Consumer Ebehaviour

Topics: Chocolate, Cadbury plc, Preference Pages: 38 (4012 words) Published: February 7, 2013
ISSN No-2231-5063

Vol.1,Issue.X/April 2012pp.1-4

Research Paper

“A Comparative Study of Consumer Preference towards Cadbury and Nestle Chocolates with Special Reference to Navi Peth
Area in Solapur City”
BCUD Director Solapur University,

Chocolate! Chocolate is liked and eaten by all age group of people. It may be in a form of hard, nutties, crunchy or chew. It is available in small, big and family pack. Chocolate has many shapes like as rectangle, sphere or a brick shape. It tastes like sweet and bitter. Some people have chocolate in a glass of cold coffee, or in the form of a toffee. Some people eat chocolate when they are sad; some relish them when they are happy. But I feel, to have chocolates we don't need a reason, because we can have it anytime, any season!

In this research, I have to survey and find out how frequently and how much chocolate do people consume, whether they buy small, big or family pack. The comparative study of chocolates between CADBURY and NESTLE helps in product development and improvement in launching of new product.

Reason for selecting the Topic is that, everybody knows that “Customer is a king of Market.” There was a time years ago, whatever the seller produces, he sells in the market and the customer has to buy the same. But in the current scenario due to the keen competition in the market, the situation has changed. Now seller has to produce what customers want, to sustain in the market.

In the same way to know what customer wants, one has to observe the behavior of the customer. This is the reason why this topic is given importance for selection. Once marketer understands the mentality, thought process and reaction for certain product, he can easily grab the market share. Sales are largely bases on the Customers then the product and services offered by the marketer.

Comparative research is the act of comparing two or more things with a view to discovering something about one or all of the things being compared. Comparative study helps to evaluating our strength and weakness with other competitor in same sector.

After this research, I would come to know how people perceive these products on variables like price, quality, advertisement, taste, packaging, brand, loyalty, etc. I also would come to know which particular brand of chocolate is most preferred by the people of different age group.

Consumer Preference- 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. Preference (or "taste") is a concept, used in the social sciences, particularly economics. It assumes a real or imagined "choice" between alternatives and the possibility of rank ordering of these alternatives, based on happiness, satisfaction, gratification, enjoyment, utility they...
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