ISSN (Online): 2455-3662

EPRA International Journal of Multidisciplinary Research (IJMR) - Peer Reviewed Journal

Volume: 6 | Issue: 11 |November 2020 || Journal DOI: 10.36713/epra2013 || SJIF Impact Factor: 7.032 ||ISI Value: 1.188

A STUDY ON CONSUMERS SATISFACTION

TOWARDS NESTLE CHOCOLATE WITH SPECIAL
REFERENCE TO COIMBATORE CITY

Priyadharshini. J Dr.D.Sivasakthi, M.Com., MBA., M.Phil,

Student of III B.COM (PA), Ph.D.,
Department of commerce with Professional Assistant professor
Accounting, Department of commerce with Professional
Dr. N. G. P Arts and Science College, Accounting,
Coimbatore. Dr. N. G. P Arts and Science College,
Coimbatore.

ABSTRACT
Chocolate is liked and eaten by all age group of people. It may be in a form of harder, nuttier, crunchy or chewy. It tastes
like sweet and bitter. Nestle chocolate is available in small, big and family pack. Many people prefer Nestle chocolate for
its sweetness and crunchiness. This study was analysed with 120 respondents. Simple percentage method and likert scale
analyses were used for this study.
KEYWORDS: Chocolate, Nestle, Satisfaction.

INTRODUCTION consumer satisfaction of nestle chocolate, In order to

Marketing is a powerful mechanism, which find out the solution, whether there is some
can satisfy the needs and wants of the consumers of satisfaction among the user of nestle product or not.
the place and time, they desire. The success of a
business depends on the strength policies in short, SCOPE OF THE STUDY
marketing guides the decision and action of every The study based on the questionnaire method.
business.NESTLE is one of the world’s largest food This study covers the consumer satisfaction towards
beverages company with the tagline GOOD FOOD nestle chocolate with special reference it.This project
GOOD LIFE’’. Considering the truth that the was done to find out the consumer satisfaction
consumer in the king, every organization wants to towards nestle chocolate.so the investigator was
increase market share and profit. The competitors are interest in conducting this study.
also following the same strategy. It involves the
psychological processes the consumers got through in OBJECTIVES OF THE STUDY
recognizing needs, finding way to solve these  To study on consumer satisfaction towards
needs,making purchase decisions, interpret nestle chocolate.
information, make plans and implement those plans
 To analysis of the creation, pricing,
by engaging in comparison shopping or actually
accessibility, worth, flavour, publicity and
purchasing a product. Consumer behaviour is one of
covering of nestle chocolates.
the stimulating and challenging areas in marketing
studies being a human activity focused on the  To study the problems faced by the
products and services. Understanding the satisfaction customers.
level of the consumer is a great challenge. RESEARCH METHODOLOGY
DATA COLLECTION
Both the primary and secondary data were
STATEMENT OF THE PROBLEM
used
Consumer satisfaction is the independent
variable which is highly a complicated. It could be  PRIMARY SOURCE
the influence of variable price, brand image, quality To cocoa butter in chocolate and
of the product, regularity of service. Today’s market confectionary products.
is open market, consumer taste and preference is
always changeable in condition. A study on

2020 EPRA IJMR | www.eprajournals.com | Journal DOI URL: https://doi.org/10.36713/epra2013

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 ISSN (Online): 2455-3662
EPRA International Journal of Multidisciplinary Research (IJMR) - Peer Reviewed Journal
Volume: 6 | Issue: 11 |November 2020 || Journal DOI: 10.36713/epra2013 || SJIF Impact Factor: 7.032 ||ISI Value: 1.188

 SECONDARY SOURCE stores, cinema theaters etc. Can also enhance level of
The secondary data was collected from awareness above the popular branded chocolate.
articles, journals and websites.
P. ABIRAMI & S. GAYATHRI (2018)” 2A
SURVEY DESIGN STUDY ON CONSUMER SATISFACTION
A convenient sampling technique tool was adopted TOWARDS NESTLE CHOCOLATE” This study
for data collection. covers the consumer satisfaction towards nestle
chocolate with special reference it. The researcher
SAMPLE SIZE had obtained only 100 questionnaries from the
The study was conducted with a sample size respondents. Hence the finding of the study cannot be
of 120 respondents in Coimbatore city. generalised. The sample size was limited to 150
respondents only. A survey of the people has been
AREA OF THE STUDY conducted to known the liking pattern of the two
The study is conducted only Coimbatore city. products Cadbury and nestle. From the study it can
be concluded that foreign brands like amul. Which is
TOOLS FOR ANALYSIS calculate as with the help likert scale and the value
 Simple percentage analysis comes out for Cadbury brand is 144.
 Likert scale analysis
N. VIJAYANAND, P. THILLAIRAJAN
LIMITATIONS OF THE STUDY (2018) 3“A STUDY ON CONSUMER’S
 The limitation of my study is restricts itself INCLINATION TOWARDS NESTLE PRODUCTS
to Coimbatore city only. IN CHENNAI CITY” Nestle customer’s inclination
 Information given by respondents is chocolates, and fulfilment. Chocolate advertise in
assumed to be true. India a chocolate advertise is predicate to be
approximately rs. 600 crore growing at 6-8% per
 This study is purely based on primary data.
annum. Nestle is the market leader with 75%
advertise share. The global chocolate market is worth
REVIEW OF LITERATURE 75% annually. To identify the customer inclination
A literature is a comprehensive summary of previous towards dissimilar chocolate varieties. To identify the
research on a topic. The literature review survey factors distressing the customer observation towards
scholarly articles, books, and other sources relevant nestle chocolate. Analysis of the creation, pricing,
to a particular area of research. The review should accessibility, worth, flavour, publicity and covering
enumerate, describe, summarize, objectively evaluate of nestle chocolates. This is focused on customer’s
and clarify this previous research. inclination towards products. From study, it found
out that greater part of customers choose nestle
DR. R. MANIKANDAN and A. chocolates.
RAMKUMAR (2018) 1“COLLEGE STUDENTS D. SHANTHI (2018) 4“A COMPARITIVE
LEVEL OF AWARNESS TOWARDS CADBURY& STUDY ON CONSUMER PREFERENCE
NESTLE BAR CHOCOLATE” chocolate occupy a TOWARDS NESTLE AND CADBURY
pivotal role in the industry. Important events like CHOCOLATES WITH SPECIAL REFERENCE TO
birthday, wedding day, school and college days or ERODE DISTRICT” Chocolate is liked and eaten by
any other celebration is stated with a branded all age of people. The comparative study on
chocolates.In the competitive world each and every chocolate between Cadbury and nestle helps in
day the consumer attitude and thought may change to product development and improvement in launching
prefer the product for our comfortable using’s. It of new product. The limitation of my study restricts
depends on price, quality, taste, flavour, brand and itself to the analysis of consumer preference,
image, competitive product, attractiveness, and perception and consumption of Cadbury and nestle
varieties etc. The required primary data collected chocolates. Some people often like to have a
well structured questionnaire issued to 250 college chocolate with good flavour, quality and crunchiness
students of them 29 questionnaries are found to
unsuitable hence the final sample size is 221.The 2
present study is focused on college student level of P.Abirami&S.Gayathri (2018) “A study on consumer
awareness towards Cadbury& Nestle bar chocolate, it satisfaction towards Nestle chocolate”.
3
is found that window display in the department N.Vijayanand, P.Thilairajan (2018) “A study on
consumers inclination towards Nestle products in
Chennai city”.
1 4
Dr. R. Manikandan and A.Ramkumar (2018) D.Shanthi (2018) “A comparative study on
“College students level of awareness towards consumer preference towards Nestle and Cadbury
Cadbury & Nestle bar chocolate”. chocolate with special reference to erode city”.

2020 EPRA IJMR | www.eprajournals.com | Journal DOI URL: https://doi.org/10.36713/epra2013

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 ISSN (Online): 2455-3662
EPRA International Journal of Multidisciplinary Research (IJMR) - Peer Reviewed Journal
Volume: 6 | Issue: 11 |November 2020 || Journal DOI: 10.36713/epra2013 || SJIF Impact Factor: 7.032 ||ISI Value: 1.188

so they are going towards kit-kat and munch of nestle were also arranged in such a way that, a detailed
due to its taste and crunchiness. analysis can be made so as to present suitable
interpretation for the same. The data have been
ANALYSIS AND INTERPRETATION analysed using the following statistical tools.
The data collected from the samples have  Simple percentage analysis
systematically applied and presented in the tables  Likert scale analysis
under various headings in the following pages. They

SIMPLE PERCENTAGE ANALYSIS

DISTRIBUTION OF RESPONDENTS ACCORDING TO THEIR
INFLUENECED TO BUY NESTLE CHOCOLATE
S.NO FACTORS NO. OF PERCENTAGE
RESPONDENTS (%)
1 Price 20 16.7
2 Quality 62 51.7
3 Taste 38 31.7
Others 0 0
TOTAL 120 100
(Source: Primary data

INTERPRETATION
The above table 10 shows that 16.7% of the INFERENCE
respondents are prefer to price,51.7% of the It is concluded that majority (51.7%) of the
respondents are prefer to quality, 31.7% of the respondents are prefer to quality of the Nestle
respondents are prefer to taste. chocolate.

LIKERT SCALE ANALYSIS

DISTRIBUTION OF RESPONDENTS ACCORDING TO THEIR
INFLUENECED TO BUY NESTLE CHOCOLATE
S.NO FACTORS NO. OF LIKERT SCALE TOTAL
RESPONDENTS (x) (fx)
1 Price 20 3 60
2 Quality 62 2 124
3 Taste 38 1 38
4 Others 0 0 0
TOTAL 120 222
(Source: Primary data)

LIKERT SCALE=∑(fx)\number of respondents

= 222/120
= 1.85
INTERPRETATION  It is concluded that majority (38.3%) of the
Likert scale value is 1.85 which is smaller than the respondents are under graduate.
mid value (3), so the respondents are not influenced  It is concluded that majority (40.8%) of the
to buy nestle products. respondents are profession.
 It is inferred that majority (55.8%) of the
FINDINGS, SUGGESTIONS AND respondents are unmarried.
CONCLUSION OF THE STUDY  It is concluded that majority (59.2%) of the
FINDINGS respondents have a family income Rs.
Findings of simple percentage analysis 1,00,001- 3,00,000.
 It is concluded that majority (51.7%) of the  It is concluded that majority (47.5%) of the
respondents are interested in using nestle respondents are weekly usage.
chocolate. Findings of likert scale analysis
 It is concluded that most (63.3%) of the  Likert scale value is 2.69 which is smaller
respondents are 21-30 years. than the mid value (3), so the respondents are
do not frequently use nestle product.

2020 EPRA IJMR | www.eprajournals.com | Journal DOI URL: https://doi.org/10.36713/epra2013

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 ISSN (Online): 2455-3662
EPRA International Journal of Multidisciplinary Research (IJMR) - Peer Reviewed Journal
Volume: 6 | Issue: 11 |November 2020 || Journal DOI: 10.36713/epra2013 || SJIF Impact Factor: 7.032 ||ISI Value: 1.188

 Likert scale value is 2.96 which is smaller 3. N.Vijayanand, P.Thilairajan (2018) “A study on
than the mid value (3), so the respondents are consumers inclination towards Nestle Products
not influenced to buy nestle chocolate. in chennai city”.
4. D.Shanthi (2018) “A comparative study on
 Likert scale value is 2.60 which is smaller consumer preference towards Nestle and
than the mid value (3), so the respondents are Cadbury chocolate with special reference to
not influenced by the advertisement to buy erode city”.
nestle chocolate. 5. Kishore Chandra sahu (2017) “Consumer
 Likert scale value is 1.85 which is smaller buying behaviour with preference to the
than the mid value (3), so the respondents are Chocolate consumers”.
not influenced to buy nestle products.
 Likert scale value is 1.89 which is smaller REFERENCE WEBSITIES
than the mid value (3), so the respondents are 1. www.nestle.com
not influenced by the advertisement. 2. www.googlescholar.com
3. www.wikipedia.encyclopedia.com
 Likert scale value is 1.8 which is the smaller 4. www.slideshare.net
than the mid value (3), so the respondents are 5. www.cocoaindia.com
not satisfied with the information provided in
the packages. BOOKS FOR REFERENCE
 Likert scale value is 1.83 which is smaller 1. Marketing management – Philip Kotler
than the mid value (3), so the respondents are 2. Research methodology – C.R. Kothari
facing difficulties in using nestle products. 3. Methodology of research in social science – M.C.
SUGGESTIONS Carthy
 Nestle company can concentrate on its 4. Principles of marketing –R.S.N. Pillai
&bagavathys. Schand& company ltd, New Delhi.
packaging of a chocolate as consumers are not
5. Rajan Nair Sultan Chand & Sons, Educational
satisfied with it. publishers, New Delhi.
 Consumers are unsatisfied with the price and
quantity of chocolate so companies can
concentrate in this regard also.
 Nestle company should know the promotional
offers and discounts of chocolates.
 Nestle company should concentrate more on
the advertisement new chocolates varieties.
 Many other shaped chocolate are more
increased when compared to last year’s price
so the price should be affordable.
 Nestle company can introduce variety of
savours.

CONCLUSION
A survey of the people has been conducted to
known the liking pattern of the nestle product.
Quality is the main motivational factor for the
consumers to buy the chocolates of nestle. It is
concluded that mostly people preferred dairy milk of
Cadbury due to its flavour/taste, quality and image
and due to its hard form. Some people often like to
have a chocolate with good flavour, quality and
crunchiness so they are going towards Kit Kat and
Munch of Nestle due to its taste and crunchiness.

JOURNAL REFERENCE
1. Dr. R. Manikandan and A.Ramkumar (2018)
“College students level of awareness Towards
Cadbury & Nestle bar chocolate”.
2. P.Abirami&S.Gayathri (2018) “A study on
consumer satisfaction towards Nestle
Chocolate”.

2020 EPRA IJMR | www.eprajournals.com | Journal DOI URL: https://doi.org/10.36713/epra2013

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