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ASSIGNMENT NO 2

COURSE
PRINCIPLE OF MARKETING

PROGRAME
MBA

SECTION
(A)

SUBMITTED BY
Rana Rashid Ali 091163
Masoon-ul-Haq 093150
Azeem Ahmad 102125
Immad Naeem 102118

SUBMITTED TO
Sir, JAWAD SALEEM

THE INSTITUTE OF MANAGEMENT SCIENCE


PROBLEM STATEMENT

“To Determine The Prefrance Of Customer About Dairy Milk


Chocolate In The City Of Lahore”

Purpose Of This Research

• This report is to give a slight insight about what customers really wants
about Dairy Milk Chocolate
• People prefer of Dairy Milk Chocolate
• On the basis of survey conducted various findings and Conclusions have
been explained after analysis.

RESEARCH METHODOLOGY

This chapter describes the methodology of the study. This assignment is based
on information collected from primary sources. After the detailed study, an
attempt has been made to present comprehensive analysis of consumption of
Cadbury and nestle chocolates consumed by the people. The data had been
used to cover various aspects like consumption, consumer’s preference and
customer’s satisfaction regarding Cadbury and Nestle chocolates.

Survey Design:

The study is a cross sectional study because the data were collected at a single
point of time. For the purpose of present study a related sample of population
was selected on the basis of convenience.

Sample Size and Design:

A sample of 100 people was taken on the basis of convenience. The actual
consumers were contacted on the basis of random sampling.

Research Period:
Research work is only carried for 4 or 5 days.

Research place:

Pak Aims, Cavalary Ground, Liberty (LAHORE)

Research Instrument:

This work is carried out through self-administered questionnaires. The questions


included were open ended, dichotomous and offered multiple choices.

Data Collection:

The data, which is collected for the purpose of study, is divided into 2 bases:

Primary Source: The primary data comprises information survey of


“Comparative study of consumer behavior towards Nestle and Cadbury
chocolates”. The data has been collected directly from respondent with the help
of structured questionnaires.

Secondary Source: The secondary data was collected from internet,


References from Library.

DESIGN OF QUESTIONNAIRE:

Designed in a structured manner keeping in mind all the basic steps for
construction of a questionnaire

Consumer Behavior:

All marketing starts with the consumer. So consumer is a very important person
to a marketer. Consumer decides what to purchase, for whom to purchase, why
to purchase, from where to purchase, and how much to purchase. In order to
become a successful marketer, he must know the liking or disliking of the
customers. He must also know the time and the quantity of goods and services, a
consumer may purchase, so that he may store the goods or provide the services
according to the likings of the consumers. Gone are the days when the concept
of market was let the buyer’s beware or when the market was mainly the seller’s
market. Now the whole concept of consumer’s sovereignty prevails. The
manufacturers produce and the sellers sell whatever the consumer likes. In this
sense, “consumer is the supreme in the market”.

As consumers, we play a very vital role in the health of the economy local,
national or international. The decision we make concerning our consumption
behavior affect the demand for the basic raw materials, for the transportation, for
the banking, for the production; they effect the employment of workers and
deployment of resources and success of some industries and failures of others.
Thus marketer must understand this.

System capacity is always an issue because when we have ideas that resonate
with our consumers we need to scale quickly. The size of our target market
usually strains the production capacity of new technologies and ideas.

Second, Dairy Milk speed of innovation is important because we don't have years
to keep up with consumers lifestyles as they continue to change so dramatically.
We must respond quickly to those changes or miss opportunities. In our network
of business partners, we look for those companies that also have an innovative
focus.

The study of the consumer behavior not only focuses on how and why
consumers make buying decision, but also focuses on how and why consumers
make choice of the goods they buy and their evaluation of these goods after use.
So for success of any company or product promotion it is very necessary to
depart its concentration towards consumer behavior.
RESEARCH ANALYSIS

LIKING FOR THE CHOCOLATES

Liking for the Chocolate Yes No


Number of Respondents 95 5

Liking For the Chocolate

95
100
Number of Persons

80
60 Yes
40 No

20 5
0
Response
1

From the above analysis of the given sample of 100 respondents it is concluded that out
of 100 people 95 people likes to eat chocolate while only 5 people don’t prefer to eat
chocolate.
DIFFERENT AGE GROUPS
AGE GROUPS 0-10 10-20 20-30 ABOVE 30
NUMBER OF 14 42 33 11
RESPONDENTS

RESPONDENTS AGE GROUPS

50 42
NUMBER OF

40 33
30 0-10
20 14 11 10 to 20
10
0 20 to 30
1 Above 30

AGE GROUPS

According to the above analysis it is concluded that I have surveyed 100 respondents out
of which 14, 42, 33, 11 belongs to age group 0-10, 10-20, 20-30, above30 respectively.
PREFERENCE ACCORDING TO AGE GROUPS

AGE GROUPS
BRANDS 0-10 10-20 20-30 ABOVE 30
CADBURY 7 35 24 5
NESTLE 5 6 8 5
NO CONSUMTION 2 1 1 1

PREFERENCE ACCORDING TO AGE


GROUPS
NUMBER OF CONSUMERS

45
40 1
6
35
1
30 8 NONE
25
NESTLE
20
35 CADBURY
15 2 24 1
10 5
5
5 7 5
0
0-10 10 to 20 to Above
20 30 30

AGE GROUPS

According to the above analysis it is concluded that people of different age groups prefer
mostly Cadbury brand of chocolate while Nestle brand is least preferred by the age group
between 10-20. People of age group above 30 equally likes to have both brands.
BRAND PREFERENCE

BRANDS PREFERENCE BY CONSUMERS


CADBURY 73
NESTLE 22

Brand Preference

80 73
No. of Persons

60
Cadbury
40
22 Nestle
20

0
1 Brands
Chocolate

From the above analysis of given sample of 93 respondents who eat chocolates it is
concluded that only 22 people prefer to eat Nestle chocolates while 73 people likes to eat
Cadbury chocolates.
CONCLUSION

75% of the people surveyed liked the mixture of pure milk in the chocolate and
25% liked the richness of chocolate.

60% of the people surveyed preferred the 100 gram size where as 20% liked the
10 gram size and 20% liked other sizes.

90% of the people surveyed were of the view that the chocolate is easily
available and 10% disagreed to it.

95% of the people surveyed thought that the chocolate is easily affordable where
as 5% were of the other opinion.

70% of the people surveyed liked the packaging of the chocolate on the other
hand 30% were against them.

30% of the people surveyed considered the dairy milk ad campaign Bad. 50%
considered it Satisfactory 20% considered it Good.

60% of the people surveyed have presented dairy milk chocolate to some one
where as 40% have not tried it so far.

60% of the people surveyed disliked the packing and 40% disliked its
advertisement.

60% of the people surveyed preferred dairy milk chocolate on Kit Kat and Jubilee
because of the pure milk included in the chocolate. 20% people preferred it
because of availability in different sizes and 20% liked it because of reasonable
price.

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