project report

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A PROJECT REPORT
ON
“CONSUMER PREFERENCE OF CHOCOLATES
BRANDS”
PREPARED AND PRESENTED
By
ABHISHEK SINGHA
Under guidence of
TANUSHREE DUTTA
A thesis submitted in partial fulfillment of the requirements for the degree of
Bachelor Of Business Administration
BBA(H)
at the
TECHNO INDIA INSTITUTE OF TECHNOLOGY
2015

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CONTENTS
Sr. No. Chapter Name
1. Introduction of Chocolate
2. Introduction & History of Amul and Nestle
3. Research Methodology
4. Research Design
5. Limitations
6. My Findings
7. Suggestions
8. Conclusion
9. Bibliography

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INTRODUCTION
MEANING OF CHOCOLATE:-
 A preparation of the seeds of cacao, roasted, husked and ground often
sweetened and flavored, as with vanilla.
 A beverage or confection made from this,
 Dark brown
 A divine substance inspiring passion in those who consume it?
ORIGIN OF CHOCOLATE:-
The word chocolate comes from the Mayan word xocoatl, and the word
coca from the Aztec cacahuatl. In Mexico, the beverage was called chocolate from
lath and choco. Supposedly found the Mexican worse war to pronounce and called
it cacao.
Today people consume chocolates in various shapes such as cakes,
biscuits and many other eatables.
Chocolate has an ingredient called impulsion agent, this impulsion
agent leads & frequent consumption of chocolates as it makes the consumer
addicted.
Initially the gentry was user it because the common man was not aware
about the taste of the chocolates at time; therefore, with the help of advertisement
the consumption of chocolates increased and many companies came in to
existence with various brands and established in India. Cadbury was the first
company in our country.

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The population growth graph in India has an upward trend and India is considered
the biggest market of the world. As such MNC and other reputed players in the
‘Chocolates’ find India as their dreamland. As such it has been found that various
MNC’s such as Cadbury & Nestle etc. has captured the market with popular
brands such as Dairy Milk, Perk, Kitkat & 5-Star etc. The most favored Indian
made Chocolates is Amul.
It has been found that there exists good scope for Chocolates manufactures due to
enhanced liking & awareness level the various strata of population. The aim of
marketing is to meet and satisfy target consumer’s needs and wants.
The field of consumer behavior studies individuals, groups and
organizations select Buy use and Dispose of goods services, ideas or experience to
satisfy their needs and desires.
Understanding Consumer behavior and “Knowing Customers” is
never simple Consumers may state their needs and wants but act otherwise. They
may not be in touch with their deeper motivations. They may respond to influences
that lead to changes in their mind at the last minute. Never the less marketers must
study & then target Customers wants, perceptions, preferences & shopping and
buying behaviors.
At one time, marketers could understand Consumers through the daily experience
of selling to them but the growth of companies and markets have removed many
marketers managers from direct contact with customers.
Consumer behavior is influenced by four factors :
i. Cultural
ii. Social
iii. Personal
iv. Psychological

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Research into all these factors can provide clues as to how to reach & serve
consumers more effectively.
1. Cultural factors exert the broadcast and deepest influence on consumer
behavior. The roles played by the culture & subculture on the consumer are particularly
important.
i. Culture:- Culture is the most fundamental determinant of a person’s wants
& behavior. Culture is exposed to the set values like achievement,
perceptions, preferences, success, activity, efficiency progress,
practicability, material comfort, Individualism etc.
ii. Subculture:- Each culture consists of smaller subcultures that provide more
specific identification and socialization for its members. Subcultures
include nationalities, religions up important market segment and marketers
often design products and marketing programs tailored according to their
needs.
iii. Social Class:- Social Class are relatively homogenous and enduring
divisions in a society which are hierarchically ordered and whose members
share similar values, interests and behavior. Social class do not reflect
income alone but also occupation, education and area of Residence. Social
class differs in their address, speech patterns, recreational preferences and
many other characteristics.
2. Social Factors:-
a) Reference Groups
b) Family
c) Role and Statuses
(a.) Reference Groups:-
A person’s reference groups consists of all group that have a direct (face to
face ) or indirect influence on the person’s attitudes or behavior.

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(b) Family:-
The family is the most important consumer buying organization in society,
family members constitute the most influential primary reference group.
(c) Role and Statues:-
A person participates in many groups through out life family, clubs,
organization. The person in position in each group can be defined in terms of
role & status.
A Role consists of activities which a person is expected and perform Each
role has a status.
3. PERSONALFACTORS:-
A buyer’s decision is also influenced by personal characteristics.
(a) Age and stage in the life cycle:-
People but different goods and services over their life time . consumption is
also shaped by the family life cycle. Marketers often choose life cycle
groups as their target markets.
(b) Occupation:-
A person’s occupation also influences his or her consumption pattern. A
blue collar worker will buy work clothes, works shoes whereas a company
President buys expensive suits , has travel and country club membership
etc.

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(c ) Economic circumstances:-
Product choice is greatly affected by one’s economic circumstances.
People economic circumstances consists of their spending, savings, assets,
debts, borrowings power & attitude towards spending V/S savings.
(d) Life Style:-
People coming from the same subculture, social class and occupation
lead quite different life styles. A people life style is the person’s pattern of
living in the world as expressed in the person’s activities interests and
opinions. It potrays the whole person interacting with his or her
environment.
(e) Personality and Self Concept:-
Each person has a distinct personality that influences his or her
buying behaviour. By personality we mean all person’s distinguishing
physical and psychological characteristics that lead to relatively consistent
and enduring responses to his or her environment in terms of self-
confidence, dominance, autonomy and sociability etc.
4. PSYCHOLOGICAL FACTORS:-
(a) Motivation:-
A person has many needs are biogenic. They arise from
psychological states of tension such as hunger, thirst, discomfort etc. others
like psychogenic factors arise from psychological states such as the need of
recognition, esteem or belonging.

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A need becomes motive when it is aroused to sufficient level of intensity. A
motive is a need that is sufficiently pressing to drive the person to act.
(b) Perception:-
Perception is the process by which in individual selects, organizes,
and interprets information inputs to create a meaningful picture of the world.
(c) Learning:-
When people act, they learn. Leaning involves changes in an
individual’s behaviors arising from experience.
(d) Beliefs and attitude:-
Through doing and leaning people acquire beliefs and attitudes. These
in turn influence their buying behaviour. A Belief is a descriptive thoughts that a
person holds about something. An attitude is a person’s endurance (favorable or
unfavorable), evaluations, emotions, feelings and action tendencies towards some
object or idea.
“It implies on every product”

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INTRODUCTION AND HISTORY OF
AMUL

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INTRODUCTION AND HISTORY OF AMUL
In the year 1946 the first milk union was established. This union was started with
250 liters of milk per day. In the year 1955 AMUL was established. In the year 1946 the
union was known as KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS’
UNION. This union selected the brand name AMUL in 1955.
The brand name Amul means “AMULYA”. This word derived form the
Sanskrit word “AMULYA” which means “PRICELESS”. A quality control expert in
Anand had suggested the brand name “AMUL”. Amul products have been in use in
millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray,
Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul
Milk and Amulya have made Amul a leading food brand in India. (The total sale is Rs. 6
billion in 2005). Today Amul is a symbol of many things like of the high-quality products
sold at reasonable prices, of the genesis of a vast co-operative network, of the triumph of
indigenous technology, of the marketing savvy of a farmers' organization. And have a
proven model for dairy development (Generally known as “ANAND PATTERN”).
In the early 40’s, the main sources of earning for the farmers of Kaira district were
farming and selling of milk. That time there was high demand for milk in Bombay. The
main supplier of the milk was Polson dairy limited, which was a privately owned
company and held monopoly over the supply of milk at Bombay from the Kaira district.
This system leads to exploitation of poor and illiterates’ farmers by the private
traders. The traders used to beside the prices of milk and the farmers were forced to
accept it without uttering a single word.

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However, when the exploitation became intolerable, the farmers were frustrated.
They collectively appealed to Sardar Vallabhbhai Patel, who was a leading activist in
the freedom movement. Sardar Patel advised the farmers to sell the milk on their own by
establishing a co-operative union, Instead of supplying milk to private traders. Sardar
Patel sent the farmers to Shri Morarji Desai in order to gain his co-operation and help.
Shri Desai held a meeting at Samarkha village near Anand, on 4th
January 1946. He
advised the farmers to form a society for collection of the milk.
These village societies would collect the milk themselves and would decide the
prices at which they can sell the milk. The district union was also form to collect the milk
from such village co-operative societies and to sell them. It was also resolved that the
Government should be asked to buy milk from the union.

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However, the govt. did not seem to help farmers by any means. It gave the
negative response by turning down the demand for the milk. To respond to this action of
govt., the farmers of Kaira district went on a milk strike. For 15 whole days not a single
drop of milk was sold to the traders. As a result the Bombay milk scheme was severely
affected. The milk commissioner of Bombay then visited Anand to assess the situation.
Having seemed the condition, he decided to fulfill the farmers demand.
Thus their cooperative unions were forced at the village and district level to collect
and sell milk on a cooperative basis, without the intervention of Government. Mr.
Verghese Kurien showed main interest in establishing union who was supported by Shri
Tribhuvandas Patel who lead the farmers in forming the Co-operative unions at the
village level. The Kaira district milk producers union was thus established in ANAND
and was registered formally on 14th December 1946. Since farmers sold all the milk in
Anand through a co-operative union, it was commonly resolved to sell the milk under the
brand name AMUL.

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At the initial stage only 250 liters of milk was collected everyday. But with the
growing awareness of the benefits of the cooperativeness, the collection of milk
increased. Today Amul collect 11 lakhs liters of milk everyday. Since milk was a
perishable commodity it becomes difficult to preserve milk flora longer period. Besides
when the milk was to be collected from the far places, there was a fear of spoiling of
milk. To overcome this problem the union thought out to develop the chilling unit at
various junctions, which would collect the milk and could chill it, so as to preserve it for
a longer period. Thus, today Amul has more than 150 chilling centers in various villages.
Milk is collected from almost 1073 societies.
With the financial help from UNICEF, assistance from the govt. of New
Zealand under the Colombo plan, of Rs. 50 millions for factory to
manufacture milk powder and butter was planned. Dr.Rajendra
Prasad, the president of India laid the foundation on November 15, 1954. Shri
Pandit Jawaharlal Nehru, the prime minister of India declared it open at Amul dairy on
November 20, 1955.

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PEOPLE POWER: AMUL'S SECRET OF SUCCESS
The system succeeded mainly because it provides an assured market at remunerative
prices for producers' milk besides acting as a channel to market the production
enhancement package. What's more, it does not disturb the agro-system of the farmers. It
also enables the consumer an access to high quality milk and milk products. Contrary to
the traditional system, when the profit of the business was cornered by the middlemen,
the system ensured that the profit goes to the participants for their socio-economic
upliftment and common good.
Looking back on the path traversed by Amul, the following features make it a pattern and
model for emulation elsewhere.
Amul has been able to:
 Produce an appropriate blend of the policy makers farmers board of management
and the professionals: each group appreciating its rotes and limitations,
 Bring at the command of the rural milk producers the best of the technology and
harness its fruit for betterment.
 Provide a support system to the milk producers without disturbing their agro-
economic systems,
 Plough back the profits, by prudent use of men, material and machines, in the rural
sector for the common good and betterment of the member producers and
 Even though, growing with time and on scale, it has remained with the smallest
producer members. In that sense. Amul is an example par excellence, of an
intervention for rural change.

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The Union looks after policy formulation, processing and marketing of milk, provision of
technical inputs to enhance milk yield of animals, the artificial insemination service,
veterinary care, better feeds and the like - all through the village societies. Basically the
union and cooperation of people brought Amul into fame i.e. AMUL (ANAND MILK
UNION LIMITED), a name which suggest THE TASTE OF INDIA.
Plants:-
First plant is at ANAND, which engaged in the manufacturing of milk, butter, ghee, milk
powder, flavored milk and buttermilk.
Second plant is at MOGAR, which engaged in manufacturing chocolate, nutramul, Amul
Ganthia and
Amul lite.

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Third plant is at Kanjari, which produces cattelfeed.
Fourth plant is at Khatraj, which engaged in producing cheese.

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Today, twelve dairies are producing different products under the brand name Amul.
Today Amul dairy is no. 1 dairy in Asia and no. 2 in the world, which is matter of proud
for Gujarat and whole India.

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BOARD MEMBERS
Shri Ramsinh Prabhatsinh Parmar Chairman
Shri Rajendrasinh Dhirsinh Parmar Vice-Chairman
Shri Dhirubhai Amarsinh Zala Director
Smt. Mansinh Kohyabhai Chauhan Director
Shri MaganbhaiGokalbhaiZala Director
Shri Shivabhai Mahijibhai Parmar Director
Shri Pravinsinh Fulsinh Solanki Director
Shri Chandubhai Madhubhai Parmar Director
Shri Bhaijibhai Amarsinh Zala Director
Shri Bipinbhai ManishankarJoshi Director
Smt. SarayubenBharatbhai Patel Director
Shri Ranjitbhai Kantibhai Patel Director
Shri B. M. Vyas
Managing
Director
G.C.M.M.F
Shri Deepak Dalal
District
Registrar
Shri Rahul Kumar
Managing
Director

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NESTLE
Nestle ChocolateBrands:-
History of the Company:-
1866:-
Nestle history begins back in 1866, when the first European condensed milk factory was
opened in Cham, Switzerland, by the Anglo-Swiss Condensed Milk Company.
1867:-
In Vevey, Switzerland, our founder Henri Nestlé, a German pharmacist, launched his
Farine lactée, a combination of cow’s milk, wheat flour and sugar, saving the life of a
neighbour’s child. Nutrition has been the cornerstone of our company ever since.
“Henri Nestlé, himself an immigrant from Germany, was instrumental in turning
his Company towards international expansion from the very start. We owe more than our
name, our logo and our first infant-food product to our founder. Henri Nestlé embodied
many of the key attitudes and values that form part and parcel of our corporate culture:
pragmatism, flexibility, the willingness to learn, an open mind and
respect for other people and cultures.” Peter Brabeck-Letmathe, Nestlé Chairman.

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1905:-
The Anglo-Swiss Condensed Milk Company, founded by Americans Charles and George
Page, merged with Nestlé after a couple of decades as fierce competitors to form the
Nestlé and Anglo-Swiss Milk Company.
BUSINESS PRINCIPLES:-
Since Henri Nestlé first developed his successful infant cereal “Farine Lactée”, he built
his business on the conviction that to have long-term success for his shareholders, he not
only have to comply with all applicable legal requirements and ensure that all our
activities are sustainable, but additionally he have to create significant value for society.
At Nestlé he call this Creating Shared Value:-
The latest version of Corporate Business Principles, updated in June 2010, has been
handed over to the Nestle’s employees around the world and accompanied by basic
learning and training tools.
Since 2011, a systematic and comprehensive modular training programme is being rolled
out on the various components of the Corporate Business Principles. The depth and focus
of the trainings is established in accordance with the materiality for the different
functions within the company. For example, in 2011 the first step of the training on the
human rights components focused on managers and employees in countries of higher
human rights risks as a priority. In 2012 and 2013,
major efforts were made on training programs related to Management and Leadership,
Conditions of Work and Employment and Compliance.
His Corporate Business Principles will continue to evolve and adapt to a changing world,
our basic foundation is unchanged from the time of the origins of our Company, and
reflects the basic ideas of fairness, honesty, and a general concern for people.

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Nestlé is committed to the following Business Principles in all countries, taking into
account local legislation, cultural and religious practices:
1. Nutrition, Health and Wellness:-
His core aim is to enhance the quality of consumers lives every day, everywhere by
offering tastier and healthier food and beverage choices and encouraging a healthy
lifestyle. He express this via corporate proposition 'Good Food, Good Life'. Nestlé
Nutritional Profiling System.
2. Quality Assurance and product safety:-
Everywhere in the world, the Nestlé name represents a promise to the consumer that the
product is safe and of high standard. Nestlé Quality Policy.
3. Consumer Communication:-
He is committed to responsible, reliable consumer communication that empowers
consumers to exercise their right to informed choice and promotes healthier diets. We
respect consumer privacy - Nestlé Consumer Communications Principles.
Nestlé Policy and Instructions for Implementation of the WHO International Code of
Marketing of Breast-milk Substitutes.
4. Human rights in our business activities:-
He fully support the United Nations Global Compact’s (UNGC) guiding principles on
human rights and labour and aim to provide an example of good human rights’ and
labour practices throughout our business activities - International Labour Organisation.

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5. Leadership and personal responsibility:-
His success is based on people. He treat each other with respect and dignity and expect
everyone to promote a sense of personal responsibility. He recruit competent and
motivated people who respect our values, provide equal opportunities for their
development and advancement, protect their privacy and do not tolerate any form of
harassment or discrimination - Nestlé Management and Leadership Principles.
6. Safety and health at work:-
They are committed to preventing accidents, injuries and illness related to work, and to
protect employees, contractors and others involved along the value chain - Nestlé Policy
on Health and Safety at Work.
7. Supplier and customer relations:-
He require his suppliers, agents, subcontractors and their employees to demonstrate
honesty, integrity and fairness, and to adhere to his non-negotiable standards. In the same
way, he are committed towards his own customers.
8. Agriculture and rural development:-
He contribute to improvements in agricultural production, the social and economic status
of farmers, rural communities and in production systems to make them more
environmentally sustainable.
9. Environmental sustainability:-
They commit themselves to environmentally sustainable business practices. At all stages
of the product life cycle he strive to his natural resources efficiently, favour the use of
sustainably-managed renewable resources, and target zero waste.

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10. Water:-
They are committed to the sustainable use of water and continuous improvement in water
management. They recognise that the world faces a growing water challenge and that
responsible management of the world’s resources by all water users is an absolute
necessity.
Nestlé continues to maintain its commitment to follow and respect all applicable local
laws in each of its markets.

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RESEARCH
METHODOLOGY

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RESEARCH METHODOLOGY
Marketing research plays an important role in the process of marketing. Starting
with market component of the total marketing talks. It helps the firm to acquire a better
understanding of the consumers, the competition and the marketing environment.
DEFINITION:-
“Marketing research is a systematic gathering, recording and analysis marketing problem
to facilitate decision making.”
- Coundiff & Still.
“Marketing research is a systematic problem analysis, model building and fact finding for
the purpose of important decision making and control in the marketing of goods and
services.
- Phillip Kotler.
MAIN STEPS INVOLVED IN MARKETING RESEARCH:-
Defining the Marketing Problem to be tackled and identifying the market research
problem involved in the task.

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(1) Define the problem and its objectives.
(2) Identify the problem.
(3) Determine the information needed.
(4) Determine the sources of information.
(5) Decide research methods.
(6) Tabulate, Analyze and interpret the data.
(7) Follow-up the study.
(1) Define the problem and its objectives:- This includes an effective job in
planning and designing a research project that will provide the needed
information. It also includes the establishment of a general framework of major
marketing elements such as the industry elements, competitive elements,
marketing elements and company elements.
(2) Identify the problem:- Identifying the problem involves getting acquainted
with the company, its business, its products and market environment,
advertising by means of library consultation and extensive interviewing of
company’s officials.
(3) Determining the specific Information needed:- In general the
producer, the manufacturer, the wholesaler and the retailer try to find out four
things namely :-
(1) What to sell
(2) When to sell
(3) Where to sell
(4) How to sell

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(4) Determine the sources of information:-
(a) Primary Data:- Primary datas are those which are gathered
specially for the project at hand, directly – e.g. through
questionnaires & interviews. Primary data sources include
company salesman, middleman, consumers, buyers, trade
association’s executives & other businessman & even
competitors.
(b) Secondary Data:- These are generally published sources, which
have been collected originally for some other purpose. Source are
internal company records, government publication, reports &
publication, reports & journals, trade, professional and business
associations publications & reports.
(5) Decide Research methods:- If it is found that the secondary data cannot be of
much use, collection of primary data become necessary. Three widely used methods
of gathering primary data are
A) Survey
B) Observation
C) Experimentation
A) Survey Methods:- In this method, information gathered directly from
individual respondents, either through personal interviews or through mail questionnaires
or telephone interviews.

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B) Observation Method:- The research data are gathered through observing
and recording their actions in a marketing situation. This technique is highly accurate. It
is rather an expensive technique.
C) Experimental Method:- This method involves carrying out a small scale trial
solution to a problem, while at the same time, attempting to control all factors relevant to
the problem. The main assumption here is that the test conditions are essentially the same
as those that will be encountered later when conclusions derived from the experiment are
applied to a broader marketing area.
D) The Panel Research:- In this technique the same group of respondents is
contacted for more then one occasion; and the information obtained to find out if there
has been any in their taste demand or they want any special quality, color, size, packing
in the product.
a) Preparation of questionnaire
b) Presetting of questionnaire
c) Planning of the sample
(6) Tabulate, Analysis and Interpret the Data:-
The report must give/contain the following information:-
a) The title of research
b) The name of the organization for which it has been Conducted

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c) The objectives of research
d) The methodology used
e) Organization and the planning of the report
f) A table of contents along with charts and diagrams used in the reports
g) The main report containing the findings
h) Conclusion arrived at end recommendations suggested
i)Appendices (containing questionnaire / forms used sample design,
instructions.)
(7) Follow-up the study:- The researchers, in the last stage, should follow up this
study to find if his recommendation are being implemented and if not, why

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RESEARCH DESIGN
“Advertising is a paid form of non-personal presentation and promotion of
ideas, goods or services by an identified sponsor.”
1. RESEARCH PROBLEM:-
 Increase the awareness level of AMUL and NESTLE CHOCOLATE.
 Seek the general perception of consumer towards AMUL and NESTLE
CHOCOLATE.
 To find the performance of AMUL CHOCOLATE vis-à-vis other Brands.
 To know the consumer psyche and their behaviour towards CHOCOLATE
BRANDS.
2. RESEARCH OBJECTIVES & related sub objectives:-
 To know the relationship of sales with the advertisement.
 To know awareness of people towards Amul chocolates.
 To know in which segment chocolates are mostly like/preferred.
 To know which advertisement tool is mostly preferred by people.
 To know the preference of Amul chocolates with comparison to
Other competitive brands.
 To know the factors which affects consumer’s buying behaviour
to purchase chocolates.

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3. Information requirement:-
 First, I had to know about all the competitors present in the chocolate segment
(Reputed and well established brands as well as Local brands).
 Before going for the survey I had to know the comparative packs and prices of all
the competitors existing in the market.
 Since chocolate is a product that attracts children and youngsters hence I had to
trace the market and segment it, which mainly deals with people of various age
groups.
 As chocolate is different product, the main information needed is the various types
of chocolates available in the market, their calorific value and various other facts.
They can be termed as :
 As Amul chocolate advertisements are mainly done through hoardings but on
television the advertisement is being telecasted timely and on the proper time or
not.
AMUL CHOCOLATE is made from Sugar, Cocoa Butter, Milk Solids,
Chocolate mass.

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Composition:-
 Milk Fat 2%
 Sugar 55%
 Total Fat 32.33%
(Milk Fat + Cocoa Fat)
 Cocoa Solids 7.5%
 Milk Solids 20%

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4. Choice of research design – alternatives & choice:-
Despite the difficulty of establishing an entirely satisfactory classification system, it is
helpful to classify marketing research on the basis of the fundamental objectives of the
research. Consideration of the different types, their applicability, their strengths, and their
weakness will help the student to select the type best suited to a specific problem.
The two general types of research are:
EXPLORATORY RESEARCH:-
Exploratory research seeks to discover new relationship, emphasis on discovery of ideas.
Marketing researches devote a significant portion of their work on exploratory studies
when very little is known about the problem being examined.
CONCLUSIVE RESEARCH:-
Conclusive studies attempts to determine the frequency with which something occurs or
the relationship between two phenomenons. Usually conclusive studies assume certain
under underlying characteristics of the market or have some precise statement of research
questions/hypothesis.
5. RESEARCHINSTRUMENTUSED - DETAILS & WHY?
If one wants to know what type of dentifrice people use, what they think of, television
commercials, or why they buy particular brands of cars, the natural procedure is to ask
them. Thus, the questionnaire method has come to be the more widely used of the two
data collection method. Many consumers are now familiar with the telephone caller who
greets them with “We are making a survey”, and then proceeds to ask a series of

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questions. Some interviews are conducted in person, others by telephone, and others by
mail. Each of these has its special advantages and disadvantages and limitations. The
questionnaire method in general, however, has a number of pervasive advantages and
disadvantages. Discussion of particular variations will be more meaningful if these
characteristics of the general methods are brought out first.
A questionnaire consists of list of questions to be asked from the respondents and the
space provided to record the answer / responses. Questionnaire can be used for the
personal interviews, focus groups, mails and telephonic interviews. The choice among
these alternatives is largely determined by the type of information to be obtained and by
the type of respondents from whom it is to be obtained.
The common factor in all varieties of the questionnaire method is this reliance on verbal
responses to question, written or oral.
Questionnaire in the project consists of:
 Multiple choice questions
 Dicthomus
MULTIPLE CHOICE QUESTIONS:-
Questions of this type offer the respondents an alternative to choosethe right answer
among others. It is faster, time saving and less biased. It also simplifies the tabulating
process.

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OPEN END QUESTIONS:-
In this type respondents are free to answer in their own words and express the ideas they
think are relevant, such questions are good as first questions or opening questions. They
introduce the subject and obtain general reaction.
DICTHOMUS:-
These are the questions which are Boolean in nature. These answers are straightforward
and respondents have to answer them in a straight way. That means the answer can only
be either ‘Yes” or ‘No’.
6. SAMPLING TECHNIQUE USED & SAMPLE SIZE - WHY?
Sample design is a definite plan of obtaining some items from the whole population. The
sample design used in this project is two state sampling i.e. Cluster and convenience. In
the probability sampling methods, each items in the sample is chosen one at a time from a
complete list of universe elements. In marketing research practice, it will sometimes be
more expedient to select clusters or groups of universe elements, rather than to choose
sample items individually.
Sampling methods in which universe elements are chosen in groups ---- rather than
individually -- are called cluster-sampling methods. They are widely used in the sampling
of human populations. When no complete universe listing exists, a type of sampling is
called area sampling may be the only practically feasible form of probability sampling.

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NONDISGUISED, STRUCTURED TECHNIQUES:-
The non structured techniques for attitude measurement are primarily of value in
exploratory studies, where the researcher is looking for the salient attributes of given
products and the important factors surrounding purchase decisions as seen by the
consumer. Structured techniques can provide a more objective measurement system, one
which is more comparable to a scale or a yardstick. The term scaling has been applied to
the efforts to measure attitudes objectively, and a number of useful scales have been
developed.
SAMPLING METHODS:-
Sample design is a definite plan of obtaining some items from the whole population. The
sample design used in this project is two state sampling i.e. cluster sampling and
convenience sampling. The whole city was divided into some geographical areas and I
have chosen Memnagar, Ashram road, Sattelite, Bopal, Bodekdev, Vastrapur,
Navrangpura, Usmanpura, Maninagar and Narayanpura. The total sample size was
200.
CLUSTER SAMPLING:-
Here the whole area is divided into some geographical area and a definite number of
consumers were to be surveyed.
CONVINIENCE SAMPLING:-
This type of sampling is chosen purely on the basis of convenience and according to
convenience.I visited Garden, Parks, Temple, Superstores, Theatres and Gymnasium.

39. 39
SAMPLING:-
1. Sampling Technique : Non probability sampling
(A non probability sampling technique is
that in which each element in the
population does not have an equal
chance of getting selected)
2. Sample Unit : People who buy chocolates available
in retail outlets, superstores, etc
3. Sample size : 200 respondents (Age ranging
between 15 yrs to 65 yrs)
4. Method : Direct interview through questionnaire.
5. Data analysis method : Graphical method.
6. Area of survey : Ahmadabad District.
7. Timing of survey : 9.00 am to 12.30 pm and 5.00 pm to
8.00 pm

40. 40
In order to collect accurate information I visited to Garden, Parks, Temple,
Superstores, Theatres and FIELD WORK- METHOD USED FOR DATA
COLLECTION
 Questionnaire was prepared keeping the objective of research in mind.
 Questions were asked to respondents as regards to there willingness to purchase
Chocolates.
 The help of questionnaires conducted direct interviews, in order to get accurate
information.
 In order to get correct information I had to approach consumers ranging from 15
yrs to 65 yrs.
 I visited as many respondents as I can and asked them their real likings about any
chocolate and also got an idea, How a chocolate should be?
 It is really a Herculean task to understand Consumer Behaviour, as the definition
suggest, “Consumer behaviour is a physical activity as well as decision process
individualengaged in when evaluating, acquiring, using and disposing goods
and services”.
 Gymnasium, each and every question was filled personally by the respondents and
checked properly.

41. 41
 People were not willing to answer, when they were contacted between 1.00 pm to
5.00 pm, the time when most of the people take rest during the scorching heat.
“Advertising is a paid form of non-personal presentation and promotion of
ideas, goods or services by an identified sponsor.”

42. 42
DATA ANALYSIS & INTERPRETATIONS

43. 43
PRIMARY TABULATION & INTERPRETATION
[1] What kind of Chocolate do you eat?
Branded 92 %
Non branded 08%
INFERENCE:-
92% respondents in the region of Ahmedabad consume Branded Chocolates, while 8%
still consume non branded.

44. 44
[2] Who uses chocolatesin your family?
Children 34 %
Teenager 33 %
Young 26 %
Old 07 %
INFERENCE:-
Mostly children & teenagers likes chocolates in their families. So we should give stress
on children & tenager segment to increase market share. Young people also using
chocolates for consuming & for giving as a gift.
0%0%0%0%
35%
32%
26%
7%
CHOCOLATE USERS
Children
Teenager
Young
Old

45. 45
Form of chocolate
14%
60%
20%
6%
Cookies
Bar
Wafer
Other
[3] What form of Chocolate do you like?
Cookies 14%
Bar 60%
Wafer 20%
Other 06%
INFERENCE:-
The above diagram suggest that the most preferred form is bar i.e. 60%, followed by
wafer i.e. 20%, Cookies are all time favorites with
14% while other forms are preferred to the extent of 6%.

46. 46
[4] Which Television channel you like to watch most?
STAR 100
ZEE 15
SONY 30
CARTOON 30
Others 25
INFERENCE:-
Mostly people like STAR channel. This channel is very popular among all the age group
people. SONY & CARTOON channels are also popular but not as STAR. In other
channels sports and news channels are preferred. CARTOON channel is specially
preferred by children. So it will be more beneficial top give advertisements on STAR &
CARTOON channels, it covers all the age groups.
T.V.CHANNEL PREFERENCE
100
15
3030
25
0 20 40 60 80 100 120
Star
Zee
Sony
Cartoon
Others

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[5] In between what time you like to watch television?
Timings _____________
5 to 8 pm 33 %
8 to 11 pm 37 %
Late Night 10 %
Morning 15 %
Afternoon 05 %
INFERENCE:-
From the survey it was found that 37% of the respondents likes to watch T.V. after 8 pm
to 11 pm. Because Mostly people belong to service class & females in the families got
their work by this time. At 5 to 8 pm 33% respondents in which especially children watch
cartoon channel & etc. so it is good to advertise on preferred channels on these timings.
32%
38%
10%
15%
5%
TIMING PREFERENCE
5 to 8pm
8 to 11pm
Late night
Morning
After noon

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[6] By which media you prefer to watch advertisements?
Television 67 %
Hoardings 17 %
Newspapers 08 %
Magazines 05 %
Others (Mention) 03 %
INFERENCE:-
Mostly people like to watch an advertisement through Television because most of them
belongs to service class. Children are getting attracted through advertisement on
television and hoardings. Company tries to give attractive advertisement through T.V.
and hoardings because advertisement through hoardings is less costly.
0%0%0%0%0%
67%
17%
8%
5%3%
MEDIA PREFERENCE TO WATCH ADVERTISEMENT
Television
Hoardings
Newspapers
Megazines
Others

49. 49
[7] What factors effects you in a chocolate advertisement?
Brand ambassador 60
Jingles 30
Comedy 45
Music 40
Emotions 20
Others (Mention) 05
INFERENCE:-
Good Brand Ambassador generally effects people’s perception towards a product and
create an image in their mind. Mostly people likes to see celebrities like Amitabh
Bacchan, Sachin Tendulkar, M.S.Dhoni, Saniya Mirza etc. as a Brabd Ambassador in
chocolate advertisements.At the same time people like comedy, slow music & specially
children like jingles in advertisements.
EFFECTIVE FACTORS
0
10
20
30
40
50
60
70
Brand
am
bassador
Jingles
Com
edy
M
usic
Em
otions
O
thers

50. 50
Ever Tasted
90%
10%
Yes
No
[8] Have you ever tasted Amul Chocolate?
Yes 90 %
No 10 %
INFERENCE:-
The chart shows that 90% respondents have tasted Amul Chocolate, while still 10% have
not tried Amul Chocolates.
Amul must use proper techniques in order to cater the needs of every common man.

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[9] Can you recallAMUL Chocolate advertisement?
Yes 32 %
No 68 %
INFERENCE:-
Here it was observed that only 32% respondents in the city of Ahmedabad were able to
recall Amul Chocolate advertisement. This shows how much Amul lags behind in
promotional activities and advertisement. Therefore Amul must use strong promotional
activities and advertisement in order to retain their potential consumers.
Advertising Effectiveness
32%
68%
Yes
No

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Market share
28%
58%
13% 1%
Nestle
Cadbury
Amul
Any other
[10] Which Chocolate do you like most?
Nestle 28%
Cadbury 58%
Amul 13%
Any other 01%
INFERENCE:-
We can clearly gauge from the pie chart that Cadbury being on the top slot with 58%
market share dominates the chocolate market, followed by Nestle with 28% share,
whereas Amul have only 13% market share and thus lags behind.

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[11] What is the frequency of purchasing Chocolate?
Daily 17 %
Weekly 22 %
Fortnightly 13 %
Occasionally 48 %
INFERENCE:-
The frequency of chocolate differ a lot where 17% respondents buy it daily, 22% weekly,
13% fortnightly, and there is a Hugh chunk of people who buy chocolate occasionally.
Frequency of purchase
17
22%
13%
48%
Daily
Weekly
Fortnightly
Occasionally

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[12] How do you scale your Chocolate?
ATTRIBUTE POOR AVERAGE GOOD EXCELLEN
T
PRICE 48% 22% 23% 07%
SWEETNESS 20% 14% 20% 46%
PACKAGING 33% 18% 12% 37%
SOFTNESS 12% 16% 23% 49%
SCHEMES 37% 13% 17% 33%
AVAILABILIT
Y
12% 15% 23% 50%

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LIMITATIONS
 Limited time available for interviewing the respondents. As a result of this it was
not possible to gather full information about the respondents.
 When I interviewed children and teenagers, sometimes they use to
give answers under the influence of their parents or elders.
 As summer training is going under summer season so sometimes
people are less interested in filling up questionnaire.
 Sometimes the problem which I face is language problem for which I have to make
them understand.
 Non-cooperative approach and rude behavior of the respondents.
 If the respondents answer does not falls between amongst the options given then it
will turn up to be a biased answer.

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MY FINDINGS
 During the survey it was found that still there are 10% people who have not tasted
Amul Chocolate.
 Lake of Awareness in consumers. Many people are not know about Amul
chocolates specially children and teenagers.
 As I found that the main product of Amul is Milk and company firstly wants to
capture maximum market share in milk market which is approx. 66%, after it Amul
is concentrating upon butter & cheese which has market share of approx. 88%, so
it is not concentrating upon chocolates.
 When I interviewed people then many of the people can not recall Amul chocolate
advertisement. It shows Lake of Advertisement or advertisement is not timely
given or advertisement is not given on right time.
 In its advertisement is not using any brand ambassador which attracts all age
group people like Cadbury.
 There is lake of Sales Promotional Activities i.e. free tattoo, extra weight, toys,
quiz contest etc.
 Cadbury is main competitor and strategically better performer then Amul.
 I find the main thing is that “Amul” brand name has very good image in
consumer’s mind and they consider it as Pure & Good Product.
 People who have tasted Amul Chocolate are not ready to purchase the same again.

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SUGGESTIONS
&
CONCLUSIONS

58. 58
SUGGESTIONS
 In order to maintain and increase the sales in the city of Ahmedabad, the
following recommendations regarding Amul Chocolates; particularly regarding
advertisement, distribution, promotional policies, etc, are hereby suggested:
 First and foremost Amul should take proper action in order to improve service,
because although being on a top slot in Butter and milk supplies it does not get the
sales in chocolate, which it should get.
 Company should use brand ambassador which attracts each age segment i.e.
Saniya Mirza, Shaktimaan, Amitabh Bacchan, Superman, Krrish, Jadoo etc.
 Amul should give local advertisements apart from the advertisements given at the
national level. Local advertisement must mention the exclusive Amul shops of the
city.
 Try and change the perception of the people through word of mouth about Amul
in advertisements, because they are the best source to reach Children and families.
 Though Amul chocolate advertisements are rarely shown on television yet many
people could recall it as per the data of research. It shows that there is only need to
give advertisement only to rememorize customers. Because Amul is very strong
brand name.

59. 59
 Company should launch chocolate in new attractive packing to change image of
Amul chocolate in consumers mind.
 Company should introduce sales promotion schemes like free weight, pranky,
tattoo, contest, free gifts etc.
 Advertisement can be done with the help of animations that attracts children and
teenagers because chocolates are consumed largely in this segment.
 Company should launch chocolates in new flavors like –
Mix Fruit
Pineapple
Elaichi
Coffee
Strawberry
Banana
Mango

60. 60
CONCLUSION
As we know that Amul is very big organization and market leader in dairy
products. It has maximum market share in Milk, Butter and Cheese, which are its
main/core products. As we know Amul is a co-operative organisaion but chocolate
industry is a profitable industry we can’t ignore it. With the help of research, company
can find out its week points in chocolate product and can increase its market share
through rectify mistakes. People have believed in Amul’s product and they will accept
its chocolates also if effective actions were taken.
The survey resulted into following conclusions:-
 Amul must come up with new promotional activities such that people become
aware about Amul Chocolates like Chocozoo, Bindaaz, and Fundoo.
 Quality is the dominating aspect which influences consumer to purchase Amul
product, but prompt availability of other chocolate brands and aggressive
promotional activities by others influences the consumer towards them and also
leads to increase sales.
 In comparison to Amul Chocolate, the other players such as Cadbury, Nestle, and
Perfetti provide a better availability and give competition to the hilt.
 People are mostly satisfied with the overall quality of Amul Chocolate, but for the
existence in the local market Amul must use aggressive selling techniques.

61. 61
ANNEXURES

62. 62
BIBLIOGRAPHY
KOTHARI C.R. “Research Methodology” : WISHWA PRAKASHAN (1st
Edition)
KOLTER PHILIP, “Marketing Management : Analysis, Planning & Control”
Prentice Hall (8th
Edition)
T.N.CHHABRA “MARKETING MANAGEMENT” December 2012 published
by DHANPAT RAI & COMPANY
“Buyer Behaviour of Food Items” June, 2011 Indian Journal of Marketing by Dr.
G. Sudarsna Reddy & Rajarashmi
“Consumer Behaviour & Marketing” June, 2010 Indian Journal of Marketing by
Swasti Soni
WEBSITES:-
1. www.amul.com
2. www.amuldairy.com
3. www.nestle.com
4. www.google.com
5. www.marketresearch.com
6. www.dairy.com

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