Measurement of Consumer Satisfaction Regarding Chocolate Bars (Cadbury, Nestle and Amul)

INTRODUCTION

The word chocolate comes from the Mayan word xocoatl, and the word ‗cocoa‘ from the Aztec cacahuatl. In Mexico, the beverage was called chocolath, from lath (water) and choco. The Spaniard found the Mexican word har to pronounce and called it cacao. Chocolath, chocolath, chocolath. Puff puff. See? I did it! (But let‘s stick to cocoa) *LoI*

Sorting, clearing, frying, crushing, grinding is the only small part of stages of production cycle transforming cocoa beans in chocolate, which we eat. Chocolate is really the unique product, tasty, highly nutritive (about 550 kkal in 100gm of a product), capable to be stored by years without change of properties. It contains 50-55% of carbohydrates, 32-35% of fat, 5-6% of fibers. And also tannin substances (4-5%), stimulators-the bromine and caffeine (1-1.5%), microelements Na, K, Mg, P, Fe and vitamins B1, & B

The discovery of cocoa was only a first step in the direction of chocolate. The Mayas were the first to cultivate the cocoa bean for the fruits it yielded. They used the beans as an ingredient in their favorite chocolate drink ‗xocotlatl‘. Legend suggests that the first beans came out of paradise and lent wisdom and power to the person that ate them. For obvious reasons, the use of cocoa was kept to a minimum by the emperors. Before the Spanish explorers discovered the New World, chocolates and other ―exotic‖ foods were totally unknown in Europe. Columbus was the first European to become acquainted with cocoa, but he wasn‘t exactly impressed. During one of his conquest in the New World he met the Aztecs. For many generations, they drank an infusion of grilled seeds and spices. This mixture tasted disgusting and it also contained cocoa beans. The Aztecs adopted the ides of cocoa consumption from the Mayas. However the conquistadors pizzaro and, in particular, Cortes did show interest in the bean. Fernando Cortes reached the east coast of Mexico in 1519. as an honored guest of Montezuma (Aztec emperor and inveterate chocolate fanatic) he was offered xocotlatl –a small portion of aromatic chocolate drink mixed eith vanilla, pepper and other herbs. For the Mayas, cocoa beans were very important, not only were they a poplar means of exchange, they also had a religious value. The Mayas sacrificed cocoa beans at the funerals of the upper class.

• G. Leon and kanuk lazare Leslie (2016) studied the customer behavior of how includes the study what they buy, whey they buy it, when they buy it, where they buy it, how often they buy it and how often they use it. The primary purpose for the study consumer behaviour as apart of marketing curriculum is to understand how and how customers make their purchase decisions. There insights enable marketers to design more effective marketing strategies.

showed that a business is based on understanding the customer and providing the kind of products that the customer wants. • Mamoria C.B. and Mamoria Satish (2017) analyzed that consumer behavior is the process where by individuals decide what, when, where, how and from whom to purchase goods and services. Buying behaviour may be viewed as an orderly process here by individual interacts with his environment for the purpose of making market decision on products and services. • Nair Suja. R. (2017) showed that the success of the firm will be determined by how effective it has been in meeting the diverse customer needs and wants by treating each customer as unique and offering products and services to suit his/her needs. • Bennett Peter.D. And Kassarjian Haroldh (2018) argued that a great deal of research activity in marketing is design to shed light on the customer decision process. • Kothari C.R. (2009) showed that for data analysis different statistical techniques are being used such as scaling techniques, correlation, hypothesis testing.

1. To study the buying behaviour regarding the various brands of chocolates 2. To suggest to the policy makers of chocolate bars industries for further improvements in the industry to apply at global level.

Research methodology in a way is a written game plan for conducting research. Research methodology has many dimensions. It includes not only the research methods but also considers the logic behind the methods used in the context of the study and complains why only a particular method of technique will be applicable to certain problems and other will not. Therefore in order to solve a research problem, it is necessary to design a research methodology for the problem as the some may differ from problem to problem. This chapter focuses on the various techniques, methods and assumptions used in this study. It sheds light on the research problem, objectives of the study, and also its limitations. The later part of the chapter explains the manner, in which the data is collected, classified, tabulated, analyzed and interrupted so as to each to conclusive results. The study is of diagnostic nature and thus the overall research design is going to be rigid. The design should provide enough provision for protection against bias-ness and must maximize reliability.

H0:- Various factors (image of product, paying capacity, price of product, packaging of product brand awareness, and influence of advertisement) affect the consumer buying behavior for milk chocolates bar. H1:- NO effect of various factors (image of product, paying capacity, price of product, packaging of product, brand awareness, influence of advertisement) on consumer purchase in milk chocolate bars.

To analysis the buying behaviors of the residents of Yamuna Nagar Sample Survey Methods has been employed through other methods are also important. This method is given prime significance in modern research because of its extensive use to study the relationship of different factors, attitudes and practices of society and to explore the problems that cannot be treated by experimental methods. To collect data, a number of techniques are employed under the sample survey method i.e. questionnaire. The increasing use of questionnaire is probably due to increased emphasis by social scientists on quantitative measurement to uniformly accumulated data. In this case, stratified random sampling was done since the respondents will classified into well defined classes or strata that were distinct from each other. Sample size was 100. For measuring the correlation between various influencing factors like price, taste, packaging, brand name etc. and buying behavior of consumers for milk chocolate bars the Group Correlation is used and the formula is:

As per shown in the Pie chart, the maximum market share is hold by Cadbury. And least share is hold by Amul followed by Nestle. And this result is obtained from the response of customers towards Questionnaire filled by them for the consumption of milk chocolate bars.

consumers. And second most percentage of consumers consumes milk chocolate bars are of daily one. Every brand of milk chocolate bars, in which the hypothesis is taken that more than 60% of population consumes milk chocolate bars more than one a week. And in these three brands i.e. Cadbury, Nestle and Amul the result was positive

Most of the consumer of milk chocolate bars says that the most considering factor by them on the basis of which they purchase a particular brand of milk chocolate bars is Taste of that milk chocolate bars. And the lest interested factor is Packaging. As analyzed with the help of Correlation Tool in which the correlation between different factors that influence consumer to purchase a particular brand of milk chocolate bar is +.132, which shows that there is positive correlation between different influencing factors and buying behavior of consumers.

As shown in the bar graph, from reference group friends are the most influencing factor which influence consumer to purchase a particular brand of milk chocolate. And this statement is supported by 55% of consumers of milk chocolate bars. And the second most influencing factor which influence customer to purchase a particular brand of milk chocolate bar are celebrities , and this statement is supported by 39% of consumers.

As shown in Pie chart, about 37% of consumers are neutral while considering the manufacturing and expiry date of milk chocolate bars. But if talk about those who strongly agree on the consideration of manufacturing and expiry date represented by 28% of population and 29% of population represent those who are agree on the statement that they consider manufacturing and expiry date while purchasing any milk chocolate bar.

H0 There is correlation between various influencing factors like price, taste, packaging, brand name etc. on buying behavior of consumers for chocolate. H1 There is no correlation between various factors like price, taste, packaging, brand name etc on buying behavior of consumers for chocolate.

Hence it has been proved that there is a correlation between various factors and buying behavior of consumers.

Every research activity ends with some conclusion and same happens with this report also. By analyzing the collected data the conclusion which is arrived is as follows: ► Foreign Brands like Cadbury and Nestle has an edge over Indian brand like Amul. Which is calculate as with the help Likert scale And the Value comes out for Cadbury brand is 144 . But if we talk about Nestle Brand the value comes out is 125. And for Amul this value comes out to be 90. Which grades foreign brands to be Higher as compare to Indian brand of milk chocolate bar. ► Another conclusion of the study is that change in price has a substantial effect on the buying behavior of consumer for milk chocolate bars ► Different factors like Price, Taste, Brand Name, Packaging have an influencing effect on the buying behavior of consumers for milk chocolate bars as shown with the help of Group Correlation tool in which the correlation comes out to be Positive, this means that the null hypothesis is selected and there is correlation between various influencing factors like price, taste, packaging, brand name etc. on buying behavior of consumers for milk chocolate bars.

A detail study of the ―Consumer‟s Buying Behavior of Age Group 15-25 For Milk Chocolates Bars‖ was done. Some important suggestions are as follows: 1. Dealers should keep chocolates in cold storage in summers, and try to save satisfied. 2. The chocolates whose expiry dates goes off should be replaced at once and fresh stock should be offered. 3. The retailers and distributors must be provided ―Dispensers‖ and company‘s freezers or defreezers for storing chocolates, so that they can offer good quality chocolates to consumers 4. In Sirsa there is a scarcity of foreign chocolates. Here some of customers are ready to pay premium prices but due to non availability they have to satisfy with available brands.

Marketing Management - Kotler Philip (1st edition reprint) Marketing Research – Donald T.S (6th edition) Marketing Research – Beri G.C (3rd edition) Marketing Research – Boyd H.W (7th edition) Research Methods – Donald C.R (8th edition) Consumer Behaviour – Gupta S.L (2nd edition) Consumer Behaviour – Schiffman & Kanauk (3rd edition)

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Research Scholar, H.S.B, G.J.U.S &T, Hisar