International Journal of Current Research and Modern Education (IJCRME)

Impact Factor: 6.925, ISSN (Online): 2455 - 5428

(www.rdmodernresearch.com) Volume 3, Issue 1, 2018
COLLEGE STUDENTS LEVEL OF AWARENESS TOWARDS
CADBURY & NESTLE BAR CHOCOLATES
Dr. R. Manikandan* & A. Ramkumar**
* Assistant Professor, PG and Research Department of Commerce, NGM College,
Pollachi, Coimbatore, Tamilnadu
** M.Phil Scholar, PG and Research Department of Commerce, NGM College, Pollachi,
Coimbatore, Tamilnadu
Cite This Article: Dr. R. Manikandan & A. Ramkumar, “College Students Level of Awareness towards
Cadbury & Nestle Bar Chocolates”, International Journal of Current Research and Modern Education, Volume
3, Issue 1, Page Number 400-403, 2018.
Copy Right: © IJCRME, 2018 (All Rights Reserved). This is an Open Access Article distributed under the
Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any
medium, provided the original work is properly cited.
Abstract:
“Marketing starts and ends with consumer”. In olden days peoples celebrated the important functions
with sweets and confectionaries. Important events like birthday, wedding day, school and college days or any
other celebrations is started with a branded chocolates. In the olden days there were unorganized industries to
make chocolates like homemade chocolates. Among all customers college students play a vital role in buying
chocolates. Many companies had variety of chocolates with different flavors, size, price, quality, etc. There are
innumerous companies making and selling chocolates of them these two companies play a dominant role in the
industry .that is why products of these two brands are taken into consideration. The present study is focused on
college students level of awareness towards Cadbury and nestle bar chocolates, it is found that majority of the
college students prefer dairy milk, silk and five star chocolates from Cadbury products and kit Kat, munch,
milky bar chocolates from nestle products. Sample college students often like to have chocolates with good
flavor, quality hard form.
Key Words: Customer Awareness, Preference, Cadbury & Nestle Bar Chocolates
Introduction:
“Marketing starts and ends with consumer”. In olden days peoples celebrated the important functions
with sweets and confectionaries. It was just like sugar, but in the modern days our youngsters celebrate the
functions with chocolates instead of sweets and confectionaries. Chocolates occupy a pivotal role in the
industry. Important events like birthday, wedding day, school and college days or any other celebrations is
started with a branded chocolates. In the olden days there were unorganized industries to make chocolates like
homemade chocolates. But when days passed many companies core with variety of chocolates to attract the
customers in India there are plenty of companies to make and market chocolate. It does not mean kids alone
would like to taste chocolates. Nowadays people even at the 80 & 90 are interested in tasting chocolates. Still
college students maintain a difference in the universe to prefer and taste chocolates.
Review of Literature:
Ankita Singh (2012) made a study on “Brand Image Measurement towards Cadbury Dairy Milk”. The
main objective of the study is to increase the consumption and encourage the usage of CPM as an integral part
of sweets. Primary data are collected through interview method with the sample size of 140 respondents. Tools
like BAV analysis were used for this study. The outcome of the study reveals that CPM is a universally accepted
brand that instigates a childlike behavior and happiness among all the age groups.
Poateek Pawar (2016) conducted a study entitled “Consumer Behavior towards Dairy Milk
Chocolates”. The main objective of the study is to study the consumer behavior towards chocolates with
reference to dairy milk and to understand the buying pattern of the consumers of dairy milk. The study involves
both primary and secondary data. The primary data were collected through questionnaire with the sample size of
100 respondents by using simple random convenience sampling method. The outcome of the study reveals that
the consumers are satisfied with the product. Consumers are also pleased for the sugar free chocolates because
they want a product to be more benefit to them as well as concerned about the health.
Karthikeyan (2017) conducted a research, consumer satisfaction towards dairy milk chocolate. Need
for the study is to find satisfaction level of customer towards dairy milk. By adopting random sampling method
primary data were collected through questionnaire with 100 respondents. The finding of the study include that
overall satisfaction level among the customers is more than 40%.
Statement of the Problem:
In the competitive world each and every day the consumer attitude and thoughts may change to prefer
the product for our comfortable using’s. It depends on price, quality, taste, flavor, brand and image, competitive
products, attractiveness, and varieties etc. many times the consumer cannot identify the reasons for his
satisfaction due to the problems of price change and reducing the quantities, competitive products, quality of
product and purchasing behavior of products. This study make an attempts to focus on college student’s
awareness towards Cadbury and nestle bar chocolates. This study aims to analyze the questions given below:

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 International Journal of Current Research and Modern Education (IJCRME)
Impact Factor: 6.925, ISSN (Online): 2455 - 5428
(www.rdmodernresearch.com) Volume 3, Issue 1, 2018
 How do the college students come to know the arrival and availability if various branded chocolates?
 Which brand chocolates is preferred most by college students while purchasing bar chocolates?
 What is the status and impact of the students to take the decision for choosing and purchasing the
Cadbury & nestle bar chocolates?
Objectives of the Study:
The following are the broad objectives of the study:
 To know about the level of awareness among college students towards Cadbury & nestle bar
chocolates.
Methodology:
The present study is based on the primary data. The required primary data are collected through well
structured questionnaires issued to 250 college students of them 29questionnaires are found to unsuitable hence
the final sample size is 221.secondary data are collected through website, magazines, etc. framework of analysis
the data collected were analyzed with the help of statistical tools like simple percentage and chi-square test.
Findings:
Socio-Economic Profile of the Sample Respondents:
The Following Table1 explain about the Personal Information of the selected respondents
Table 1
Personal Profile Number of Respondent Percentage
Area of Residence
Semi-urban 83 37.56
Rural 138 62.44
Age
17 years-20 years 171 77.38
22 years-23 years 39 17.64
24 years-26 years 11 4.98
Gender
Male 64 28.96
Female 154 69.68
Educational Qualification
Under graduate 172 77.82
Post graduate 37 16.74
professional 12 5.43
Occupation of the Parents
Agriculture 83 37.56
Business 31 14.02
Salaried 93 42.08
Professional 10 4.52
Retired 2 0.90
House wife 2 0.90
Marital Status
Married 11 4.98
Unmarried 210 95.02
Type of Family
Joint 45 20.36
Nuclear 176 79.64
Number of Members in the Family
Up to 3 39 17.65
4 129 58.37
5 30 13.58
Above 5 23 10.40
Pocket Money Per Month
Up to Rs.500 177 80.09
Rs.501-Rs. 1,000 22 9.95
Rs.1,001-Rs.1,500 11 4.98
Above Rs.1,500 11 4.98
Source: Primary Data
Majority 138 (62.4%) customers belong to rural area. Most of the students belong to the Age group of
17-20 years. Majority 154 (71%) customers are female customer. Majority 172 (77.8%) of them are doing ug
level. The parents of most 93(42.1%) of the students are salaried employees. Majority 210 (95%) customers are

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 International Journal of Current Research and Modern Education (IJCRME)
Impact Factor: 6.925, ISSN (Online): 2455 - 5428
(www.rdmodernresearch.com) Volume 3, Issue 1, 2018
unmarried. Majority 176 (79.6%) customers are from nuclear family. Majority 129 (58.4%) are having 4
members in their family. Majority 177 (80%) customers are receiving pocket money up to Rs. 500 per month.
Determinants of Level of Awareness:
Chi square test has been applied to find out the association between selected personal profiles and
awareness index about Cadbury & nestle bar chocolates:
The results are presented in the following paragraph
H0=personal profile does not influence with level of awareness
Table 2: Association between personal profile and awareness towards Cadbury & nestle bar chocolates
Calculated Chi Table Significant/ Hypothesis
Personal Profile
Square Value Value@5% Level Insignificant Accept/Reject
Area of residence 0.618 5.991 Insignificant Accept
Age 5.338 9.448 Insignificant Accept
Gender 0.714 5.991 Insignificant Accept
Educational qualification 3.643 9.448 Insignificant Accept
Occupation of parents 21.23 18.30 Insignificant Accept
Marital status 1.150 5.991 Insignificant Accept
Type of family 8.069 5.991 Significant Reject
Number of members in the
3.852 12.592 Insignificant Accept
family
Pocket money 18.569 12.592 Significant Reject
Source: Primary Data
The above table 2 reveals that there is a significant association between Type of family and level of
awareness, pocket money and level of awareness. Insignificant association is found among Area of residence,
Age, Gender, Educational qualification, Occupation, Marital status, Number of members in the family and level
of awareness. Chi square test has been employed to find out the association between personal profiles and
awareness towards features of Cadbury & nestle bar chocolates:
H0=personal profile does not influence with level of awareness
Table 3: Association between personal profile and awareness towards feature of Cadbury & nestle bar
chocolates
Calculated Chi Table Significant / Hypothesis
Personal Profile
Square Value Value@5% Level Insignificant Accept/Reject
Area of residence 5.444 5.991 Insignificant Accept
Age 6.658 9.448 Insignificant Accept
Gender 2.814 5.991 Insignificant Accept
Educational qualification 11.178 9.448 Significant Reject
Occupation of parents 12.756 18.307 Insignificant Accept
Marital status 0.576 5.991 Insignificant Accept
Type of family 7.726 5.991 Significant Reject
Number of members in
7.708 12.592 Insignificant Accept
the family
Pocket money 4.651 12.592 Insignificant Accept
Source: Primary Data
The above table 2 shows that there is an association between Educational qualification and Type of
family. Insignificant association is found among Area of residence, Age, Gender, Occupation, Marital status,
Number of members in the family, pocket money and level of awareness.
Suggestion:
Suggestions to Customers:
 Customers must read the information given in the label.
 They should know the promotional offers and discounts of chocolates.
Suggestions to Merchants:
 In most of the shops chocolates are kept at showcases but it is suggested to keep the chocolates in
refrigerator so that chocolates will not melt.
 They should maintain stock of most demanded bar chocolates.
Suggestions to Manufactures:
 Company should concentrate more on the advertisement new chocolates varieties.
 All varieties must be made available in all areas.
Conclusion:
The present study is focused on college students level of awareness towards Cadbury and nestle bar
chocolates, it is found that window display in the departmental stores, cinema theaters etc and advertisements is

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 International Journal of Current Research and Modern Education (IJCRME)
Impact Factor: 6.925, ISSN (Online): 2455 - 5428
(www.rdmodernresearch.com) Volume 3, Issue 1, 2018
TV and cinema halls can enrich the level of awareness among college students advertisements in social media
like facebook, youtube, etc,. can also enhance level of awareness above the popular branded chocolates.
References:
1. Ankita Singh, Arunachalam Ramanathan, Gaurav Talwar and Zeeshan Mohammad (2012), “Brand
Image Measurement-Cadbury Dairy Milk”, source: www.slideshare.net
2. Anupama Singh (2016), “Consumer Preference towards Nestle Chocolates and Cadbury”, source:
www.slideshare.net.
3. Dr. K. Veerakumar, “Consumer Behavior and Factors Influencing Purchase Decision of Durable
Goods”, International Journal of Computational Research and Development, Volume 2, Issue 2, Page
Number 7-10, 2017.
4. Jasdeep Singh Kandkari (2017), “Study of Consumer Preference towards Cadbury and nestle
chocolates”, source: www.scribed.com.
5. Karthikeyan (2017), “A Study on Consumer Satisfaction towards Dairy Milk Chocolate with special
reference to Uthamapalyam City”, Innovative Business Practice in Technological Era, ISSN: 2319-
7668, pp-54-57.
6. Shendage (2012), “A Comparative Study on Consumer Preference towards Cadbury and Nestle
Chocolates”, International Journal of Business Management Tomorrow, ISSN no-2231-5063, vol-1

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