Documentos de Académico
Documentos de Profesional
Documentos de Cultura
Table of Contents:.................................................................................................1
EXECUTIVE SUMMARY:.........................................................................................4
INTRODUCTION :....................................................................................................5
LIMITATIONS:........................................................................................................9
RESEARCH METHODOLOGY:................................................................................10
............................................................................................................................20
CHOCOLATES ...............................................................................................22
SNACKS: ....................................................................................................... 23
TABLE: 1........................................................................................................24
1
GRAPH: 1...............................................................24
TABLE: 2........................................................................................................25
GRAPH: 2....................................................................25
TABLE: 3........................................................................................................25
GRAPH: 3.A....................................................................................................26
GRAPH: 3.B....................................................................................................26
TABLE: 4........................................................................................................27
GRAPH: 4.B....................................................................................................27
GRAPH: 4.C....................................................................................................28
TABLE: 5........................................................................................................28
TABLE: 6........................................................................................................29
GRAPH: 6......................................................................................................30
TABLE: 7........................................................................................................30
GRAPH: 7......................................................................................................31
TABLE: 8........................................................................................................31
GRAPH: 8 .....................................................................................................32
TABLE: 9........................................................................................................32
GRAPH: 9......................................................................................................33
TABLE: 10......................................................................................................33
GRAPH: 10....................................................................................................34
TABLE: 11......................................................................................................34
GRAPH: 11....................................................................................................35
SUGGESTIONS .................................................................................................... 36
CONCLUSION....................................................................................................... 36
APPENDIX ....................................................................................................37
BIBLIOGRAPHY.....................................................................................................40
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3
EXECUTIVE SUMMARY:
4
INTRODUCTION :
5
It needs to be emphasized at the very outset that there is no unified, tested
and universally established theory consumer behaviour. What we have today are certain ideas
on consumer behaviour. Some of these ideas are taken from economics, others from
psychology, and yet other is drawn simultaneously from several of the social sciences.
Professional researchers as well as business firms have studied the subject extensively,
contributing to a large assortment of knowledge on buyer behaviour. However, a universally
accepted theory on the subject is yet to emerge. It is with this understanding of the limitations
of buyer behaviour studies that we have to precede further.
Consumer behaviour concerned with the activities and actions of people and
organizations that purchase and use economic goods and services, including the influences
on these activities and actions.
The many environmental influences combine to form a total life setting for
consumers. Purchasing and using product and services are among the ways in which people
respond to and interact with the world about them. Marketing managers must understand the
live setting of consumers to fully appreciate what consumers are trying to accomplish with
particular purchase. Only then can a company demonstrate the relevance of its marketing
offer to customers by showing how it will help them deal with their life setting. Ultimately,
convincing customers of the product offer’s relevance is crucial to sales growth in markets.
Marketing stimuli consist of the four Ps: product, price, place and promotion. Other
stimuli include major forces and events in the buyer’s environment: economic, technological,
political, and cultural. All these inputs enter the buyer’s black box where they are turned into
a set of observable buyer responses: product choice, brand choice, dealer choice, purchase
timing and purchase amount.
The marketer want to understand how the stimuli are changed into response inside the
consumer’s black box, which has two parts: First, the buyer’s characteristics influence how
he or she perceives and reacts to the stimuli; Second, the buyer’s decision process itself affect
the buyer’s behaviour.
6
CHARACTERISTICS AFFECTING CONSUMER BEHAVIOR
Culture
Cultural
Reference
Social Age & life-
Persona
Cycle
groups
l
stage Psychological
Motivation
Occupation Perception
Subculture
Economic Learning
Family situation
Beliefs
Lifestyle Buyer
Attitudes
Personality
&
Roles and
Social class
status Self-
concept
1. need recognition
2. information search
3. evaluation of alternatives
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Clearly, buying process starts long before actual purchase and continues long after.
Marketers need to focus on the entire buying process rather than on just the purchase
decision.
Need recognition is the first stage of the buyer decision process in which the
consumer recognizes a problem or need.
Information search is the stage of the buyer decision process in which the consumer is
aroused to search for more information; the consumer may simply have heightened attention
or may go into active information search.
Alternative evaluation is the stage of the buyer decision process in which the
consumer uses information to evaluate alternative brands in the choice set. Brand image is
the set of beliefs consumers hold about a particular brand. Purchase decision is the stage of
the buyer decision process in which the consumer actually buys the product.
Post purchase behaviour is the stage of the buyer decision process in which consumers take
further action after purchase based on their satisfaction or dissatisfaction.
These discussions on the buyer, his motives, his buying habits, his behaviour patterns
and his decision-making process essentially lead us to the conclusion that it is not easy to
solve the puzzle of buyer behaviour. The behaviour depends upon the buyer’s needs and
such needs keep on changing. Moreover, in many cases, the buyer’s decisions cannot wait for
the evaluation of all the alternatives available to him. He cannot always pause to find out the
cause effect relationships of his decisions. All that can be said is that he will normally take a
decision, which he believes will meet his needs of his customers existing and prospective.
But in spite of the difficulty, the job continues to be undertaken by marketers, researchers
and behavioural scientists.
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1. To identify the various factors, which are showing the impact on consumer
buying behavior towards NESTLE.
2. How customers are making comparison between the products of NESTLE &
CADBURY ( on what parameters )
3. The other objective is to know about the customer satisfaction level associated
with the product and the recapture preference level.
LIMITATIONS:
9
RESEARCH METHODOLOGY:
Marketing research is basic tool, which facilitates decision making by considering the
various elements enabling to get the right information, at the right time, at the right place and
to the right persons who are involved in decision making. Research methodology which is
the most vital and back bone of the study helps to determine the reliability strength and
accuracy of the project. It is used to select the sample size data collection and various tools
for data analysis.
SOURCES OF DATA
• It can secure both quantitative and qualitative information directly from the
respondents.
• This method directly measures the attitudes and motivations.
• It is quite flexible in term of the types of data to be assembled, the method of
collection or the timing of research.
Research plan:
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In the study, systematic procedure of collecting the data in order to analyze
and interpret it in a methodical way has been adopted.
Principles sources.
1) Primary data:
Meaning: primary sources of data are the data which needs the personal efforts of
collect it and which is not readily available.
to the general public or focused customers to fill it, bases on which the data was
interpreted.
Asked the questions directly to the customers and I got the feed back.
Secondary sources are the other important sources through which the data were
collected. These are the readily available sources of the data where one had need pot put
mush effort to collect ed , because it is already been collected and part in an elderly manner
by some researchers, experts and specialties .The secondary sources helpful for the study
were.
Text books like marketing management research methodology advertisement and the sales
promotion etc.
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RESEARCH DESIGN :
Research design is purely a plan for a study it guides collection and analysis of the data.
It is the blue prints in completing the study
QUESTIONNAIRIE DESIGN:
When the information that a research needs is not available in the secondary source a
questionnaire aids in getting information. In the study in order to avail the data for the
primary objective special emphasis was given. Most of the questions were close ended and
few were open ended.
TABULATION OF DATA:
The days completed questionnaires were tabulated with various tools such as, graphs,
diagram, averages, percentages etc., have been drawn where ever necessary to illustrate facts
and figures.
SAMPLE SIZE:
Simple random method has been adopted for the study of 100 consumers.
LITERATURE REVIEW :
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needs. In today’s work of rapidly changing technology, firm has to be constantly innovating
and understand the latest consumer trends and tastes consumer behavior provides invaluable
clues and guide lines to marketer and new technological frontiers, which they should
explore.
At the point of receiving the marketing stimuli the consumer already has a certain
mental, emotional and psychological frame of mind developing over the years by culture,
religious, social, family and psychological background.
There are four major factors which influences on the buying behavior of consumers.
Cultural factors :
On consumer behavior culture can be defined as the sum total of learned belief, value
and custom that serves to guide and direct the consumer behavior of all members of that
society. Culture is a learned through the following three ways.
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1. Formal learning
2. Informal learning
3. Technical learning
Culture is a most fundamental determinant person’s wants and behavior, the growing
child acquires a set of values, perceptions, preferences and behavior through his family and
key institutions.
Social factors :
Reference groups: Many groups influence a person’s behavior a person reference consist of
all the groups that have a direct or indirect influence on the person’s attitude and behavior.
Roles and status: A role consists of the activities that a person is expected to perform. Each
role carries a status. Supreme court judge has more status than a sales manages and a sales
manages has more status than office clerk.
Personal factors :
Buyer’s decisions are also influenced by personal characteristics the buyers age and life
cycle stages, occupation, economic circumstances, lifestyle and personality and self-concept.
Psychological factors:
Abraham mallows needs can be ranked in order are importance from the low biological
needs to the higher levels of psychological needs.
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Stages of the Consumer Buying Process :
Six Stages to the Consumer Buying Decision Process (For complex decisions).
Actual purchasing is only one stage of the process. Not all decision processes lead to a
Purchase. All consumer decisions do not always include all 6 stages, determined by
2. Information search-- Internal search, memory. External search if you need more
information. Friends and relatives (word of mouth). Marketer dominated sources;
comparison shopping; public sources etc. A successful information search leaves a
buyer with possible alternatives, the evoked set. Hungry, want to go out and eat,
evoked set is chinese food, indian food, burger king, klondike kates etc
5. Purchase--May differ from decision, time lapse between 4 & 5, product availability.
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Types of Consumer Buying Behaviour :
The purchase of the same product does not always elicit the same Buying
Behavior. Product can shift from one category to the next. For example: Going out for dinnr
for one person may be extensive decision making (for someone that does not go out often at
all), but limited decision making for someone else. The reason for the dinner, whether it is an
anniversary celebration, or a meal with a couple of friends will also determine the extent of
the decision making.
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COMPANY PROFILE :
NESTLE INDIA :
Nestlé was founded in 1867 on the shores of Lake Geneva in Vesey, Switzerland and
its first product was “FarineLactée Nestlé”, an infant cereal specially formulated by Henri
Nestlé to provide and improve infant nutrition. From its first historic merger with the Anglo-
Swiss Condensed Milk Company in 1905, Nestlé has grown to become the world’s largest
and most diversified food Company, and is about twice the size of its nearest competitors.
Nestlé’s trademark of birds in a nest, derived from Henri Nestlé’s personal coat of
arms, evokes the values upon which he founded his Company. Namely, the values of
security, maternity and affection, nature and nourishment, family and tradition. Today, it is
not only the central element of Nestlé’s corporate identity but serves to define the Company’s
products, responsibilities, business practices, ethics and goals In 2004, Nestlé had around
247,000 employees worldwide, operated 500 factories in approx. 100 countries and offered
over 8,000 products to millions of consumers universally. The Company’s transparent
business practices, pioneering environment policy and respect for the fundamental values of
different cultures have earned it an enviable place in the countries it operates in. Nestlé’s
activities contribute to and nurture the sustainable economic development of people,
communities and nations. Above all, Nestlé is dedicated to bringing the joy of ‘Good Food,
Good Life’ to people throughout their lives, throughout the world.
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After India’s independence in 1947, the economic policies of the Indian Government
emphasized the need for local production. Nestlé responded to India’s aspirations by forming a
company.
Nestlé’s relationship with India dates back to 1912, when it began trading as The Nestlé
Anglo-Swiss Condensed Milk Company (Export) Limited, importing and selling finished
products in the Indian market.
India and set up its first factory in 1961 at Moga, Punjab, where the Government
wanted Nestlé to develop the milk economy. Progress in Moga required the introduction of
Nestlé’s Agricultural Services to educate advice and help the farmer in a variety of aspects.
From increasing the milk yield of their cows through improved dairy farming methods, to
irrigation, scientific crop management practices and helping with the procurement of bank
loans. Nestlé set up milk collection centers that would not only ensure prompt collection and
pay fair prices, but also instils amongst the community, a confidence in the dairy business.
Progress involved the creation of prosperity on an on-going and sustainable basis that has
resulted in not just the transformation of Moga into a prosperous and vibrant milk district
today, but a thriving hub of industrial activity.
Nestlé has been a partner in India's growth for over nine decades now and has built a very
special relationship of trust and commitment with the people of India. The Company's
activities in India have facilitated direct and indirect employment and provides livelihood to
about one million people including farmers, suppliers of packaging, materials, services and
other goods.
The Company continuously focuses its efforts to better understand the changing
lifestyles of India and anticipate consumer needs in order to provide Taste, Nutrition, Health
and Wellness through its product offerings. The culture of innovation and renovation within
the Company and access to the Nestlé Group's proprietary technology/Brands expertise and the
extensive centralized Research and Development facilities gives it a distinct advantage in these
efforts. It helps the Company to create value that can be sustained over the long term by
offering consumers a wide variety of high quality, safe food products at affordable prices.
Nestlé India is a responsible organization and facilitates initiatives that help to improve the
quality of life in the communities where it operates.
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Our Brands
Beverages
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NESTLÉ Milk Chocolate is a milk chocolate with a delicious taste
for you to savour.
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CADBURY INDIA :
Cadbury began its operations in 1948 by importing chocolates and then re-packing
them before distribution in the Indian market. After 59 years of existence, it today has five
company-owned manufacturing facilities at Thane, Induri (Pune) and Malanpur (Gwalior),
Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New Delhi, Mumbai, Kolkota
and Chennai). The corporate office is in Mumbai. Currently Cadbury India operates in three
sectors viz. Chocolate Confectionery, Milk Food Drinks and in the Candy category.
In the Chocolate Confectionery business, Cadbury has maintained its undisputed
leadership over the years. Some of the key brands are Cadbury Dairy Milk, 5 Star, Perk,
Éclairs and Celebrations. Cadbury enjoys a value market share of over 70% - the highest
Cadbury brand share in the world! Their flagship brand Cadbury Dairy Milk is considered
the "gold standard" for chocolates in India. The pure taste of CDM defines the chocolate taste
for the Indian consumer.
Cadbury India is a fully owned subsidy of Kraft Foods Inc. The combination
of Kraft Foods and Cadbury creates a global powerhouse in snacks,
confectionery and quick meals. We are currently the world's No.1
confectionery and biscuit company. We are also the world’s second-
largest food company with sales in approximately 160 countries. We
employ approximately 140,000 people.
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With an incredible brand portfolio, we contrive to make a delicious
difference, today and every day.
Heritage: We have come a long way since J.L Kraft started selling cheese
from a horse drawn wagon in 1903. Hard work, imagination and
commitment to bring the world its favourite foods has helped us grow into
a company that touches more than a billion people in 160 countries.
Every day. One at a time.
1 in global confectionery
1 in global biscuits
CHOCOLATES
Dairy Milk
5 Star
Perk
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Celebrations
Temptation
Éclairs
Gems
Dairy milk
SNACKS:
Bytes
Beverages
Bournvita
Candy
Halls
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(a) Yes (b) No
TABLE: 1
GRAPH: 1
Analysis:
Out of the responses obtained from 100 customers, 86% said that they eat
chocolates and 14% of the customers are do not eat Chocolates.
Interpretation:
86% of the customers are eat Chocolates because chocolates are sweet and happy to
eat.
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TABLE: 2
Prefer In numbers In average
Nestle 55 55
Cadbury 45 45
Total 100 100
GRAPH: 2
Analysis:
Out of the responses obtained from 100 customers 55% of the customers prefer Nestle
Chocolates and 45% of the customers prefer Cadbury chocolates.
Interpretation:
55% of the customers are more prefer Nestle Chocolates because Nestle chocolates are
very tasty when compare than Cadbury.
TABLE: 3
Nestle In numbers Cadbury In numbers
Kit Kat 30 Dairy Milk 25
Munch 35 5-Star 40
Milky Bar 15 Perk 20
Bar one 20 Celebrations 10
Milk Chocolate 0 Temptations 5
25
Total 100 Total 100
GRAPH: 3.A
GRAPH: 3.B
Analysis:
Out of the responses obtained from 100 customers the sub-brands of Nestle chocolates
they purchase 30% of the customers purchase Kit Kat, 35% of the customers purchase
Munch chocolates,15% of the customers purchase Milky Bar,20% of the customers purchase
Bar-One and 0% of the customers purchase Milk Chocolates.And in sub-brands of Cadbury
chocolates, they purchase 25% of the customers purchase Dairy Milk,40% of the customer
purchase 5-Star,20% of the customers are purchase Perk, 10% of the customer purchase
Celebrations and 5% of the customers are purchase Temptations.
Interpretation:
26
In Nestle the sub-brand Munch chocolates are 35% are purchased more than the
others, because it is good in quality and maintain delicious taste. In Cadbury the sub-brand
5-Star chocolates are 40% are purchased more than the others, because it is having good
taste.
TABLE: 4
Attributes Excellent Very good Good Average Poor
Price 10 25 30 15 20
Quality 30 40 10 10 10
Package 20 43 20 15 2
Total 100 100 100 100 100
GRAPH -4.A
GRAPH: 4.B
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GRAPH: 4.C
Analysis:
From the above chart we came to know that out of 100 respondents in price base, 10
members feeling that excellent.25 members said that very good.30 members said that
good.15 members said that average and remaining 20 members said that it was poor. In
quality base, 30 members said that it is excellent.40 members said that it is very good.10
members said that it is good and remaining 10 members said that it is average. In package, 20
members were feeling that is excellent.43 members said that it is very good.20 members said
that it is good.
Interpretation:
30% of the consumers giving more impotents to the price because they are considered price
they are spend. And 40% are giving impotence to quality. And 43% consumers are said
packaging is very impotent because packaging is attractive one.
TABLE: 5
Purchase In numbers In average
Small 42 42
Big 38 38
Family pack 20 20
Total 100 100
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GRAPH: 5
Analysis:
Out of the responses obtained from 100 customers 42% of the customers are purchased Small
packs, 38% of the customers are purchased Big packs and 20% of the customers are
purchased Family packs.
Interpretation:
42% of the customers are purchased Small packs, because the Small packs are
TABLE: 6
Purchase In numbers In average
Daily 31 31
Weekly 41 41
Monthly 20 20
Quarterly 8 8
Total 100 100
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GRAPH: 6
Analysis:
Out of the responses obtained from 100 customers 41%of the of the customers purchase
weekly,31% of the customer purchase daily,20% of the customers purchase monthly and
only 8% of the customers purchase quarterly.
Interpretation:
Most of the customers that is 41% of the customers purchase weekly because they are having
only one day free time in a Week.
TABLE: 7
In
Media numbers In average
Television 42 42
News paper 25 25
Brochures 6 6
Hoardings 22 22
Display 5 5
Total 100 100
30
GRAPH: 7
Analysis:
Out of the responses obtained from 100 customers 42% of the customers influence to
purchase through Television, 25% of the customers influence to purchase through.
Interpretation:
42% of the customers influence to purchase through Television only because most of the
people watch television in free time.
TABLE: 8
Promotional offer In numbers In average
Free gift 20 20
Price offer 25 25
Any other 55 55
Total 100 100
31
GRAPH: 8
Analysis:
Out of the responses obtained from 100 customers only 20% of the customers attracted to
free gift offer and 25% of the customers attracted to price offer and 55% of the customers
attracted to the other offers.
Interpretation:
55% of the customers are want to other offers when compared to the price offer and free gift
because customers are want to have more attracted offers rather than this.
TABLE: 9
Factor In numbers In average
Advertisement 35 35
Suggestions from friends & relatives 20 20
Attractive display 15 15
Doctor advice 5 5
Brand ambassador 25 25
Total 100 100
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GRAPH: 9
Analysis:
From 100 customers 35% are affected to purchase through Advertisement,20% are affected
to purchase through Suggestions from friends & relatives,15% are affected to purchase
through Attractive Display,5% are affected to purchase through Doctor Advice and 25% are
affected to purchase through Brand Ambassador.
Interpretation:
The factor advertisement more affected because advertisement is only create awareness to
purchase
TABLE: 10
Price In numbers
Below 5 20
5 to 10 49
10 to 20 21
20 to 30 10
Above 30 0
Total 100
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GRAPH: 10
Analysis:
From 100 customers 49% of the customers are saying that 5-10 is the reasonable price to
purchase,21% are saying that 10-20 is the reasonable price to purchase,20% are saying that
Below 5 is the reasonable price to purchase,10% are saying that 20-30 is the reasonable price
and no one is accept that above 30.
Interpretation:
5-10 is reasonable price. They are not interested to spend more prices to chocolates. Because
most of the people are middle class peoples.
11. If you preferred brand is not available for repeat purchase then what will you do?
TABLE: 11
If no preferred brand In numbers In average
Postpone your purchase 5 5
Switch over to other brand 35 35
Go to the shop for your preferred brand 60 60
Total 100 100
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GRAPH: 11
Analysis:
Out of the responses obtained from 100 customers 35% are switch over to other brand,60%
are go to the shop for the preferred brand, only 5% of the customers postpone their purchase.
Interpretation:
They are loyal customers for that brand so they go to the shop for preferred brand. 5.
• A survey of the people has been conducted to know the liking pattern of the
two products Cadbury and Nestle.
• It is observed that overall people like to eat Cadbury brand rather than Nestle.
• 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 Kit Kat and Munch of Nestle due to its
taste and crunchiness.
35
It is thus concluded from the facts collected that mostly people refer to buy big pack of their
favourite chocolate, and sometimes some of them go for small and family pack.
SUGGESTIONS
• For promotional offers, company should go for free gifts rather than going for other
ways.
• Nestle company should concentrate on its packing as people are least satisfied with
it while Cadbury should concentrate on the shape of a chocolate.
• People are unsatisfied with the price and quality of chocolate so companies should
concentrate in this regard also.
CONCLUSION
36
APPENDIX
Questionnaire
Cadbury Nestle
Dairy milk Kit kat
5 star munch
Perk milky bar
Celebrations bar-one
Temptation milk chocolate
Cadbury Nestle
Dairy milk Kit kat
5 star munch
Perk milky bar
Celebrations bar-one
Temptation milk chocolate
37
Factors Verygood Good Average Poor
Taste
Price
Quality
Package
(a) Daily
(b) Weekly
(c) Monthly
(e) Quarterly
(a) Television
(b) Newspaper
(c) Brochures
(d) Hoardings
(e) Display
38
(a) Free gift (b) price offer (c) any other
(a) Advertisement
(e) Above 30
12. If you preferred brand is not available for repeat purchase then what will you do?
Personal details
NAME:
ADDERSS:
AGE:
39
GENDER:
EDUCATION:
PROFESSION:
BIBLIOGRAPHY
4. Internet www.Nestle.com.
http://www.nestle.in/AnOverview.aspx?nesindia=1
http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=6
www.Cadbury.com
http://www.cadburyindia.com/brands/choco1.asp
http://ezinearticles.com/?Factors-Affecting-Consumer-Behavior&id=4602848
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