Vol. 11, Special Issue 6 (2022)

Author(s):
Prashant Raj, Amit Kumar, Jayant Zechariah and Dr. Pratyasha Tripathi

Abstract:
The present study was conducted in Samastipur district of Bihar among 120 users of Chocolates to study about consumer preference towards Cadbury and Nestle Chocolates. Face-to-face interviews of customers at markets in Samastipur yielded data on consumers taste and preferences, quantities purchased, brand preference and prices paid for chocolates. Purchase behaviour indicated that mostly college students and children purchase chocolates. Data were fitted to demand equations to determine the factors affecting purchase of chocolates. Health focused environment significantly influenced consumer purchases. Consumer perceptions of product characteristics such as packaging, nutritional value, and size do not appear to significantly influence chocolates purchase patterns. However, advertisements, doctors advice, suggestion from friends and brand ambassadors were important determinants affecting purchase of chocolates. The major constraints on marketing of chocolates were competition from new snacks, limited audience, price range and consumer conscious about health ranks.