Project report

(SUBMITTED FOR THE DEGREE OF B.COM HONOURS IN

ACCOUNTING AND FINANCE/MARKETING...... UNDER THE
UNIVERSITY OF CALCUTTA)

TITLE OF THE PROJECT

A SWEET WAR: A COMPARITIVE ANALYSIS OF
CUSTOMER PREFERNCES OF CHOCLATE
PRODUCTS

SUBMITTED BY
 NAME OF THE CANDIDATE: DEBANJAN GHOSH
 REGISTRATION NO.: 122-1121-0635-12
 ROLL NO.:
 NAME OF THE COLLEGE: CITY COLLEGE OF COMMERCE AND
BUSINESS ADMINISTRATION
 COLLEGE ROLL NO.: 661

SUPERVISED BY
 NAME OF THE SUPERVISOR: Prof Burman
 NAME OF THE COLLEGE: CITY COLLEGE OF COMMERCE AND
BUSINESS ADMINISTRATION

 MONTH AND YEAR OF SUBMISSION- FEBRUARY 2015

ANNEXURE- 1A

SUPERVISOR’S CERTIFICATE
This is to certify that Mr. /DEBANJAN GHOSH student of B.Com Honours in Accounting&
Finance/ Marketing/Taxation/Computer Applications in Business of City College of
Commerce& Business Administration under the University of Calcutta has worked under my
supervision and guidance for his/her Project Work and prepared a Project Report with the
title A SWEET WAR: A COMPARATIVE ANALYSIS OF CUSTOMER
PREFERENCES OF SELECTED CHOCOLATE PRODUCTS which he/she is
submitting, is his/her genuine and original work to the best of my knowledge.

Place: - KOLKATA
Date:-
Signature:-
Name: - Prof. Burman
Name of the College: - CITY COLLEGE OF COMMERCE AND BUSINESS
ADMINISTRATION
ANNEXURE- 1B

STUDENT’S DECLARATION
I hereby declare that the Project Work with the title (in block letters) A SWEET WAR: A
COMPARITIVE ANALYSIS OF CUSTOMER PREFERNCES OF SELECTIVE
CHOCALATE PRODUCTS
Submitted by me for the partial fulfilment of the degree of B.Com. Honours in Accounting &
Finance / Marketing / Taxation / Computer Applications in Business under the University of
Calcutta is my original work and has not been submitted earlier to any other
University/Institution for the fulfilment of the requirement for any course of study. I also
declare that no chapter of this manuscript in whole or in part has been incorporated in this
report from any work done by others or by me. However, extracts of any literature which has
been used for this report has been duly acknowledged providing details of such literature in
the references.
Place: - KOLKATA
Date: -

Signature: -
Name: -Debanjan Ghosh
Address: - P-12 Jatindra Mohan Avenue , Kolkata - 700006
Registration No. : - 122-1121-0635-12
ACKNOWLEDGEMENT

In order to complete a project like this one needs intellectual nourishment, professional help
and constant encouragements from many quarters.
First of all I would like to express my sincere gratitude to CITY COLLEGE OF
COMMERCE & BUSINESS ADMINISTRATION AND UNIVERSITY OF
CALCUTTA for giving me the platform and opportunity to do a project and providing me
with an enriching experience, with the right blend of theoretical as well as practical exposure.
I would like to extend my sincere thanks to my College Guide, PROFESSOR BURMAN
for not only facilitating me to take a meaningful project but also, providing the necessary
academic and professional guidance right from the “definition of the work content” till the
“project completion”. He has been very kind and co-operative during the entire duration of
my completion of this project.
Last, but not the least, I would like to thank all others who, in one way or another have helped
me so much along the way.
DEBANJAN GHOSH
TABLE OF CONTENTS
 TOPIC PAGE NO
1. INTRODUCTION
6-8
2. GROWTH OF DAIRY INDUSTRY
8
3. OBJECTIVES
8
4. METHODOLOGY
9
5. LITERATURE REVIEW
10
6. CONCEPTUAL FRAMEWORK
11-12
7. COMPANY PROFILE
12-14
8. PRESENTATION OF DATA
ANALYSIS 14-23
9. FINDINGS (SWOT ANALYSIS,
PORTERS 5 FORCES MODEL) 24
10.RECOMMENDATIONS
25
11.CONCLUSIONS
26
12.LIMITAIONS
26
13.ANNEXURE
27-28
14.REFERENCE/BIBLIORAPHY
29
 Introduction
 HISTORY OF DAIRY FIRM IN INDIA
Dairy is a place where handling of milk and milk products is done and technology refers to
the application of scientific knowledge for practical purposes. Dairy technology has been
defined as that branch of dairy science, which deals with the processing of milk and the
manufacture of milk products on an industrial scale.
In developed dairying countries such as the U.S.A., the year 1850 is seen as the dividing line
between farm and factory-scale production. Various factors contributed to this change in
these countries, viz. concentration of population in cities where jobs were plentiful, rapid
industrialization, improvement of transportation facilities, development of machines, etc.
whereas the rural areas were identified for milk production, the urban centres were selected
for the location of milk processing plants and product manufacturing factories. These plants
and factories were rapidly expanded and modernized with improved machinery and
equipment to secure the various advantages of large-scale production. Nearly all the milk in
the U.S.A. before 1900 was delivered as raw (natural) milk. Once pasteurization was
introduced, it developed rapidly. Mechanical refrigeration helped in the rapid development of
the factory system of market milk distribution.
In India, dairying has been practised as a rural cottage industry since the remote past. Semi-
commercial dairying started with the establishment of military dairy farms and co-operative
milk unions throughout the country towards the end of the 19 th century.

 MAJOR PLAYERS OF DIARY FIRM IN INDIA

AMUL is an Indian dairy cooperative, based at Anand in the state of

Gujarat, India. The word Amul(is derived from the Sanskrit word Amulyameaning
invaluable. The cooperative is initially referred to as Anand Milk Federation Union Limited
that is why, the name is AMUL.Formed in 1946, it is a brand managed by a cooperative
body, the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is
jointly owned by 3 million milk producers in Gujarat.
Amulspurred India’s White Revolution, which made the country the world’s largest producer
of milk and milk products. In the process Amul became the largest food brand in India and
has ventured into markets overseas.
CADBURY India began its operation in India in 1948 by importing
chocolates. It now has manufacturing facilities in Thane, Induri (Gwalior), and Hyderabad,
Bangalore and Baddi(Himachal Pradesh) and sales offices in New Delhi, Mumbai, Kolkata
and Chennai. The corporate head office is in Mumbai. Cadbury was incorporated in India on
19 July 1948. Currently, Cadbury India operates in 5 categories – Chocolate confectionary,
Beverages, Biscuits, Gum, Candy. Some of the key brands are Cadbury Diary Milk,
Bournvita, 5 Star, Perk, Bournville, Celebrations, Gems, Halls, Eclairs, Bubbaloo, Tang and
Oreo. Its products include Diary Milk, Diary Milk Silk, Bournville, 5-Star, Perk, Gems (a
version of M&M’s), Eclairs, Bournvita, Celebrations, Cadbury Dairy Milk Shots, Toe Halls,
Tang and Oreo.

NESTLE is Swiss multinational food and beverage company

headquartered in Switzerland. It is the largest food company in the world by revenues. Nestle
was formed in 1905 by the merger of the Anglo-Swiss Milk Company, established in 1866 by
brothers George Page and Charles Page, and FarineLactee Henri Nestle, founded in 1866 by
Henri Nestle. Nestlé’s products include baby food, bottled water, breakfast cereals, coffee,
confectionary, dairy products, ice cream, pet foods and snacks. 29 of Nestlé’s brands have
annual sales of over 1 billion Swiss francs (about $1.1 billion) including Nespresso, Nescafe,
Kit Kat, Nesquik, Stouffer’s, Vittel.

MOTHER DAIRY CALCUTTA a Government of West Bengal

project, was started under Operation Flood II of National Dairy Development Board. It was
set up initially to cater to the demand of the Kolkata urban agglomeration spread over the
Kolkata Metropolitan area, approximately 852 sqkms. Mother Dairy is also reaching out to
the consumers of other Districts. The commissioning of the Diary started in July 1978 and the
first Distribution vehicle loaded with milk sachets rolled out of the Dairy in the morning of
8th December 1978. Initially, the management of Mother Dairy was looked after by the
National Dairy Development Board.
 Growth of dairy industry

India ranks 1st in the world in milk production, which has gone up from 53.9 million tonnes
in 1990-1991 to 127.9 million tonnes in 2012-2013. The per capita availability of milk has
also increased from 176 grams per day in 1990’s to 290 grams per day in 2012-2013. This is
comparable with the world per capita availability of milk at 289.31 grams per day for 2012.
This represents sustained growth in the availability of milk and milk products for the growing
population of the country, apart from being an important secondary source of income for
rural families.
The Intensive Dairy Development, strengthening infrastructure for quality and clean milk
production, Assistance to Cooperatives, and dairy Entrepreneurship development Scheme are
some of the Indian Government’s important schemes for meeting the growing demand for
milk. The National project for Cattle and Buffalo Breeding has been under implementation
since 2000. A new scheme called the National Dairy Plan Phase I has also initiated in 2012-
13.

OBJECTIVE OF THE STUDY

The objective of the study is the analysis of performance of dairy firm in India.
 To study the turnovers of dairy firms like Amul, Cadbury, Nestle and Mother Dairy.
 To analyse the consumer preferences.
 To study the taste, preferences, views of respondents.
 To analyse the market share, growth, by-products of dairy firms.
 To provide suggestion to dairy firm.
 METHODOLOGY

 Primary data was

collected from 30
different respondents
out of them 60% is
woman and 40% is
man.
 They are from different
age group of 0-10,
PRIMARY
RESEARCH 10-20, 20-30 and above
RESEARCH 30.

METHODOLOGY
 Different books of dairy
SECONDARY industry.
 Internet.
RESEARCH  Annual report of dairy
companies.
 Magazines and Journals.
 Literature review of the study
A number of books, articles and working papers have been written on dairy products. All
have their own views and suggestions but review of the following books and articles are
taken into considerations, as they are more vibrant and have appeared to be the most relevant
and helpful for the preparation of this report.
REVIEW OF BOOKS AND JOURNALS –
 David Aldertion 1996- According to him:-
• Lower cost of dairy products to attract customers.
• The firm have and should concentrate on advertising strategy.
 Paragon argued that other firms uses Dairy By-products, which has been particularly
made for one-to-one customer satisfaction.
 John.P.Jacob noted that purchasing habits of consumers towards dairy products is so
vibrant that they often use dairy products in their daily food items and refreshments.
 Shukla and Abhishek mentioned that if the price of dairy products are reduced and
packaging of dairy products are improved by the firms then there will be a certain
hike in demand for this goods.
 Indraneel Das stated that if better marketing techniques are implied by the dairy firms
in India as followed by the foreign countries then there will be a huge increase on the
demand side factors leading to an increase customer base.
 CONCEPTUAL FRAMEWORK

CONSUMER PREFERNCES
Consumer preferences means to check views, objectives, differences, taste, preferences of
different consumers in different segment of this particular project.
ADVERTISEMENT AND MARKETING
Advertising: The paid, public, non-personnel announcement of a persuasive message by
an identified sponsor; the non-personal presentation or promotion by firm of its products
to its existing and potential customers.
Marketing: The systematic planning, development and control of business activities
intended to bring together buyers and sellers for the mutually advantageous exchange or
transfer. Dairy marketing truly came into the public’s consciousness with the introduction
of the “Got Milk” campaign in 1993. The basic dairy product became associated with a
memorable and catchy slogan that helped drive sales. There are many strategies, though,
to market all types of dairy products. These include promotion of nutritional value, appeal
to the organic market, and use of social media networks and development of new dairy
products.
MARKET SHARE
 Market Share is the percentage of a market (defined in terms of either units or
revenue) accounted for by a specific entity. In a survey of nearly 200 senior
marketing managers, 67% responded that they found the “dollar market share”
metric very useful, while 61% found “unit market share” very useful.
 Marketers need to be able to translate sales targets into market share because this
will demonstrate whether forecasts are to be attained by growing with the market
or by capturing share from competitors. The latter will always be the difficult part
to achieve. Market share is closely monitored for signs of change in the
competitive landscape, and it frequently drives strategic or tactical action.
 Increasing market share is one of the most important objectives of business. The
main advantage of using market share as a measure of business performance is
that it is less dependent on macro environmental variables such as the state of the
economy or changes in its tax policy. However, increasing market share may be
dangerous for makers of fungible hazardous products, particularly products sold in
the United States market, where they may be subject to market share liability.

MARKET GROWTH
An increase in the demand for a particular product or service over the time. Market
growth can be slow if consumers do not adopt a high demand or if consumers do not
 find the product to be useful at the set price level. For example, a new technology
might only be marketable to small set of consumers, but as the price of the technology
decreases and its usefulness in everyday life increases, more consumers could
increase more demand.
BY PRODUCTS
A dairy by-product may be defined as a product of commercial value produced during
the manufacture of a main product. The newly acquired economic importance of a by-
product will make it a main product in the future.

COMPANY PROFILE

AMUL (THE TASTE OF INDIA)

Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF) is India’s largest food
product marketing organisation with annual turnover (2013-14) US$ billion. Its daily milk
procurement is approx. 13 million litre per day from 16914 village milk cooperative
societies, 17 member unions covering 24 districts and 3.18 million milk producer
members.
The Amul brand is not only a product, but also a movement. It is one way, the representation
of the economic freedom of farmers. It has given farmers the courage to dream.

NESTLE
Nestlé’s relationship with India dates back to 1972 when it began trading as The Nestle
Anglo-Swiss Condensed Milk Company (Export) Limited, importing and selling finished
products in the Indian market. Nestle 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. Nestle India is a responsible organisation
and facilitates initiatives that help to improve the quality of life in the communities where it
operates.

CADBURY
Cadbury India Ltd. Is a part of the Mondelez International Group of companies and is in the
business of creating a delicious world- producing delectable chocolate confectionaries, gum
and candy products and popular beverages and foods that include many of India’s most
popular and trusted food brands. “We believe strongly in delighting our customers by
offering the best quality products possible. Over the years we have won our customers’ hearts
and achieved a 70% market share in the chocolates category in India”. The flagship brand
Cadbury Dairy Milk (CDM) is considered the “Gold Standards” for chocolates- the pure
taste of CDM defines the chocolate taste for the Indian consumer.

MOTHER DAIRY
Mother Dairy was set up in 1974 under the Operation Flood Programme. A wholly owned
company of the National Dairy Development Board (NDDB). Mother Dairy manufactures,
markets and sells milk and milk products under the Mother Dairy brand (Milk, Cultured
Products, Ice Creams, Paneer& Ghee), Dhara range of edible oils, Safal range of fresh fruits
& vegetables, Frozen Vegetables, Processed Fruit & Vegetable Products, Fruit Pulps &
concentrates in bulk aseptic packaging and fruit juices at a national level through its sales and
distribution networks for marketing food items.
Mother Dairy markets approximately 3.2 million litres of milk daily in the markets of Delhi,
Mumbai, Saurashtra, and Hyderabad. Mother Dairy milk has a market share of 66% in the
branded sector in Delhi where it sells 2.5 million litres of milk daily and undertakes its
marketing operations through around 1400 retail outlets and over 1000 exclusive outlets of
Mother Dairy.
 PRESENTATION OF DATA ANALYSIS
Type of data: Primary.
Data collection method: Questionnaire.
Secondary sources: Data has been collected from both internal and external sources such
as personal records, annual reports, published articles, websites, web links etc.
Data analysis technique: Qualitative.
Data analysis tool: Pie chart, Bar chart.

DATA: ANALYSIS:
SERIAL
NO
AGE NO. OF
RESPONDENTS
PERCENTA GE
(%)
AGE
1 Between 10- 8 27%
20
17%
2 Between20- 7 23% 27%
30
3 Between 30- 10 33%
40 33%
23%
4 Above 40 5 17%

TOTAL 30 100%

Between 10-20 Between 20-30

Between 30-40 Abobe 40
Table 1: Age wise classification

INTERPRETATION: According to the above analysis it is concluded that a survey was made

among 30 respondents out of which 8, 7, 10, 5 belong to age group of 10-20, 20-30, 30-40
and above 40 respectively.

Table 2: Sex wise classification

DATA: ANALYSIS:
 SERIAL GENDER NUMBER PERCENTA GE
NO. (%)
GENDER

1 Male 12 40%

2 Female 18 60%
40%
TOTAL 30 100%
60%

Male Female

INTERPRETATION: According to the above analysis it is concluded that a survey of 30

respondents was carried out, of which 12 are male and 18 are female.

Table 3: Which brand of chocolate you prefer the most?

DATA: ANALYSIS:

PREFERENCE OF BRAND
SERIAL BRANDS NO. OF PERCENTAGE
NO PREFERRED RESPONDENTS (% )

17%
27%
1 Cadbury 8 27%

2 Nestle 7 23%
33%
23%
3 Amul 10 33%

4 Mother Dairy 5 17%

TOTAL 30 100% CADBURY NESTLE

AMUL MOTHER DAIRY

INTERPRETATION: There are many brands available in the market. But the market leader
in India are Cadbury and Nestle.
According to the survey made:-
1. 33% of the respondents prefer Amul as major brand for chocolate and Cadbury
ranging soon after with 27% preference level.
 2. Nestle and Mother Dairy shares a preference level from customers of 23% and 17%
respectively.

Table 4: Which sub-brand of Cadbury chocolate you prefer the most?

DATA: ANALYSIS:
SERIAL SUB- NO. OF PERCENTAGE
NO. BRANDS RESPONDENTS (% ) SUB-BRANDS OF CADBURY
PREFERRED
1 Dairy Milk 6 20%
Temptation
2 5 Star 8 27% Da i ry Mi lk

3 Perk 4 13%

4 Celebrations 9 30%
5 Temptations 3 10% Cel ebrations
TOTAL 30 100%

5 Sta r

Perk

Dairy Milk 5 Star Perk Celebrations Temptation

INTERPRETATION: From the above analysis of the given sample of 30 respondents who
eat Cadbury chocolates.
 30% are in favour of having Celebrations which is the most of the pack.
 27% of the respondents do prefer in having 5 Star.
 20% of the respondents have preferred Dairy Milk Chocolate.
 13% of the sample showed a preference for Perk.
 10% supported Temptations which is the least among all.

Table 5: Which sub-brand of Nestle Chocolate you prefer the most?

DATA: ANALYSIS:
SERIAL SUB NO. OF PERCENTAGE
NO BRANDS RESPONDENTS (% ) SUB BRANDS OF NESTLE
PREFERRED
1 KitKat 8 27%
13%
2 Munch 7 23%
27%
3 Milky Bar 6 20%
17%
4 Bar One 5 17%

5 Milk 4 13%
Chocolate
20% 23%
TOTAL 30 100%

KitKat Munch Milky Bar Bar one Milk chocolate

INTERPRETATION: From the above analysis of given sample of 30 respondents who prefer
Chocolates of Nestle it is observed that-
 27% people are in favour of KitKat from Nestle.
 23% respondents like to have a Munch from Nestle.
 20% of the sample size reveals Milky Bar.
 17% are happy with Bar One from Nestle as it suits and enriches them.
 13% are with Milk Chocolate which is least among all.

Table 6: Where do you normally buy chocolates from?

DATA: ANALYSIS:
SERIAL SOURCES NO. OF PERCENTAGE
NO RESPONDENTS (% ) SOURCE OF CHOCOLATE

1 Departmental 15 50% 23%

Stores
2 Super Market 5 17%
50%
3 Retail Store 3 10% 10%

4 Others 7 23%
17%
TOTAL 30 100%

Departmental Stores Super Market Retail Store Others

INTERPRETATION: According to the above analysis it is concluded that?

 50% of the respondents having a buying habit of chocolates from Departmental
Stores.
 17% of the respondents prefer going to Super Market.
 10% of the sample size shows a buying pattern from Retail Store.
 23% are consuming from other stores.

Table 7: Which pack do you purchase?

DATA: ANALYSIS:
 SERIAL PACK SIZE NO. OF PERCENTAGE
NO RESPONDENTS (% ) PACK SIZE OF CHOCOLATE

1 Small 10 33%
33%
2 Big 8 27% 40%
3 Family pack 12 40%

TOTAL 30 100%

27%

Small Big Family Pack

INTERPRETATION: The chocolates are available in the market in different pack size-
 According to the survey the result shows a report where 40% are in favour of Family
Pack size.
 And the remaining are in favour of Small and Big size packs which are 33% and 27%
respectively.

Table 8: What are the factors which drives you to prefer a particular brand
over the other brands of chocolates available in the market?

DATA: ANALYSIS:
BRANDS FLAVOUR PACKAGING PRICE QUALITY
&TASTE (% ) (% ) (% ) FACTORS INFLUENCING
(% )
CONSUMPTION
CADBURY 33% 23% 17% 33%
33 33 33
30 30 30
27 27
23 23 23
NESTLE 20% 30% 23% 30% 20 20
17 17
14
AMUL 30% 27% 33% 23%

MOTHER 17% 20% 27% 14%

DAIRY

TOTAL (30 100% 100% 100% 100%

Respondents) NESTLE AMUL MOTHER DAIRY CADBURY

INTERPRETATION: A survey was carried out among 30 respondents. The above data
analysis shows satisfaction level of different consumers who differentiate their brands and
buying pattern according to the factors pertaining to each brand.
 Among 30 respondents, number size of 10, 6, 9, 5 are in favour of Cadbury, Nestle,
Amul and Mother Dairy respectively influenced by Flavour and Taste.
 Similarly 7, 9, 8, 6 are in favour of Cadbury, Nestle, Amul and Mother dairy
respectively influenced by packaging of the product.
 Among 30 respondents, number size of 5, 7, 10, 8 are in favour of Cadbury, Nestle,
Amul and Mother Dairy respectively influenced by the pricing factor.
 Last but not the least, quality of each product influenced the consumption level where
the figures according to the data shows- 10, 9, 7and 4 for Cadbury, Nestle, Amul and
Mother Dairy respectively.

Table 9: If your preferred brand is not available for repeat purchases then
what will you do?

DATA: ANALYSIS:
 SERIAL OPTIONS NO. OF PERCENTAGE
NO RESPONDENTS (% )
BUYING BEHAVIOR
Postpone your purchase
Switch over to other brands
1 Postpone 10 33%
Search other stores for the product
your
purchase
2 Switch over 12 40%
to other
brands 27%
33%
3 Search 8 27%
other stores
for the
product
TOTAL 30 100%
40%

INTERPRETATION: According to the above analysis it can be concluded that-

 33% of the consumer base will postpone their purchase if the product is not available
for repeat purchases.
 40% of the respondents will switch for other brands as they will not postpone their
purchase.
 27% will search other stores for availability of their preferred brand.

Table 10: Does personality like AMITABH BACHHAN or RANI

MUKHERJI or PREITY ZINTA influence your decision of buying a
particular brand of chocolate?

DATA: ANALYSIS:
SERIAL OPTIONS NO. OF PERCENTAGE
NO RESPONDENTS (% ) PERSONALITY INFLUENCE
IN BUYING DECISION
1 Yes 6 20%
YES
2 No 8 27%
13% 20%
3 Not 12 40% NO
completely
4 Don’t know or 4 13% NOT COMPLETELY
not sure 40% 27%
TOTAL 30 100%
DON'T KNOW OR
NOT SURE

INTERPRETATION: According to the above analysis it can be concluded that-

 Buying behaviour of any brand of chocolate is 20% influenced by personalities.
 27% does not attach their consumption pattern to any personality featuring the brand.
 40% and 13% of the data size are not completely influenced or are not sure about such
influential factors when they prefer one chocolate brand over the other respectively.

Findings
MICHAEL PORTERS 5 FORCE FRAMEWORK – INDUSTRY
STRUCTURE AND ATTRACTIVENESS
 SWOT ANALYSIS OF DAIRY INDUSTRY

RECOMMENDATIONS
 Consumers prefer a better distribution channel so that chocolates are easily available
at every stores at their reach.
 Cadbury should try to focus more on packaging and maintain a proper pricing strategy
to maintain its position in the market as per the survey.
 Nestlé’s focus should be more on improving its brand value by enriching the flavour
and taste of its products.
 Mother Dairy’s main strategy should be to improve the quality and the taste of its
products to have a competitive edge over others.
 The main strategy of all companies to attract more customers is to focus more on
promotional offers like free gifts and samples and also should come up with some
events and games to increase its sales.
 Social media should be the main focusing point for all.
 Companies should come up with new variants of existing products and should
innovate better family packs as customers are in favour of it as per the survey.
 Last but not the least, major players in the market like Cadbury, Nestle, Amul and
Mother Dairy should try to focus on the health and nutrition part of its chocolates as
there is a rising demand of healthier variants of chocolates all across the market.

Conclusion
On an ending note, Indian Dairy Industry is a unique mix with extreme consumption
patterns, attitudes and beliefs. As the market is changing day by day, company’s main
 strategy is to maintain their growth by upgrading themselves with the fast changing
pattern in the taste and preference of the consumers. E-commerce is the new era of
business. Every big players in the market should utilise this opportunity to extend its
product reach in all markets and segments. Advertisement strategy should be more
enhanced and vibrant to improve the growth of the farms and maintain a good amount
of profit. Brand equity and core competitiveness of each of the company will become
stronger if they utilise their strengths and come out with new variants of existing
products or with purely new products leading towards extension in its product line to
maintain its goodwill. The primary data analysis made it clear that the 4 companies
are neck to neck in competition but Cadbury enjoys the more market share than others
making it the leading brand in this segment.Therefore the data analysis gave us the
project a light in knowing everyone’s perception about dairy industry and its main
brands together with the company and its products as a whole.

Limitations of the study

 Time constraint was the main factor which restricted in gaining more knowledge
about the dairy industry and its functioning.
 Limited exposures to different fields restricted in collection of data to a certain extent.
 During the surveys people were hesitant and reluctant in sharing their views and
opinions about the brands and its products.

ANNEXURE

QUESTIONNAIRE
 Name: - Contact
No:-

Please affix your visiting card with the questionnaire

Disclaimer: - The survey is conducted solely for the research work under the
programme of University of Calcutta being a student of Goenka College of
Commerce & Business Administration, Kolkata as a part of my project and as such
the responses generated will be used strictly for academic purpose.
_____________________________________________________________________
_________

PART-1
Demographic information:-

 Name:
 Address:
 Phone No:
 Age Group: 10-20 | 20-30 | 30-40| Above 40
 Gender: Male / Female
 Marital Status: Married / Unmarried
 Educational Status: Under graduate / Graduate / Post graduate
 Employment Status: Employed / Unemployed / Self- employed

PART-2

 Which brand of chocolate you prefer the most?

Cadbury ( ) Nestle ( ) Amul ( ) Mother Dairy ( )

 Which sub-brand of Cadbury chocolate you prefer the most?

Dairy Milk ( ) 5-Star ( ) Perk ( ) Celebration ( ) Temptation ( )
 Which sub-brand of Nestle chocolate you prefer the most?
KitKat ( ) Munch ( ) Milky Bar ( ) Bar one ( ) Milk chocolate ( )

 Where do you normally buy chocolates from?

Departmental Stores ( ) Supermarket ( ) Retail Store ( ) Others ( )

 Which pack do you purchase?

Small ( ) Big ( ) Family Pack ( )

 What are the factors which drives you to prefer a particular brand over the other
brands of chocolates available in the market? (TICK ONLY)
PARTICULARS Flavour Packaging Price Quality
&Taste
Cadbury
Nestle
 Amul
Dairy milk

 If your preferred brand is not available for repeat purchases then what will you do?
Postpone your purchase ( ) Switch over to other brands ( ) Search other stores for the
product ( )

 Does personality like AMITABH BACHHAN or RANI MUKHERJI or PREITY

ZINTA influence your decision of buying a particular brand of chocolate?
Yes ( ) No ( ) Not Completely ( ) Don’t know or not sure ( )

REFERENCE/BIBLIOGRAPHY

BOOKS AND JOURNALS

 ANIMALS, written by John P Jacob published by Amber Books Ltd., 2009.

  A HANDBOOK ON FOOD PACKAGING written by Aldertion in 2010.
 DAIRY AND IT’S BY PRODUCTS by IndraneelDass by SACC BOOKS Ltd., 2007.
 FORMS OF DAIRY by RAVENSION published by PENGUIN LTD., 2011.
 DAIRY MARKET SLOPS by A.H.MONT published by OXFORD, 2010.

WEBSITES
 www.amul.com
 www.nestle.com
 www.cadburyindia.com
 www.indiandairy.com
 www.wikipedia.co.in
 www.motherdairykolkata.com