STUDY ON CONSUMER PREFERENCE

IN REGARD WITH HORLICKS AND

CADBURY
 CHAPTER 1

INTRODUCTION

1.1 INTRODUCTION

Healthy living is prime concern of today’s society. Many studies show that people are
adopting health related changes in their eating habits. These changes create a new
opportunity in food and drink industry. This is the reason health drink industry emerged
as the most popular and growing segment of overall soft drinks industry in the world. As
compared to the other food supplement health drinks stands the top in position, because
these drinks have no side effects. There is enormous competition in between various
international brands of health food drink companies. They are coming with new
products and strategies. Malted health food drink is among best substitute of a complete
food. India, the world’s largest malt bases drinks market accounts for 22% of the
world’s retail volume sales. These drinks are traditionally consumed as milk substitutes
and also available in mixed with water and marketed as nutritious drinks.
People are turning more health conscious these days because of this non-carbonated
beverage segment has become one of the fastest growing and most exciting business at
the moment. Consumers today have better tasting and more healthy alternatives and we
have number of brands such as Horlicks, Cadbury, Heinz, and Amul. Nowadays the
topmost brand is the Horlicks and Cadbury

Horlicks a Glaxo Smitkline product occupies major share in the health food drink
segment. Product assortment of Horlicks is very diverse in terms of product lines and
product depth. As per the Product Analysis it as a brand extension and line extension. It
was considered that Horlicks was a boring nourishment drink and was beginning to lose
its significance the company research showed that preference for flavours reigned higher
than nutrients and hence the decision to make the drink tastier and enjoyable was taken .
In terms of the width of the product mix, Horlicks as Health drink, Oats, Biscuits and
instant noodles in the health drink category it as different variants for different age
groups and needs there is Mothers Horlicks , Junior Horlicks, Women’s Horlicks
growth+ Horlicks and Cardia + Horlicks.

These products are based not only around age groups but also around Life style of
people by launching Healthy food products, Horlicks is Strengthening its position as its
nutritious and a Health conscious brand. Horlicks is seen as a premium product as it
gives nutritional value to every segment in the market be it a kid or an adult

Cadbury is the major threat, brand wise and promotion wise, brand Cadbury includes the
products like, Dairy Milk, Silk, Celebrations, Bournvita, Gems, Bubbaloo, Cadbury
Dairy Milk shots, Toblerone, Halls, Bikul, Tang and Oreo The Cadbury Bournvita of the
Cadbury brand turned to be the major threat. The drink was named by Cadbury which
was derived from Bourneville, the model village which is the site of the Cadbury
factory.

This research is intended to analyse the student’s preference between Horlicks, and
Cadbury brands. The principal objective of this research is to compare between the
preferences of Horlicks and Cadbury on basis of their brand preference. By this we can
understand the customers’ expectations, likes and dislikes, motivations and inclinations
that drive customer purchasing decisions

1.2. NEED OF THE STUDY

1. The study uncovers the consumer’s preferences regarding the two leading
brands
2. The study is useful as it helps the companies to know the consumer
perspective. It will help the consumers to take better decisions in
choosing the best brand
3. The research study would also help the companies to improve their brand
as it analyses the existing level of consumer satisfaction
4. The study proves to be useful to the companies as it can gain a clear view
of what are the factors that can contribute towards the success of the
brand

1.3. OBJECTIVES OF THE STUDY

1. To know the customer preferences

2.