Perception of Consumers towards Cadbury and Nestle

The chocolate industry of India is dominated by two large companies: Cadbury and Nestle. Both of the companies have a wide range of products. Cadbury has a greater market share than Nestle. Cadbury owns around 67% of the chocolate industry while Nestle owns around 21%. But both the companies provide relatively the same kind of product. Cadbury sells perk and at the same time Nestle sells munch which is relatively same as perk both in taste as well as price. There are many such product which are relatively the same. So the main aim of the research paper is to define the various factors which can play a major role in the decision making process of the consumer for the selection of the brand of the chocolate. The major factors that can influence the selection of a particular brand can include price of the product, taste of chocolate, availability of the product, different variations in the product, the way the product is promoted and the influence of promoting a product by a famous celebrity. So we conducted a survey to know about how can selection of a particular brand of chocolate: Cadbury or Nestle can differ based on the above and many other factors. The result of the survey along with conclusions is provided at the end of the paper.