Sarva Vidyalaya Kelvani Mandal Sanchalit

S.K.PATEL INSTITUTE OF MANAGEMENT & COMPUTER STUDIES A Constituent Institute of KADI SARVA VISHWAVIDYALAYA, GANDHINAGAR A University Established under Gujarat State Act (No. 21 of 2007) _____________________________________________________

STUDY OF BRAND POSITIONING AND BUYING BEHAVIOUR OF CADBURY COAMPARED WITH ITS COMPETITIORS

Submitted by: Marketing Group No. 2

ACKNOWLEDGEMENT
Survey is an excellent tool for learning and exploration. Application of theoretical knowledge to practical situations is the bonanzas of this survey. Without a proper combination of inspection and perspiration, its not easy to achieve anything. We would like to thank our coordinator Mr. Yogesh Pahuja who was guided us. His perceptive criticism kept us working to make this project more full proof. We are thankful to him for his valuable support. Working under him was an extremely knowledgeable and enriching experience for me.

TABLE OF CONTENTS
CHAPTER NUMBER I CHAPTER NAME INTRODUCTION TO THE STUDY SCOPE OF THE STUDY OBJECTIVES OF THE STUDY LIMITATIONS OF THE STUDY II III IV CHOCOLATE AND COMPANYS PHOTOS RESEARCH & DESIGN METHODOLOGY FINDINGS & ANALYSIS BASIS OF RESEARCH AND DESIGN ANALYSIS OF DATA FINDINGS CONCLUSION SUGGESTIONS AND RECOMENDETATIONS V VI BIBLIOGRAPHY ANNEXURE 24 25-27 8-9 10 12 to 21 22 23 5 6 7 CONTENTS INTRODUCTION PAGE NUMBER 4

INTRODUCTION
In this research we have survey the Brand Positioning and Buying Behavior of Three brands of chocolates Cadbury, Nestle, and Amul which are consumed by people of age group of 35 to 50. During this research we have interacted with people. After this research we came to know how people perceives these products on the variables like price, quality, advertisement, satisfaction, taste, packaging, brand loyalty etc. We also came to know which particular brand of chocolate is most preferred by people of that age group. In this research we have surveyed that how frequently and how much chocolate they consume, whether they buy small, big or family pack. In this report we have tried to explain the entire research and facts product wise.

SCOPE OF THE STUDY

As learning is a human activity and is as natural, as breathing. Despite of the fact that learning is all pervasive in our lives, psychologists do not agree on how learning takes place. How individuals learn is a matter of interest to marketers. They want to teach consumers in their roles as their roles as consumers. They want consumers to learn about their products, product attributes, potential consumers benefit, how to use, maintain or even dispose of the product and new ways of behaving that will satisfy not only the consumers needs, but the marketers objectives. The scope of our study restricts itself to the analysis of consumer preferences, perception and consumption of Cadbury, Nestle and Amuls Chocolates. There are many other brands of chocolates available but our study is limited.

OBJECTIVES OF THE STUDY

This project is based on the comparative study consumer behavior towards Cadbury, Nestle, and Amul chocolates. Objectives of the study are: The other objective is to know about the customer satisfaction level associated with the product and the customer preference level. To increase customer satisfaction and recapture the market share by fulfilling the customer needs. To study the factors affecting the consumption pattern.

LIMITATIONS OF THE STUDY

The main limitations are as follows: Due to limitation of time only few people were selected for the study. So the sample of consumers was not enough to generalize the findings of the study. The main source of data for the study was primary data with the help of selfadministered questionnaires. Hence, the chances of unbiased information are less. People have less interest to respond.

Chocolate
The very word makes your mouth water. Chocolate is more than just a food: its a state of mind.

RESEARCH METHODOLOGY
This project is based on information collected from primary sources. After the detailed study, an attempt has been made to present comprehensive analysis of consumption of Cadbury, Nestle and Amul brands chocolates consumed by the people. In collecting requisite data and information regarding the topic selected, we went to the residents of Ahmedabad and Gandhinagar.

Survey design:
The study is an exploratory study For the purpose of present study a related sample of population was selected on the basis of convenience.

Sample Size and Design:

A sample of 100 people was taken on the basis of convenience. The actual consumers were contacted on the basis of random sampling.

Research Period:
Research work is only carried for 1 day.

Research Instrument:
This work is carried out through self-administered questionnaires. The questions included were open ended, dichotomous and offered multiple choices.

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Data Collection:
The data, which is collected for the purpose of study, is divided into 2 bases: Primary Source: The primary data comprises information survey of Comparative study of consumer behavior towards Cadbury, Nestle and Amul chocolates. The data has been collected directly from respondent with the help of structured questionnaires. Secondary Source: The secondary data was collected from internet, References from Library.

Data Analysis:
The data is analyzed on the basis of suitable tables by using mathematical techniques.

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ANALYSIS AND FINDINGS OF THE STUDY

LIKING FOR THE CHOCOLATES
Liking for the Chocolate Number of Respondents Yes 90 No 10

From the above analysis of the given sample of 100 respondents it is concluded that out of 100 people 90 people likes to eat chocolate while only 10 people dont prefer to eat chocolate. So 90% people are eating chocolates. Brand Recall BRANDS CADBURY NESTLE AMUL RECALL BY CONSUMERS 75 10 5

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From above graph we can say that 83% of people responded the CADBURY. So we can say that they have very strong positioning of brand CADBURY in their mind.

BRAND PREFERENCE
BRANDS CADBURY NESTLE AMUL PREFERENCE BY CONSUMERS 70 10 10

From the above analysis of given sample of 100 respondents who eat chocolates it is concluded that only 10 people prefer to eat Nestle and Amul chocolates while 70 people likes to eat Cadbury chocolates.

PURCHASE OF CHOCOLATES PURCHASE OF CADBURY CHOCOLATES

SUB- BRANDS CADBURY CHOCOLATES NUMBER OF RESPONDANTS 13

DAIRY MILK ECLAIRS

30 10

From the above analysis of 90 respondents who eat Cadbury chocolates it is concluded that mostly people has purchased Dairy Milk sub-brand of Cadbury while clairs is averagely purchased by the people.

PURCHASE OF NESTLE CHOCOLATES

SUB- BRANDS MILKY BAR ECLAIRS NESTLE CHOCOLATES NUMBER OF RESPONDANTS 15 15

From the above analysis of respondents who eat Nestle chocolates it is concluded that mostly sub-brands are purchased by people Equaly. While in Amul from 20 respondent we get that mostly prefers Milky bar as frequent purchase.

PREFERENCE OF SUBRANDS OF CHOCOLATES

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According to the analysis it is concluded that in Cadbury Brand is the most preferred brand as it is ranked first by the respondents. According to the analysis it is concluded that in Nestle Brand comes at second position and Amul comes at third place.

INFLUENCING FACTORS DURING PURCHASE OVERALL INFLUENCE

FACTORS FLAVOR/TASTE PRICE QUALITY PACKAGING FORM BRAND IMAGE COLOR SHAPE QUANTITY RANK 1 9 2 4 7 3 4 8 10 6

According to the above analysis it is concluded that on an average mostly people are influenced by flavor/taste followed by quality, brand and image. It is surprised to know that very few people are influenced by price followed by shape of the chocolate. Influencing factors during purchase of cadbury chocolates is that on an average mostly people are influenced by flavor/taste followed by quality, packaging and brand. Here color and shape are not all influencing people while purchasing Cadbury chocolates. Influencing factors during purchase of Nestle and Amul chocolates is that on an average mostly people are influenced by flavor/taste followed by quality, brand and image. Here packaging and shape are not all influencing people while purchasing Nestle and Amul chocolates.

FACTORS GIVING MOST SATISFACTION TO CONSUMERS OVERALL

According to the above analysis it is concluded that on an average people are most satisfied with the flavor/taste of a chocolate followed by quality and brand. It is surprising to know that although people are satisfied with quality but unsatisfied with the quantity.

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FORM PREFERENCE
FORM OF CHOCOLATE HARD NUTTIES CRUNCHY CHEW NUMBER RESONDENTS 25 20 30 15 OF

According to the above analysis it is concluded that most of the people likes to eat Crunchy chocolate and chew form of a chocolate is least preferred. We think that this is because of their age.

PROMOTIONAL OFFERS
PROMOTIONAL OFFERS FREE GIFTS PRICE OFFER ANY OTHER NUMBER OF RESPONDENTS 60 25 5

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According to the above analysis it is concluded that people who eat chocolate 60 are attracted by free gifts, 25 by price offers while 5 were attracted by some other reasons.

FACTORS AFFECTING PURCHASE

FACTORS ADVERTISEMENT ATTRACTIVE DISPLAY BRAND AMBASSADORS NUMBER OF RESPONDENTS 45 20 25

According to the above analysis it is concluded that Advertisement is the best measure to attract customers to purchase more. Its impact is much more than other factors. While brand ambassadors and attractive packaging also play a significant role in this regard.

MEDIA OF ADVERTISEMENT
MEDIA OF ADVERTISEMENT TELEVISION NEWSPAPERS HOARDING RADIO NUMBER OF RESPONDENTS 65 7 10 8

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According to the above analysis it is concluded that television emerges as the best media for advertisement of chocolates that compel consumers to buy. It is much more than other ways as out of 90 respondents 65 are attracted to by through television media while news paper and radio is the least attracting media.

FREQUENCY OF CONSUMPTION
FREQUENCY OF CONSUMPTION ONCE IN A FORTNIGHT DAILY WEEKLY MONTHLY QUARTERLY NUMBER OF RESPONDENTS 25 15 35 15 0

According to the above analysis it is concluded that mostly people purchase chocolates weekly. Only 15 out of 90 purchase chocolates Monthly and daily.

CONSUMERS BRAND LOYALTY

BRAND LOYALTY ACTIONS NUMBER OF RESPONDENTS 18

POSTPONE YOUR PURCHASE SWITCH OVER TO OTHER BRANDS GO TO OTHER SHOP FOR SEARCH OF PREFERED BRAND

25 20 45

According to the above analysis it is concluded that mostly people are loyal to the brand as in the absence of availability of their preferred brand mostly people like to search for it or they are ready to postpone their purchase.

REACTION OF CONSUMERS IF NEW BRAND IS INTRODUCED

SHIFT TO NEW BRAND OF THE PREFERED PRODUCT NO, NOT AT ALL MAY CONSIDER NO, SHALL NOT CANT SAY NUMBER OF RESPONDENTS 40 20 20 10

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According to the above analysis it is concluded that mostly people are addicted to the same flavor or taste and they dont want to change it as out of 90 respondents 40 are not ready to try new brand at any cost.

BEST BRAND
BRANDS CADBURY NESTLE AMUL BEST ACCORDING TO CONSUMERS 75 10 5

According to the above analysis it is concluded that most of out of 90 respondents 75 respondent says that CADBURY is the Best Brand which is ranked no. 1. So we can say that Cadbury has a strong brand positioning in the mind of the people.

OVER ALL PREFERENCE ACCORDING TO AGE

BRANDS CADBURY NESTLE AMUL 35-40 25 5 2 AGE GROUPS 40-45 45-50 20 15 8 7 5 3

According to the above analysis it is concluded that people of this age group prefer mostly Cadbury brand of chocolate while Nestle and Amul brands are least preferred.

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CONCLUSION
A survey of the people has been conducted to know the Brand Positioning and Buying Behavior of the Cadbury, Nestle and Amul. It is observed that overall people like to eat Cadbury brand. It is concluded that mostly people preferred Dairy Milk of Cadbury due to its flavor/taste, quality and image and due to its hard form. Some people often like to have a chocolate with good flavor, quality and crunchiness so they are going towards clairs. It is thus concluded from the facts collected that mostly people refer to buy Cadburys festive pack but some respondent says that they want Amuls that kind of pack.

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SUGGESTIONS AND RECOMMENDATIONS Company should concentrate more on television for advertisement, as mostly people get attracted through television only. For promotional offers, company should go for free gifts rather than going for other ways. Nestle and Amul should concentrate on its packing as people are least satisfied with it. Cadbury should concentrate on the shape of a chocolate.

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BIBLIOGRAHY
http://www.google.com http://www.packaging-technology.com//cadbury4.html http://en.wikipedia.org/wiki/preference

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ANNEXURE
Dear Sir/Madam, We, the student of S.K. Patel Institute of Management & Computer Studies, Gandhinagar, are presently working on a Research project as part of our academic curriculum (MBA). We would grateful to you if you could spare some time to give your valuable responses to the following questions and help me in the Research study on Brand positioning of Cadbury brand. We assure you that the purpose of the study is purely academic. Kindly extend your cooperation in filling this questionnaire and enable us in doing the survey. Thank you for your assistant.

QUESTIONNAIRE
PERSONAL DETAIL: Name: Address: Gender: Phone Number: Age: Profession: Que1. Do you eat chocolate? Yes No

Que2. How frequently do you purchase chocolates? Once in a fortnight Daily Weekly Monthly Quarterly Que3. Which brand comes in your mind when you think about chocolate? Cadbury Nestle Amul Que4. Which sub-brand would you like to purchase? Cadbury Dairy Milk clairs Nestle Milky bar clairs Amul Milky bar clairs

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Que5. Rank the brand of chocolate which gives you high value of money accordingly? Cadbury Nestle Amul Que6. Rank as per your first choice. Dairy milk & Milky bar Factors Cadbury Flavor/taste Price Packaging Brand Shape Quantity Ingredients Nestle Amul

clairs
Factors Flavor/taste Price Packaging Brand Shape Quantity Ingredients Cadbury Nestle Amul

Que7. Which form of a chocolate do you like? Hard Nutties Crunchy Chew Others ________________________

Que8. Which promotional offers attract you most? Free gifts Price Offer Any other Que9. Which brand you like to purchase for festive gift? Cadbury Nestle Amul

Que10.Rank your brand on following factors which influences your purchase accordingly? AMUL CADBURY NESTLE Advertisement Attractive Packaging Brand Ambassadors Que11. Which media of advertisement influence your purchase? Television Newspapers Hoarding Radio 25

Que12. If your preferred brand is not available for repeat purchase then what will you do? Postpone your purchase Switch over to other brand Go to the other shop to search for your preferred brand Que13. If another brand of the same product appears in the market, will you prefer to stop buying this brand and buy the new brand? No, not at all I may consider No, I shall not Cant say

Que14. Rank according to your over all BEST BRAND? CADBURY NESTLE AMUL

THANKS

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