Subhransh Sekhar Dash

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    A

    Project ReportOn

    THE STUDY OF CONSUMER

    PREFERENCE TOWARDS CADBURY AND NESTLE CHOCOLATES

    Good Food, Good Life

    SHREEJI DISTRIBUTORS At Junagadh

    Preparedby:Subhranshu Sekhar Dash

    Roll No. 66316UT09051

    6th Semester

    Project Guide:

    Ms. Anjali Panda, Faculty, Marketing

    COMMITED TO EXCELLENCE

    DAV School of Business ManagementUnit-VIII, Nayapalli, Bhubaneswar - 751012

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    DECLARATION

    I, undersigned Mr. Subhranshu Sekhar Dash student of BBA from DAV SCHOOL OF BUSINESS

    MANAGEMENT, BHUBANESWAR, declare that I have prepared this project report on STUDY OF

    CONSUMER PREFERENCE TOWARDS CADBURY AND NESTLE CHOCOLATES, and this project

    submitted by me is true to the best of my knowledge.

    I also declare that this project report is my own original work and not copied from anywhere else.

    Date:

    Place:Signature

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    CERTIFICATE

    This is to certify that Subhranshu Sekhar Dash, bearing Roll No:66316UT09051 , has completed his project on STUDY OF CONSUMERPREFERENCE TOWARDS CADBURY AND NESTLE CHOCOLATES as a part of thecourse curriculum of Bachelor of Business Administration in UtkalUniversity under my supervision and guidance, for admission batch2009-2012 .

    Date: Ms. Anjali PandaFaculty (D.S.B.M)

    Place:

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    ACKNOWLEDGEMENT

    Every piece of hard work requires the combined efforts and talents of many people. An ambitious work of

    this kind, providing analytical review to the subject would have remained a concept rather than the

    finished product without cooperation of those who respondent to our request to contribute. However, I

    alone is responsible for any shortcomings remained in this report.

    I am very much graceful to our respected Ms. Anjali Panda, Faculty (Marketing) who has enriched my

    knowledge and gave me a moral support to do this report. I am also highly thankful to her for showing the

    right path and encouraging me for the preparation of this report.

    I am very much thankful to Mr. Nilesh Sachaniya & Mr. Vipul Rancch for allowing me to take training in

    a reputed Nestle Distributor knows as SHREEJI DISTRIBUTORS.

    Last but not least, I am thankful to my entire staff member who have helped us directly or indirectly in

    preparing this report.

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    INDEX

    SR. NO. CONTAINS PAGE NO.

    1 INDUSTRY OVERVIEW 4

    2 OVERVIEW OF ORGANIZATION 17

    3 RESEARCH METHODOLOGY 34

    4 FINDINGS 51

    5 SUGGESTIONS 53

    6 REFERANCE 55

    7 APPENDIX 57

    8. BIBLIOGRAPHY

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    Industry Overview

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    INDUSTRY OVERVIEW

    History of chocolate:

    The origin of chocolate can be traced back to the ancient Maya and Aztec civilizations in Central America,

    who first enjoyed chocolati a much-prized spicy drink made from roasted cocoa beans.

    Throughout its history, whether as cocoa or drinking chocolate beverage or confectionary treat, chocolate

    has been a much sought after food.

    The Aztec empire

    Chocolate(in the form of a luxury drink) was consumed in large quantities by the aztecs: the drink

    was described as finely ground, soft, foamy, reddish, bitter with chilli water, aromatic flowers, vanilla

    and wild bee honey.

    The dry climate meant the Aztecs were unable to grow cocoa trees, and had to obtain supplies of cocoa

    beans from tribute or trade

    Don Cortes

    The Spanish invaded Mexico in the 16 th century, by this time the Aztecs had created a powerful empire,

    and the Spanish armies conquered Mexico. Don Cortes was made captain general and governor of Mexico.

    When he returned to Spain in1528 he loaded his galleons with cocoa beans and equipment for making thechocolate drink. Soon chocolate became a fashionable drink enjoyed by the rich in Spain.

    Chocolate across Europe

    An Italian traveler, Francesco carletti, was the first to break the Spanish monopoly. He had visited Central

    America and seen how the Indians prepared the cocoa beans and how they made the drink, and by 1606

    chocolate was well established in Italy.

    Drinking chocolate

    The secret of chocolate was taken to France in 1615, when Anne, daughter of Phillip 2 of Spain married

    king Louis 13 of France The French court enthusiastically adopted this new exotic drink, which was

    considered to have medicinal benefits as well as being a nourishing food. Gradually the custom of drinking

    chocolate spread across Europe, reaching England in the 1650s

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    First chocolate for eating

    Up until this point all chocolate recipes were based on plain chocolate. It was an English doctor, sir

    Hanss Sloane, who- after traveling in south America- focused on cocoa and food values, bringing a milk

    chocolate recipe back to England.

    The original Cadbury milk chocolate was prepared to his recipe.

    History:

    The earliest record of chocolate was over fifteen hundred years ago in the central America rain forests,

    where the tropical mix of high rain fall combined with high year round temperatures and humidity provide

    the ideal climate for cultivation of the plant from which chocolate is derived, the cacao tree.

    Chocolate is made from the cocoa bean, found in pods growing from the trunk and lower branches of the

    cacao tree, Latin name theobroma cacao meaning food of the gods Cacao was corrupted into themore familiar cocoa by the early European explorers. The Maya brewed a spicy, bittersweet drink by

    roasting and pounding the seeds of the cacao tree with maize and capsicum peppers and letting the mixture

    ferment. This drink was reserved for use in ceremonies as well as for drinking by the wealthy and religious

    elite; they also ate cacao porridge.

    The Aztecs, like the Mayans, also enjoyed cacao as a beverage fermented from the raw beans, which

    again featured prominently in ritual and as a luxury available only to the very wealthy. The Aztecs called

    this drink xocolatl, the Spanish conquistadors found this almost impossible to pronounce and so corrupted

    it to the easier chocolat the English further changed this to chocolate.

    The Aztecs regarded chocolate as an aphrodisiac and their emperor, Montezuma reputedly drank it fifty

    times a day from a golden goblet and is quoted as saying of xocolatl: the divine drink, which builds up

    resistance and fights fatigue. A cup of this precious drink permits a man to walk for a whole day without

    food

    Chocolate in Europe

    Xocolatl! or chocolat or chocolate as it became known, was brought to Europe by Cortez, by this time the

    conquistadors had learned to make the drink more palatable to European tastes by mixing the ground

    roasted beans with sugar and vanilla ( a practice still continued today), thus offsetting the spicy bitterness

    of the brew the Aztecs drank.

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    The first chocolate factories opened in Spain, where the dried fermented beans brought back from the new

    world by the Spanish treasure fleets were roasted and ground, and by the early 17 th century chocolate

    powder from which the European version of the drink was made- was being exported to other parts of

    Europe. The Spanish kept the source of the drink- the beans- a secret for many years, so successfully in

    fact, that when English buccaneers boarded what they thought was a Spanish treasurer galleon in 1579,

    only to find it loaded with what appeared to be dried sheeps droppings, they burned the whole ship in

    frustration. If only they had known, chocolate was so expensive at that time, that it was worth its weight

    in silver ( if not gold), chocolate was treasure indeed !

    Within a few years, the cocoa beverage made from the powder produced in Spain had become popular

    throughout Europe, in the Spanish Netherlands, Italy, France, Germany and in about 1520 it arrived in

    England.

    The first chocolate house in England opened in London in 1657 followed rapidly by many others. Like the

    already well established coffee houses, they were used as clubs where the wealthy and business

    community met to smoke a clay pipe of tobacco, conduct business and socialize over a cup of chocolate.

    Back to the Americas

    Events went full circle when English colonists carried chocolate (and coffee) with them to Englands

    colonies in north America. Destined to become the united states of America and Canada, they are now the

    worlds largest consumers by far of both chocolate and coffee, consuming over half of the words total

    production of chocolate alone.

    The Quakers

    The Quakers were, and still are, a pacifist religious sect, an offshoot of the puritans of English civil war

    and pilgrim fathers fame and a history of chocolate would not be complete without mentioning their part in

    it. Some of the most famous names in chocolate were Quakers, who for centuries held a virtual monopoly

    of chocolate making in the English speaking world fry, Cadbury and row tree are probably the best

    known.

    Its probably before the time of the English civil war between parliament and king Charles 1st that the

    Quakers who evolved fr