CONTENTS

CONTENTS
CHAPTER TITLE LIST OF TABLES LIST OF CHARTS INTRODUCTION 1.1.INTRODUCTION TO THE STUDY 1.2.NEED FOR STUDY 1.3.OBJECTIVES OF THE STUDY 1.4.SCOPE OF THE STUDY 1.5.LIMITATIONS INDUSTRY PROFILE COMPANY PROFILE PAGE NO

I.

II. III.

IV.

RESEARCH METHODOLOGY 4.1.RESEARCH DESIGN 4.2.POPULATION 4.3.SAMPLE SIZE 4.4.SAMPLING TECHNIQUES 4.5.DATA SOURCE 4.6.DATA COLLECTION 4.7.STATISTICAL TOOL ANALYSIS AND INTERPRETAYION FINDINGS,SUGGESTIONS,CONCLUSION BIBLIOGRAPHY ANNEXURE

V. VI. VII. VIII.

LIST OF TABLES
TABLE NO 3.1 3.2 3.3 3.4 3.5 5.1 5.2 5.3 5.4 5.5 5.6 5.7 5.8 5.9 5.10 5.11 5.12 5.13 5.14 TITLE PAGE NO CAMPCO AT A GLANCE SALES PERFORMANCE OF CAMPCO KINDS OF CHOCOLATES SEMIFINISHED GOODS OF CAMPCO PRICE COMPARISON SEX WISE CLASSIFICATION AGE WISE CLASSIFICATION OCCUPATION LEVEL CLASSIFICATION BRAND PREFERENCE AWARENESS OF CAMPCO FAVOURITE BRAND OF CAMPCO PRICE OF CAMPCO CHOCOLATES QUALITY OF CAMPCO CHOCOLATES BRAND ATTRIBUTES OF CAMPCO TASTE OF CAMPCO CHOCOLATES FLAVOUR OF CAMPCO CHOCOLATES ADVERTISEMENT OF CAMPCO TASTE &PREFERENCE OF CAMPCO FACTORS AFFECTING PURCHASES

LIST OF CHARTS
CHART NO 3.1 5.1 5.2 5.3 5.4 5.5 5.6 5.7 5.8 5.9 5.10 5.11 5.12 5.13 5.14 TITLE DISTRIBUTION CHANNEL SEX WISE CLASSIFICATION AGE WISE CLASSIFICATION OCCUPATION LEVEL CLASSIFICATION BRAND PREFERENCE AWARENESS OF CAMPCO FAVOURITE BRAND OF CAMPCO PRICE OF CAMPCO CHOCOLATES QUALITY OF CAMPCO CHOCOLATES BRAND ATTRIBUTES OF CAMPCO TASTE OF CAMPCO CHOCOLATES FLAVOUR OF CAMPCO CHOCOLATES ADVERTISEMENT OF CAMPCO TASTE &PREFERENCE OF CAMPCO FACTORS AFFECTING PURCHASES PAGE NO

INTRODUCTION

INTRODUCTION
In this research study is mainly based on a study on customer preference towards CAMPCO chocolate products. During this research collected data from different kind of peoples in different districts. So choose Kerala and Karnataka for this study. The main aim of this study is to find out the attitude of customers towards the chocolate products. Here the consumers give priority to different variables like price, quality, advertisement, satisfaction, taste, packaging, brand loyalty etc.

CONSUMER BEHAVIOR
Consumer behavior or buyer behavior is relatively a new field of study in the field of marketing. It has assumed increasing importance under customer oriented marketing management. The presence of buyers market for many products, the growth of consumerism and the enactment of consumer legislation since 1960 have also created special interest in consumer behavior. Consumer behavior has become the central topic of modern marketing, since the ultimate aim of marketing is consumer-satisfaction and profit-earning. Today organizations try to delight their customers as; they determine the survival of success of the organizations. The study of consumer behavior is the study of how individual makes decisions to spend their available resources (time, money, effort) consumption related items. It includes the study of what they buy, why they are use it, when they buy it, how they buy it, and how often they use it. In general consumer behavior encompasses all of the behavior that consumers display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs. The term consumer is often used to describe two different kinds of consuming entities the personal consumer and the organizational consumer. The personal consumer buys goods and services for his or her own use of the household, or as a gift for a friend. Here individuals, who are referred to as end users or ultimate consumers, buy the goods for final use.
6

Despite the importance of both categories of consumers and organizations, this project will focuses on the individual consumer, who purchases for his or her own personal use or for household use. End use consumption is perhaps the most pervasive of all types of consumers behavior, for it involves every individual, of every age and background, in the role of buyers, users or both. The person who makes a product purchase is not always the users or the only user or the product in question, nor is the product decision. Marketers must decide at whom to direct their promotional efforts: the buyer or the user. For some products, they must identify neither the decision- who may be neither nor the user.

Need for the study

The study is conducted to know the customer preference towards CAMPCO chocolate products. The study includes the marketing activities of CAMPCO products. This may create consumers can express their opinion about products, problems and suggestions to improve the performance of CAMPCO chocolate products. With the people spending a major portion of their time working, they expect the enterprise to provide the framework to multiply their talent for their self development. This places immense responsibility on marketing management department to improve the skill through proper research. Hence the researcher conducted a study to need to know the customer preference towards CAMPCO chocolate products.

Objectives of the study

The primary objective of this study is to find out the customer preference towards CAMPCO chocolate products. The secondary objectives are: To know the customer preference and attitudes. To find out the satisfaction level of consumers. To know the availability of products in different states. To know the current marketing strategies of the CAMPCO. To know the factors influencing buying behavior.
7

Scope of study
This study focuses on the various activities affecting the buyer behavior. Enterprise engaged in different activities, so they focus on their marketing. The study concentrated on the topic customer preference towards CAMPCO chocolate products.

RESEARCH METHODOLOGY

Research design is the basic frame work, which provides guidelines for the research process. It provides the incomparable skeleton system for the research process. It was more of descriptive study than an exploratory one. Descriptive study helps in obtaining needed information required for the study. Other aspects that from a part of research process are the sample design. When the marketing researcher has to decide to carry out a field survey, he has to decide whether it is to be a census or sample survey. In almost all cases, a sample survey is undertaken on account of its overwhelming advantage over a census or sample survey. The researcher has to select a specific type of sample design from a number of sample designs.

Data collection
Data constitute formulation of research; hence the first step was to obtain the data. The study was conducted at CAMPCO chocolate, Mangalore. A pilot survey was conducted to know about the market and base on main survey conducted. The primary data collected from company records. Discussion with respondents has collected from additional information. All the information from the sampling unit was collected through personal interview by questionnaire. The nature of the data collection for the study includes both primary and secondary data.

Primary data
Primary data can be gathered slowly at a high cost. But it offers much greatest accuracy and reliability. It is not a published source of data. It has to be created. Primary data can be collected through field survey-using questionnaire. A questionnaire consists of asset of questions based on
8

the needed information presented to the respondents for their answers. The answers collected in an orderly manner will from the primary data.

Secondary data
Secondary data used for the study has been obtained from published annual reports and other manuals of the company. Secondary data is complied by someone than the researcher (not personally developed) for purpose not directly related to the research currently under consideration. It must be relevant to the researcher under study. Secondary data is readily available for processing. It saves time. Secondary data is a cheaper source of data; unit cost of information is low. It may not give higher accuracy and reliability. Secondary data is published or semi-published data. There are numerous sources of secondary data. Each year quantity of secondary source material expands at tremendous rate. We have to use micro films and other new method data storage for keeping the fast informations. A tedious and time-consuming library research may give the desired information. Sources of Secondary data Published survey of markets General library research sources government publications and reports. All advertising media, particularly news papers, magazines, trade journals, etc. Trade association and other technical and professional groups Specialized research and foundation organization. Universities Specialized marketing intelligence services such as advertising agencies, market research firms, stock exchanges, and banks.

RESEARCH DESIGN
Research design is the plan, structure, and strategy of investigation achieved so as to obtain answer to research question and to control variance. Design consists of three important terms plan, structure, and strategy. Different types of research designs have emerged on account of the different perspective from which a research study can be viewed. Descriptive research design is used in this study. Since the study describes the states of affaires as it exists at present descriptive research includes survey and fact finding enquires of different kind in this study the researcher is analyzing the customers preference towards CAMPCO chocolates, Mangalore, Puttur, Karnataka. So descriptive research design is selected for this particular study.

Sampling method
Convenient sampling method was used to select these 120 respondents from as Kasaragod (Kerala), Mangalore (Karnataka).

Sampling design
The sample design for the study conducted was probability sampling.

Population
The population for the study comprises of consumers of chocolate users.
10

Sample size
Sample size consists of 120 customers.

Table showing sample size

Location Mangalore Kasaragod

No. of customers

120

Method of analysis
Chi square method, factor analysis and percentage methods are used for analysis the data. Suitable tables and chart are used for easy interpretation and inference.

11

12

INDUSTRY PROFILE

13

INDUSTRY PROFILE
Confectionery history has a record of at least 4000 years. Until 1492, the old world knew nothing at all about the delicious and stimulating flavor that was to become the favorite of millions. The discovery of cocoa was only a step in the direction of chocolate the Mayans were the first to cultivate the cocoa bear for the fruits is yielded. They used the bears as an ingredient in their favorites chocolate drink xocoatl. The Mexican Indian world chocolate comes from a combination of the terms chocolate was only consumed in beverage from. Before the Spanish explores discovered the new world. Chocolate and other exotic foods were totally unknown in Europe. In the 1600s European began to open fashionable chocolate houses to serve xocotlatl as hot chocolate sweetened with sugar. In the 1700s the English began with adding milk to improve the flavor.

Chocolate was discovered in the 18th century and every childs dream came true all over the world. The various brands of chocolate often spoken about in India are Amul, Cadbury and CAMPCO. In olden days, the ancient human almost led a nomadic life wandering from place to place in search of food. Food is the basic source of energy for living organisms including human beings. Hence all living being need food. But in modern period, man had started discovering new methods of producing food through Agriculture. The various activities involved in getting food crops through agriculture are known as agricultural practices like management of
14

soil, sowing, transplantation and application of manure and fertilizers irrigation, weed- control, crop improvement techniques, crop harvesting and protection.

India is a land of villages. Nearly 65-70% of our country is agriculturists. About 75% of the land used for agriculture is cultivated for basic food grain hence it has become a basic industry in our country. Agriculture is one of the oldest occupations of human beings. Agriculture means ploughing of the land, sowing seeds, protecting plants and obtaining crops for the use of people and domestic animals. Commercial crops not only help to earn foreign exchange but also provide raw materials for industries. Cocoa is also one of the important commercial crops in India. Cocoa is grown on the slopes of Niligiri Hills. 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 is yielded. They used the beans as an ingredient in their favorite chocolate drink xocoatl. The Mexican Indian world chocolate comes from a combination of the terms chocolate consumed in beverage force. Before the Spanish explorer discovered the chocolate and other exotic foods were totally unknown in Europe. In the 1600 European began to open fashionable chocolate houses to serve xocoatl as Hot Chocolate scattered with sugar. In the 1700s the English began with adding milk to improve the flavor. The first factory for processing and manufacturing chocolates in India was started during the world war-II at Bilimoria but due to tough competition from foreign products the company is ceased and stopped its process and it made second attempt in 1936. But it faced failure as the size of operation was economical. Finally it made third attempt to find its success to restart its production. Messrs Sathe Biscuit and chocolate co.ltd, Poona commenced production of cocoa powder on a small scale and chocolate manufacture was taken up in 1941. Then the production gradually increased. Later, Madhu Canning Factory Agra, East India Distilleries and Sugar Factories Limited Madras started the production of chocolates. With the machineries manufactured by five major companies of the cocoa processing and chocolate manufacturing namely M/S Carle and Montanari Spa, Italy. M/S 1-Aasted International APS, Denmark.
15

M/S Otto Hansel Gmbh, West Germany. M/S Sollich Gmbh and Co. kg, West Germany. M/S Sig Swiss Industrial Co, Switzerland.

Cadbury Ltd., which was so far importing cocoa and chocolates into the country, established plant in Bombay for processing and packing of cocoa imported in bulk during the initial stage. The new firms that have engaged into this field in India are Amul, which has completed 50 years of service and the CAMPCO, which came up during the 80s. CAMPCO is one of the largest factories in South Asia. Cocoa is used as beverage and chocolate is mainly used as confectionary and to a small extent also used as beverage. The market share of CAMPCO is 5-8%, the Cadburys market share is 70% and the Nestls market share is 15-20%. The penetration of chocolate in the country was estimated at 5.5% in 1998. The penetration in urban India stood at while that in rural India as a mere 2.3%. Thus the consumption of chocolate is largely restricted to urban areas where too, the penetration is relatively low. During the last five years growth in chocolate in India has covered between 10% and 20%, with average growth being at the range of 14-15%. Restricted to urban areas played in the segment have attempted to accelerate growth by adding new consumers to the chocolate market. Although the country with a culture of consuming and exchanging sweets, pre packed branded sweets are yet not popular. The consumption pattern and purchase habits trend to favor local, freshly made products. The ability of chocolate companies to enter this market could provide unprecedented with may be tempering of income pyramid and introduction of low price packs.

16

COMPANY PROFILE
17

COMPANY PROFILE

THE

CENTRAL

ARECANUT&COCA

MARKETING

AND

PROCESSING

CO-

OPERATING LTD (CAMPCO) CAMPCO came in to existence on 11th July 1973 under the section 7 of the Karnataka cooperative societies Act 1942.CAMPCO came in to existence as results of efforts and supports of Karnataka and Kerala state governments. This general agency in co-operative sector playing a vital role in procurement and marketing of areca nut with the enactment of multi state co operative societies act in 1984.with the enactment of multi state co operative societies ACT in 1984 campo has refunded the share capital of both Karnataka and Kerala governments and they have withdrawn their managing director and secretary considering their staff seniority.

THE CHOCHOLATE MANUFACTURING UNIT

The chocolate manufacturing unit is located at kemminje village near Puttur in Dakshina Karnataka district, Karnataka, India. The principle buyer of cocoa till 1980 suddenly stopped buying cocoa during the peak cocoa season due to slump in international cocoa price. To safeguard the interests of its growers CAMPCO had to enter in to Indian cocoa market also. Cocoa was bought in the form of wet beans from the farmers. The CAMPCO has been furnishing the cocoa growers with cocoa sapling to the tune of 1, 00,000 at free of costs to promote the cultivation of cocoa. Adopting scientific methods of fermentation and drying, CAMPCO could successfully export quality cocoa beans to European countries. Perceiving the future necessity of cocoa products &market strategy for cocoa, with the supporting nod from the central government &state government of Karnataka &Kerala, CAMPCO had carved a niche by establishing a biggest chocolate factory in Southeast Asia, located in puttur-a taluk headquarter located 50 km

18

away from the coastal city Mangalore. Nurtured by sri. Varanasi subraya bhatt, the founder president, the factory will all imported machinery was completed in a record time of 4 years, with an additional financial assistance from a consortium of industrial development bank of India(IDBI).industrial credit corporation of India (ICICI)and industrial finance corporation of India(IFCI),the factory was commissioned by sri. Gaini zail Singh, the precedent of India on September 1986.the CAMPCO had a break through within 4 years with an enthuastic support from the chocolate consumers and traders. It netted a profit of Rs. 27.5 lakh in the year 199091.eminent presidents, board of directors, managing directors, and secretaries have navigated and have been navigating CAMPCOs cruiser cleverly and concern fully. It has steered its way during last 30 years in placid as well troublers waters with a pledge to make the farmer members reach their destinations safely and satisfactorily. This is made possible also with the unstinting support of diligent and devoted employees of the organization. Keeping pace with the consumer needs of the new products, has recently CAMPCO exported instantised milk flavoring beverage products and chocolate clairs to Australia that are formulated at product development cell of chocolate factory expert of cocoa butter to European countries also takes the cue. Table No: 3.1

CAMPCO AT A GLANCE CAMPCO at Glance

Full Name of the organization

The Central Arecanut and cocoa Marketing and Processing Co-operative limited

Status Area of Operation Main objective

: : :

A Co-operative Society registered under the multi state co-operative societies act 1984. Karnataka and Kerala state for membership. No limit for marketing Procurement/Processing/Marketing of Arecanut/ Cocoa/Rubber/Cocoa products

19

Date of Registration Date of commencement of business Registered office Brand name Type of ownership Date of entry into Chocolate Authorized share capital Paid up share capital No. of individual grower members No. of member cooperatives Deposits as on 30-09-2010 Number of Branches and Depots Industries owned

: : : : : : : : : : : : :

Type of Organization

11-07-1973 12-11-1973 Varanasi towers at Mangalore. CAMPCO Semi-Government March/April 1987 Rs.50 crores. Rs. 20.53 crores as on 30-09-2010. 112231 551 Rs. 4223.43 lakhs 169 (all over India) 1. The CAMPCO Chocolate unit. Puttur 2.Small Consume Packing Unit at yeyyadi, Mangalore Co-operative Society.

Annual Sales Turnover 2007-08 2008-09 2009-10 Bankers

: : : :

Net profit during the period as at 30-09-2010 Present sales of chocolates

: :

Rs 491.00 Crores Rs 568.98 Crores Rs 591.87 Crores Syndicate Bank (consortium leader) Canara Bank State Bank Of India Indian Overseas Bank Rs 12.21 Crores Rs. 8.00 crores per month (both finished and Semi-finished

VISION OF CAMPCO LTD

CAMPCO is a fine and successful implementation of the vision and values of all great founders of this country, like Mahatma Gandhi. To open at least one sales deposits in each state. To enter the retail market for areca nut and product like supari, pan masala etc by establishing units.

20

 To maximize output without sacrificing quality, good quality control, maximizing quantity, reducing the cost, improving the efficiency etc. To increase its sales by advertisement. Capture international market by latest technologies.

MISSION OF CAMPCO LTD

Co-operation between people. Harmony between people. Conducting market research for knowing customer tastes. Produce quality of products Customer satisfaction

OBJECTIVES OF CAMPCO LTD

To procure areca nut and cocoa of the member and necessary from other growers on agency as an outright purchase basis. To arrange for sales of areca nut, cocoa and this product to the best advantages of the member and also to allowances loan to members on pledge of goods and to all other things necessary to carry out the objectives. The operation of this co-operative extend do; the state of Karnataka and Kerala however for the marketing areca nut and cocoa product. To undertake processing of areca nut and to establish industries for the manufacture of finished and semi finished goods from areca nut and cocoa and other product derived. To advance loans to its members on pledge of goods. To open branches, showroom depots, go-downs, factories etc and close then if found not visible. To undertake pooling, packaging and standardization of areca nut and cocoa. Linking credit with marketing.

21

FEATURES OF CAMPCO LTD

The factory is the largest in south East Asia. The factory is one of the most modern in the world. The factory is equipped with the most modern machineries imported from five firms of four European countries. The factory is equipped with the services installed by the best firms of India. The well-experienced architects and consultants designed the factory. The factory has been completed in a record time. The factory is situated in an industrially backward rural area in the midst of cocoa cultivation area. The CAMPCO Ltd earns foreign exchange. Being a co-operative venture, this factory provides an opportunity to further strengthen the co-operative movement by bringing in the dispersed marginal and small cocoa growers under one umbrella.

CAMPCO produces wide range of coca based products of consistent quality, color and flavor to satisfy the wide spectrum of customers all around the globe. This includes cocoa mass or liquor, cocoa powder, cocoa butter and other value added cocoa based products. The philosophy of the co-operative as reflected by our commitment to quality is simple.

MANUFACTURING UNIT
Cocoa mass, cocoa butter and cocoa powder- industrial products for internal and export market. These are mainly used by bakery, ice-cream parlors etc. Molded chocolate, enrobed chocolates, chocolate clairs, sugar coated chocolate buttons and instantised drinking chocolate- finished products for internal market and having export potential. Some of the CAMPCO chocolates are melto, cream, turbo, treat, clairs, krust, mega bite, winner.

22

Keeping pace with the consumer needs of the new products CAMPCO has exported instantised milk flavoring beverage product and chocolate clairs to Australia. Those are formulated at product development cell of the chocolate factory export of cocoa butter to European countries also takes the cue.

PRODUCTS OF CAMPCO

All type of chocolate like cream, dark, and flavored chocolate

The product mini bar CAMPCO is an aerated confectionery product having multi component nougat mass and a caramel layer at the center coated with compound chocolate containing the following ingredients. Luscious caramel & nougat with Creamy Milk Choc mass.

Product clairs is a modified toffee containing an outer shell of caramel and centre filling mass produced by an adequate process of mixing, cooking, cooling stamping, centre filling, acclimatizing, and twist wrapping and finally secondary packing in pouches or jars.
23

The product Krust is a wafer biscuit center coated with compound chocolate containing the following ingredients. Choc mass coated wafer biscuit.

The product TURBO is an aerated confectionery product having a multi component nougat mass at the centre coated with compound chocolate containing the following ingredients.

Product clairs is a modified toffee containing an outer shell of caramel and centre filling mass produced by an adequate process of mixing, cooking, cooling stamping, centre filling, acclimatizing, and twist wrapping and finally secondary packing in pouches or jars.

24

The product is produced by an adequate process of mixing, refining, conching, cooling and molding with on line inclusion of rice crisps of a homogeneous mass containing the following ingredients.

PRODUCTION SYSTEM
Production is the most important function in manufacturing company like CAMPCO. It is an organized activity or process of converting raw materials in to semi finished product. Process can be transformation of set of inputs which can include materials, labor, machinery, information technology and energy in to certain outputs like finished products parts of components with a certain degree of control. Production process adds value to the raw materials and converts it in to useable products.
25

At present CAMPCO are having its own marketing team and the present setup as follows; CAMPCO is the one of Indias most modern chocolate manufacturing co-operatives. Today campo has diverse products. It now affording product quality with variety to cater wider section of the market. CAMPCO manufactures and markets a different range of products under its own brand name. The production and demand for chocolate have been rapidly increasing in India at the rate of 20% during the last 5years.the average growth is at 20% internal chocolate market, which is now about 5500 tones. Chocolate units sales performance in terms of value is increasing year by year.

Table No: 3.2 Sales performance during the last 4 years is As shown below: YEAR SALES(in MT)

2005-2006

5003.29

2006-2007 7399.59

2007-2008 10376.33

26

TTHE VARIOUS CHOCOLATES FROM CAMPCO CHOCOLATE FACTORY

Particulars Moulded Chocolate Melto Melto cream CAMPCO bar Enrobed chocolates

Net wt/unit

M.R.P(in rupees)

37 gms 37 gms 45 gms

10.00 10.00 10.00

Krust/Kraze Mega bite Turbo Treat Drinking chocolate Winner Winner Eclairs Play time (small) Campco Eclairs Campco Toffee Eclairs 2000 Supply to NESTLE Ltd Milky bar Eclairs Classic (Brown) Milky bar (White)

15 gms 17 gms 25 gms 25 gms

05.00 05.00 05.00 05.00

500 gms 100 gms

65.00 18.00

4.5 gms 4.5 gms 4.5 gms 5.5 gms

03.00 00.50 00.50 00.50

5.5 gms 37 gms 40 gms

01.00 10.00 14.00

27

Supply to AMUL Ltd

Milklair Choclair

5.5 gms 5.5 gms

01.00 01.00

Table No: 3.4

SEMI FINISHED GOODS

Cocoa bars Cocoa butter Cocoa powder Chocolate mars Choco paste Butter chocolates Milk choco chips Plain choco chips Marble White chocolate 25gms 25gms 25gms 10kgs 20kgs 10kgs 500gms 500gms 25gms 25gms

Table No: 3.5

28

A TABLE SHOWING PRICE COMPARISON

SL.NO 1.

CAMPCO MELTO Rs.5

CADBURY (20gms) DAIRY

NESTLE MILK NESTLE CLASSIC (20gms) Rs.5

(26gms) Rs.10

2.

TURBO

TREAT 5STAR Rs.6 BAR 5STAR Rs.10

(18gms) BARONE (20gms) Rs.10 (34gms) BARONE (45gms) Rs.10

(25gms) Rs.5 3. CAMPCO (45gms) Rs.10 4. ECLAIRS (450gms) Rs.50 5. WINNER (500gms) Rs.65

ECLAIRS (519gms) ECLAIRS Rs.102 BORNVITA MELTO Rs.90 (550gms) Rs.50 MELTO (500gms)

(500gms) Rs.90

Organization and management

The management of CAMPCO vests with a board of directors who is elected as per the provisions of Byelaws .Sri S.R. RANGAMURTHY president, Sri V.SRIKRISHNA BHAT is vice-president and Sri. MADHUSUDHANA RAO is the managing director. In order to speed up the activities of the co-operative, the board has framed one executive committee consisting of 7 members of the board and Business Committee consisting of 9 members of the board.

29

Marketing mix of CAMPCO chocolate limited

PRODUCT
Products are the goods or a service which is processed to fetch value to the customers. According to the production concept, product should be produced according to the customer needs. So there is need for diversification of products. So that customer will get freedom of choice. CAMPCO adopted this concept and diversified its products. It produces different variety of products. Products are packed using machine only. For clairs wrappers are twisted by the machines, semi-finished products like cocoa powder, cocoa butter are packed in a box mechanically. clairs are packed in plastic packets by the labors.

PRICE
A firm must set a price for the first time when it develops a new product when it introduces its regular product in to a new distribution channel or geographical area and it enters in to bids a new contract. CAMPCO adopts a straight line method of pricing. It is a method in which price includes cost plus markup (PROFIT>PRICE) is fixed by the finance and accounting department. The cost of products include ; Raw-material, packing cost, direct wages, powers and steam(Utilities), plant depreciation, overheads.

PROMOTION
Modern marketing calls for more than developing a good product, pricing it attractively and marketing it accessible. Companies must also communicate with present potential stakeholders and the general public. The marketing communication mix consists of 5 major modes of communication.
30

a) Advertising CAMPCO spends very less on advertising. They now concentrate more on distribution clairs they advertised on T.V and paper but it is could not meet the expected target. In addition to this financial limitations also lead to CAMPCO to concentrate more on distribution. It spends only 2% finished goods per annum on advertisement. b) Sales promotion CAMPCO adopts sales promotion tools for increase the sales. It uses trade discount as sales promotion tools. It usually provides 2.5% trade discount. Thus do not provide credit facilities to the customers.(whole sellers and retailers) of chocolates, but they provide 15 day credit to the customers of semi products(cocoa powder, cocoa butter, etc). c) Public relation and publicity A variety of programmers designed to promote or protect a companys image or its individual products. CAMPCO provides annual reports to the members it undertakes sponsorships. d) Personnel selling CAMPCO goes in the personal selling through sales representatives. They give presentation, answers and questions and procure orders. They visit retailers once in 15 days and they follow a specific territory plan. e) Complaint handling This is being done by area sales officers. The feedback from the customers is taken from retailers and distribution, surveys are often conducted.

PLACE OR DISTRIBUTION
After performing all above functions the company has to sell its products. For this it uses a particular channel of distribution is away or route through which finished products move from the factory to the ultimate customers.

31

Chart No: 3.1

Distribution channel

Area sales officer Super stockiest Stockiest Retailers Wholesalers Consumers

New Marketing Strategies

Earlier in CAMPCO more concentration was given on primary sales that is invoicing from area sales officers to stockiest. But for last two months CAMPCO concentrates more on secondary sales, i.e., how much stock is distributed from stockiest.(Incentive sales from stockiest this was able found much more effective as CAMPCO was able to achieve target successfully after adopting this method).

32

ACHIEVEMENTS

Mangalore June 7, 2010: The CAMPCO Ltd, the multi state co-operative giant based at Mangalore has been awarded the ISO 22000 certification pertaining to food safety and food quality by the certification authority SGS of Switzerland, for its chocolate manufacturing division. The ISO 22000 certification is given to CAMPCO for the activities of preparation, storage and dispatch of cocoa based products, chocolates, hard boiled sugar confectionery products, instantised drinking chocolates and instant milk flavorings. The ISO 22000 standard is widely accepted across the world as the model for food safety. Customer expectations, environmental concerns, demand for organic foods, changing technology are some of the reasons for the implementation of food safety assurance system by manufactures. This system covers all aspects related to food safety and quality such as farming, production,

and packaging, distribution, retailing and catering.

33

FUTURE GROWTH AND PROSPECTS

CAMPCO has a better scope for expansion of its activities in relation to different units like areca nut, cocoa in order to safeguard and strengthening of CAMPCO function more effectively. It is the target to CAMPCO to open at least one sale depot is each state It proposes to enter the retail market for a areca nut and products like supari, panmasala etc by establishing units. The future plan about production is to maximize output without sacrificing quality, maximizing quantity, good quality control, reducing the cost, improving the efficiency etc. They also now introduced a new product like a small products to Amul Ltd., winner, bar, coated bars with different flavors chocolates. CAMPCO also planned to increase its sales by advertisements. Capture international market by latest technologies. Conducting marketing research for knowing consumers tastes. Enlargements of transportation and warehousing facilities with safety precautions. Improved quality of wrappers of CAMPCO chocolate, which are not up to the mark.

34

35

RESEARCH METHODOLOGY

36

THEORATICAL BACKGROUND AND LITERATURE REVIEW

REVIEW OF LITERATURE
The influence of advertising on consumer Brand preference Adeolu B. Ayanwale, Taiwo Alimi and Mathew A. Ayanbimipe Department of agricultural Economics, Obafemi Awolowo University, Ile-ife, Osum State,Nigeria according to them, the proliferation of assorted brands of food drinks in the country has led to cut-throat competition for increased market share being witnessed among the operators in the food drink industry. When competition is keen and the consumers are faced with brand choice in the market, it becomes imperative for the manufactures to understand the major factors that can attract the attention of buyers to his own brand. This study, which was based on a survey of 315 randomly selected consumers of food, drinks in Lagos, Ibadan and Ile-ife, cities in

37

Southwestern Nigeria, examined the role played by advertising in influencing consumers preference for Bourvita, which is one of the leading food drinks in the Food and Beverage industry in Nigeria. Results revealed that both male and female and different age groups were equally influenced by advertising in their preference for the brand.

Global Chocolate, Cocoa Beans, Lecithin, Sugar & Vanilla Market By Market Share, Trade, Prices, Geography Trend & Forecast (2010 2016)

The report 'Global chocolate, cocoa beans, lecithin, sugar and vanilla market by market share, trade, prices, geography trend and forecast (2011-2016)' is a study of the global chocolate market. This report analyzes the global chocolate market on the basis of various products such as dark chocolate, milk chocolate, and white chocolate. The report also analyzes the market on the basis of sales categories such as everyday chocolate, premium chocolate, and seasonal chocolate. The market has been witnessing a trend of shifting consumer preferences towards the dark and premium chocolate segments. The health benefits of cocoa act as a major driver for the market. The dependence of the chocolate industry on unstable economies for the supply of cocoa along with rising raw material prices act as major restraints for the market. Under the raw materials section, an in-depth analysis of cocoa, sugar, emulsifiers, and flavors has been done with respect to their contribution to the chocolate industry. Competitive information includes market shares of leading producers, key developments, and strategies deployed to win. Major companies analyzed in the company profiles section are Nestl (Switzerland), Barry Callebaut (Switzerland), Kraft Foods (U.S.), Mars (U.S.), Ferrero (Italy), and Hershey (U.S.) among others. The purpose of the report is to highlight points which are actionable for its stakeholders. The report features more than 130 tables and figures, including market numbers, and also forecasts the chocolate market scenario till 2016.

Analysis of Brazilian consumer preference of filled chocolate.

38

According to George Hermann Bahamas, suzana CaetanoDa Silva Lannes, chocolate is the most popular product made from cocoa is mainly consumed with fillings, such as fondant ,hydrogenated fat or fruits. this work aimed at assessing this sensory acceptability of chocolate filed with strawberry orange or passion fruit pulps, mixed in fondant in a hydro generated fact base and as trufulls.94 consumers participated in the test using a 10 cm hedonic scale to rata the overall liking of the samples. Two way analysis of variance and the internal preference of mapping technique where used to anywise the data. results showed a good overall likings for almost all samples, especially for strawberry and passion fruit truffles, which obtained 8.4 and 8.8 global means, respectively (p<0.05),in likings ratings followed by the hydro generated fact and fomented fillings. the internal preference map presented two dimensions explaining 72.5% of the variation .regarding the flavors, strawberry-traditional in chocolate and concretionary Brazi-and piano fruit obtained better acceptance and unlike the orange fillings, which showed lower rating (p<0.05).the orange fondant filling obtained a global mean of 6.5.

Chocolate: food or drug? Bruinsma K, Taren DL. Source: Arizona Prevention Center, University of Arizona, College of Medicine, Tucson 85719, USA.

Although addictive behavior is generally associated with drug and alcohol abuse or compulsive sexual activity, chocolate may evoke similar psychopharmacologic and behavioral reactions in susceptible persons. A review of the literature on chocolate cravings indicates that the hedonic appeal of chocolate (fat, sugar, texture, and aroma) is likely to be a predominant
39

factor in such cravings. Other characteristics of chocolate, however, may be equally as important contributors to the phenomena of chocolate cravings. Chocolate may be used by some as a form of self-medication for dietary deficiencies (e.g., magnesium) or to balance low levels of neurotransmitters involved in the regulation of mood, food intake, and compulsive behaviors (e.g., serotonin and dopamine). Chocolate cravings are often episodic and fluctuate with hormonal changes just before and during the menses, which suggests a hormonal link and confirms the assumed gender-specific nature of chocolate cravings. Chocolate contains several biologically active constituents (methylxanthines, biogenic amines, and cannabinoid-like fatty acids), all of which potentially cause abnormal behaviors and psychological sensations that parallel those of other addictive substances. Most likely, a combination of chocolate's sensory characteristics, nutrient composition, and psychoactive ingredients, compounded with monthly hormonal fluctuations and mood swings among women, will ultimately form the model of chocolate cravings. Dietetics professionals must be aware that chocolate cravings are real. The psychopharmacologic and chemosensory effects of chocolate must be considered when formulating recommendations for overall healthful eating and for treatment of nutritionally related health issues.

40

41

DATA ANALYSIS AND INTERPRETATION

DATA ANALYSIS AND INTERPRETATION

Data analysis is the process of identifying the strength and weakness of the company with the information and data collected through different sources like questionnaire, survey and market research. It is done by careful and detailed analysis and proper arrangement of collected data on the basis of this analysis we find out the conclusions. The term interpretation means explaining the meaning and significance of data so arranged. It is the evaluation of result obtained from data analysis. It is very useful to the management for decision making purpose.

42

DATA ARE ANALYSED AND INTERPRETED FROM THE POINT OF VIEW OF CONSUMER

Percentage method
Table No.5.1

SEX WISE CLASSIFICATION

SEX MALE FEMALE TOTAL Source: Questionnaire

NO.OF RESPONDENTS 90 30 120

PERCENTAGE 75 25 100.0

Interpretation From the table No. 5.1.shows 75% of chocolate users are male and 25% of respondents are female. So we can conclude that the majority of respondents are men. They give preference to the chocolates.

Chart No: 5.1

43

SEX WISE CLASSIFICATION

Male Female

Table No:5.2

THE AGE WISE CLASSIFICATION

44

AGE GROUP

FREQUENCY

VALID PERCENT

CUMULATIVE PERCENT

Below 15

26

21.66

21.66

15-25 years

59

49.17

70.83

25-30 years

23

19.17

90

30-40 years

7.5

97.5

Above 50 years

2.5

100

Total Source: Questionnaire

120

100.0

Interpretation The above table shows that 49.17% respondents were between the age limit of 15-25 years of age 21.66% of the respondents were below age 19.17% of respondents represented by age group 25-30 years.7.5% people belong to the age group 30-40 years and 2.5% of people were age of above 50.

Chart No: 5.2

45

AGE WISE CLASSIFICATION

Below-15 15-25 years 25-30years 30-40- years Above 50 years

Table No: 5.3

OCCUPATION OF THE RESPONDENTS

46

Opinion Student

Frequency 60

Valid percent 50

Cumulative percent 50

Business man

21

17.5

67.5

Employed

29

24.17

91.67

Housewife

10

8.33

100

Total

120

100.0

Source: Questionnaire

Interpretation The table no 5.3 shows that 50% of respondents were students, employed respondents are 29%, business man respondents are 21% and housewife respondents are only 10%.so here students are give more priority to chocolate products.

Chart No: 5.3

47

OCCUPATION OF THE RESPONDENTS

Student Business man Employed Housewife

48

Table No: 5.4

BRAND PREFERENCE
Opinion Cadbury Frequency 40 Valid percent 33.33 Cumulative percent 33.33

Nestle

37

30.83

64.13

Amul

23

19.17

83.3

CAMPCO

20

16.67

100

Total

120

100

Source: Questionnaire

Interpretation The above table shows 33.33% of respondents prefer Cadbury, 30.83% of respondents prefer nestle, 19.17% of the respondents prefer Amul and 16.67% of the respondents prefer CAMPCO chocolates. Here 16.67% of the consumers like CAMPCO brand.

Chart No: 5.4

49

BRAND PREFERENCE
45 40 35 30 25 20 15 10 5 0 Cadbury Nestle Amul CAMPCO BRAND PREFERENCE

Table No: 5.5

50

AWARENESS OF CAMPCO CHOCOLATES

Opinion Advertisement Sales man Friends Relatives/Neighbors Total Source: Questionnaire

Frequency 28 45 25 22 120

Valid percent 23.33 37.5 20.83 18.33 100

Cumulative percent 23.33 60.83 81.66 100

Interpretation The above table shows the awareness of CAMPCO chocolates. Here 37.5% of respondents aware of CAMPCO chocolates through sales man, 23.33% of respondents aware through advertisements, 20.83% of respondents through their friends and remaining 18.33% of the respondents.

Chart No: 5.5

51

AWARENESS OF CAMPCO CHOCOLATES

45 40 35 30 25 20 15 10 5 0

AWARENESS OF CAMPCO CHOCOLATES

Table No: 5.6

52

FAVOURITE BRAND OF CAMPCO

Brands

Frequency

Valid percent

Cumulative percentage

Melto Mega bite Cream Eclairs Treat Krust Bar Turbo Total

9 18 11 35 9 23 10 5 120

7.5 15 9.17 29.17 7.5 19.17 8.33 4.17 100

7.5 22.5 31.67 60.84 68.34 87.51 95.84 100

Source: Questionnaire Interpretation The above table shows that preferred brands of CAMPCO chocolates. In above table 29.17% of respondents like clairs and the other brands have less importance than clairs.

Chart No: 5.6

53

40 35 30 25 20 15 10 5 0 Melto

FAVORITE BRAND OF CAMPCO

FAVORITE BRAND OF CAMPCO

Mega bite

Cream

Eclairs

Treat

Krust

Bar

Turbo

Table No: 5.7 PRICE OF CAMPCO CHOCOLATE

54

Opinion Poor Average Good Very good Total

Respondents 9 57 44 10 120

Percentage 7.0 44.0 39.0 10.0 100.0

Cumulative percent .07 51.0 90.0 100.0

Source: Questionnaire Interpretation The above table shows the price attribute of CAMPCO chocolate,44% of the respondents opinion was average about price.39% of respondents have the opinion of good only.7% only said it was poor.

Chart No: 5.7

55

PRICE OF CAMPCO CHOCOLATES

60 50 40 30 20 10 0 Poor Average Good Very good PRICE OF CAMPCO CHOCOLATES

Table No: 5.8

56

QUALITY OF CAMPCO CHOCOLATE

Opinion Poor Average Good Very good Total

Respondents 5 35 52 28 120

percentage 4.17 29.17 43.33 23.33 100

Cumulative percent 4.17 33.34 76.67 100

Source: Questionnaire
Interpretation

The above table shows quality of the CAMPCO chocolate. Here 43.33% of respondents commented that quality was good, 23.33% of the respondents said that it is very good, 29.17% said that the quality of CAMPCO chocolate is average. And only 4.17% of the respondents not agreed with its quality. So we can conclude that the quality of chocolate is good.

Chart No: 5.8

57

QUALITY OF CAMPCO CHOCOLATES

60 50 40 30 20 10 0 Poor Average Good Very good QUALITY OF CAMPCO CHOCOLATES

Table No: 5.9

58

BRAND ATTRIBUTES OF THE RESPONDENTS

Respondents Poor Average Good Very good Total Source: Questionnaire 25 47 27 21 120

Valid percent 20.83 39.17 22.5 17.5 100

Cumulative percent 20.83 60 82.5 100

Interpretation
From the above table we could identify 20.83% of the respondents said that brand is poor, 39.17% indicates that it was average, 22.5% indicates that it was good and 17.5% said that it is very good.

Chart No: 5.9

59

BRAND ATTRIBUTES OF CAMPCO

50 45 40 35 30 25 20 15 10 5 0 Poor Average Good Very good BRAND ATTRIBUTES OF CAMPCO

Table No: 5.10

60

Taste of CAMPCO chocolate

Opinion Poor Average Good Very good Total Source: Questionnaire Interpretation

Frequency 8 48 41 23 120

Valid percent 6.67 40 34.17 19.17 100.0

Cumulative percent 6.67 46.67 80.84 100

The above table shows 40% of the respondents have the opinion of CAMPCO chocolate taste were an average, 34.17% of the respondents said that it is good, 19.17% of the respondents said that it is very good and only 6.67% of the respondents said it is poor.

Chart No: 5.10

61

TASTE OF CAMPCO CHOCOLATE

60 50 40 30 20 10 0 Poor Average Good Very good

TASTE OF CAMPCO CHOCOLATE

Table No: 5.11

62

Flavor of CAMPCO chocolate

Opinion Poor Average Good Very good Total Source: Questionnaire Interpretation

Respondents 5 32 47 36 120

Valid percent 4.17 26.67 39.16 30 100

Cumulative percent 4.17 30.84 70 100.0

From the above table we can say that 39.16% of the respondents agree that flavor were good.30% of the respondents said that it is very good and 26.67% and 4.17% of the respondents said it is average and poor respectively.

Chart No: 5.11

63

FLAVOR OF CAMPCO CHOCOLATE

50 45 40 35 30 25 20 15 10 5 0 Poor Average Good Very good FLAVOR OF CAMPCO CHOCOLATE

Table No: 5.12

Package of CAMPCO chocolates

64

Opinion Poor Average Good Very good Total

Source: Questionnaire Interpretation

Respondents 15 51 35 19 120

Valid percent 12.5 42.5 29.17 15.83 100

Cumulative percent 12.5 55 84.17 100

The above table shows the package of CAMPCO chocolates.12.5% of respondents said that it is poor, 42.5% of respondents says it is average, 29.17% of respondents said that it is good, and remaining 15.83% respondents says it is very good.

Chart No: 5.12

65

PACKAGE OF CAMPCO CHOCOLATES

60 50 40 30 20 10 0 Poor Average Good Very good PACKAGE OF CAMPCO CHOCOLATES

Table No: 5.13

Advertisement of CAMPCO chocolate

66

Opinion Poor Average Good Very good Total Source: Questionnaire Interpretation

Respondents 75 26 14 5 120

Valid percent 62.5 21.67 11.67 4.17 100

Cumulative percent 62.5 84.17 95.84 100

The above table shows the advertisement attribute. Here 62.5% of the respondents said that advertisements were poor. 11.67% of the respondents said it was good. So we can conclude that advertisement of CAMPCO chocolate is very poor.

Chart No: 5.13

67

ADVERTISEMENT OFCAMPCO CHOCOLATES

80 70 60 50 40 30 20 10 0 Poor Average Good Very good ADVERTISEMENT OFCAMPCO CHOCOLATES

Table No: 5.14

68

Taste& preference of CAMPCO chocolates

Opinion Very sweet Less sweet Bitter sweet Bitter Total

Respondents 24 38 29 29 120

Valid percent 20 31.67 24.17 24.17 100

Cumulative percent 20 51.67 75.84 100

Source: Questionnaire Interpretation Here the table shows the taste and preference of the CAMPCO chocolates. In this 20% like very sweet, 38% of the respondents like less sweet chocolate, 24.17% of the respondents like bitter sweet chocolate and remaining 24.17% of the respondents like bitter chocolate.

Chart No: 5.14

69

TASTE & PREFERENCE OF CAMPCO CHOCOLATES

40 35 30 25 20 15 10 5 0 Very sweet Less sweet Bittersweet Sweet TASTE & PREFERENCE OF CAMPCO CHOCOLATES

Table No: 5.15

FACTORES AFFECTING PURCHASES

70

Opinion Price Taste Availability Quality Total

Frequency 26 29 18 47 120

Valid percent 21.67 24.17 15 39.17 100

Cumulative percent 21.67 45.84 60.84 100

Source: Questionnaire Interpretation The above table shows that the factors affecting the purchase of the CAMPCO chocolates. Here 21.67% of respondents said that price is one factor, 24.17% respondents says taste of the chocolate is also an important factor, 15% supports availability of the product, and 39.17% says quality of the product.

Chart No: 5.15

71

FACTORS AFFECTING PURCHASES

Price Taste Availability Quality

72

FINDINGS, SUGGESTIONS AND CONCLUSIONS.

FINDINGS AND SUGGESTIONS

73

The main objective of this survey was to understand the consumers behavior and satisfaction level toward CAMPCO chocolates. These results are reported in the large interest of consumers as well as in the context of CAMPCO. Here I am observed some of the facts; they are enumerated below, and also highlight the major findings that have been derived from the analysis of data from the previous chapter. After analyzing and interpreting the data in the previous chapter the following findings have been collected.

FINDINGS
It is found out the consumers give more preference to quality and brand name while buying chocolates. They are not price sensitive. Advertisement, especially on TVs includes consumers to buy chocolates of a particular brand. But unfortunately, CAMPCO does not spend more money on advertisements in TV. Most of the consumers buy chocolates for their personal consumption. The main competitors of the CAMPCO are Cadbury and Nestle. With regard to the awareness of respondents towards CAMPCO chocolates, 95% of the respondents were aware and the remaining 5% were not aware about the CAMPCO brand. Publicity plays an important role in promotion. Most of the respondents become aware of CAMPCO chocolates through publicity. The rating of the various brands of chocolates manufactured by CAMPCO was good. Most of internal respondents are students Most of the internal respondents believe that there is an increase in the demand of CAMPCO chocolates over the past years. The study reveals that majority of respondents have the habit of eating chocolates. The study shows that majority of respondents purchase the brand such as clairs, krust, cream etc. Majority of respondents feel that Cadbury is the best brand.

74

Limitations of the study

In attempt to make this project authentic and reliable, every possible aspect of the topic was kept in mind. Nevertheless, despite of fact constraints were at play during the formulation of this project. The main limitations are as follows: true. The sample size taken for the study is only 120 which is very small number.

Due to limitation of time only few people were selected for the study. So the sample of consumers was not enough to generalize the findings of the study. People were hesitant to disclose the true facts. The study conducted only in Mangalore, Kasaragod. So the findings may not be

SUGGESTIONS
Based on the study following are the suggestions made. The organization should give much importance to advertisements, which will promote the consumers to buy CAMPCO products. They have to try to follow relationship marketing. The CAMPCO should improve its distribution channels and make sure that its chocolates are available in most of the local shops. Sales promotion should be increased to make products more accessible to the customers. Now a days consumer prefers to have innovative products. CAMPCO should try to introduce new types of chocolates like; clairs where the inner portion can be filled with gel like substance as can be seen in centre fresh chewing gum, with different flavors. By this CAMPCO can capture the market. Improvement on the brand image of the chocolate is desired. To do co-operate level marketing by approaching various firms having good presence in the domestic market.

75

Television is the suitable media for advertising, so the company has to increase the advertisement in television to promote sales. Try to improve the package of product. Road show and promotion campaign to be undertaken system linked with local marketing channels. To appoint a global brand ambassadors in all the states, where the company presence is there. A firm can create confidence in the minds of the consumers about the quality, durability.etc, by grading and standardizing its products.

76

CONCLUSION

Conclusion The Campo Ltd., as a "Co-operative" is a success story of the people, by the people for the people and successful implementation of the vision and values of all the great founders of this country, like Mahatma Gandhi. The early 1970's showed a glut in the market and thereby the price of areca nut came down sharply and consequently the growers were put into misery and hardship. The solution for this crisis was found in the birth of 'Campo' on 11th July 1973 and established itself as a multi state co-operative - a joint venture of the states of Karnataka and Kerala.
77

CAMPCO a brand name that people have come to trust through their own experience.

78

79

BIBLOGRAPHY
BIBLOGRAPHY
Philip kotler marketing management 12th edition, prentice-hall India publications. CAMPCO at a glance

Websites www.campco.org www.google.com www.wkipedia.com

80

81

ANNEXURE

ANNEXURE

QUESTIONNAIRE

Dear sir/Madam, I SUDHEESH KUMAR A second year MBA student of HINDUSTHAN COLLEGE OF ARTS AND SCIENCE, COIMBATORE (HICAS), affiliated to BHARATIAR UNIVERSITY, have to submit a project report as a partial requirement of MBA program. I solicit your assistance in

82

conducting a study on THE CUSTOMER PREFERENCE TOWARDS CAMPCO PRODUCTS.

1. Name (optional): 2. Gender: Male 3. Qualification SSLC Degree 4. Occupation: Business Student Home maker 5. Do you eat chocolate? Yes no Executive Service others Female : Plus two PG/Professionals

6. Which companys chocolate you prefer the most? Nestle CAMPCO Cadbury Amul

7. Why do you prefer this chocolate brand? Taste Price

83

Availability

Quality

8. Have you heard about CAMPCO chocolates ? Yes No

9. Have you consumed CAMPCO chocolates? Yes No

10. Are you satisfied by the price of CAMPCO chocolates? Yes No No

11. Your view regarding the taste of the CAMPCO chocolates? Very good Good satisfactory poor

12. How did you come to know about CAMPCO chocolates? Advertisements Salesman friends relatives/neighbors

13. Have you seen any banners or hoarding of CAMPCO in the market? Yes no

14. Have you seen any advertisements of the CAMPCO? Yes If yes, in which? TV Internet newspaper no

84

15. Which chocolates do you prefer the most under CAMPCO? Brand Melto Mega bite Cream Eclairs Treat Krust Bar Turbo Respondents

16. What is your opinion about the package of the CAMPCO chocolates? Very good Good satisfactory poor

17. What is your opinion about the quality of the CAMPCO chocolates? Very good Good satisfactory poor

18. What sort of texture you prefer in your chocolate? Very sweet Bitter sweet less sweet bitter

19. How do you rate the attributes mentioned below on four point of scale? POOR BRAND PRICE TASTE
85

AVERAGE

GOOD

VERY GOOD

FLAVOUR QUALITY COLOR ADVERTISEMENT

86