“A STUDY ON CONSUMER PERCEPTION WITH

REFERENCE TO HOMEMADE CHOCOLATE AND

COMMERCIAL CHOCOLATE”

UNDER THE GUIDANCE OF:

DR. MUKTAI CHAVAN

PRESENTED BY:
ARPITA ORKEY
 INTRODUCTION

 Product performance and buying behavior of homemade chocolate and

commercial chocolate.

 Study on the basis of price, quality, advertisement, satisfaction, taste,

packaging, brand loyalty, etc. And customer perception like age, income.

 Information about customer perception the homemade chocolate and

commercial chocolate.
 LITERATURE REVIEW

 D. Shanthi Assistant Professor, Department of Management Studies, Nandha Engineering College,

Erode-A comparative study on consumer preference towards Nestle and Cadbury chocolates with
special reference to Erode district.
 Gopalkrishnan, Karthikeyan-A study to find out the consumer satisfaction towards Dairy Milk
chocolate with special reference to Uthampalayam, 2013
 Paul Rozin-A study on consumer satisfaction towards chocolate, 1991
 Patnaik, Pradeep Kumar Sahoo-A empirical study on consumer behavior towards Cadbury’s India
LTD and Nestle India LTD, 2012
 Szolnokib, Muellera-Consumer perception towards Attributes of ice cream and chocolate, 2010
 Keller-A study on consumer’s preference towards Cadbury products, 1991
 Ulrich R. Orth-The role and impact of the packaging effect on consumer buying behavior, 2015
 Attiya Kanwal-Consumer preference of International brands over local brands, 2011
 Adeolu B. Ayanwale, Taiwo Aliminiand Mattew A. Ayanbimipe-A study on the influence of
advertising on consumer brand preference, 2015
 RajaRajeswari Kirthika-A study to find out the consumer behavior towards Nestle products with
special reference to Coimbatore city, 2016
 OBJECTIVES

 To study the factors involved in determining the customer preference for

different brands of chocolate.

 To know the customer satisfaction level associated with the different brands
and homemade chocolates.

 To study the factors (like price, age, income, taste, packaging, etc) affecting
the purchase decisions with respect to chocolates.

 To identify the homemade chocolate buyers and their reasons for choosing
homemade chocolates.
 RESEARCH HYPOTHESIS

 Brand has significant impact on overall preference.

 Most of the customers attract the advertisement and packaging. Therefore they
buy commercial chocolates.
 DATA COLLECTION METHOD

In this chapter the data collected through questionnaires was analyzed. As the
primary research method was survey. Questionnaires was distributed among
people via email, Google forms, Whatsapp and Facebook. This chapter will first
show the sample and analyze the targeted sample. Then according to research
objectives the finding was discussed and analyzed.
 DATA ANALYSIS

Age occupation

7%
3%

11%
student
4%
housewife
20-30
self employed
30-40
gov. job or private
job

82%

93%
Which types of brand of
chocolate you prefer? Which pack do you purchase?

4%
2%

7%
22%
6%
Cadbury
6% small pack
Nestle
big pack
Amul
family pack
Homemade chocolate
homemade
Other 56%

78% 18%
 According to you what is the reasonable
price of chocolate?
How you choose the chocolate?

10%
10%
19% 14%

5%
brand below 10rs
price 10rs-20rs
taste 20rs-50rs
flavor above 50rs
30%

46%

66%
 Why you choose commercial Why you choose homemade
chocolate?
chocolate?

2%
12%

34%

\ 40%
brand taste
price flavor
taste quality
50% packaging price

44%

10%

8%
How much importance do you If homemade chocolates and
give to the following factors commercial chocolates rates are
when you purchase a chocolate? same, which one you prefer?

90

80

70

60

30%
50
very important
important homemade chocolates
40
normal commercial choco-
not important lates
30 least important
70%
20

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 CONCLUSION

 Cadbury are the most preferred brand in chocolates, mostly customers like
Cadbury chocolates because of their taste.
 The reason behind choose the homemade chocolate are quality and taste.
 Customers gives the importance of the quality, brand and price of chocolate
when buying chocolates. And packaging, image and color are the least
important factors for them.
 To compare the homemade chocolate and commercial chocolate, Price is the
only barrier when it comes to selling.
 SUGGESTIONS

 Sometimes customers don’t know where homemade chocolate is available. So

it is necessary to build up contacts like visiting cards, advertisements,
pomplets, make a web page on Google etc.
 In this survey found that customers do not buy homemade chocolates due to
money. So those who sell homemade chocolates, should rate the chocolates
are same or less than the commercial chocolates.
 Maintain the quality of product.
 Brand is a very important factor of chocolate selling. So it is very important to
take action to make a brand or name of homemade chocolate.
THANK YOU