream
Showbags
Cooking Products

HISTORY OF CADBURY DAIRY MILK.

 MAKING OF CADBURY DAIRY MILK.
 INGREDIENTS AND NUTRITIONAL FACTS.
 MILESTONES IN THE HISTORY OF DAIRY
MILK.
 FACTS ABOUT DAIRY MILK.
 RANGE OF CHOCOLATES IN DAIRY MILK.
  QUANTITIES AVAILABLE.

HISTORY OF CADBURY DAIRY MILK:

When Cadbury Dairy Milk chocolate with its deliciously smooth texture and unique creamy
taste was first introduced in the early 1900s it made an immediate impact quickly
becoming the market leader. The success story has continued until today when it is still
the top selling chocolate brand in the country. The Cadbury Mega Brand's broad family of
products has an international retail value approaching US$1billion. The success story has
continued. It is still the top selling chocolate brand in the country and the Cadbury Mega
Brand's broad family of products today has an international retail value approaching
US$1billion.

As an international brand Cadbury Dairy Milk carries the same distinctive image all over
the world. Wherever you buy a bar of Cadbury Dairy Milk the pack design will be exactly
the same, only the language will be different.

The famous slogan "glass and a half of full cream milk in every half pound" with the
picture of milk pouring into the chocolate bar, is one of the all-time greats of British
advertising.

The first two additions to the Cadbury Mega brand family were Fruit & Nut in 1928
followed by Whole Nut in 1933. The family has since been extended and there are now 12
varieties of Cadbury Dairy Milk bars in the range.

Cadbury Dairy Milk is enjoyed in over 33 countries.

MAKING OF CADBURY DAIRY MILK:

Milk chocolate was first made by the Cadbury Brothers in 1897, but by today's standards
was a very coarse dry product made by blending milk powder with cocoa and sugar. The
milk chocolate market was then dominated by the Swiss who produced a superior product
by using condensed milk.

In the early 1900s George Cadbury was determined to meet the Swiss challenge and, together
with the Bournville experts, started to research new recipes and production methods. By June
1904 the recipe was perfected and a delicious new milk chocolate made with full cream milk,
and containing far more milk than any previously known product, was ready for production in
1905. Although considerable technological advances have since been made in the production
processes, the Cadbury Dairy Milk recipe is still basically the same as it was in 1904.
 INGEDIENTS AND NUTRITIONAL FACTS:

Ingredients: Full Cream Milk, Sugar, Milk Solids, Cocoa Butter, Cocoa Mass,
Emulsifiers (Soya Lecithin, 476), Flavours. May contain traces of nuts. Cocoa Solids
26%, Milk Solids 27%
Nutritional Information:

100.00g
Serving Size
Per Serving Per 100g
Energy 2210kj 2210.00kj
Protein 8.2g 8.20g
Fat 29.7g 29.70g
Includes Saturated Fat 18.7g 18.70g
Carbohydrate 57g 57.00g
Includes Sugars 55.5g 55.50g
Sodium 90mg 90.00g

Chocolate does have Nutritional value containing a range of Nutrients necessary for good
health. A 50g block of milk chocolate provides:

0.65 mg Zinc (5% Recommended Dietary Intake)

0.75 mg Iron (10% RDI for Men, 5% for Women)

125 mg Calcium (15% RDI)

Riboflavin (17% RDI)

28 mg Magnesium (8% RDI)

 1.2 mg Niacin (6% RDI)

Evidently the nutritional qualities of chocolate make it a snack food worth thinking about.

MILESTONES IN THE HISTORY OF CADBURY DAIRY MILK:

1904 A new recipe was perfected by George Cadbury for milk chocolate.

1905 Cadbury launch Dairy Milk onto the market - a new milk chocolate that
contains far more milk than anything previously tasted.

1913 Dairy Milk becomes Cadbury's best selling line.

Mid 1920s Dairy Milk becomes UK brand leader - a position it has held ever
since.

1928 Fruit & Nut was introduced as a variation of Dairy Milk. The "glass and
a half" advertising slogan was introduced.

1933 WholeNut was added to the Dairy Milk family.

1998 Dairy Milk was re-launched with the new and modern pack design that
you see today.
FACTS ABOUT CADBURY DAIRY MILK:

Three names were originally considered "Jersey", "Highland Milk" and "Dairy Maid"
which led to "Dairy Milk".
The Company sells enough Cadbury Dairy Milk each year to cover all 92 Premier and
Nationwide League football pitches in the UK - five times over.
 
The largest chocolate bar in the world - a giant block nearly 9ft high, 4ft wide and
weighing 1.1 tonnes - was made by Cadbury Dairy Milk in 1998. The average chocolate
lover would take nearly 120 years to munch their way through it!
 
The total weight of Dairy Milk produced in one year is equivalent to 51,641 minis or
7,230 Indian elephants.
 
The recipe for Dairy Milk is kept literally under lock and key in a safe within the
bowels of Cadbury Bournville.
RANGE OF CHOCOLATES IN CADBURY DAIRY MILK:

Dairy Milk
Dairy Milk Crispies
Dairy Milk Fruit & Nut
Dairy Milk Wafer
Dairy Milk caramel
Dairy Milk Mint Crisps
Dairy Milk Whole Nut
Dairy Milk Bubbly
Dairy Milk Orange
Dairy Milk Biscuit
Dairy Milk Crunchie
Dairy Milk Turkish
QUANTITY AND PRICE OF DAIRY MILK AVAILABLE:

Dairy Milk 12 g Rs. 5

Dairy Milk 35 g Rs.10
Dairy Milk 40 g Rs.16
Dairy Milk Fruit n Nut 25 g Rs. 25
Dairy Milk Festive Pack Rs. 60 to Rs. 200

Cadbury 'Dairy Milk' is available in a variety of formats for all occasions: 400 g,
250g,150 g, 100 g, 75 g and 55 g blocks, 55 g rolls, 10 g miniatures and a 235 g
sharepack.

FoodService Catering Packs

Cadbury Dairy Milk Miniatures: Bulk 5 kg box (500 units)
Cadbury Dairy Milk Pieces: Bulk 10 kg catering pack (650 units)
 CHAPTER-2
Design of the study:
NEED FOR STUDY
OBJECTIVES OF THE STUDY
METHODOLOGY OF THE STUDY
LIMITATIONS OF THE STUDY
NEED FOR THE STUDY:

This study has been carried to know the Consumer’s psychology, attitudes
and beliefs. It is difficult to read the perceptions and feelings of a consumer towards the
product. Due to the entry of MNC’s, Indian market faces severe competition and many
other problems. But this competition results in the production of high quality products
and better services. The new technology is innovated and imported from the World over.
This becomes the problem of survival to the Indian Companies. In these conditions, it
becomes essential for every Company to study the minds of the Consumer and their
behaviour towards the developmental changes in Cut throat
competition.

Consumer prefers quality products at reasonable prices. The price should be matched
with the quality of the product. As the awareness of the consumer is increasing, the
Company should produce products which have the combination of creativity and
technology, with reasonable pricing compared to that of competitor’s products and
pricing strategies. Quality, brand image, taste, price, availability and some times even
brand ambassador plays a major role in influencing the consumer to buy a particular
product.

In this situation, Companies should carry out research studies and has to allot huge
amounts towards it.
OBJECTIVES OF THE STUDY:

The main objectives for carrying out this study is

To study the Consumer Behaviour towards Chocolates with reference to Dairy Milk.
To know about the different brands of Chocolates which the Consumer is aware of.
To know the different brands of Chocolates preferred by the Consumers.
To find out different aspects influencing the Consumers to purchase Dairy Milk.
To know about the Media which influencing the Consumers to purchase Dairy Milk.
To find out the Media preferred by the Consumers for Advertising.
To find out the impact of current Advertisements.
To find out the Quantity, Frequency & Point of Purchase of Dairy Milk.
To know the opinion and satisfactory level of Consumers regarding Package.
To suggest the Company about the Consumer needs, so that it can improve its
product accordingly.
METHODOLOGY OF THE STUDY:

Marketing Research is a systematic analysis of the marketing problems, model building

and facts finding for the purpose of improved decision making in marketing of goods
and services.
-Philip Kotler.

This study is a combination of both Primary & Secondary Data.

Primary Data:
It is the first hand information received by the researcher.
In this study, primary data is collected from Consumers through prepared questionnaire.
It is a combination of both multiple choice & open ended questions which have been
supplemented through interviews and in depth discussions with respondents.

Sample Selection:
A sample of 100 respondents is taken from Hindupur town of Anantapur district. The
technique used is simple random sampling.

Secondary Data:
It is one of which has been already analyzed and concluded.
In this study, secondary data is collected from the following sources
Company Manuals and Web sites
Magazines
Marketing Research Web sites.
LIMITATIONS OF THE STUDY

In spite of the maximum efforts, this study has some limitations. They are

Owing to time constraints, the sample was restricted to 100 and that too in
Hindupur town only. So it can’t be applied universally. This is the major limitation
of this study.
Study was conducted for a limited period of time.
 Chapter-3
CONSUMER BEHAVIOUR
o INTRODUCTION
o CONSUMER BUYING PROCESS
o DETERMINANTS OF CONSUMER
BEHAVIOUR

INTRODUCTION:
Behaviour is the process of responding to the Stimuli. Consumer Behaviour is to do with the
activities of individuals in obtaining and using the goods and services; it encompasses the
decision making process that precedes and determines purchases.
Consumer Behaviour is all the Psychological, Sociological and Physical behaviour of potential
customers as they become aware of, evaluate, purchase, consume and tell others about the
products or services.
The Consumer is the focus of marketing efforts. The modern Marketing concept spells
out the real significance of buyer behaviour. In the course of operating the concept, the
modern Marketing Management tries to solve the basic problems of consumers in the area of
consumption. Solving such consumption problems of consumers warrants a thorough
understanding of such problems; it involves concentrated efforts to understand the very
process of buying and all the factors influencing it.

CONSUMER BUYING PROCESS:

 Consumer buying process resembles decision making process: it includes the
following stages
Need Recognition:
The starting point of buying process is the perceived want or a desire. Need recognition is the
awareness of the want or a desire. Need recognition is the awareness of the want or a desire
or a consumption problem without whose satisfaction the consumer feels restless and
tension-charged. Needs or wants arise due to internal stimulus or external stimulus. A
stimulus is called by marketing experts as a ‘sign’ or a ‘cue’. It is the intensity or the urgency
of want that decides the speed at which it is to be satisfied.

Information Search:
A need aroused and recognized can be satisfied only when the product or service is available.
Consumer interest is indicated in the consumer’s willingness to seek information about
product and service. Consumer tries to up date the adequate information. Consumer has
many alternative sources of information to tap from.

Evaluation and Intention:

It is consumer’s deep interest in the product or service that paves the way for evaluation and
intention. The evaluation stage is the stage of mental trail of the product or a service. In
evaluation stage, the consumer assigns relative values or weightages to different products or
service based on the accumulated information.
Once the consumer evaluates, he develops the intention to accept or reject a given product or
service. The final purchase depends on the relative strength of the positive intention to buy.

Purchase Decision:
It is the positive intention of the consumer that leads to a purchase decision. Decision to a
purchase implies consumer’s commitment for a product or a service. Such purchase may be
trail or adoption. Practically, it is the last stage in the buying process because, it completes
the exchange process.

Post Purchase Reaction:

Post Purchase behaviour or reaction stands for the behaviour of the consumer after a
commitment to product has been made. This post purchase experience may be a set of
positive or negative feelings. Positive feeling or satisfaction will result in repeat sales or at
least recommending the products or services to others; on the other hand, dissatisfaction or
negative feelings creating anxiety and doubts.
DETERMINANTS OF CONSUMER BEHAVIOUR:
Behaviour of the consumers is influenced by different determinants. These determinants can
be broadly categorized into 3 kinds, namely;
Economic Determinants: Economists refer a Man as a rational animal. Economic
determinants may be,
Personal Income: One’s income is the reward for One’s economic efforts. Income
purchasing power. It is one of the factors influencing the buyer behaviour.
Family Income: This determinant is taken into account, when the consumer is a
member of a joint family; the buyer behaviour is influenced by the family income
rather than the individual income.
Consumer Income Expectations: It is the future income expectations of the
consumer that influences such consumer behaviour. It is the optimism or the
pessimism about consumer income that determines the level of current
spending. If there are bleak prospects of future expected income, he spends less
now and saves more and vice-a-versa.
Consumer Liquid Assets: It is the consumer liquid asset position that influences
the consumer behaviour. Liquid assets of the consumers are the assets held in
the money or near-money forms of investments.
Consumer Credit: Availability or pancity of consumer credit has its impact on
consumer buying behaviour. Consumer credit is a facility extended by a
marketer to postpone the payment of products bought, to some future date.
Easy availability of consumer credit makes the consumer to go in for those
consumer durables which he would have postponed.
Level of Standard of Living: The Consumer behaviour has the impact of the
established standard of living to which he is accustomed. Even if consumer
income goes down, the consumer spending will not come down proportionately.
On the other hand, rise in income tends to improve upon the established
standards of living.
 Psychological Determinants: Psychologists proved certain clues, as to why a
consumer behaves this way or that way. The Psychological determinants are;
Motivation: Motivation refers to the drives, urges, wishes or a desire which
initiates the sequence of events known as behaviour. It is an active, strong
driving force that exists to reduce a state of tension and to protect, satisfy and
enhance the individual and his self-concept.
Perception: Perception is the process where by stimuli are received an
interpreted by the individual and translated into a response. To perceive is to
see, hear, touch, taste, smell and sense initially something or some event or
some relation. Perception is the process by which the mind receives, organizes
and interprets physical stimuli. Perception depends upon stimulus factors.
Learning: Learning is the process of acquiring knowledge. Consumer Behaviour
is the process of learning because; it is modified according to the customers
past experience and the objectives he or she has set.
Attitude: The concept of attitude occupies a central position in the Consumer
Behaviour studies. Attitude measurements help in understanding and prediction
of consumer behaviour. Attitude refers to a predisposition to behave in a
particular way when presented with a given stimulus.
Personality: The word Personality is used to refer to the capacity of a person for
popularity, friendliness or charisma. In strict sense, it refers to the essential
differences between one individual and another. Personality consists of the
mannerisms, habits and actions that make a person an individual and there by
serve to make him distinct from every one else. It is also a factor in determining
the consumer buying process.
 Sociological Determinants: The sociological determinants as proposed by sociologists
and social psychologists are
Family: It is a kind of sociological determinants. Members of the buyer’s
family can exercise a strong influence of the buyer’s behaviour. The family of
orientation consists of One’s parents, wife, children so on.
Reference Groups: Each person in the Society is not only the member of his
family but the member of some group or groups outside the family circle.
These groups can be called as ‘Reference Groups’. Reference groups are
those groups which an individual identified to an extent, that these groups
become a standard or norm which influences his behaviour. Reference
Group is a social and professional group that influences the individual’s
opinions, beliefs and aspirations.
Opinion Leader: ‘Opinion Leaders’ or ‘Influentials’ play a key role in
influencing the buying behaviour of their followers. The beliefs, preferences,
attitudes, actions and behaviour of the leader set a trend and a pattern for
others to follow in given situation.
Marketers very often try to catch hold of the Opinion Leaders through
advertisements and other means of communication. If they succeed in
selling their ideas and products to the Opinion Leaders, then they have sold
it to the entire group of followers behind them.
Social Class and Caste: Buying behaviour of individuals is also influenced by
the social class and caste to which they belong. Social class is a relatively
permanent and homogeneous division of a society into which individuals or
families sharing similar values, life style, interests and behaviour can be
categorized.
Culture: Culture adds yet another dimension to the study of consumer
behaviour. ‘Culture’ refers to all those symbols, artifacts and behavioral
patterns which are passed on socially from one generation to the next. It
includes cognitive elements, beliefs, values and norms, signs, cultures.
Cultures are specific to the areas in which they evolve.
 Chapter-4
DATA
ANALYSIS

Brand Name Percentage

1. Brand Awareness of
Dairy Milk 79%
Different Milky Bar 44% Chocolates.
Kit Kat 54%
Perk 56%
Munch 65%
5 Star 52%
 Regarding the awareness of different brands of Chocolates Dairy Milk, Milky
Bar,
Kit Kat, Perk, Munch and 5 Star has got 79, 44, 54, 56, 65 and 52% respectively.

70%
60%
50%
40%
30%
20%
10%
0%

Dairy Milk Milky Bar Kit Kat Perk Munch 5 Star

2. Brand Preference of Different Chocolates.

 Brand Name Number of Respondents Percentage
Dairy Milk 58 58%
Milky Bar 10 10%
Kit Kat 06 6%
Munch 07 7%
5 Star 08 8%
Others 11 11%
Total 100 100%

The below diagram indicates that 58% of the respondents prefer Dairy Milk, 6%
prefer Kit Kat and 10%, 7%, 8% and 11% prefer Milky Bar, Munch, 5 Star and
other brands of chocolates respectively.

0% 10% 20% 30% 40% 50% 60%

Others 5 Star Munch Kit Kat Milky Bar Dairy Milk

3. Particularity about Brand while Purchasing.

Option Number of Respondents Percentage

 Particular 77 77%
Not Particular 23 23%

The below diagram indicates that, out of 100 respondents 77 are conscious about brand
and 23 are not particular about brand while purchasing a Chocolate.

80
70
60
50
40
30
20
10
0

Particular Not Particular

4. Consumers of Dairy Milk.

Option Number of Respondents Percentage

 Consumers 98 98%
Non Consumers 02 2%

The following diagram clearly shows that maximum numbers of respondents consume Dairy
Milk. And just 2 out of 100 don’t consume Dairy Milk.

100
90
80
70
60
50
40
30
20
10
0

Non Consumers Consumers

5. Factors influencing consumers to purchase Dairy Milk.

Factors Number of Consumers Percentage

Brand Image 15 16%
 Quality 20 20%
Price 02 2%
Taste 52 53%
Availability 03 3%
Brand Ambassador 06 6%
Total 100 100%

The below diagram indicates that 53% of consumers are influenced by the taste
of Dairy Milk Chocolate. Brand Image, Quality, Price, Availability and Brand
Ambassador influences 16, 20, 2, 3 and 6 Consumers respectively.

60
50
40
30
20
10
0

Brand Image Quality Price Taste Availability Brand Ambassador

6. Media influencing the Consumer.

Media Number of Consumers Percentage

Friends 24 24%
Relatives 26 26%
 Advertisements 49 49%
Magazines 01 1%

The below graph explains that most of the Consumers are influenced by
advertisements. Magazines influences just 1% of the Consumers. Other media
like, Friends and Relatives influence 24% and 26% of the respondents
respectively.

7. Media Preferred by the Respondents.

Media Number of Respondents Percentage

Newspapers 06 6%
Magazines 10 10%
 Televisions 83 83%
Others 01 1%

Out of 100 respondents 83 prefer Televisions for Advertising the product.

Print media like, News papers, Magazines and Posters are preferred by 6, 10
and 1% Consumers respectively.

90
80
70
60
50
40
30
20
10
0

News Papers Magazines Television Others

8. Opinion on Advertisements.

Opinion Number of Respondents Percentage

Excellent 46 46%
Good 38 38%
 Satisfied 16 16%
Not Satisfied 00 0%

The above table explains that, maximum numbers of the respondents

opine that the advertisements of the Dairy Milk chocolate are Excellent
and none of the respondents are dissatisfied with the Ads.

0 5 10 15 20 25 30 35 40 45 50

Not Satisfied Satisfied Good Excellent

9. Point of Purchase.

Point of Purchase Number of Consumers Percentage

Super Market 36 37%
Retail Store 47 48%
Medical Store 03 3%
 Bakery 12 12%

The above table indicates that 48% out of 100 consumers buy Dairy Milk
at Retail Store. And just 3% of the consumers get this Chocolate from
Medical Store. 37 and 12% of the consumers buy from Super Market and
Bakery respectively.

Super Market Retail Store Medical Store Bakery

10. Purchase Pattern.

Frequency Number of Consumers Percentage

Daily 19 20%
Twice a Week 15 15%
Weekly 17 17%
Occasionally 47 48%
48% of the Consumers Occasionally purchase Dairy Milk, 20% purchase
Daily, 15% purchase Twice a Week and 17% purchase Weekly.

50
45
40
35
30
25
20
15
10
5
0

Daily Twice a Week Weekly Occasionally

11. Quantity purchased by Consumers.

Quantity Number of Consumers Percentage

12 g 43 44%
35 g 25 26%
Family Pack 12 12%
Desserts 07 7%
Festive Pack 11 11%
44% of the Consumers responded that they purchase 12 g pack of Dairy Milk,
26% purchase 35 g. 12%, 7% and 11% purchase Family Pack, Desserts and
Festive Pack respectively.

45
40
35
30
25
20
15
10
5
0

12 g 35 g Family Pack Desserts Festive Pack

12. Opinion on Package.

Opinion Number of Respondents Percentage

Satisfactory 88 88%
Not Satisfactory 02 2%
Not Needed 10 10%
Out of 100 respondents approached, 88 are Satisfactory about the latest
package trends, 2 are Not Satisfied and 10 opine that it is not needed.

0 10 20 30 40 50 60 70 80 90 100

Satisfactory Not Satisfactory Not Needed

13. Overall Opinion on Dairy Milk.

Aspects Opinion (Percentage)

Fully Satisfied Satisfied Not Satisfied
Taste 75 22 03
Quality 59 40 01
Brand Image 60 34 06
 Price 42 41 17
Availability 63 33 04

The above data indicates that out of 100 respondents 75, 59, 60, 42 and 63
are Fully Satisfied with the Taste, Quality, Brand Image, Price and Availability of
Opinion Number of Respondents Percentage Dairy Milk
Needed 25 25%
Not Needed 75 75%
respectively.
The Taste, Quality, Brand Image, Price and Availability Satisfies 22, 40, 34,
41 and 33 respondents, out of the Sample.
And 3, 1, 6, 17 and 4 respondents from the sample are not satisfied by the
Taste, Quality, Brand Image, Price and Availability of Dairy Milk Chocolate.

80
70
60
50
40
30
20
10
0
Fully Satisfied Not
Satisfied Satisfied

Taste Quality Brand Image Price Availbaility

14. Changes in Dairy Milk.

Out of a Sample of 100 Respondents 75 doesn’t need any changes in the
chocolate. But 25 need changes in the Chocolate.

80
70
60
50
40
30
20
10 N
0 Ne

Needed Not Needed

15. Satisfactory level of Consumers.

Option Number of Respondents Percentage

 Fully Satisfied 50 50%
Satisfied 44 44%
Partly Satisfied 05 5%
Not Satisfied 01 1%

The below graph clearly explains that half of the respondents are Fully Satisfied with Dairy
Milk. 44 are satisfied, 5 are Partly Satisfied and 1 is not satisfied with Dairy Milk Chocolate.

50
40
30
20
10
0

Fully Satisfied Satisfied Partly Satisfied Not Satisfied

16. Suggested Changes.

Suggested changes Number of Respondents Percentage

Reduction of Price 04 16%
 More Flavours 06 24%
Addition of Dry Fruits 05 20%
Package & Availability 05 20%
Taste & Quality 02 8%
Increase in Quantity 03 12%

The above data explains that 16% of the respondents opine that more
flavours in the Chocolate.24% opine that the Price of the Product must be
reduced. Addition of Dry Fruits and improvement in Package and Availability
is needed by 20% of the respondents.8 and 12% of the respondents need
enhancement in Taste, Quality and Quantity.

25

20

15

10

Reducation of Price More Flavours Addition of Dry Fruits

Package & Availability Taste & Quality Increase in Quantity
 Chapter -5
 FINDINGS, CONCLUSIONS
 SUGGESTIONS

FINDINGS AND CONCLUSIONS:

The findings and conclusions of this research project are

Dairy Milk is most preferred chocolate.

Respondents opine that Dairy Milk is the Market Leader and this trend may
continue even in future.
Most of the Consumers are particular about brand while purchasing a Chocolate.
Consumers of Dairy Milk are more compared to other brands of Chocolates.
 Taste of Dairy Milk influence the Consumers besides, brand image, quality, price,
availability and brand ambassador.
Most of the Consumers are influenced by advertisements.
Television media is highly preferred for advertising.
Most of the respondents opine that Dairy Milk’s current advertisements and
package trends are excellent and satisfactory respectively.
Retail outlets play a vital role in distribution of Dairy Milk.
Maximum numbers of respondents are fully satisfied in all aspects.

SUGGESTIONS:

Most of the respondent’s perception is that they don’t need any changes in Dairy Milk.
But few of the respondents have suggested certain changes to increase the sales and
consumption of the Chocolate.
The suggestions are
 28% of the respondents feel that the price is high and they suggested
reduction of price by maintaining same quantity.
 24% of the respondents have suggested the introduction of more flavors.
 Addition of Dry Fruits to the Chocolate is suggested by 20% of the
respondents.
 15% of the Respondents suggested making the package more attractive.
 Out of 100 respondents, 5% suggest to improve the availability of the
product in all the retail outlets and remote places.
 12% of the respondents have suggested an increase in quantity for same
price.
 Improvement in the quality and taste is suggested by 8% of the respondents.
 Respondents also suggested the Company to improve the quality of the
Chocolate to avoid its melting at room temperature.
 Chapter-6

APPENDIX
 QUESTIONNAIRE
 BIBLIOGRAPHY

Consumer Behaviour towards chocolates

With reference to ‘Dairy Milk’
Name: Age:
Gender: Occupation:
1. Mention the brands of chocolates which you are aware of.
a. b. c.
d. e.
2. Which brand of chocolate do you prefer?

3. Are you particular about the brand while purchasing a chocolate?

Yes [ ] No [ ]
4. Do you purchase Dairy Milk?
Yes [ ] No [ ]
If no, state why………………………………………………………………
5. If yes, what makes you to buy Dairy Milk?
a. Brand Image [ ] b. Quality [ ] c. Price [ ]
d. Taste [ ] e. Availability [ ] f. Brand Ambassador [ ]
6. How did you first happen to know about Dairy Milk?
a. Friends [ ] b. Relatives [ ]
c. Advertisements [ ] d. Magazines [ ]
7. Which media do you prefer for advertisement?
a. News Papers [ ] b. Magazines [ ]
c. Televisions [ ] d. Others (specify):
8. How do you rank the advertisement of Dairy Milk?
a. Excellent [ ] b. Good [ ] c. Satisfied [ ] d. Not Satisfied [ ]
9. Where do you buy Dairy Milk?
a. Super Marker [ ] b. Retail Store [ ]
c. Medical Store [ ] d. Bakery [ ]

10. How frequently do you about Dairy Milk?

a. Daily [ ] b. Twice a Week [ ] c. Weekly [ ] d. Occasionally [ ]
11. Which pack do you buy generally?
a. 12g [ ] b. 35g [ ] c. Family Pack [ ]
d. Desserts [ ] e. Festive Pack [ ]
12. What is your opinion on ‘Purity Seal’ packing?
a. Satisfactory [ ] b. Not Satisfactory [ ] c. Not Needed [ ]
13. In comparison with other brands, what is your opinion on Dairy Milk?
Aspects Fully Satisfied Satisfied Not Satisfied
Taste
Quality
 Brand Image
Price
Availability
14. Do you need any changes in Dairy Milk?
Yes [ ] No [ ]
15. Finally, what is your satisfactory level with regard to Dairy Milk?
a. Fully Satisfied [ ] b. Satisfied [ ]
c. Partly Satisfied [ ] d. Not Satisfied [ ]

Signature.
Thank you for your kind Co-operation.

BIBLIOGRAPHY:

Marketing Management
-Philip Kotler.
Marketing Management
-Sontaki
Consumer Behaviour
-Suja R.Nair
Consumer Behaviour
-Schiffman