A COMPARATIVE STUDY OF CONSUMER PREFERENCE AND BUYING BEHAVIOUR TOWARDS CHOCOLATES WITH SPECIAL REFERENCE TO JAMMU CITY
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Date
2018-09
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Sher-e-Kashmir University of Agricultural Sciences and Technology of Jammu, Jammu
Abstract
The present study investigation entitled “A COMPARATIVE STUDY OF CONSUMER PREFERENCE AND BUYING BEHAVIOUR TOWARDS CHOCOLATES WITH SPECIAL REFERENCE TO JAMMU CITY” was carried out on the basis of primary as well as secondary data. 150 respondents from Jammu district were selected to conduct the study. Convenience sampling tools were used in the study.
From the study, it is revealed that 57.33 per cent respondents preferred Cadbury chocolate brand, 29.33 percent preferred Nestle brand chocolate and 13.33 per cent preferred brand Amul chocolate. The study also revealed that quality products ranks 1 when ranked according to the garret ranking in the all the selected brands for the study.
Study also revealed that among the various sub brands of Cadbury chocolate that were preferred by the consumers, it is concluded that 37.21 per cent respondents have preferred Dairy milk chocolate, 20 (23.26 per cent) preferred celebration chocolate followed by other sub brands of Cadbury. It is also revealed from the study that among the various sub brands of Nestle chocolate that were preferred by consumers, it is concluded that 16 respondents (36.36 per cent) have preferred milky bar chocolate, 27.27 per cent preferred Kit –Kat chocolate followed by other sub brands of the Nestle. It is also revealed from the study that among the various sub brands of Amul chocolate that were preferred by consumers, it is concluded that 9 respondents (45 per cent) have preferred Amul fruit & nut chocolate, 25 per cent preferred milk chocolate followed by other sub brands of Amul.
Perusal of the study revealed that 50 per cent of respondents believed that famous personality influences buying decision of respondents towards a particular brand of chocolates while 30.67 per cent said no and 19.33 per cent were not completely sure about it. From the study it is concluded that 26.67 per cent respondents purchase chocolates from retail market, followed by 16.00 per cent from super market and 12.67 per cent from departmental stores.
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