A PROJECT REPORT ON
EFFECTIVENESS OF AMUL CHOCOLATES EFFECTIVENESS ADVERTISEMENT on CONSUMER BEHAVIOUR TOWARDS ITS SALES
PREPARED AND PRESENTED by
R.SATHYAPRIYADHARSHINI
ACKNOWLEDGEMENT
Words are insufficient to express my gratitude toward ____________, I would like to give my heartily thanks to _________________, Manager of Administration, who permitted me to do this project. I am very thankful to _________________, who helped me at every step whenever needed and _______________who arranged all possible AMUL. visits for me at AMUL
However, I accept the sole responsibility for any possible error of omission and would be extremely grateful to the readers of this project report if they bring such mistakes to my notice.
At last but not least my grateful thanks is also extended to ________ and my thanks to all my faculty members for the proper guidance and assistance extended by them. I am also grateful to my parents, friends, _______________to encourage & giving me moral support.
1
ACKNOWLEDGEMENT
Words are insufficient to express my gratitude toward ____________, I would like to give my heartily thanks to _________________, Manager of Administration, who permitted me to do this project. I am very thankful to _________________, who helped me at every step whenever needed and _______________who arranged all possible AMUL. visits for me at AMUL
However, I accept the sole responsibility for any possible error of omission and would be extremely grateful to the readers of this project report if they bring such mistakes to my notice.
At last but not least my grateful thanks is also extended to ________ and my thanks to all my faculty members for the proper guidance and assistance extended by them. I am also grateful to my parents, friends, _______________to encourage & giving me moral support.
1
CONTENTS
Sr. No.
Chapter Name
1.
Introduction of Chocolate
2.
Introduction & History of Amul
3.
Research Methodology
4.
Research Design
5.
Limitations & Literature review
6.
Data Analysis & Findings
7.
Suggestions
8.
Conclusion
9. Bibliography
2
3
INTRODUCTION AND HISTORY OF AMUL
4
INTRODUCTION AND HISTORY OF AMUL In the year 1946 the first milk union was established. This union was started with 250 liters of milk per day. In the year 1955 AMUL was established. In the year 1946 the union was known as
KAIRA
DISTRICT CO-OPERATIVE MILK PRODUCERS UNION . This union
selected the brand name AMUL in 1955. The brand name Amul means AMULYA. This word derived form the Sanskrit word AMULYA which means PRICELESS. A quality control expert in Anand had suggested the
brand name AMUL. Amul products have been in use in millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made Amul a leading food brand in India. (The total sale is Rs. 6 billion in 2005). Today Amul is a symbol of many things like of the high-quality products sold at reasonable prices, of the genesis of a vast co-operative network, of the triumph of indigenous technology, of the marketing savvy of a farmers' organization. And have a proven model for dairy development (Generally known as ANAND PATTERN).
In the early 40s, the main sources of earning for the farmers of Kaira district were farming and selling of milk. That time there was high demand for milk in Bombay. The main supplier of the milk was Polson dairy limited, which was a privately owned company and held
monopoly over the supply of milk at Bombay from the Kaira district. This system leads to exploitation of poor and illiterates farmers by the 5
private traders. The traders used to beside the prices of milk and the farmers were forced to accept it without uttering a single word.
However, when the exploitation became intolerable, the farmers were frustrated. They collectively appealed to Sardar Vallabhbhai Patel, who was a leading activist in the freedom movement. Sardar
Patel advised the farmers to sell the milk on their own by establishing a co-operative union, Instead of supplying milk to private traders. Sardar Patel sent the farmers to Shri Morarji Desai in order to gain his cooperation and help. Shri Desai held a meeting at Samarkha village near Anand, on 4th January 1946. He advised the farmers to form a society for collection of the milk.
6
These village societies would collect the milk themselves and would decide the prices at which they can sell the milk. The district union was also form to collect the milk from such village co-operative societies and to sell them. It was also resolved that the Government should be asked to buy milk from the union.
However, the govt. did not seem to help farmers by any means. It gave the negative response by turning down the demand for the milk. To respond to this action of govt., the farmers of Kaira district went on a milk strike. For 15 whole days not a single drop of milk was sold to the traders. As a result the Bombay milk scheme was severely affected. The milk commissioner of Bombay then visited Anand to assess the situation. Having seemed the condition, he decided to fulfill the farmers demand.
Thus their cooperative unions were forced at the village and district level to collect and sell milk on a cooperative basis, without the intervention of Government. Mr. Verghese Kurien showed main interest
in
establishing
union
who
was
supported
by
Shri
Tribhuvandas Patel who lead the farmers in forming the Co-operative
unions at the village level. The Kaira district milk producers union was thus established in ANAND and was registered formally on 14th December 1946. Since farmers sold all the milk in Anand through a
co-operative union, it was commonly resolved to sell the milk under the brand name AMUL.
7
At the initial stage only
250
liters of milk was collected everyday.
But with the growing awareness of the benefits of the cooperativeness, the collection of milk increased. Today Amul collect 11 lakhs liters of milk everyday. Since milk was a perishable commodity it becomes difficult to preserve milk flora longer period. Besides when the milk was to be collected from the far places, there was a fear of spoiling of milk. To overcome this problem the union thought out to develop the chilling unit at various junctions, which would collect the milk and could chill it, so as to preserve it for a longer period. Thus, today Amul has more than 150 chilling centers in various villages. Milk is collected from almost 1073 societies.
With the financial help from UNICEF, assistance from the govt. of New Zealand under the Colombo plan, of Rs. 50 millions for factory to manufacture milk powder and butter was planned. Dr.Rajendra
8
Prasad, the president of India laid the foundation on November 15, 1954. Shri Pandit Jawaharlal Nehru, the prime minister of India
declared it open at Amul dairy on November 20, 1955.
PEOPLE POWER: AMUL'S SECRET OF SUCCESS
The system succeeded mainly because it provides an assured market at remunerative prices for producers' milk besides acting as a channel to market the production enhancement package. What's more, it does not disturb the agro-system of the farmers. It also enables the consumer an access to high quality milk and milk products. Contrary to the traditional system, when the profit of the business was cornered by the middlemen,
9
the system ensured that the profit goes to the participants for their socio-economic upliftment and common good.
Looking back on the path traversed by Amul, the following features make it a pattern and model for emulation elsewhere.
Amul has been able to:
y
Produce an appropriate blend of the policy makers farmers board of management and the professionals: each group appreciating its rotes and limitations,
y
Bring at the command of the rural milk producers the best of the technology and harness its fruit for betterment.
y
Provide a support system to the milk producers without disturbing their agro-economic systems,
y
Plough back the profits, by prudent use of men, material and machines, in the rural sector for the common good and betterment of the member producers and
y
Even though, growing with time and on scale, it has remained with the smallest producer members. In that sense. Amul is an example par excellence, of an intervention for rural change.
The Union looks after policy formulation, processing and marketing of milk, provision of technical inputs to enhance milk yield of animals, the artificial insemination service, veterinary care, better feeds and the like all through the village societies. Basically the union and cooperation of
10
people brought Amul into fame i.e. AMUL (ANAND MILK UNION LIMITED) , a name which suggest THE TASTE OF INDIA.
Plants
First plant is at ANAND, which engaged in the manufacturing of milk,
butter, ghee, milk powder, flavored milk and buttermilk.
Second plant is at MOGAR, which engaged in manufacturing
chocolate, nutramul, Amul Ganthia and Amul lite.
11
Third plant is at Kanjari, which produces cattelfeed.
Fourth plant is at Khatraj, which engaged in producing cheese.
12
Today, twelve dairies are producing different products under the brand name Amul. Today Amul dairy is no. 1 dairy in Asia and no. the world, which is matter of proud for Gujarat and whole India.
13
2
in
BOARD MEMBERS
Shri Ramsinh Prabhatsinh Parmar
Chairman
Shri Rajendrasinh Dhirsinh Parmar
Vice-Chairman
Shri Dhirubhai Amarsinh Zala
Director
Smt. Mansinh Kohyabhai Chauhan
Director
Shri Maganbhai Gokalbhai Zala
Director
Shri Shivabhai Mahijibhai Parmar
Director
Shri Pravinsinh Fulsinh Solanki
Director
Shri Chandubhai Madhubhai Parmar
Director
Shri Bhaijibhai Amarsinh Zala
Director
Shri Bipinbhai Manishankar Joshi
Director
Smt. Sarayuben Bharatbhai Patel
Director
Shri Ranjitbhai Kantibhai Patel
Director Managing
Shri B. M. Vyas
Director G.C.M.M.F District
Shri Deepak Dalal
Registrar Managing
Shri Rahul Kumar
Director
14
ADVERTISEMENT FOR AMUL
15
RESEARCH METHODOLOGY
16
RESEARCH OBJECTIVES
To
know the relationship of sales with the advertisement.
To
know awareness of people towards Amul chocolates.
To
know in which segment chocolates are mostly like/preferred.
To
know which advertisement tool is mostly preferred by people.
To
know the preference of Amul chocolates with comparison to
Other competitive brands.
To
know the factors which affects consumers buying behaviour
to purchase chocolates.
3. LITERATURE REVIEW OF AMUL CHOCOLATES: y
A study conducted on amul chocolates of the market for
confectionery products in India.A report prepared for the National Confectioners Association January, 2005 y
y
A report prepared for The National Confectioners Association Report prepared by mitalishah19 Date Submitted: 09/03/2011
To Analyze Sales of Dairy Products Amongst Unorganized Retailers and Concept Testing of Aseptic milk in Pouch for Amul in Pune and PCMC region.´ ³
17
Post Graduate Diploma in Management (Marketing) By SHASHANK SHEKHAR AGARWAL y
y
y
Study conducted for amul at Indira School of Business Studies, Tathawade, Pune 411033 Report prepared by zebrarhino Data submitted: 10/7/2010 DESSERTATION REPORT ON INDIAN CHOCOLATE INDUSTRY OF AMUL´ Submitted by Ankur arora (MBA) AMITY INTERNATIONAL BUSINESS SCHOOL (AMITY UNIVERSITY,NOIDA, Sec-44.) ³
Sales and distribution management of AMUL SUBMITTED By: Nirmay Abichandani M-09-01 Dilip Pawara M-09-38
y
y
y
MICRO ANALYSIS OF AMUL & GUJARAT COOPERATIVES OF MILK MARKETING FEDERATION Submitted by: Rashid Ali. Rukmini Devi Institute of Advanced Studies (Aff. To Guru Gobind Singh Indraprastha University)
EFFECTIVENESS OF CHOCOLATE ADVERTISEMENT TOWARDS ITS SALES´ KAIRA DISTRICT CO-OPERATIVE MILK PRODUCESµUNION LIMITEDANAND submitted by: chandraj 1st may to june 30th ³
Amul taste of india Submitted by: 666 preran88 Date of submitted:02/07/2011 Dept of Management GFGC, Mysor e
y
AMUL
CHOCOMINIS By: anmol.rao Nov 03, 2008
18
y
y
y
y
y
y
y
amul chocolate are really amulya By: mdtabishnasim Aug 19, 2007 Master in business administrative Of Doon Business SchoolDehradunProject r epor t ³OnMARKET RESEARCH WITH REFERENCE TO Amul Chocolate´ Lt.Col.(Dr .) Anirudh tomarMBA 2nd Semester Dir ector Doon Business School DOON BUSINESS SCHOOL
A study on penetration amul chocolates in retail outlets of pune city´ This study is conducted from 8th june 09 to 8th august 09 By: sumeet singh jasrotia PGDM,ASOMA,Asian school of management studies ³
Business Strategies for Managing Complex Supply Chains in Large Emerging Economies: The Story of AMUL Pankaj Chandra Devanath Tirupati Indian Institute of Management Vastrapur, Ahmedabad 380015 India
[email protected] [email protected] Revised April 2003 Summer internship PROJECT Post Graduate Diploma in Business Management, Report on Identifying factors behind decreasing market share of amul chocolate and study of consumer behavior Submitted by :-Arpita Gupta PGDM,Summer Internship Report, PGDM 09-11 | 1 Amul products in india, Submitted by: pinkykh. Date submitted: 4/18/2010
Effectiveness of advertising in amul chocolates,
[email protected], Submitted by: BK Mehata. Date: 3/06/2005 19
RESEARCH INSTRUMENT USED - DETAILS & WHY?
The data collected for this project is Questionnaire
Questionnaire in the project consists of:
Multiple choice questions
Dicthomus
Open ended question
SAMPLING TECHNIQUE USED & SAMPLE SIZE
SAMPLING METHODS
The whole city of Madurai was divided into some geographical areas and I have chosen annanagar, k.k nagar, periyar, gowripalayam, south masi street, west masi street, bypass road, villapuram .
The total sample size was 197.
CLUSTER SAMPLING
Here the whole area is divided into some geographical area and a definite number of consumers were to be surveyed.
CONVINIENCE SAMPLING
This type of sampling is chosen purely on the basis of convenience and according to convenience.I visited Gymnasium.
20
Superstores, Theatres and
SAMPLING
1. Sampling Technique
: Non probability sampling (A non probability sampling technique is that in which each element in the population does not have an equal chance of getting selected)
2. Sample Unit
: People who buy chocolates available in retail outlets, superstores, etc
3. Sample size
: 197 respondents (Age ranging between 15 yrs to 65 yrs)
4. Method
: Direct interview through questionnaire.
5. Data analysis method
: Graphical method.
6. Area of survey
: Madurai District.
FIELD WORK- METHOD USED FOR DATA COLLECTION
y
Questionnaire was prepared keeping the objective of research in mind.
21
y
Questions were asked to respondents as regards to there willingness to purchase Chocolates.
y
The help of questionnaires conducted direct interviews, in order to get accurate information.
y
In order to get correct information I had to approach consumers ranging from 15 yrs to 65 yrs.
y
I visited as many respondents as I can and asked them their real likings about any chocolate and also got an idea, How a chocolate should be?
y
In order to collect accurate information I visited to Superstores, Theatres and Gymnasium, each and every question was filled
personally by the respondents and checked properly.
22
DATA ANALYSIS AND FINDINGS
23
PRIMARY TABULATION & INTERPRETATION
[1] What kind of Chocolate do you eat? Branded Non branded
92 % 08%
INFERENCE 92% respondents in the region of Madurai consume Branded Chocolates, while 8% still consume non branded.
24
[2]
Who uses chocolates in your family? Children Teenager Young Old
34 % 33 % 26 % 07 %
CHOCOLATE
USERS
7% 0% Children
35%
26%
Teenager
Young Old
32%
INFERENCE
Mostly children & teenagers likes chocolates in their families. So we should give stress on children & tenager segment to increase market share. Young people also using chocolates for consuming & for giving as a gift.
25
[3]
What form of Chocolate do you like? Cookies Bar Wafer Other
14% 60% 20% 06%
Form
of chocolate
6%
14%
20%
Cookies Bar Wafer Other
60%
INFERENCE
The above diagram suggest that the most preferred form is bar i.e. 60%, followed by wafer i.e. 20%, Cookies are all time favorites with 14% while other forms are preferred to the extent of 6%.
26
[4]
Which Television channel you like to watch most?
STAR VIJAY ZEE TAMIL SUN TV CARTOON Others
97 15 30 30 25
T.V.CHANNEL
Others
PREFERENCE
25
Cartoon
30
Sony
30
Zee
15 97
Star 0
20
40
60
80
100
120
INFERENCE Mostly people like STAR VIJAY channel. This channel is very popular among all the age group people. SUN TV & CARTOON channels are also popular but not as STAR. In other channels sports and news channels are preferred. CARTOON channel is specially preferred by children. So it will be more beneficial top give advertisements on STAR VIJAY & CARTOON channels, it covers all the age groups.
27
[5]
In between what time you like to watch television? Timings _____________ 5 to 8 pm 8 to 11 pm
33 % 37 % 10 % 15 % 05 %
Late Night Morning Afternoon TIMING
PREFERENCE
5% 5 to 8pm
15%
8 to 11pm
32%
Late
10%
night
Morning
38%
After
noon
INFERENCE From the survey it was found that 37% of the respondents likes to watch T.V. after 8 pm to 11 pm. Because Mostly people belong to service class & females in the families got their work by this time. At 5 to 8 pm 33% respondents in which especially children watch cartoon channel & etc. so it is good to advertise on preferred channels on these timings.
28
[6]
By which media you prefer to watch advertisements?
Television Hoardings Newspapers Magazines Others (Mention) MEDIA
67 % 17 % 08 % 05 % 03 %
PREFERENCE TO WATCH ADVERTISEMENT
5%3%
Television
8% 0%
Hoardings
17%
Newspapers Megazines
67%
Others
INFERENCE Mostly people like to watch an advertisement through Television because most of them belongs to service class. Children are getting attracted through advertisement on television and hoardings. Company tries to give attractive advertisement through T.V. and hoardings because advertisement through hoardings is less costly. 29
[7] What factors effects you in a chocolate advertisement? Brand ambassador Jingles Comedy Music Emotions Others (Mention)
60 30 45 40 20
05
EFFECTIVE F ACTORS
70 60 50 40 30 20 10 0 Jingles
Comedy
Music
Emotions Others
Brand ambassador
INFERENCE Good Brand Ambassador generally effects peoples perception towards a product and create an image in their mind. Mostly people likes to see celebrities like Amitabh Bacchan, Sachin Tendulkar, M.S.Dhoni, Saniya Mirza, suriya, asin as a Brand Ambassador in chocolate advertisements.At the same time people like comedy, slow music & specially children like jingles in advertisements.
30
[8]
Have you ever tasted Amul Chocolate? Yes No
90 % 10 %
Ever T asted
10%
Yes
No
9 0%
INFERENCE The chart shows that 90% respondents have tasted Amul Chocolate, while still 10% have not tried Amul Chocolates. Amul must use proper techniques in order to cater the needs of every common man.
31
[9] Can you recall AMUL Chocolate advertisement?
Yes No
32 % 68 %
Advertising Effectiveness
32% Yes No
68%
INFERENCE Here it was observed that only 32% respondents in the city of madurai were able to recall Amul Chocolate advertisement. This shows how much Amul lags behind in promotional activities and advertisement. Therefore Amul must use strong promotional activities and advertisement in order to retain their potential consumers.
32
[10] Which Chocolate do you like most?
Nestle
28% 58% 13% 01%
Cadbury Amul Any other
Market
13%
share
1%
28%
N estle
Cadbury Amul Any other
58%
INFERENCE
We can clearly gauge from the pie chart that Cadbury being on the top slot with 58% market share dominates the chocolate market, followed by Nestle with 28% share, whereas Amul have only 13% market share and thus lags behind.
33
[11] What is the frequency of purchasing Chocolate? Daily Weekly Fortnightly Occasionally
17 %
% 13 % 48 % 22
Frequency of purchase
17
Daily
48%
Weekly 22% 13%
Fortnightly
Occasionally
INFERENCE The frequency of chocolate differ a lot where 17% respondents buy it daily, 22% weekly, 13% fortnightly, and there is a Hugh chunk of people who buy chocolate occasionally.
34
35
[12] How do you scale your Chocolate?
ATTRIBUTE
POOR
AVERAGE
GOOD
EXCELLENT
PRICE
48%
22%
23%
07%
SWEETNESS
20%
14%
20%
46%
PACKAGING
33%
18%
12%
37%
SOFTNESS
12%
16%
23%
49%
SCHEMES
37%
13%
17%
33%
AVAILABILIT
Y
12%
15%
36
23%
50%
LIMITATIONS
Limited time available for interviewing the respondents. As a result of this it was not possible to gather full information about the respondents.
When I interviewed children and teenagers, sometimes they use to give answers under the influence of their parents or elders.
As
summer training is going under summer season so sometimes people are less interested in filling up questionnaire.
Non-cooperative approach and rude behavior of the respondents.
If the respondents answer does not falls between amongst the options given then it will turn up to be a biased answer.
37
MY FINDINGS
During the survey it was found that still there are 10% people who have not tasted Amul Chocolate.
Lack of Awareness in consumers. Many people are not know
about Amul chocolates specially children and teenagers.
As I found that the main product of Amul is Milk and company
firstly wants to capture maximum market share in milk market which is approx. 66%, after it Amul is concentrating upon butter & cheese which has market share of approx. 88%, so it is not concentrating upon chocolates.
When I interviewed people then many of the people can not recall
Amul
chocolate advertisement.
It
shows
Lack
of
Advertisement or advertisement is not timely given or advertisement is not given on right time.
In its advertisement is not using any brand ambassador which attracts all age group people like Cadbury.
There is lake of Sales Promotional Activities i.e. free tattoo, extra weight, toys, quiz contest etc.
38
Cadbury is main competitor and strategically better performer then Amul.
I find the main thing is that Amul brand name has very good image in consumers mind and they consider it as Pure & Good Product.
39
SUGGESTIONS & CONCLUSIONS
40
SUGGESTIONS
In order to maintain and increase the sales in the city of madurai, the
following
recommendations
regarding
Amul
Chocolates;
particularly regarding advertisement, distribution, promotional policies, etc, are hereby suggested:
First and foremost Amul should take proper action in order to improve service, because although being on a top slot in Butter and milk supplies it does not get the sales in chocolate, which it should get.
Company should use brand ambassador which attracts
each age
segment i.e. Saniya Mirza, Shaktimaan, Amitabh Bacchan, Superman, Krrish, Jadoo, suriya, asin.
Amul
should
give
local
advertisements
apart
from
the
advertisements given at the national level. Local advertisement must mention the exclusive Amul shops of the city.
Try and change the perception of the people through word of mouth about Amul in advertisements, because they are the best
source to reach Children and families.
Though Amul chocolate advertisements are rarely shown on television yet many people could recall it as per the data of research. It shows that there is only need to give advertisement
41
only to rememorize customers. Because Amul is very strong brand name.
Company should launch chocolate in new attractive packing to change image of Amul chocolate in consumers mind.
Company should introduce sales promotion schemes like free weight, pranky, tattoo, contest, free gifts etc.
Advertisement can be done with the help of animations that attracts children and teenagers because chocolates are consumed largely in this segment.
Company should launch chocolates in new flavors like
Mix Fruit Pineapple Elaichi Coffee Strawberry Banana Mango
42
CONCLUSION As we know that Amul is very big organization and market leader in dairy products. It has maximum market share in Milk, Butter and Cheese, which are its main/core products. As we know Amul is a cooperative organisaion but chocolate industry is a profitable industry we cant ignore it. With the help of research, company can find out its week points in chocolate product and can increase its market share through rectify mistakes. People have believed in Amuls product and they will accept its chocolates also if effective actions were taken. The survey resulted into following conclusions :
Amul
must come up with new promotional activities such that
people become aware about Amul Chocolates like Chocozoo, Bindaaz, and Fundoo.
Quality is the dominating aspect which influences consumer to purchase Amul product, but prompt availability of other chocolate brands and aggressive promotional activities by others influences the consumer towards them and also leads to increase sales.
In comparison to Amul Chocolate, the other players such as Cadbury, Nestle, and Perfetti provide a better availability
and give competition to the hilt.
People are mostly satisfied with the overall quality of Amul Chocolate, but for the existence in the local market Amul must use aggressive selling techniques.
43
ANNEXURES
44
BIBLIOGRAPHY
1. www.amul.com 2. www.amuldairy.com 3. www.google.com 4. www.marketresearch.com 5. www.dairy.com 6. Research Methodology. ( Harper W.Boyd, C. R. Kothari )
45
APPENDIX
QUESTIONNAIRE I
am
a
student
ENGINNERING
of
AND
MBA
from VELAMMAL
TECHNOLOGY
conducting
COLLEGE
a
survey
OF
on
Effectiveness of AMUL CHOCOLATES advertising towards its sales.
[1]
What kind of Chocolate do you eat? Branded ______
[2]
Non-branded ______
Who uses chocolates in your family? Children
Teenager
[3]
[4]
Young
Old
What form of Chocolate do you like? Cookies _____
Bar_____
Wafer
Other _____
_____
Which Television channel you like to watch most? STAR VIJAY _______ SUN Others
ZEE TAMIL________
_______
CARTOON
_______
46
________
[5]
In between what time you like to watch television? Timings _____________
[6]
By which media you prefer to watch advertisements? Television
Hoardings
Newspapers
Magazines
Others (Mention)
[7]
Which advertisement you like the most? _______________
[8]
[9]
What factors effects you in a chocolate advertisement? Brand ambassador _______
Jingles ________
Comedy
_______
Music
Others (Mention)
_______
________
Have you ever tasted Amul Chocolate?
Yes_____
No ______
[10] Can you recall AMUL Chocolate advertisement?
Yes
____
No
____
[11] What is the frequency of purchasing Chocolate? Daily
______
Weekly
Fortnightly ______
_______
Occasionally_______
47
[12] How do you scale your Chocolate?
ATTRIBUTE
POOR
AVERAGE
PRICE
SWEETNESS
PACKAGING
SOFTNESS
SCHEMES
AVAILABILITY
[13] Which Chocolate do you like most?
AMUL CADBURY
____________
____________
NESTLE
____________
PERFETTI
____________
OTHERS
____________
48
GOOD
EXCELLENT
