RESERCH OBJECTIVES

Consumer needs and wants

To find out the attributes which consumer consider while purchasing a chocolates
What kinds of chocolates are preferred by consumers?
What are main reasons behind the purchase of chocolates?
To find out consumption frequency and occasion for purchase.

Competitors

To find out which are the major companies of chocolates?

To find out the brand preferences of consumers.

Marketing mix

To find out whether advertisements affect the buying behavior of consumers.

Do celebrity endorsements affect buying behavior of consumers.

RESERCH METHODOLOGY

How often do you consume chocolates?

Cumulative
Frequency Percent Valid Percent Percent
Valid Every Day 69 17.2 17.2 17.2
Every Week 74 18.5 18.5 35.8
Twice a week 125 31.2 31.2 67.0
Thrice a Week 99 24.8 24.8 91.8
Every Month 33 8.2 8.2 100.0
Total 400 100.0 100.0
Which form of Chocolate do you mostly prefer?
Cumulative
Frequency Percent Valid Percent Percent
Valid Bar 312 78.0 78.0 78.0
Liquid 71 17.8 17.8 95.8
As an intergradient in
17 4.2 4.2 100.0
some eatable
Total 400 100.0 100.0
rank taste as a attribute
Cumulative
Frequency Percent Valid Percent Percent
Valid most important 264 66.0 66.0 66.0
very important 109 27.2 27.2 93.2
somwhat
27 6.8 6.8 100.0
important
Total 400 100.0 100.0
Rank packaging as a attribute
Cumulative
Frequency Percent Valid Percent Percent
Valid most important 65 16.2 16.2 16.2
very important 79 19.8 19.8 36.0
somwhat important 75 18.8 18.8 54.8
somwhat
96 24.0 24.0 78.8
unimportant
unimportant 40 10.0 10.0 88.8
least important 45 11.2 11.2 100.0
Total 400 100.0 100.0
Rank price as a attribute
Cumulative
Frequency Percent Valid Percent Percent
Valid most important 30 7.5 7.5 7.5
very important 60 15.0 15.0 22.5
somwhat important 104 26.0 26.0 48.5
somwhat
65 16.2 16.2 64.8
unimportant
unimportant 91 22.8 22.8 87.5
least important 50 12.5 12.5 100.0
Total 400 100.0 100.0
Rank availibity as a attribute
Cumulative
Frequency Percent Valid Percent Percent
Valid most important 45 11.2 11.2 11.2
very important 45 11.2 11.2 22.5
somwhat important 46 11.5 11.5 34.0
somwhat
78 19.5 19.5 53.5
unimportant
unimportant 100 25.0 25.0 78.5
least important 86 21.5 21.5 100.0
Total 400 100.0 100.0
Rank advertisement as a attribute
Cumulative
Frequency Percent Valid Percent Percent
Valid very important 20 5.0 5.1 5.1
somwhat important 60 15.0 15.2 20.3
somwhat
87 21.8 22.0 42.3
unimportant
unimportant 85 21.2 21.5 63.8
least important 143 35.8 36.2 100.0
Total 395 98.8 100.0
Missing System 5 1.2
Total 400 100.0
Rank quality as a attribute
Cumulative
Frequency Percent Valid Percent Percent
Valid most important 26 6.5 6.5 6.5
very important 65 16.2 16.2 22.8
somwhat important 50 12.5 12.5 35.2
somwhat
75 18.8 18.8 54.0
unimportant
unimportant 119 29.8 29.8 83.8
least important 65 16.2 16.2 100.0
Total 400 100.0 100.0
Does any celebrity endorsement influence your buying
decision?
Cumulative
Frequency Percent Valid Percent Percent
Valid 0 92 23.0 23.0 23.0
Yes 256 64.0 64.0 87.0
No 52 13.0 13.0 100.0
Total 400 100.0 100.0
What do you like best in advertisement? Punch lines
Cumulative
Frequency Percent Valid Percent Percent
Valid not chosen 269 67.2 67.2 67.2
chosen 131 32.8 32.8 100.0
Total 400 100.0 100.0
What do you like best in advertisement? Background score
Cumulative
Frequency Percent Valid Percent Percent
Valid not chosen 354 88.5 88.5 88.5
chosen 46 11.5 11.5 100.0
Total 400 100.0 100.0
What do you like best in advertisement? Overall ambience
Cumulative
Frequency Percent Valid Percent Percent
Valid not chosen 389 97.2 97.2 97.2
chosen 11 2.8 2.8 100.0
Total 400 100.0 100.0
Where have you seen the advertisement? Newspaper
Cumulative
Frequency Percent Valid Percent Percent
Valid not chosen 336 84.0 84.0 84.0
chosen 64 16.0 16.0 100.0
Total 400 100.0 100.0
Where have you seen the advertisement? Internet
Cumulative
Frequency Percent Valid Percent Percent
Valid not chosen 386 96.5 96.5 96.5
chosen 14 3.5 3.5 100.0
Total 400 100.0 100.0
Where have you seen the advertisement? Radio
Cumulative
Frequency Percent Valid Percent Percent
Valid not chosen 387 96.8 96.8 96.8
chosen 13 3.2 3.2 100.0
Total 400 100.0 100.0
Where have you seen the advertisement? Hordings
Cumulative
Frequency Percent Valid Percent Percent
Valid not chosen 344 86.0 86.0 86.0
chosen 56 14.0 14.0 100.0
Total 400 100.0 100.0
Where have you seen the advertisement? Television
Cumulative
Frequency Percent Valid Percent Percent
Valid not chosen 97 24.2 24.2 24.2
chosen 303 75.8 75.8 100.0
Total 400 100.0 100.0
Have any advertisement affected your buying decision?
Cumulative
Frequency Percent Valid Percent Percent
Valid 0 2 .5 .5 .5
Yes 261 65.2 65.2 65.8
No 103 25.8 25.8 91.5
Can't Say 34 8.5 8.5 100.0
Total 400 100.0 100.0
When do you have chocolates?
Cumulative
Frequency Percent Valid Percent Percent
Valid When You are Happy/
131 32.8 32.8 32.8
Fun
during festive occasions 74 18.5 18.5 51.2
while celebrating 176 44.0 44.0 95.2
when you are hungry 2 .5 .5 95.8
after meals 17 4.2 4.2 100.0
Total 400 100.0 100.0
Which is your favourite chocolates bars?
Cumulative
Frequency Percent Valid Percent Percent
Valid Perk 69 17.2 17.2 17.2
5-Star 51 12.8 12.8 30.0
Nutties 6 1.5 1.5 31.5
Fruit n Nut 22 5.5 5.5 37.0
Dairy Milk 218 54.5 54.5 91.5
Temptations 34 8.5 8.5 100.0
Total 400 100.0 100.0
Which is your favourite brand?
Cumulative
Frequency Percent Valid Percent Percent
Valid Cadbury 310 77.5 77.5 77.5
Nestle 53 13.2 13.2 90.8
Amul 4 1.0 1.0 91.8
Mars /
33 8.2 8.2 100.0
Twix
Total 400 100.0 100.0
Which is your Ideal brand?
Cumulative
Frequency Percent Valid Percent Percent
Valid Cadbury 284 71.0 71.0 71.0
Nestle 60 15.0 15.0 86.0
Amul 10 2.5 2.5 88.5
Mars /
46 11.5 11.5 100.0
Twix
Total 400 100.0 100.0
Why do you term it as ideal brand? quality
Cumulative
Frequency Percent Valid Percent Percent
Valid not chosen 280 70.0 70.0 70.0
chosen 120 30.0 30.0 100.0
Total 400 100.0 100.0
Why do you term it as ideal brand? taste
Cumulative
Frequency Percent Valid Percent Percent
Valid not chosen 64 16.0 16.0 16.0
chosen 336 84.0 84.0 100.0
Total 400 100.0 100.0
Why do you term it as ideal brand? price
Cumulative
Frequency Percent Valid Percent Percent
Valid not chosen 364 91.0 91.0 91.0
chosen 36 9.0 9.0 100.0
Total 400 100.0 100.0
Why do you term it as ideal brand? packaging
Cumulative
Frequency Percent Valid Percent Percent
Valid not chosen 350 87.5 87.5 87.5
chosen 50 12.5 12.5 100.0
Total 400 100.0 100.0
Why do you term it as ideal brand? availability
Cumulative
Frequency Percent Valid Percent Percent
Valid not chosen 363 90.8 90.8 90.8
chosen 37 9.2 9.2 100.0
Total 400 100.0 100.0
Conclusion & Findings:
Majority of people dont like dark chocolates.

Most of the people eat chocolates twice a week i.e. the consumption of chocolates among
people is quite high.

The factors that drives consumers to buy chocolates is it taste, brand, advertisement etc.

A subjects taste preference does not determine the brand of chocolate to be purchased.

People prefer chocolate in the form of bar and rated taste as the most valued criterion while
choosing a chocolate.

Celebrity endorsement influence the buying decision of consumers of age group 26-35 to a
large extent and the consumers of age grop above 50 are least influenced by the celebrity
endorsement .

Findings show that a large number of people consume chocolates while celebrating and this is
true for almost every age group.

Generally people consume chocolates when they are happy.

The favorite brand among people is Cadbury and the favorite being Dairy Milk Bar.

Majority of people rated taste as the most important attribute while choosing a chocolate while
giving less weightage to packaging , price , availability and quality .

RECOMMENDATIONS:

As we can see through our research majority of chocolate eaters falls between 26-35 age group.
So companies should also try to expand the age brackets towards both ends.

As in our research 26.8% of the respondents were found to prefer rich dark chocolates while 73.2
% respondents like not so dark chocolate. So companies should try to lay more importance and
should capitalize by selling rich dark chocolates and should try to increase the level of customer
consumption of not so dark chocolate.
As in our research we can see that people are brand conscious towards chocolates. So, companies
should try to create a brand image in the minds of consumers.

As in our research we can see that people eat chocolates twice a week. So companies should
further work on increase the frequency of consumption.

As in our research we can see that the factors that drives consumers to buy chocolates are its
taste, brand, advertisement. So, companies should try to experiment on various new taste by
mixing different flavours and should work upon creative advertisement and brand image.

As in our research we can see that celebrity endorsement influence the buying decision of
consumers of age group 26-35 to a large extent. So companies should incorporate more of
celebrity and can play with the comsumer mind set and thus can improve the sales and growth
rate.