Cad. & Nestle 1

Consumer preference towards Cadbury
A
PROJECT REPORT
On
“A Study on consumer preference towards Cadbury”
Submitted in partial fulfilment for the
Award of degree of
BACHELOR OF BUSINESS ADMINISTRATION
Submitted by: Submitted to:

Satyendra Pal Yadav University Of Rajasthan
B.B.A 3rd YEAR
ARYA INSTITUTE OF ENGG. & TECHNOLOGY, SP-40,
RIICO INDUSTRIAL AREA, KUKAS, JAIPUR, RAJASTHAN

DECLARATION
I hereby declare the present report entitled “A Study on consumer

preference towards Cadbury” is based on my original work and
indebtedness to other work/publication has been duly acknowledged at
relevant places.
Place: Jaipur Satyendra Pal Yadav

ACKNOWLEDGEMENT
Survey is an excellent tool for learning and exploration. No classroom routine can substitute which is
possible while working in real situations. Application of theoretical knowledge to practical situations
is the bonanzas of this survey.
Without a proper combination of inspection and perspiration, it’s not easy to achieve anything. There
is always a sense of gratitude, which we express to others for the help and the needy services they
render during the different phases of our lives. I too would like to do it as I really wish to express my
gratitude toward all those who have been helpful to me directly or indirectly during the development
of this project.
I express my sincere thanks to my whole faculty members and my project guide, MR. Manish
Sharma for guiding me right from the inception till the successful completion of the project, working
under him was an extremely knowledgeable and enriching experience for me. I am very thankful to
him for all the value addition and enhancement done to me.
Satyendra Pal Yadav

PREFACE
It’s a matter of great privilege and satisfaction to present the esteemed reader this report aimed at
finding the potential of the product performance and buying behavior of a famous brand of chocolates
– Cadbury.
This project report is a concrete form of knowledge that was acquired in that project duration. During
the training, a student get the opportunity to apply his theoretical knowledge in the corporate world,
in short I emphasis on ‘Learning by doing’.
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.
The scope of my study restricts itself to the analysis of consumer preferences, perception and
consumption of Cadbury Chocolates. There are many other brands of chocolates available but my
study is limited to a major player of chocolates leaving behind the others.
As consumers, we play a very vital role in the health of the economy local, national or international.
The decision we make concerning our consumption behavior affect the demand for the basic raw
materials, for the transportation, for the banking, for the production; they effect the employment of
workers and deployment of resources and success of some industries and failures of others. Thus
marketer must understand this.
EXECUTIVE SUMMARY
In this research I have survey the product performance and buying behavior of a famous brand of
chocolates – Cadbury, which is consumed by people of all ages. During this research I have interacted
with people of “Delhi”. After this research I came to know how people perceives these products on the
variables like price, quality, advertisement, satisfaction, taste, packaging, brand loyalty etc. I also came to
know which particular brand of chocolate is most preferred by people of different age groups. In this
research I have surveyed that how frequently and how much chocolate they consume, whether they buy
small, big or family pack. Trend of ongoing changes in their likings has been shown in the report. In this
report I have tried to explain the entire research and facts product wise
This project is based on the comparative study consumer behavior towards Cadbury chocolates.
Objectives of the study 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 and to study the factors affecting the consumption pattern.
This chapter describes the methodology of the study. 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 chocolates consumed by the people. The data had been used to cover various
aspects like consumption, consumer’s preference and customer’s satisfaction regarding Cadbury
chocolates. In collecting requisite data and information regarding the topic selected, I went to the
residents of Delhi and collected the data
TABLE OF CONTENTS
Chapter
No. Chapter Name Pg. No.

DECLARATION
CERTIFICATE
ACKNOWLEDGEMNT
PREFACE
EXECUTIVE SUMMERY
1. INTRODUCTION TO THE INDUSTRY 1

2. INTRODUCTION TO THE CHOCLATE COMPANY 10
3. RESEARCH METHODOLOGY 27
3.1 Title of the study
3.2 Duration of the project
3.3 Objective of study
3.4 Type of Research
3.5 Sample size and method of selecting sample
3.6 Scope of study
3.7 Limitations of study
4. ANALYSIS AND INTERPRETATION 33
5. FACTS AND FINDINGS 52
6. CONCLUSION 54
7. RECOMMENDATIO AND SUGGESTIONS 54
8. APPENDIX 55
9. BIBLIOGRAPHY 62

Cad. & Nestle 1

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Consumer preference towards Cadbury

Submitted in partial fulfilment for the

BACHELOR OF BUSINESS ADMINISTRATION

Submitted by: Submitted to:

B.B.A 3rd YEAR

ARYA INSTITUTE OF ENGG. & TECHNOLOGY, SP-40,

RIICO INDUSTRIAL AREA, KUKAS, JAIPUR, RAJASTHAN

I hereby declare the present report entitled “A Study on consumer

Place: Jaipur Satyendra Pal Yadav

Satyendra Pal Yadav

No. Chapter Name Pg. No.

1. INTRODUCTION TO THE INDUSTRY 1

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