A STUDY ON CUSTOMER SATISFACTION

TOWARDS LOTTE CHOCOLATE

PROJECT REPORT

Submitted by

SANGEETHA M

Reg.No. 721519631034

in partial fulfillment for the award of the degree

of

MASTER OF BUSINESS ADMINISTRATION

NEHRU INSTITUTE OF INFORMATION TECHNOLOGY

AND MANAGEMENT
NEHRU GARDENS, T.M PALAYAM P.O,
COIMBATORE-105

ANNA UNIVERSITY: CHENNAI 600 025

JUNE 2021
 BONAFIDE CERTIFICATE

Certified that the Project Report from “A STUDY ON CUSTOMER

SATISFACTION TOWARDS LOTTE CHOCOLATE” is the bonafide work

of Mrs.SANGEETHA M”, carried out under my supervision.

HEAD OF THE DEPARTMENT SUPERVISOR

Dr. K. RAVIKUMAR Dr.K.RAVIKUMAR

Department of Management Studies Department of Management Studies

Nehru Institute of Information Nehru Institute of Information

Technology and Management, Technology and Management,
Nehru gardens, Coimbatore- 105. Nehru gardens, Coimbatore -105.

Submitted for the Project Viva-Voce examination held on ___________

Internal Examiner External Examiner

 DECLARATION

I, affirm that the Project work entitled “ A STUDY ON CUSTOMER

SATISFACTION TOWARDS LOTTE CHOCOLATE” being submitted in
partial fulfillment for the award of MASTER OF BUSINESS ADMINISTRATION is the
original work carried out by me. It has not formed the part of any other project work submitted
for award of any Degree or Diploma, either in this or any other University.

Sangeetha M

Register No: 721519631034

 ACKNOWLEDGEMENT

A project work is the process of experiencing a long way in helping up a person in his
respective profession and a group of kind hearts is behind its success. So we have taken this
golden opportunity to acknowledge those who molded up this study.

Initially I express my valuable and deep sense of gratitude and thankfulness goes to
my Ever-Worthy CEO & Secretary Dr. P. KRISHNAKUMAR, Nehru Group of Institutions
who is always caring and dedicated towards the institution.

I am extremely grateful to the Principal and Head of the Department

Dr. K. RAVIKUMAR, Nehru Institute of Information Technology and Management, who has
helped me in arranging this training.

Then gratitude goes to my Supportive and encouraging project

Dr.K. RAVI KUMAR, Associate Professor, Department of Management Studies, Nehru
Institute of Information Technology and Management, for their support throughout the course
of my study and his timely advice and kind co-operation.

Then hearty gratitude goes to all my beloved FACULTY MEMBERS, Department

of Management Studies, Nehru Institute of Information Technology and Management for their
support whenever I need.

Last but not the least I take this opportunity to thank the almighty and also to thank
my Parents, my friends for their encouragement and cooperation.
 ABSTRACT

The purpose of this study is to know customer satisfaction level associated

with the product & customers preference level towards Lotte Chocolate. And to
increase customer satisfaction & recapture the market share by fulfilling the
customer needs. This study also investigates the factors affecting the consumption
pattern. The know about the customer satisfaction & factor which influence the
customer’s preference in buying decision process. Customer satisfaction is
influenced by attractive display, brand ambassadors, ingredients & personal
factors. For this purpose, 130 respondents were selected & obtained the various
responses based on the questionnaire method. By & large it was found that most
of the kids and adults(customers) are choosing. Lotte chocolate because of the
taste, price, quality & appearance.
LIST OF TABLES vii

LIST OF CHARTS viii

LIST OF FIGURES ix

TABEL OF CONTENTS

Chapter No Particulars Page No’s

1 Introduction
1.1 Introduction to the study 1
1.2 Introduction to the industry 1
1.3 Introduction to the company 2
1.3.1 History 4
1.3.2 Products & Services 4
1.3.3 SWOT analysis 5
1.4 Need for the study 7
1.5 Objectives 7
1.6 Scope of the study 7
1.7 Limitations of the study 8
2 Review of literature 9
3 Research Methodology 13
3.1 Research Design 13
3.2 Sample design 13
3.2.1 Population 13
3.2.2 Sample frame 14
3.2.3 Sampling technique 14
3.2.4 Sample size 14
3.3 Source of data 14
3.4 Tools used for analysis 15
3.4.1 Simple percentage analysis 15
3.4.2 Correlation 15
3.4.3 Chi square 15
3.4.4 Anova Test 15
4 Analysis and Interpretation 16
4.3 Anova test 37
4.4 Chi square test 39
4.5 Correlation 41
5 Findings, Suggestions and conclusion 42
5.1 Findings 42
5.2 Suggestions 43
5.3 Conclusion 44
Bibliography 45
Questionnaire 46
 LIST OF TABLES

Table no Particulars Page no’s

4.1.1 Gender of respondents 17
4.1.2 Age of respondents 18
4.1.3 Educational qualification 19
4.1.4 Monthly income 20
4.1.5 Profession of the respondents 21
4.1.6 What kind of chocolate 22
4.1.7 Uses of chocolate in your family 23
4.1.8 Chocolate do you like 24
4.1.9 Media you prefer to watch advertisements 25
4.1.10 Factors affect you in chocolate advertisement 26
4.1.11 Ever tasted lotte’s chocolate 27
4.1.12 Frequency of purchasing chocolate 28
4.1.13 You satisfied with the product of lotte 29
4.1.14 Chocolate do you like most 30
4.1.15 Pack do you purchase 31
4.1.16 Promotional offers 32
4.1.17 Factors affect your purchase 33
4.1.18 Reasonable price of chocolate 34
4.1.19 Prefer lotte 35
4.1.20 Price of different brands of chocolate 36
 LIST OF CHARTS

Chart no Particulars Page no’s

4.2.1 Gender of respondents 17
4.2.2 Age of respondents 18
4.2.3 Educational qualification 19
4.2.4 Monthly income 20
4.2.5 Profession of the respondents 21
4.2.6 What kind of chocolate 22
4.2.7 Uses of chocolate in your family 23
4.2.8 Chocolate do you like 24
4.2.9 Media you prefer to watch advertisements 25
4.2.10 Factors affect you in chocolate advertisement 26
4.2.11 Ever tasted lotte’s chocolate 27
4.2.12 Frequency of purchasing chocolate 28
4.2.13 You satisfied with the product of lotte 29
4.2.14 Chocolate do you like most 30
4.2.15 Pack do you purchase 31
4.2.16 Promotional offers 32
4.2.17 Factors affect your purchase 33
4.2.18 Reasonable price of chocolate 34
4.2.19 Prefer lotte 35
4.2.20 Price of different brands of chocolate 36
4.3 Anova test 37
4.4 Chi-square test 39
4.5 Correlation test 41
 LIST OF FIGURES

Figure no Particulars Page no’s

4.2.1 Gender of respondents 17
4.2.2 Age of respondents 18
4.2.3 Educational qualification 19
4.2.4 Monthly income 20
4.2.5 Profession of the respondents 21
4.2.6 What kind of chocolate 22
4.2.7 Uses of chocolate in your family 23
4.2.8 Chocolate do you like 24
4.2.9 Media you prefer to watch advertisements 25
4.2.10 Factors affect you in chocolate advertisement 26
4.2.11 Ever tasted lotte’s chocolate 27
4.2.12 Frequency of purchasing chocolate 28
4.2.13 You satisfied with the product of lotte 29
4.2.14 Chocolate do you like most 30
4.2.15 Pack do you purchase 31
4.2.16 Promotional offers 32
4.2.17 Factors affect your purchase 33
4.2.18 Reasonable price of chocolate 34
4.2.19 Prefer lotte 35
4.2.20 Price of different brands of chocolate 36
 CHAPTER 1

INTRODUCTION AND DESIGN OF THE STUDY

1.1 INTRODUCTION TO THE STUDY

Lotte India corporation Limited is a Public incorporated on 26 March 1954.It is classified
as Non-govt company and is registered at Registrar of companies, Chennai. Its authorized share
capital is Rs.3,700,000,000 and its paid up capital is Rs.108,638,000. It is involved in
Manufacturer of other food products.
Lotte India Corporation Limited s Annual General Meeting was last held on 25
september 2018 and as per records from Ministry of corporate Affairs, its balance sheet was last
filed on 31 March 2018.
Directors of Lotte India Corporation Limited are HyeLim Jeon, Jung Yun Kang, Mang
Ko Noh, Khunghun Kim, Milan Wahi , Duraiswamy Gunaseela Rajan.

1.2 INTRODUCTION TO THE INDUSTRY

Confectionery history has a record of at least 4000 years, When Egyptians displayed their
pleasures on papyrus. Sweetmeats were being sold in the market place in 1566 BC.Yet chocolate
did not appear on the scene until the ancient Aztec and Mayan cultures discovered the value of
cacao plant. It is reputed to have originated in the Amazon or Orinoco basin. Mayans and Aztecs
took beans from the “cacao” tree and made a drink they called “xocoatl”.Aztec Indian legend
held that cacao seeds had been brought from paradise and that wisdom and power came from
eating the fruit of the cacao tree.

The word chocolate is said to derive from the Mayan “xocoatl”; cocoa from the Aztec
“cacahuatl”. The Mexican Indian word “chocolate “comes from a combination of the terms
Chocó (foam) and atl (water); early chocolate was only consumed in the beverage form. As part
of a ritual in twelfth-century Mesoamerican marriages, a mug of the frothy chocolate was shared.

1
 Chocolate was first noted in 1519 when Spanish explorer Hernando Cortez visited the
court of Emploror Montezuma of Mexico. Prince Albert’s explosition in 1851 in London was the
first time the united states was introduced to bonbons, chocolate creams, hand candies i.e. called
“boiled sweets” and caramels. Daniel Peter of Vevey, Switzerland, experimented for eight years
before finally inventing a means of making milk chocolate for eating in 1876.he brought his
creation to a Swiss firm that today is the world’s largest producer of chocolate: Nestle.
Chocolate is created from the cocoa bean. A cacao tree with fruits pods in various stages
of ripening. Chocolate comprises a number of raw and processed food produced from the seed of
the tropical cacao tree. The seeds of the cacao tree have an intense bitter taste and must be
fermented to develop the favour. Chocolate contains alkaloids such as the bromine and
phenethylamine, which have physiological effects on the body. Dark chocolate has recently been
promoted for its health benefits, including a substantial amount of antioxidants that reduce the
formation of free radicals.
Chocolate has become one of the most popular flavors in the world. Gifts of chocolate
molded into different shapes have become traditional on certain holidays: chocolate bunnies and
eggs are popular on easter.chocolate coins on Hanukkah, Santaclaus and other holiday symbols
on Christmas, valentine’s day, independence day, republic day, marriage party, marriage
aniversery.chocolate is also used in cold and hot beverages to produce chocolate milk and hot
chocolate.

1.3 INTRODUCTION TO THE COMPANY

“At the heart of the corporate purpose, which guides us in our approach to doing
business, is the drive to serve consumers in a unique and effective way”
It’s a story born in the age of British Raj. When children in India found confectionery
hard to come by. It had to be imported from across the seas until the year 1914, When Parry’s
picked up the gauntlet and pioneered the manufacture of sweets - the first to do so in the country.
Parry’s sweets went on to become a household name- a name that people recollect with warmth
and a smile. Ever since, the Parry’s factory was set up in Nellikuppam, in the Cuddalore District
of Tamilnadu in South India. Parry’s has become synonymous with Sweets and Confectionery.
With the penchant we Indians have for sweets is not surprising that this smooth, milky and

2
irresistibly delicious confectionery is the best gift any child could get. And an obsession with
quality ensured that children had a choice of nothing but the very best in confectionery.
In the nine decades since, the scenario has undergone a dramatic change. There are a
number of offerings in the market today, each wooing children with a wide array of products.
But Parry’s still finds a prominent place in the heart of consumers.
Parry’s has always stayed at the top, having weathered the vicissitudes of change, with
our ear close to the ground - and to the hearts of children, changing, adapting and growing with
the times - But never losing sight of its values traditions and ethics. At the turn of this century,
Parry’s is poised on the threshold of greater challenges in a global village, where dynamism and
innovation is the very law of survival.
In the backdrop of India joining the WTO, and the global giants eyeing the Indian Market
with enthusiasm, the company needed to strengthen itself and broaden its base to delight
customers across the country and abroad. With this vision in the mind, Murugappa Group,
promoters of Parry’s Confectionery Limited entered in to an agreement with Lotte Confectionery
Limited, South Korea, by which the, entire shares which Murugappa Group, the founders of
Parrys Confectionery Limited, held was divested to Lotte Confectionery Limited -A South
Korean Multinational giant.
Lotte Confectionery is the first Company of the Lotte family of Companies founded by
Mr. Shin Kyuk-ho. The three L’s in the Lotte Emblem stand for Love, Liberty and Life. The
Corporate philosophy and idealism of Lotte is driven by dream of a world full of Love where
people care for each other and respect each other’s thoughts. The Lotte Group has presence in
Food & Beverages, Distribution, Tourism and Leisure business; Heavy Chemicals, Construction
and Machinery; Information, Communication and Electronics, Trading and Services apart from
Welfare Research and Support Services. The Lotte Confectionery Co. Ltd. is the Lotte Group’s
flagship Company in Foods and Beverages category. Lotte Confectionery, Korea, was
established with 500 employees in 1967 and today it has more than 6000 Employees. It has over
500 products produced at 5 large-scale plants in Korea. Lotte has been actively working towards
establishment of overseas branches, production facilities and has a presence in more than 70
countries. Lotte Confe ctionery’s annual Sales are over USD 900 millions, Apart from Korea,
Lotte has overseas investments in production facilities in China, Philippines and Vietnam. Lotte
Confectionery’s Main line products are Chewing Gum (Lotte Xylitol, Lotte Juicy & Fresh, Lotte

3
Spearmint, Lotte Fresh Mint, Flavono, White & E, Spout Café Coffee) Candy, Biscuits,
Chocolates, Snacks, Ice cream, and health care product.
If the decades past are any indication, there’s little doubt that even in the coming century,
children grow up with the brands Parry’s has established.

1.3.1 HISTORY

Lotte India corporation Limited is a Public incorporated on 26 March 1954.It is

classified as Non-govt company and is registered at Registrar of companies, Chennai. Its
authorized share capital is Rs.3,700,000,000 and its paid up capital is Rs.108,638,000. It is
involved in Manufacturer of other food products.
Lotte India Corporation Limited s Annual General Meeting was last held on 25
september 2018 and as per records from Ministry of corporate Affairs, its balance sheet was last
filed on 31 March 2018.
Directors of Lotte India Corporation Limited are HyeLim Jeon, Jung Yun Kang, Mang
Ko Noh, Khunghun Kim, Milan Wahi , Duraiswamy Gunaseela Rajan.

1.3.2 PRODUCT AND SERVICES

• Gums
• Booproo
• Spout
• Candy
• Coffy Bite
• Lacto King
• Caramilk
• Eclairs
• Snacks
• Choco pie.

4
1.3.3 SWOT ANALYSIS

STRENGTHS

• It has the advantage that it is totally focused on chocolate, candy, chewing gum and thus
has a unique understanding of consumers in these segments.
• Parent company is South Korea’s No. 1 confectioner.
• A wide variety of products on offer.
• Parry confectionary Ltd. (now sold to Lotte corporation) was the first to introduce sweets
in India.
• It has a strong distribution network.

WEAKNESSES

• The company is dependent on the confectionery and beverage market, whereas other
competitors e.g. Nestle have a more diverse product portfolio.
• Other competitors like Cadbury. Nestle etc have greater international experience and
have gained a foothold in India.

OPPORTUNITIES

• Because of changes in consumer tastes and preferences - healthier snacks with lower
calories need to be developed. R&D and product launches have led to sugar-free variants.
• The confectionery market is characterized by a high degree of merger and acquisition
activity in recent years. Opportunities exist to increase share through targeted
acquisitions.
• Significant opportunities exist to expand into the emerging markets of China and Russia
where populations are growing, consumer wealth is increasing and demand for
confectionery products is increasing.

5
THREATS

• Competitive pressures from other branded suppliers (national and global). Aggressive
price and promotion activity by competitors.
• Social changes - Rising obesity and consumers obsession with calories counting.
Nutrition and healthier lifestyles affecting demand
• Increasingly demanding cost environment, particularly for energy, transport, packaging
and sugar.

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COMPETITORS

• Lotus Chocolate
• Nestle
• Kraft Foods
• Parle
• ITC

1.4 NEED OF THE STUDY

The customer satisfaction towards a lotte chocolate depends on the price, quantity, quality,
taste, brand image. So, analyzing the taste and preference due to the problems of price change,
competitive products, and quality of product and purchasing behaviour of products.

1.5 OBJECTIVES OF THE STUDY

• The other objective 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.
• To study the factors affecting the consumption pattern.

1.6 SCOPE OF THE STUDY

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. They want consumers to learn about their products, product
attributes, potential consumers benefit, how to use, maintain or even dispose of the product and
new ways of behaving that will satisfy not only the consumer’s needs, but the marketer’s
objectives.
7
 The scope of my study restricts itself to the analysis of consumer preferences, perception
and consumption of Lotte Chocolates. There are many other brands of chocolates available but
my study is limited to a major player of chocolates leaving behind the others.

1.7 LIMITATIONS OF THE STUDY

• Due to limitation of time only few people were selected for the study. So the sample of
consumers was not enough to generalize the findings of the study.
• The main source of data for the study was primary data with the help of self-administered
questionnaires. Hence, the chances of unbiased information are less.
• People were hesitant to disclose the true facts.
• The chance of biased response can’t be eliminated though all necessary steps were taken
to avoid the same

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 CHAPTER 2

REVIEWS OF LITERATURE

Paul Rozin (2012)in his article states that chocolate is the most craved food females and
is craved by almost half of the female sample Although has craving is related to a sweet craving,
it cannot be accounted for as a craving for sweet.
Sarah hagget (2013) says that a controversial, government endorsed campaign to tackle
obesity by encouraging children to exchange chocolate like Cadbury is capable of delivering
wrappers for sports equipment.
Chakraborty (2013) in a study conducted in Hyderabad. In India he identified the
driving shopping, motives of Indian consumer. Factor analysis three shopping motives two of
which related to hedonic shopping motive and one of the utilitarian. The factor were named as
diversion, socialization and utilitarian. Other dimension are store attributes, shopping outcomes
and shopping perceived cost. The identified factor could be the key for discount stores for
understanding the shoppers.
Dr. Shendge (2012) on his study “A comparative study of consumer perception towards
Cadbury and nestle chocolates with special reference to Navi Peth Area in Solapur city” viewed
that chocolate is liked and eaten by all age groups of people.
Dr. S. Subadra (2014) on their study “Consumer Perceptions and Behavior: A Study
with special reference to Car Owners in Namakkal District” reviewed that the market is now
predominately consumer driver. The focuses shifting for product based marketing to need based
marketing. So it is important to study the consumer perception and behavior of the car owners
which will give as feedback on how marketing strategy can be worked. Namakal town in
Tamilnadu, which is in the southern part of India, which progressive and growing market for
cars. The simple random sampling technique was adopted in the study to select the sample
respondents. As the size of the universe is respected, the study has been conducted on the
respondents of all the segments of passenger cars. Cluster analysis has been used to identify the
consumer with similar taste and preference with respect to purchase of car. This study is

9
concluded that consumer behaviour plays a vital role in marketing cars and there is more scope
for extensive research in this area.

Anil Mathur (2011) on his study “A study of changes in brand preference “stated the
brand preference are usually studied by attempting to profile and understand royal consumers.
This paper presents a study of changes in brand preference. Theory and research is used to
proper and test a model based on proposition the changes in brand preference and their
development on the result of life event that service as marker of life transitions. Changes are
viewed to be result of adjustments to new life conditions and changes in life time to cope with
stressful life changes. The data support these notions and suggest implications for consumer
research.

SyedaQuratulainKazmi(P.A.F Karachi institute of Economics And Technology,

Karacchi, Sindh, Pakistan) Customer perception is basically an organism which describes an
individual’s perceived image which he expect from any product or service. Observation can be
changed or influenced by numerous factors behavior ,children who are in their teenage prefer
food with respect to food nutritious as well as three factors plays very important role, home
environment ,school and social gatherings .

Gopalakrishnan, Karthikeyan(2013)conducted a study to find out the consumer

satisfaction towards chocolate with special reference to Coimbatore city. The main objective was
to study the satisfaction level of customers towards lotte. The study mainly concentrated on
general price level, quality and consumer expectation overall satisfaction about Lotte chocolate,
general awareness and consumer preference of Lotte.

Patnaik, Pradeep Kumar Sahoo(2012) conducted a empirical study on consumer

behavior towards Lotte Chocolate Industry. The objective of the study was to analyze the
consumption pattern, examine the purchase behavior and also the consumer behavior towards
these industries. The marketers have to understand the real need, wants, beliefs, attitudes of a
consumer towards product and services. The growth of Indian chocolate industry in the past has
been hampered, because there was a stiff excise duty on chocolates and the non availability of
cocoa in the country. In India chocolate market is transforming and new players were entering

10
into the market. So it might resulted in low per capita consumption chocolate, the future of the
company seems upbeat

AdeoluB.Ayanwale, TaiwoAliminiand Matthew A.Ayanbimipe(2015)has examined a

study on the influence of advertising on consumer brand preference. The objective of the study
has to examine the influence on consumer buying behavior, determine the influence of age on
advertising and make recommendation for improvement in advertising and brand management.
The study has to find out the advertising has a major influence on consumer preference. The
study was concluded by the advertising doe’s not varying impact on age group.

Attiya Kanwal (2016) on his study “Consumer preference of International brands over
local brands” aimed at determining consumer preference of international brands instead if
national or local brands. Consumer evaluates products based on information cues, which are
intrinsic and extrinsic. If a consumer is satisfied with a product, he will buy it again, become
loyal and over time develop a relationship with the brand. There are various factors which
influence consumer purchase decision. The price of a brand plays a fundamental role in the
consumer’s choice of brand. If a brand is priced too high then a consumer will avoid it. The price
of a brand is an indication of the quality of the brand as well. The country of origin of products is
another cue used as a sign of quality of a product. Products from developed countries are
perceived to be of better quality. Other factors include fashion, family and friends, brand name,
availability, advertising campaigns etc. The sample for this research is taken from Islamabad and
Rawalpindi. Simple random sampling was the technique used and the sample size was 100. Data
collected for research was through a questionnaire, which was distributed among both males and
females of various age groups and income levels. Calculations were then analyzed and
interpreted using percentage of respondents and frequency distribution.

Usha.V (2017) in her study “A Study on Buying Behavior of Consumers towards Instant
Food Products in Kolar District” stated that In India, majority of food consumption is still at
home. Nevertheless, out-of-home food consumption is increasing due to increase in urbanization,
breaking up of the traditional joint family system, desire for quality, time which translates into an
increased need for convenience, increasing number of working women, rise in per capita income,
changing lifestyles and increasing level of affluence in the middle income group had brought

11
about changes in food habits. products are not only easy to cook but also have a significant role
and place in the celebration of the family functions and religious functions of the people.

Smriti Bajaj (2017) in his study “Consumer Perceptions of Global and Local Brands in
the Indian Retail Industry” pointed out that the purpose of this dissertation is to investigate, in an
emerging market, consumer attitudes towards local and foreign brand purchases against a
background of factors like Culture, Country of Origin, Product quality and services. A
comprehensive model broadens knowledge on consumer behaviour by incorporating the above
mentioned factors. India is the emerging market studied. A total of 18 respondents were
interviewed face-to-face using a semi structured questionnaire in the city of Mumbai and Indian
students studying in the United Kingdom.

Narang (2016) in his study “A study on branded foods” opined that, a buyer does not
stick to one brand in case of food purchasing. They should be able recall different brand names
when they go for purchase. Repetitive advertising can be used to promote brand recall. The
product should be associated with style and trend, so that it appeals to the youth and the brand
name should be developed as a fashion statement. Promotional schemes such as discounts and
free offers with purchase were suggested to increase rates.

Vincent (2016) in his article “A study on brand consciousness among children and its
effect on family buying behaviour in Bangalore city”. elicited that quality was an important
factor that draws consumer towards branded products. Branded products were accepted as good
quality products. People do not mind paying extra for branded products, as they get value for
money. Media is a key constituent in promoting and influencing brand. A child’s insistence
affects family’s buying behaviour. Children are highly aware and conscious of branded items.
Although unbranded products sometimes give same satisfaction as branded products, customers
would still prefer to purchase a branded product.

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 CHAPTER 3

RESEARCH METHADOLOGY

Research is a scientific and systematic analysis for pertain information on a specific topic.
In research is an act of scientific investigation.

3.1 RESEARCH DESIGN

A Research design is the arrangement of condition for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in procedure. The
Research Design undertaken for the study is Descriptive Research Design. A study, which
wants to portray the characteristics of a group or individuals or situation, is known as
Descriptive study. It is mostly qualitative in nature.

.3.2 SAMPLE DESIGN

This research has selected respondent randomly random sampling used.

3.2.1 POPULATION

Research population is generally a large collection of individuals or objects that is the

main focus of a scientific query. It is for the benefit of the population that reaches are done.
However, due to the large size of populations, researchers often cannot test every individual in
the population because it is too expensive and time consuming. This is the reason why
researchers rely on sampling techniques.

A research population is also known as a well-defined collection of individuals or objects to have

similar characteristics. All individuals or objects within a certain population usually have a
common, binding characteristic or trait.

13
3.2.2SAMPLE FRAME
All the customers who buy Lotte chocolates.

3.2.3 SAMPLING TECHNIQUE

SAMPLING:

Sampling is the process of selecting the sufficient number of elements from the population (the
items selected technically are called as Sampling).

Here this study adopted the technique of Non probability Sampling of Convenience
sampling method.

Convenience sampling: The researcher selects the easiest population members from whom the
information is going to be obtained.

3.2.4SAMPLE SIZE
Most of them were used chocolate in day-to-day life. Out of these, the researchers were
selected 130 users of trading.

Sampling Area
The researcher were collected the primary data from Coimbatore. Therefore the
researcher adopted convenience sampling for the purpose of collecting the primary data.

3.3 SOURCES OF DATA

Primary Data
The primary data was collected from the Lotte Chocolate users, through structured
questionnaire and discussion with the users.
Secondary Data
Apart from primary data, the secondary data is being collected through Text Book,
Journals, Reports and websites.

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 3.4 TOOLS USED FOR ANALYSIS
• SIMPLE PERCENTAGE ANALYSIS.
• CORRELATION TEST.
• CHI-SQUARE TEST.
• ANOVA TEST.

3.4.1 SIMPLE PERCENTAGE ANALYSIS

Simple percentage analysis is carried out for all questions, given in the questionnaire. These analyses
describe the classification of the respondents falling under each category. The percentage analysis is
used mainly for standardization and comparison. Diagrams and charts depicted are in support of
these analyses.

Simple percentage analysis= (Number of respondents/ Total respondents) *100

3.4.2 CORRELATION
The correlation coefficient is a statistical measure of the strength of the relationship between the
relative movements of two variables. The values range between -1.0 and 1.0. A calculated number
greater than 1.0 or less than -1.0 means that there was an error in the correlation measurement. A
correlation of -1.0 shows a perfect negative correlation, while a correlation of 1.0 shows a perfect
positive correlation.

3.4.3 CHI SQUARE

A chi-square test is a statistical test commonly using independence and goodness of fit.
Testing independence determines whether two or more observations across two populations are
independent on each other. Testing for goodness of fit determines if an observed frequency
distribution matches a theoretical frequency distribution.

3.4.4 ANNOVA TEST

The ANOVA test allows a comparison of more than two groups at the same time to determine
whether a relationship exists between them. The result of the ANOVA formula, the F statistic (also
called the F-ratio), allows for the analysis of multiple groups of data to determine the variability
between samples and within samples.

15
 CHAPTER 4
ANALYSIS, INTERPRETATION AND INFERENCE

Analysis:

Analysis is classifying and rearranging the raw data to arrive at meaningful interpretation.

Interpretation:

Interpretation is essential because it brings the outcome of the analysis into forefront.

✓ It is through interpretation that the researcher can understand the abstract principles that
work beneath his founds. Through this he can linkup the same abstract with those of other
studies having the same abstract principle.
✓ Interpretation leads the establishment of explanatory concepts that can serve as a guide
for tutor research studies.
✓ Research can appreciate only through interpretation which can make other to understand
of researcher finding a per project study. The data collect are analyzed sing simple
percentage tool as against the total number of the respondents
✓ The content analysis presented in the form of tables and charts.

16
 Table:4.1.1

GENDER OF RESPONDENTS

Gender No of respondents Percentage

Male 51 39
Female 79 61
Total 130 100

Source : Primary Data

CHART 4.2.1:GENDER OF RESPONDENTS

Interpretation
The above table conforms that 61% of the respondents have acquired their female, 39% of
the respondents have acquired their male. Here, Most of the respondents are have the gender
of respondents.

17
 Table:4.1.2

AGE OF THE RESPONDENTS

Age No of respondents Percentage

Less than 20 55 42

21-40 35 27
41-55 25 19
Above 56 15 12

Total 130 100

Source : Primary Data

CHART 4.2.2: AGE OF RESPONDENTS

AGE OF RESPONDENTS
45% 42%
40%
35%
30% 27%
25%
19%
20%
15% 12%
10%
5%
0%
LESS THAN 20 21-40 41-55 ABOVE 56

Interpretation
The above table conforms that 42% of the respondents are less than 20 years of age, 27%
of the respondents are 21-40 years of age, 19% of the respondents are 41-55 years of age,
12% of the respondents are above 56 years of age. Here, Most of the respondents are
have the age of respondent.

18
 Table:4.1.3

EDUCATIONAL QUALIFICATIONS
Education No of respondents Percentage

SSLC 30 23

HSC 36 28

Graduate 44 34

Post graduate 20 15

Total 130 100

Source : Primary Data

CHART4.2.3:EDUCATIONAL QUALIFICATIONS

SSLC HSC Graduate Post graduate

Series1, Post
graduate, 15, 15% Series1, SSLC, 23,
23%

Series1, Graduate,
Series1, HSC, 28,
34, 34%
28%

Interpretation

The above table conforms that 34% of the graduate respondents are education
qualifications, 28% of the HSC respondents are education qualification, 23% of the SSLC
respondents are education qualification and 15% of the Post Graduate respondents are education
qualification in chocolate industry.

19
 Table:4.1.4

MONTHLY INCOME

Monthly income No of respondents Percentage

Rs 5000 to Rs 20000 34 26
Rs 21000 to Rs 50000 37 28

Rs 51000 to Rs 70000 26 21
Rs 71000 to Rs 100000 33 25
Total 130 100

Source : Primary Data

CHART4.2.4:MONTHLY INCOME

Series1, Rs 5000 to Series1, Rs 21000 Series1, Rs 71000

Rs 20000, 26 to Rs 50000, 28 Series1, Rs 51000 to Rs 100000, 25
to Rs 70000, 21

Rs 5000 to Rs 20000 Rs 21000 to Rs 50000 Rs 51000 to Rs 70000 Rs 71000 to Rs 100000

Series1 26 28 21 25
Interpretation

The above table conforms that 28% of the respondents are Rs 21000 to Rs 500000
organization are monthly income, 26% of the respondents are Rs 5000 to Rs 20000 of
organization are monthly income, 25% of the respondents are Rs 71000 to Rs 100000 of
organization are monthly income and 21% of the respondents are Rs 51000 to Rs 70000
organization are monthly income.

20
 TABLE:4.1.5

PROFESSION OF THE RESPONDENTS

Profession No of respondents Percentage

Salaried 34 26
Self Employed 29 22

Business people 30 23
Others 37 29
Total 130 100

Source : Primary data

CHART4.2.5: PROFESSION OF THE RESPONDENTS

PROFESSION

Interpretation

The above table conforms that 29% of the others respondents are profession, 26% of the
salaried people respondents are profession, 23% of the others respondents are business people
and 22% of the self-employed respondents are profession in chocolate industry.

21
 TABLE:4.1.6

WHAT KIND OF CHOCOLATE DO YOU EAT

Kind of Chocolate No of respondents Percentage

Branded 87 70

Non Branded 43 30

Total 130 100

Source : Primary Data

CHART4.2.6:KIND OF CHOCOLATE
KIND OF CHOCOLATE

Series1,
Branded , 70

Series1, Non
Branded, 30

Interpretation

The above table conforms that 70% respondents are percentage of eat branded chocolate,
30% respondents are eat Non branded chocolate . Here, Most of the respondents are eat branded
chocolate.

22
 TABLE:4.1.7

USES CHOCOLATES IN YOUR FAMILY

Uses Chocolate No of respondents Percentage

Children Teenager 42 32

Young 59 45
Old 20 15
Others 9 8
Total 130 100

Source : Primary Data

CHART4.2.7:USES OF CHOCOLATE

Series1, Young , 45
Series1, Children
Teenager , 32

Series1, Old, 15
Series1, Others, 8

Interpretation

The above table conforms that 45% of the young respondents use chocolate, 32% of the
children teenager respondents, 15% of the old respondents use chocolate. Here, Most of the
respondents are young uses chocolate.

23
 TABLE:4.1.8

CHOCOLATE DO YOU LIKE

Chocolate No of respondents Percentage

Cookies 20 15
Bar 59 45
Mint 20 15
lolly pop 22 17
Others 9 8
Total 130 100

Source : Primary Data

CHART4.2.8:CHOCOLATE DO YOU LIKE

FORM OF CHOCOLATE
45

17
15 15

8
Cookies Bar Mint lolly pop Others

Interpretation

The above table conforms that 45% of the bar chocolate like respondents, 17% of the
respondents are like lolly pop, 15% of the respondents are Mint and cookies. Here, Most of the
respondents are like bar chocolate

24
 TABLE:4.1.9

MEDIA YOU PREFER TO WATCH ADVERTISEMENTS

Media No of respondents Percentage

Television Hoardings 60 46

Newspapers 45 35

Magazines 16 12
Others 9 7
Total 130 100

Source: Primary Data

CHART4.2.9:MEDIA YOU PREFER TO WATCH ADVERTISEMENTS

46 MEDIA

35

12
7

Television
Newspapers Magazines Others
Hoardings
Series1 46 35 12 7

Interpretation

The above table conforms that 46% of the respondents are watch advertisement in
Television Holding, 35% of the respondents are watch advertisement in Newspaper, 12% of the
respondents are Magazines. Here, Most of the respondents are pefer to watch advertisements.

25
 Table:4.1.10

FACTORS EFFECTS YOU IN A CHOCOLATE ADVERTISEMENT

Factors Affect your No of respondents Percentage
Advertisement
Brand ambassador 45 35
Jingle 30 23
Comedy 16 12
Music 9 7
Others 30 23
Total 130 100

Source: Primary Data

CHART4.2.10FACTORS EFFECTS YOU IN A CHOCOLATE

ADVERTISEMENT

FACTORS EFFECTS YOU IN A CHOCOLATE

ADVERTISEMENT

35
23 23
12
7
Brand
ambassado Jingle Comedy Music Others
r
Series1 35 23 12 7 23

Interpretation
The above table conforms that 35% of the respondents Brand ambassador are
advertisement, 23% of the Jingle respondents are advertisement. Here, Most of the respondents
are brand advertisement in effects you in a chocolate.

26
 TABLE:4.1.11

EVER TASTED LOTTE’S CHOCOLATE

Ever Tasted No of respondents Percentage

Lotte

Yes 95 73

No 35 27

Total 130 100

Source : Primary Data

CHART4.2.11:EVER TASTED LOTTE’S CHOCOLATE

TASTED LOTTE

Series1,
No, 27,
27% Yes
No
Series1,
Yes, 73,
73%

Interpretation

The above table conforms that 73% of the told yes respondents are tasted lottes
chocolate, 27% of the told No respondents are factors tasted lottes chocolate. Here, Most of the
respondents are told yes.

27
 TABLE:4.1.12

FREQUENCY OF PURCHASING CHOCOLATE

Factors Affect your No of respondents Percentage

Advertisement

Daily 40 31
Weekly 50 38
Fortnightly 30 23
Occasionally 10 8
Total 130 100

Source: Primary Data

CHART4.2.12:FREQUENCY OF PURCHASING CHOCOLATE

Series1,
Weekly, 38
Series1, Daily ,
31

Series1,
Fortnightly , 23

Series1,
Occasionally, 8

Interpretation

The above table conforms that 38% of the weekly respondents are purchasing chocolate,
31% of the daily respondents are purchasing chocolate, 23% of the fortnightly respondents are
purchasing chocolate

28
 TABLE:4.1.13

YOU SATISFIED WITH THE PRODUCT OF LOTTE

Satisfied With The

No of respondents Percentage
Product Of Lotte

Satisfied 45 35
Less Satisfied 15 12
Highly Satisfied 65 50

Not satisfied 5 3
Total 130 100

Source: Primary Data

CHART4.2.13:YOU SATISFIED WITH THE PRODUCT OF LOTTE

Series1,
Highly
Satisfied, 50

Series1,
Satisfied , 35

Series1, Less
Satisfied ,
12
Series1, Not
satisfied, 3

Interpretation

The above table conforms that 50% of the highly satisfied respondents are product, 35%
of the satisfied respondents are product of lotte, 12% of the less satisfied respondents are product
lotte.

29
 TABLE:4.1.14

CHOCOLATE DO YOU LIKE MOST

Chocolate Like Most No of respondents Percentage

Lotte 60 46
Perfetti 7 5
Wrigley 5 4
ITC 35 27
Nutrine 23 18
Total 130 100

Source: Primary Data

CHART4.2.14:CHOCOLATE DO YOU LIKE MOST

Series1,
Lotte , 46

Series1, ITC,
27
Series1,
Nutrine, 18

Series1, Series1,
Perfetti, 5 Wrigley, 4

Interpretation

The above table conforms that 46% of the lotte respondents are chocolate like most, 27%
of the ITC respondents are prefer chocolate like most, 18% of the Nutrine respondents are
chocolate like most.

30
 TABLE:4.1.15

PACK DO YOU PURCHASE

Pack do you purchase No of respondents Percentage

Small 67 52
Big 45 35
Family Pack 18 13
Total 130 100

Source: Primary Data

CHART4.2.15:PACK DO YOU PURCHASE

PACK DO YOU PURCHASE

Series1, Small
, 52
Series1, Big,
35
Series1,
Family Pack,
13

Interpretation

The above table conforms that 52% of the small pack respondents, 35% of the big
respondents are purchase and 13% of the respondents are family pack.

31
 TABLE:4.1.16

PROMOTIONAL OFFERS

Promotional Offers No of respondents Percentage

Free Gifts 50 38

Price Offers 60 46
Any others 20 16
Total 130 100

Source : Primary Data

CHART4.2.16: PROMOTIONAL OFFERS

Series1, Price
Offers, 46
Series1, Free
Gifts , 38

Series1, Any
others, 16

Interpretation

The above table conforms that 46% of the price offers respondents are promotional and
38% of the free gifts respondents are promotional offers. Here, Most of the respondents are
promotional offers.

32
 TABLE:4.1.17

FACTORS AFFECT YOUR PURCHASE

No of respondents Percentage
Promotional Offers

Attractive Display 25 19

Doctors Advice 60 46
Brand Ambassadors 25 19
Ingredients 20 16
Total 130 100

Source : Primary Data

CHART4.2.17:FACTORS AFFECT YOUR PURCHASE

FACTORS AFFECT YOUR PURCHASE
Attractive Display Doctors Advice
Brand Ambassadors Ingredients
Series1, Attractive
Series1, Display , 19,
Ingredients , 16, 19%
16%

Series1, Brand
Ambassadors ,
19, 19%

Series1, Doctors
Advice , 46, 46%

Interpretation

The above table conforms that 46% of the doctor’s advice respondents are affect your
purchase, 19% of the respondents are attractive display and brand. Here, Most of the respondents
are factors affect your purchases.

33
 TABLE:4.1.18

REASONABLE PRICE OF CHOCOLATE

Reasonable Price Of
Chocolate No of respondents Percentage

Below 5 45 35

5 to 10 35 27

10 to 20 30 23

Above 20 20 15

Total 130 100

Source: Primary Data

CHART4.2.18: REASONABLE PRICE OF CHOCOLATE

Below 5 5 to 10 10 to 20 Above 20
Series1, Above 20,
15, 15%
Series1, Below 5 ,
35, 35%

Series1, 10 to 20 ,
23, 23%

Series1, 5 to 10, 27,

27%

Interpretation
The above table conforms that 35% of the below 5 respondents are reasonable price of
chocolate, 27% of the 5 to 10 respondents are told reasonable price, 23% of the 10 to 20
respondents and 15% of the respondents are told above 20. Here, Most of the respondents are
reasonable price of chocolate.

34
 TABLE:4.1.19

PREFER LOTTE

prefer Lotte No of respondents Percentage

55 42
Taste
Quality 45 35
Price 12 9
Availability 18 14
Total 130 100

Source: Primary Data

CHART4.2.19:PREFER LOTTE

Series1, PREFER LOTTE

Availability, 14,
14%

Taste
Series1, Price Quality
, 9, 9%
Price
Availability
Series1, Quality, Series1, Taste,
35, 35% 42, 42%

Interpretation

The above table conforms that 42% of the taste respondents are prefer lotte and 35% of
the respondents are Quality. Here, Most of the respondents are have the pefer lotte.

35
 TABLE:4.1.20

PRICE OF DIFFERENT BRANDS OF CHOCOLATE

Price Lotte No of respondents Percentage

Lotte- High/Low 50 39
Nestle-High/Low 35 27
Amul -High/Low 25 19
Others-High/Low 20 15
Total 130 100

Source: Primary Data

CHART4.2.20:PRICE LOTTE

Lotte- High/Low Nestle-High/Low Amul -High/Low Others-High/Low

Series1, Others-
High/Low, 15,
15%
Series1, Lotte-
High/Low , 39,
Series1, Amul - 39%
High/Low , 19,
19%

Series1, Nestle-
High/Low , 27,
27%

Interpretation

The above table conforms that 39% of the respondents are lotte, 27% of the nestle
respondents are price of different brands of chocolate, 19% of the above respondents are amul
and 15% respondents are other brand.

36
 4.3 ANOVA TEST
SETUP HYPOTHESIS

Ho: There is no significant difference between age group and members who use of
chocolates in a family.

H1: There is a significant difference age group and members who use of chocolates in a
family.

Age No of Uses No of
respondents Chocolate respondents

Less than 20 55 Children 42

Teenager
21-40 35 Young 59

41-55 25 Old 20
Above 56 15 Others 9

Total 130 Total 130

SPSS OUTPUT

Descriptives

Age_group

95% Confidence Interval for

Mean

N Mean Std. Deviation Std. Error Lower Bound Upper Bound Minimum Maximum

Children Teenager 42 1.0000 .00000 .00000 1.0000 1.0000 1.00 1.00

Young 59 1.9661 .64236 .08363 1.7987 2.1335 1.00 3.00

37
 Old 20 3.3000 .47016 .10513 3.0800 3.5200 3.00 4.00

Others 9 4.0000 .00000 .00000 4.0000 4.0000 4.00 4.00

Total 130 2.0000 1.04176 .09137 1.8192 2.1808 1.00 4.00

ANOVA
Age_group

Sum of Squares df Mean Square F Sig.

Between Groups 111.868 3 37.289 167.013 .000

Within Groups 28.132 126 .223

Total 140.000 129

INTERPRETATION
From the above “ONE-WAY ANOVA” test significant value is (0.000) as well as in significant
value of the test which is less than (0.05) therefore we reject null hypothesis and accept alternate
hypothesis hence there is a significant difference between the age group and members who use
of chocolates in a family.

38
 4.4 CHI-SQUARE TEST
SETUP HYPOTHESIS

Ho: There is no relationship between Profession and which media prefer to watch
advertisements

H1: There is a relationship between Profession and which media prefer to watch
advertisements

Profession No of respondents Media No of

respondents
Salaried 34 Television 60
Hoardings
Self Employed 29
Newspapers 45

Business people 30 Magazines 16

Others 37 Others 9
Total 130 Total 130

SPSS OUTPUT

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

Profession * 130 100.0% 0 0.0% 130 100.0%

which_media_prefer_to_watch_a
dvertisements

39
 Profession * which_media_prefer_to_watch_advertisements Crosstabulation

Count

which_media_prefer_to_watch_advertisements

Television
Hoardings Newspapers Magazines Others Total

Profession Salaried 34 0 0 0 34

Self employed 26 3 0 0 29

Business people 0 30 0 0 30

Others 0 12 16 9 37

Total 60 45 16 9 130

Chi-Square Tests

Asymptotic Significance (2-

Value df sided)

Pearson Chi-Square 180.817a 9 .000

Likelihood Ratio 204.777 9 .000

Linear-by-Linear Association 93.243 1 .000

N of Valid Cases 130

a. 8 cells (50.0%) have expected count less than 5. The minimum expected count is 2.01.

Calculated value of chi-square is: 0.000

Asper SPSS calculation approximate significance value 0.000 is < 0.05 therefore p < 0.05 is
satisfied.

INTERPRETATION

INFERENCE: P < 0.05 is satisfied so we reject Null hypothesis and accept the “Alternate
Hypothesis”. There is a relationship between Profession and which media prefer to watch
advertisements.

40
 4.5 CORRELATION TEST
SETUP HYPOTHESIS

Ho: There is no correlation between satisfaction with the product of lotte and reason people
prefer it.

H1: There is a correlation between satisfaction with the product of lotte and reason people
prefer it.

Satisfied with The

Prefer Lotte No of respondents
No of respondents
Product of Lotte
Taste 55
Satisfied 45
Less Satisfied 15 Quality 45

Highly Satisfied 65 Price 12

Not satisfied 5 Availability 18
Total 130
Total 130

SPSS OUTPUT

Correlations

satisfaction_with_the_p reason_people_prefer_i
roduct_of_lotte t
satisfaction_with_the_product_of_lotte Pearson Correlation 1 .801**
Sig. (2-tailed) .000
N 130 130
reason_people_prefer_it Pearson Correlation .801** 1
Sig. (2-tailed) .000
N 130 130
**. Correlation is significant at the 0.01 level (2-tailed).

INTERPRETATION
Here positive correlation exists {sig.(2-talied) = 0.00} between the variable since Correlation is
significant at the 0.01 level (2-tailed). Hence H1 is accepted. Therefore, there is a correlation
between satisfaction with the product of lotte and reason people prefer it.

41
 CHAPTER 5

FINDINGS, SUGGESTIONS AND CONCLUSION

5.1 FINDINGS
• 61% of the respondents have acquired their female, 39% of the respondents have acquired
their male. Here, Most of the respondents are have the gender of respondents.
• 42% of the respondents are less than 20 years of age, 27% of the respondents are 21-40 years
of age, 19% of the respondents are 41-55 years of age, 12% of the respondents are above 56
years of age. Here, Most of the respondents are have the age of respondents.
• 34% of the graduate respondents are education qualifications, 28% of the HSC respondents
are education qualification, 23% of the SSLC respondents are education qualification and
15% of the Post Graduate respondents are education qualification in chocolate industry.
• 28% of the respondents are Rs 21000 to Rs 500000 organization are monthly income, 26% of
the respondents are Rs 5000 to Rs 20000 of organization are monthly income, 25% of the
respondents are Rs 71000 to Rs 100000 of organization are monthly income and 21% of the
respondents are Rs 51000 to Rs 70000 organization are monthly income.
• 29% of the others respondents are profession, 26% of the salaried people respondents are
profession, 23% of the others respondents are business people and 22% of the self employed
respondents are profession in chocolate industry.
• 70% respondents are percentage of eat branded chocolate, 30% respondents are eat Non
branded chocolate . Here, Most of the respondents are eat branded chocolate .
• 45% of the young respondents use chocolate, 32% of the children teenager respondents, 15%
of the old respondents use chocolate. Here, Most of the respondents are young uses
chocolate.
• 45% of the bar chocolate like respondents, 17% of the respondents are like lolly pop, 15% of
the respondents are Mint and cookies. Here, Most of the respondents are like bar chocolate.
• 46% of the respondents are watch advertisement in Television Holding, 35% of the
respondents are watch advertisement in Newspaper, 12% of the respondents are Magazines.
Here, Most of the respondents are pefer to watch advertisements.

42
• There is a significant difference between the age group and members who use of chocolates
in a family.
• There is a relationship between Profession and which media prefer to watch advertisements.
• There is a correlation between satisfaction with the product of lotte and reason people prefer
it.

5.2 SUGGESTIONS
➢ In order to maintain and increase the sales in the city of Bhubaneswar and Cuttack or in
other cities of orissa,then the following recommendations regarding lotte India;
particularly regarding advertisement, distribution, promotional policies, etc, are hereby
suggested:
➢ First and foremost lotte 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, Mahendra Singh Dhoni, Amitabh Bacchan, Sachin Tendulkar, Yuvraj singh.Jadoo
etc.
➢ Lotte should give local advertisements apart from the advertisements given at the national
level. Local advertisement must mention the exclusive lotte India shops of the city.
➢ Try and change the perception of the people through word of mouth about Lotte in
advertisements, because they are the best source to reach Children and families.
➢ Though Lotte 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 lotte is very strong brand name.
➢ Company should launch chocolate in new attractive packing to change image of lotte
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 introduce a good punch line by which children are remember very
easily.

43
5.3 CONCLUSION

As we know that Lotte is very big organization and market leader in coffee products. It has
maximum market share in coffee, gum and fruitz, which are its main/core products. As we
know Lotte is a co-operative organization but confectionary 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 lotte’s product and they will accept its chocolates also if effective actions were
taken.

The survey resulted into following conclusions:

✓ Lotte must come up with new promotional activities such that people become aware
about Lotte Chocolates like boopro, spout, lacto king, fruitz etc.
✓ Quality is the dominating aspect which influences consumer to purchase Lotte 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 Lotte India, the other players such as Wrigley, itc, and Perfetti provide a
better availability and give competition to the hilt.
✓ People are mostly satisfied with the overall quality of lotte India, but for the existence in
the local market Lotte must use aggressive selling techniques.

44
 BIBLIOGRAPHY

BOOKS

• Abell,Derekf.,Strategic Market Planning; Problems And Analytical Perspectives,Prentice-

Hall,1979.
• Dalrymple, Douglasj.Marketing Management, Text And Cases,New York,1976.
• Kotler, Philip, Marketing Management,10th Edition,Prentice-Hall Of India,New Delhi,1999.
• Levitt,Theodore,(The Globalization Of Market) Harvard Business Review.1982.

WEBSITE

• www.lotte india.com
• www.google.com
• www.marketresearch.com
• http://www.chocolatereview.co.uk
• http://en.wikipedia.org/wiki/preference

45
 QUESTIONNAIRE

1. Name :
2. Address:
3. Gender: a) Male b) Female
4. Age (in years)
a) Less than 20 b) 21-40 c) 41-55 d) Above 56
5. Educational Qualifications
a) SSLC b) HSC c) Graduate d) Post graduate
6. Monthly Income
a) Rs5000 to Rs20000 b) Rs21000 to Rs50000 c) Rs51000 to Rs70000
d) Rs71000 to Rs100000
7. Profession
a) Salaried b) Self Employed c) Business people d) Others
8. What kind of Chocolate do you eat?
a) Branded b) Non-Branded
9. Who uses chocolates in your family?
a) Children Teenager b) Young c) Old d) Other
10. What form of Chocolate do you like?
a) Cookies b) Bar c) Mint d) Lollypop e) other
11. By which media you prefer to watch advertisements?

a) Television Hoardings b) Newspapers c) Magazines d) Others

12. What do you see advertisement for chocolate often?

a) Brand ambassador b) Jingle c) Comedy d) Music e) Others

13. Have you ever tasted Lotte’s Chocolate?

a) Yes b) No

14. What is the frequency of purchasing Chocolate?

a) Daily b) Weekly c) Fortnightly d) Occasionally

46
15. Are you satisfied with the product of lotte?

a) Satisfied b) Less Satisfied c) Highly satisfied d) Not satisfied

16. Which Chocolate do you like most?

a) Lotte b) Perfetti c) Wrigley d) ITC e) Nutrine

17. What pack do you purchase?

a) Small b) Big c) Family Pack
18. Which promotional offers attract you most?

a) Buy one b) Get one

19. Which of these factors affect your purchase?
a) Attractive Display b) Doctors Advice c) Brand Ambassadors d) Ingredients
20. What according to you is the reasonable price of chocolate?

a) Below 5 b) 5 to 10 c) 10 to 20 d) Above 20

21. Why you prefer Lotte?

a) Taste b) Quality c) Price d) Availability

22. How do you feel about Lotte chocolate?

a) Good b) Very Good C) Neutral d) Bad

23. How do you feel regarding price of different brands of chocolate?

a) Nestle-High/Low b) Amul -High/Low c) Others-High/Low

47