EXECUTIVE SUMMARY

The present study is about the Nestle Brand and the consumer preference. The aim of the
study is to know the consumer preference about the various products of nestle brand in
Lucknow and also the branding behavior of Nestle. Consumers have higher expectations than
ever before. They want products to match these expectations. They also want accurate, up-todate and useful information about what they buy. In short, consumers want the facts. This
growth of consumer power is known as consumerism.
In the area of fast moving consumer goods (FMCG), marketing has become a specialized
and complex process. When developing products, organizations try to meet the needs of their
consumers as fully as possible. This is vital if they want to do better than their competitors.
This process of development around the needs of its consumers is called marketing
orientation.
In this the study is conducted, to find out how nestle establish their various products in
the market that affect the buying behavior of customers, how much they use nestle products
in their daily lives, what products they normally buy and what factors influence them to buy
these products , from where they most prefer these products and also to know which product
of nestle brand is mostly liked by the consumer. The study try to find the satisfaction level of
consumers by using the different nestle products.

NESTL

Good Food, Good Life

Aerial view of Nestl's corporate headquarters building in Vevey, Switzerland.

Type

Socit Anonyme
SIX: NESN
Euronext: NESTS

Traded as

OTC Pink: NSRGY

BSE: 500790
NSE: NESTLEIND

Industry

Food processing

Anglo-Swiss Condensed Milk Company (1866)

Founded

Farine Lacte Henri Nestl (1867)

Nestl and Anglo-Swiss Condensed Milk Company (1905)

Founder

Henri Nestl, Charles Page, George Page

Headquarters

Vevey, Vaud, Switzerland

Area served

Worldwide

Key people

Peter Brabeck-Letmathe (Chairman)

Paul Bulcke (CEO)
Wan Ling Martello (CFO)
Baby food, coffee, dairy products, breakfast cereals,

Products
confectionery, bottled water, ice cream, pet foods (list...)
Revenue

CHF 91.6 billion (2014)[1]

Operating income

CHF 13.07 billion (2013)[1]

Profit

CHF 10.02 billion (2013)[1]

Total assets

CHF 120.44 billion (2013)[1]

Total equity

CHF 64.14 billion (2013)[1]

Number of
339,000 (2014)[1][2]
employees
Website

www.nestle.com

Nestl S.A. (French pronunciation: [nsle]; English /nsle/, /nsl/, /nsli/) is a Swiss
multinational food and beverage company headquartered in Vevey, Switzerland. It is the
largest food company in the world measured by revenues.[3][4]
Nestls products include baby food, bottled water, breakfast cereals, coffee and tea,
confectionery, dairy products, ice cream, frozen food, pet foods, and snacks. Twenty-nine of
Nestls brands have annual sales of over CHF1 billion (about US$1.1 billion),[3][5] including
Nespresso, Nescaf, Kit Kat, Smarties, Nesquik, Stouffers, Vittel, and Maggi. Nestl has 447
factories, operates in 194 countries, and employs around 333,000 people. It is one of the main
shareholders of LOreal, the worlds largest cosmetics company.[6]
Nestl was formed in 1905 by the merger of the Anglo-Swiss Milk Company, established in
1866 by brothers George Page and Charles Page, and Farine Lacte Henri Nestl, founded
in 1866 by Henri Nestl. The company grew significantly during the First World War and
again following the Second World War, expanding its offerings beyond its early condensed
milk and infant formula products. The company has made a number of corporate acquisitions,

including Crosse & Blackwell in 1950, Findus in 1963, Libbys in 1971, Rowntree
Mackintosh in 1988, and Gerber in 2007.
Nestl has a primary listing on the SIX Swiss Exchange and is a constituent of the Swiss
Market Index. It has a secondary listing on Euronext. In 2011, Nestl was listed No. 1 in the
Fortune Global 500 as the worlds most profitable corporation.[7] With a market capitalization
of US$233 billion, Nestl ranked No. 9 in the FT Global 500 2013.[8]

Nestle is multinational manufacturer of food products. It is headquartered

in Vevey, Switzerland, and operates factories in more than 80
countries. Nestl's chief products are condensed and powdered milk,
baby foods, chocolate products, candies, instant coffees and teas,
soups, seasonings and condiments, frozen foods, ice cream, and bottled
water.

Nestle in India
Nestl India is a subsidiary of Nestl S.A. of Switzerland. With eight factories and a large
number of co-packers, Nestl India is a vibrant Company that provides consumers in India
with products of global standards and is committed to long-term sustainable growth and
shareholder satisfaction.

The Company insists on honesty, integrity and fairness in

all aspects of its business and expects the same in its
relationships. This has earned it the trust and respect of
every strata of society that it comes in contact with and is
acknowledged amongst India's 'Most Respected Companies'
and amongst the 'Top Wealth Creators of India'
6

After India's independence in 1947, the economic policies of the Indian Government
emphasised the need for local production. Nestl responded to India's aspirations by forming
a company in India and set up its first factory in 1961 at Moga, Punjab, where the
Government wanted Nestl to develop the milk economy. Progress in Moga required the
introduction of Nestl's Agricultural Services to educate, advise and help the farmer in a
variety of aspects. From increasing the milk yield of their cows through improved dairy
farming methods, to irrigation, scientific crop management practices and helping with the
procurement of bank loans.
Nestl set up milk collection centres that would not only ensure prompt collection and pay
fair prices, but also instil amongst the community, a confidence in the dairy business.
Progress involved the creation of prosperity on an on-going and sustainable basis that has
resulted in not just the transformation of Moga into a prosperous and vibrant milk district
today, but a thriving hub of industrial activity, as well.

Nestl has been a partner in India's growth for over nine decades now and has built a very
special relationship of trust and commitment with the people of India. The Company's
activities in India have facilitated direct and indirect employment and provides livelihood to
about one million people including farmers, suppliers of packaging materials, services and
other goods.
The Company continuously focuses its efforts to better understand the changing lifestyles of
India and anticipate consumer needs in order to provide Taste, Nutrition, Health and Wellness
through its product offerings. The culture of innovation and renovation within the Company
and access to the Nestl Group's proprietary technology/Brands expertise and the extensive
centralized Research and Development facilities gives it a distinct advantage in these efforts.
It helps the Company to create value that can be sustained over the long term by offering
consumers a wide variety of high quality, safe food products at affordable prices.
Nestl India manufactures products of truly international quality under
internationally famous brand names such as NESCAF, MAGGI, MILKYBAR, KIT
KAT, BAR-ONE, MILKMAID and NESTEA and in recent years the Company has also
introduced products of daily consumption and use such as NESTL Milk,, NESTL
Fresh 'n' Natural Dahi and NESTL Jeera Raita.
The worlds largest marketer of chocolates (became world number one when it acquired
Rowntree Macintosh of the UK) - Nestle, made its foray in the Indian chocolate Industry in
November 1990.
The Company continuously focuses its efforts to better understand the changing lifestyles of
India and anticipate consumer needs in order to provide Taste, Nutrition, Health and Wellness
through its product offerings

It launched three products - the milk chocolate, the bitter chocolate and Crackle
(a crunchy chocolate) - in the slabs category and Bar One in count lines.

Nestle India Limited; a subsidiary of Nestle; was founded by Henri Nestle in Switzerland in
the year 1867. The company was established in India in 1961, in an effort to upgrade the
existing standards of the Indian milk industry at that period. The first production unit was
launched in Punjab.
Facts about Nestle India:
Nestle India Limited has grown over the years into the most desired brand in the food and
beverage sector in India. The company has succeeded in meeting the expectations of the
Indian government in bringing a marked change in the milk industry through its suggestion
on latest dairy farming techniques and upkeep of cows to improve the milk yield. Nestle India
Limited gave directions to the farmers in incorporating the advanced technological methods
with regard to crop maintenance and irrigation. The company proposed the set up of centers

that not only catered to the storing and selling of milk, but also maintained contacts with the
farmers.
Manufacturing Units of Nestle India:
Nestle India Limited initiated its workings in India with the Moga unit in Punjab in 1961;
succeeded by the Choladi unit located in the state of Tamil Nadu. The Moga unit dealt
entirely with the proper management of dairy products whereas the Choladi unit diverted its
interests to the tea industry. The main purpose behind the set up of Choladi unit was to treat
the tea crop to produce soluble tea. Nestle India Limited is also the proud of owner of
Nanjangud unit in Karnataka; Samalkha unit in Haryana; Ponda and Bicholim units in Goa;
and Pant Nagar unit in Uttarakhand.

Products of Nestle India:

Nestle India Limited has spread its wings to significant areas within the food and beverage
industry. It has various products like chocolates, infant food, confectionery, prepared dishes
and so on. The company produces delicious chocolates of varied tastes, quality, make, and
ingredients to allure the taste buds to the level of indulgence with such widely known
chocolates as Milky Bar and Kit Kat, which differ in their hues. The beverage section offers
refreshing Nescafe, and health drinks such as Milo, Nestle Milk and the mouth-watering
condensed milk, known as Milkmaid. Maggi noodles, Nestle Jeera Raita fall under the
category of prepared dishes, whereas the latest additions of Nestle India like Nestle Fresh "n"
Natural Dahi and Nestle Slim Milk have won million hearts with their exquisite flavors.

Performance of Nestle India:

10

Nestle India's popularity is visible in its financial figures published for the second quarter
starting from April and ending in June 2007. The net profit for this quarter records a growth
of 18.1%, amounting to Rs. 95.7crores, and the net sales figure marks a rise of 23.2%;
whereas the exports delineate improvement by 15.6 %, which is calculated as Rs. 82crores.
The net domestic sales have also grown at a very fast pace to Rs. 756.9 crores, showing a
jump of approximately 24 %, when compared with the financial figures of the same period,
that is, from April to June in the previous year.
Consumers have higher expectations than ever before. They want products to match these
expectations. They also want accurate, up-to-date and useful information about what they
buy. In short, consumers want the facts. This growth of consumer power is known as
consumerism.
In the area of fast moving consumer goods (FMCG), marketing has become a specialized and
complex process. When developing products, organizations try to meet the needs of their
consumers as fully as possible. This is vital if they want to do better than their competitors.
This process of development around the needs of its consumers is called marketing
orientation.

11

Nestl's business principles

Nestl is the world's biggest food and beverage company. It wants to be known as a
'Respected, Trustworthy, Food, Nutrition, Health and Wellness Company'. Its actions are
guided by a series of business principles.

12

Market research by Nestl showed that its customers have a genuine and growing interest in
information about its brands. In particular, consumers want more information about what they
eat and drink. They felt this information should be supplied as part of the product.
This case study shows how market research has helped Nestl to exercise corporate
responsibility. It has done this by promoting healthy eating. The company played an
important role in the development of 'Guideline Daily Amounts' (GDAs). These were
developed by the Institute of Grocery Distribution (IGD), a trade association. Leading
manufacturers and retailers, including Nestl, took part.

Corporate responsibility through food labeling

Nutritionists and scientists provided the details of the nutrients that the average person needs
to consume each day. The GDAs were produced in line with published government
recommendations.

Having developed the guidelines, the next step was the most difficult. Consumers wanted the
information in a form they could easily understand. So the GDAs were added in a visual form
to the front of packs. This meant that consumers could easily understand and use the
information.

13

Nestl and other major manufacturers chose to use symbols to help consumers make more
informed choices.
The symbols were designed to show the amount of calories, sugars, fat, saturates and salt in
products. The consistent use of these symbols helps consumers to understand the GDAs. This
means they can make choices quickly and easily about their daily diets.Placing the GDA
symbols on the front of packaging is a powerful tool. It gives consumers the information they
need immediately. This also supported the market research data which showed that
consumers' buying habits were influenced by a desire to eat healthily.

History of Nestle
Henri Nestl
Nestls origins date back to 1866, when two separate Swiss enterprises were founded that
would later form the core of Nestl. In the succeeding decades, the two competing enterprises
aggressively expanded their businesses throughout Europe and the United States.
In August 1867, Charles (US consul in Switzerland) and George Page, two brothers from Lee
County, Illinois, USA, established the Anglo-Swiss Condensed Milk Company in Cham,
Switzerland. Their first British operation was opened at Chippenham, Wiltshire, in 1873.[9]

14

A 1915 advertisement for Nestls Food, an early infant formula.

In September 1866, in Vevey, Henri Nestl developed a milk-based baby food, and soon
began marketing it. The following year saw Daniel Peter begin seven years of work
perfecting his invention, the milk chocolate manufacturing process. Nestls was the crucial
cooperation that Peter needed to solve the problem of removing all the water from the milk
added to his chocolate and thus preventing the product from developing mildew. Henri Nestl
retired in 1875 but the company, under new ownership, retained his name as Socit Farine
Lacte Henri Nestl.
In 1877, Anglo-Swiss added milk-based baby foods to their products; in the following year,
the Nestl Company added condensed milk, such that the firms became direct and fierce
rivals.
In 1905, the companies merged to become the Nestl and Anglo-Swiss Condensed Milk
Company, retaining that name until 1947, when the name Nestl Alimentana SA was taken
as a result of the acquisition of Fabrique de Produits Maggi SA (founded 1884) and its

15

holding company, Alimentana SA, of Kempttal, Switzerland. Maggi was a major

manufacturer of soup mixes and related foodstuffs. The companys current name was adopted
in 1977. By the early 1900s, the company was operating factories in the United States, the
United Kingdom, Germany, and Spain. The First World War created demand for dairy
products in the form of government contracts, and, by the end of the war, Nestls production
had more than doubled.
Nestl felt the effects of the Second World War immediately. Profits dropped from
US$20 million in 1938, to US$6 million in 1939. Factories were established in developing
countries, particularly in Latin America. Ironically, the war helped with the introduction of
the companys newest product, Nescaf (Nestls Coffee), which became a staple drink of
the US military. Nestls production and sales rose in the wartime economy.

The logo that Nestl used until 1966.

After the war, government contracts dried up, and consumers switched back to fresh milk.
However, Nestls management responded quickly, streamlining operations and reducing
debt. The 1920s saw Nestls first expansion into new products, with chocolate-manufacture
becoming the companys second most important activity. Louis Dapples was CEO till 1937,
when succeeded by douard Muller till his death in 1948.

16

The end of World War II was the beginning of a dynamic phase for Nestl. Growth
accelerated and numerous companies were acquired. In 1947 Nestl merged with Maggi, a
manufacturer of seasonings and soups. Crosse & Blackwell followed in 1950, as did Findus
(1963), Libbys (1971) and Stouffers (1973). Diversification came with a shareholding in
LOreal in 1974. In 1977, Nestl made its second venture outside the food industry, by
acquiring Alcon Laboratories Inc.
In the 1980s, Nestls improved bottom line allowed the company to launch a new round of
acquisitions. Carnation was acquired for $3 billion in 1984 and brought the evaporated milk
brand, as well as Coffee-Mate and Friskies to Nestl. The confectionery company Rowntree
Mackintosh was acquired in 1988 for $4.5 billion, which brought brands such as Kit Kat,
Smarties and Aero.

The Brazilian president, Lula da Silva, inaugurates a factory in Feira de Santana (Bahia), in
February 2007.
The first half of the 1990s proved to be favourable for Nestl. Trade barriers crumbled, and
world markets developed into more or less integrated trading areas. Since 1996, there have
been various acquisitions, including San Pellegrino (1997), Spillers Petfoods (1998), and

17

Ralston Purina (2002). There were two major acquisitions in North America, both in 2002
in June, Nestl merged its U.S. ice cream business into Dreyers, and in August a
US$2.6 billion acquisition was announced of Chef America, the creator of Hot Pockets. In the
same time-frame, Nestl came close to purchasing the iconic American company Hersheys,
one of its fiercest confectionery competitors, although the deal eventually fell through.[10]
[better source needed]

Another recent purchase included the Jenny Craig weight-loss program, for

US$600 million.
In December 2005, Nestl bought the Greek company Delta Ice Cream for 240 million. In
January 2006, it took full ownership of Dreyers, thus becoming the worlds largest ice cream
maker, with a 17.5% market share.[11]
In November 2006, Nestl purchased the Medical Nutrition division of Novartis
Pharmaceutical for US$2.5 billion, also acquiring, in 2007, the milk-flavouring product
known as Ovaltine.
In April 2007, returning to its roots, Nestl bought US baby-food manufacturer Gerber for
$5.5 billion.[12][13][14]
In December 2007, Nestl entered into a strategic partnership with a Belgian chocolate
maker, Pierre Marcolini.[15]
Nestl agreed to sell its controlling stake in Alcon to Novartis on 4 January 2010. The sale
was to form part of a broader US$39.3 billion offer, by Novartis, for full acquisition of the
worlds largest eye-care company.[16]
On 1 March 2010, Nestl concluded the purchase of Kraft Foods's North American frozen
pizza business for $3.7 billion.

18

In July 2011, Nestl SA agreed to buy 60 percent of Hsu Fu Chi International Ltd. for about
$1.7 billion.[17] On 23 April 2012, Nestl agreed to acquire Pfizer Inc.'s infant-nutrition unit
for $11.9 billion.[18] Before the acquisition, there was a 'bidding war' between the three
shareholders Nestl, Mead Johnson Nutrition and Danone. Each of the companies held a
share, with Nestl holding the biggest share (17%) (Johnson held 15%, Danone 13%).[19]
As of 28 May 2013, Nestl has announced that it will expand R&D in its research center in
Singapore. With a primary focus on health and nutrition, Nestl is investing $4.3 million in its
Singapore center, creating 20 jobs for experts in related R&D fields. [20] In 2013 Nestl
Nigeria successfully pioneered and implemented the use of compressed natural gas as a fuel
source to power their Flowergate factory.[21]

Products
Main article: List of Nestl brands
Nestl has 8,000 brands,[22] with a wide range of products across a number of markets,
including coffee, bottled water, milkshakes and other beverages, breakfast cereals, infant
foods, performance and healthcare nutrition, seasonings, soups and sauces, frozen and
refrigerated foods, and pet food.[23]
As of year end 2010, Nestl held 29.7% of the shares of L'Oral, the world's largest company
in cosmetics and beauty. Its brands including Garnier, Maybelline, and Lancme as well as
The Body Shop stores. LOral holds 10.41% of the shares of Sanofi-Aventis, the world's
number 3 and Europe's number 1 pharmaceutical company.[24]

Organization profile
19

Nestl India is a subsidiary of Nestl SA of Switzerland. With six factories and a large
number of co-packers, Nestl India is a vibrant company that provides consumers in India
with products of global standards and is committed to long term sustainable growth and
shareholder satisfaction. The Company insists on honesty, integrity and fairness in all aspects
of its business and expects the same in its relationships. This has earned it the trust and
respect of every strata of society that it comes in contact with and is today acknowledged
amongst Indias Most respected Companies and amongst the Top Wealth Creators Of
India.

Products manufactured/ Services offered

Nestle India manufactures products in categories that include : Milk Products and
Nutrition, Beverages, Prepared Dishes and Cooking Aids, and Chocolate and
Confectionery.
Nestl India manufactures products of truly International quality under brand names such as
MILKMAID, EVERYDAY, MAGGI, NESCAFE, NESCAFE SUNRISE, NESTEA,
KITKAT, MILKY BAR, MUNCH, POLO, NESTLE MILK, NESTLE DAHI and NESTLE
FRUIT N DAHI

Quality is our Best Product

Nestl is conscious of the trust that consumers repose in its products .90 years, Nestl India
has worked to understand and anticipate the needs of the consumers and create products that
add warmth, joy and nourishment to Consumers are our top priority and satisfying them is
our hallmark of success. For over life.The Nestl brand on a product is the Seal of Guarantee

20

and promise to the consumer that it meets high quality standards. Every time we see our
efforts translate into a smile of satisfaction on the consumers face, we feel honored to be part
of their life
.Nestles Philosophy on Code of Governance Nestl India Ltd. is a subsidiary of Nestl
S.A. of Switzerland and over the years it has followed best practice of Corporate
Governance and adhered to practices laid down by the Nestl Group.
Nestl Indias business objective and that if its management and employees is to
manufacture and market the Companys products in such a way as to create value that can be
sustained over the long term for consumers, shareholders, employees, business partners and
the national economy. Nestl India is conscious of the fact that the success of a corporation is
a reflection of the professionalism, conduct and ethical values of its management and
employees. In addition to compliance with regulatory requirements, Nestl India endeavors to
ensure that highest standards of ethical and responsible conduct are met throughout the
organization.

21

Market Potential
Market potential is the limit approached by market demand as
industry marketing

expenditures

approach infinity

for

a given

marketing environment.
The

major

concepts

in measuring

market

potential

are market

demand, sales forecast, company demand, market forecast, and

company sales potential.
A vocabulary for demand measurement
The major concepts in demand measurement are market demand
and company demand. Among which we are going to discuss about
sales forecast, and the potential.

22

Market Demand
The marketers first step in evaluating marketing opportunities is
to estimate total market demand. Market demand for a product is
the total volume that would be bought by a defined customer group
in a defined geographical area in a defined time period in a
defined

marketing

environment

under

defined

marketing

program.
Market demand is not a fixed number, but rather a
function of the stated conditions. For this reason, it can be called
the market demand function.
The dependence of total market demand on underline
condition is illustrated in the figure given. The horizontal axis
shows the resulting demand level. The curve represents estimated
market

demand

marketing

associated

expenditure.

with

Some

varying

base

23

sales

levels

of

called

the

industry
market

minimum, labeled q1

in the figure

would take place without any demand stimulating expenditures.

Higher

levels

of

industry

marketing

expenditures

would

yield

higher levels of demand, first at an increasing rate, then at a

decreasing rate. Marketing expenditures beyond a certain level
would not stimulate much further demand thus suggesting an upper
limit to the market demand called market potential, as labeled q2.

The

distance

between

the

market

minimum

and

the

market

p o t e n t i a l s h o w s t h e o v e r a l l m a r k e t i n g s e n s i t i v i t y o f d e m a n d . We
can think of two extreme types of markets, the expansible and
non-expansible. The expansible market, such as the market for
racquetball playing, is very much affected in its total size by the
level of industry marketing expenditures. In figure, the distance
between q1 and q2 is relatively large. The non-expansible market
for example, the market for opera is not much affected by the
level of marketing expenditures. The distance between q1 and q2
is relatively small. The organizations selling in a non-expansible
mark et must accept the markets size the level of primar y demand

24

for the product class and direct their efforts to winning a larger
market share for their product, that is, the level of selective
demand for the companys product.
It pays to compare the current level of market demand to the
potential

demand

penetrations
substantial

index.
growth

level.
A

The

low

potential

result

market
for

is

called

penetration

all

the

the

index

market
indicates

firms. A high

market

potential penetrations index suggests that there will be increased

c o s t s i n a t t r a c t i n g t h e f e w r e m a i n i n g p r o s p e c t s . G e n e r a l l y, p r i c e
competition

increases

and

margins

fall

when

the

market

penetration index is already high.

The company should also compare its current market share to its
potentia l marke t share. The result is called the comp an ys share
penetration index. A low share penetration index indicates that the
company can greatly expand its share. The factors like low brand
awareness, low brand availability benefit deficiencies, too high a
price, holding it back.

A firm should calculate the share penetration increases that would

o c c u r w i t h t h e i n v e s t m e n t s t o r e m o v e e a c h d e f i c i e n c y, t o s e e
which investments would produce the greatest improvement in
share penetration.

25

It is very important to see that the market demand function is not

a picture of market demand overtime. Rather, the curve shows
alternative

current

forecast

of

market

demand

associated

with

alternative possible levels of industry marketing effort in the

current period.

PRODUCT RANGE RESEARCHED

Nestl has a wide range of products across a number of markets including coffee (Nescaf),
bottled water, other beverages, chocolate, ice cream, infant foods, performance and
healthcare nutrition, seasonings, frozen and refrigerated foods, confectionery and pet food.
Drink

26

K Part of the Meals series

Common meals

Breakfast Brunch Lunch

Tea Dinner Supper

Components & courses

Appetizer Entre Main

course
Side dish Drink Dessert

Related concepts

Food Eating Cuisine

Etiquette Buffet Banquet
A drink, or beverage, is a liquid specifically prepared for human consumption. In addition to
basic needs, beverages form part of the culture of human society.

Types of beverage

27

A carbonated beverage.

Water
Despite the fact that most beverages, including juice, soft drinks, and carbonated drinks, have
some form of water in them; water itself is often not classified as a beverage, and the word
beverage has been recurrently defined as not referring to water.
Essential to the survival of all organisms,[1] water has historically been an important and lifesustaining drink to humans. Excluding fat, water composes approximately 70% of the human
body by mass. It is a crucial component of metabolic processes and serves as a solvent for
many bodily solutes. Health authorities have historically suggested at least eight glasses,
eight fluid ounces each, of water per day (64 fluid ounces, or 1.89 litres),[2][3] and the British
Dietetic Association recommends 1.8 litres.[1] The United States Environmental Protection
Agency has determined that the average adult actually ingests 2.0 litres per day.[3]

28

Distilled (pure) water is rarely found in nature. [4] Spring water, a natural resource from which
much bottled water comes, is generally imbued with minerals. Tap water, delivered by
domestic water systems in developed nations, refers to water piped to homes through a tap.
All of these forms of water are commonly drunk, often purified through filtration.[5]

Alcoholic beverages
An alcoholic beverage is a drink that contains ethanol, commonly known as alcohol (although
in chemistry the definition of alcohol includes many other compounds).
Beer has been a part of human culture for 8000 years.

29

Non-alcoholic beverages

Orange juice is usually served cold.

Main article: Non-alcoholic beverage
Non-alcoholic beverages are drinks that would normally contain alcohol, such as beer and
wine but are made with less than .5 percent alcohol by volume. The category includes drinks
that have undergone an alcohol removal process such as non-alcoholic beers and dealcoholized wines.

Non-alcoholic variants:
o

Low alcohol beer

Non-alcoholic wine

Sparkling cider

30

Soft drinks
The name "soft drink" specifies a lack of alcohol by way of contrast to the term "hard drink"
and the term "drink", the latter of which is nominally neutral but often carries connotations of
alcoholic content. Beverages like colas, sparkling water, iced tea, lemonade, squash, and fruit
punch are among the most common types of soft drinks, while hot chocolate, hot tea, coffee,
milk, tap water, alcohol, and milkshakes do not fall into this classification. Many carbonated
soft drinks are optionally available in versions sweetened with sugars or with non-caloric
sweeteners.

Hot beverages

A cup of coffee.

Hot beverages
o

Coffee-based beverages

Cappuccino

Coffee

31

Espresso

Caf au lait

Frapp

Flavored coffees (mocha etc.)

Latte

Hot chocolate

Hot cider

Mulled cider

Glhwein

Tea-based beverages

Flavored teas (chai etc.)

Green tea

Pearl milk tea

Tea

Herbal teas

Yerba Mate

Roasted grain beverages

32

Others

Masala buttermilk.
Some substances may be called either food or drink, and accordingly may be eaten with a
spoon or drunk, depending upon their thickness and solid ingredients.

33

CHOCOLATE

Chocolate most commonly comes in dark, milk, and white varieties, with cocoa solids
contributing to the brown coloration.
Chocolate comprises a number of raw and processed foods that are produced from the seed
of the tropical cacao tree.
Chocolate has become one of the most popular flavors in the world. It is a common
ingredient in many snacks and desserts, including cookies, cake, ice cream, pudding, pie and
candy. Gifts of chocolate molded into different shapes have become traditional on certain
holidays: chocolate bunnies and eggs are popular at Easter, chocolate coins on Hanukkah,
Santa Claus and other holiday symbols at Christmas, and hearts on Valentine's Day.
Chocolate is also used in cold and hot beverages, including chocolate milk and hot chocolate.

34

Etymology
The word "chocolate" comes from the Aztecs of Mexico, and is derived from the Nahuatl
word xocolatl which is a combination of the words, xocolli, meaning "bitter", and atl, which
is "water". The Aztecs associated chocolate with Xochiquetzal, the goddess of fertility.
Chocolate is also associated with the Maya god of fertility. Mexican philologist Ignacio
Davila Garibi proposed that "Spaniards had coined the word by taking the Maya word chocol
and then replacing the Mayan term for water, haa, with the Aztec term, atl." However, it is
more likely that the Aztecs themselves coined the term, having long adopted into Nahuatl the
Mayan word for the "cacao" bean; the Spanish had little contact with the Maya before Corts'
early reports to the Spanish King of the beverage known as xocolatl. William Bright noted
that the word xocoatl does not occur in early Spanish or Nahuatl colonial sources.
HISTORY

A mug of hot chocolate. Chocolate was first drunk rather than eaten. Native to lowland,
tropical South America, cacao has been cultivated for at least three millennia in Central

35

America and Mexico, with its earliest documented use around 1100 BC. The majority of the
Mesoamerican peoples made chocolate beverages, including the Maya and Aztecs.
Chocolate has been used as a drink for nearly all of its history. The earliest record of using
chocolate dates back before the Olmec. In November 2007, archaeologists reported finding
evidence of the oldest known cultivation and use of cacao at a site in Puerto Escondido,
Honduras, dating from about 1100 to 1400 BC. The residues found and the kind of vessel
they were found in indicate that the initial use of cacao was not simply as a beverage, but the
white pulp around the cacao beans was likely used as a source of fermentable sugars for an
alcoholic drink. The Maya civilization grew cacao trees in their backyard, and used the cacao
seeds it produced to make a frothy, bitter drink. Documents in Maya hieroglyphs stated that
chocolate was used for ceremonial purposes, in addition to everyday life. [9] The chocolate
residue found in an early ancient Maya pot in Ro Azul, Guatemala, suggests that Maya were
drinking chocolate around 400 AD. In the New World, chocolate was consumed in a bitter,
spicy drink called xocoatl, and was often flavored with vanilla, chile pepper, and achiote
(known today as annatto).[10] Xocoatl was believed to fight fatigue, a belief that is probably
attributable to the theobromine content. Chocolate was also an important luxury good
throughout pre-Columbian Mesoamerica, and cacao beans were often used as currency. For
example, the Aztecs used a system in which one turkey cost one hundred cacao beans and one
fresh avocado was worth three beans. South American and European cultures have used
cocoa to treat diarrhea for hundreds of years. All of the areas that were conquered by the
Aztecs that grew cacao beans were ordered to pay them as a tax, or as the Aztecs called it, a
"tribute".[14]
Until the 16th century, no European had ever heard of the popular drink from the Central and
South American peoples.[15] It was not until the Spanish conquest of the Aztecs that chocolate

36

could be imported to Europe, where it quickly became a court favorite. To keep up with the
high demand for this new drink, Spanish armies began enslaving Mesoamericans to produce
cacao. Even with cacao harvesting becoming a regular business, only royalty and the wellconnected could afford to drink this expensive import. [17] Before long, the Spanish began
growing cacao beans on plantations, and using an African workforce to help manage them.[18]
The situation was different in England. Put simply, anyone with money could buy it. [19] The
first chocolate house opened in London in 1657.[19] In 1689, noted physician and collector
Hans Sloane developed a milk chocolate drink in Jamaica which was initially used by
apothecaries, but later sold to the Cadbury brothers.[20]
For hundreds of years, the chocolate making process remained unchanged. When the people
saw the Industrial Revolution arrive, many changes occurred that brought about the food
today in its modern form. A Dutch family's (van Houten) inventions made mass production of
shiny, tasty chocolate bars and related products possible. In the 1700s, mechanical mills were
created that squeezed out cocoa butter, which in turn helped to create hard, durable chocolate.
[21]

But, it was not until the arrival of the Industrial Revolution that these mills were put to

bigger use. Not long after the revolution cooled down, companies began advertising this new
invention to sell many of the chocolate treats we see today. [22] When new machines were
produced, people began experiencing and consuming chocolate worldwide.[23]

37

A half beat of milk chocolate with salmiak filling by Fazer

Several types of chocolate can be distinguished. Pure, unsweetened chocolate contains
primarily cocoa solids and cocoa butter in varying proportions. Much of the chocolate
consumed today is in the form of sweet chocolate, combining chocolate with sugar. Milk
chocolate is sweet chocolate that additionally contains milk powder or condensed milk.
"White chocolate" contains cocoa butter, sugar, and milk but no cocoa solids. Chocolate
contains alkaloids such as theobromine and phenethylamine, which have some physiological
effects in humans, but the presence of theobromine renders it toxic to some animals, such as
dogs and cats.[24]. It has been linked to serotonin levels in the brain. Dark chocolate has
recently been promoted for its health benefits, as it seems to possess substantial amount of
antioxidants that reduce the formation of free radicals.
White chocolate is formed from a mixture of sugar, cocoa butter, and milk solids. Although
its texture is similar to milk and dark chocolate, it does not contain any cocoa solids. Because
of this, many countries do not consider white chocolate as chocolate at all. [25] Although first
introduced by Hebert Candies in 1955, Mars, Incorporated was the first to produce white

38

chocolate within the United States. Because it does not contain any cocoa solids, white
chocolate does not contain any theobromine, meaning it can be consumed by animals.
Dark chocolate is produced by adding fat and sugar to the cacao mixture. The U.S.
Government calls this "sweet chocolate", and requires a 15% concentration of chocolate
liquor. European rules specify a minimum of 35% cocoa solids. [26] Dark chocolate, with its
high cocoa content, is a rich source of the flavonoids epicatechin and gallic acid, which are
thought to possess cardioprotective properties. Dark chocolate has also been said to reduce
the possibility of a heart attack when consumed regularly in small amounts.[27] Semisweet
chocolate is a dark chocolate with a low sugar content. Bittersweet chocolate is chocolate
liquor to which some sugar (typically a third), more cocoa butter, vanilla and sometimes
lecithin have been added. It has less sugar and more liquor than semisweet chocolate, but the
two are interchangeable in baking.
Unsweetened chocolate is pure chocolate liquor, also known as bitter or baking chocolate. It
is unadulterated chocolate: the pure, ground, roasted chocolate beans impart a strong, deep
chocolate flavor.

39

ICE CREAM

Strawberry ice cream

Caramel ice cream

Ice cream or ice-cream (originally iced cream) is a frozen dessert usually made from dairy
products, such as milk and cream, combined with fruits or other ingredients. Most varieties
contain sugar, although some are made with other sweeteners. In some cases, artificial
flavorings and colorings are used in addition to (or in replacement of) the natural ingredients.

40

This mixture is stirred slowly while cooling to prevent large ice crystals from forming; the
result is a smoothly textured ice cream.
The meaning of the term ice cream varies from one country to another. Terms like frozen
custard, frozen yogurt, sorbet, gelato and others are used to distinguish different varieties and
styles. In some countries, like the USA, the term ice cream applies only to a specific variety,
and their governments regulate the commercial use of all these terms based on quantities of
ingredients.[1] In others, like Italy and Argentina, one word is used for all the variants.
Alternatives made from soy milk, rice milk, and goat milk are available to those who are
unable to enjoy traditional ice cream due to lactose intolerance or allergy to dairy protein.

41

BABY FOOD

Baby with a bib on eating pureed green beans.

Baby food is any food, other than breastmilk or infant formula, that is given specifically to
infants, roughly between the ages of four months to two years. The food comes in multiple
varieties and tastes, can be produced by many manufacturers, or may be table food that the
rest of the family is eating, mashed up. A common trait of the many different baby foods is
that they are designed for ease of eating; either a soft, liquidy paste or an easily chewed food.
This is because infants lack teeth and experience in eating.

Nutrition
Babies typically move to consuming baby food once nursing or formula is not sufficient for
the child's appetite. Babies do not need to have teeth to transition to eating solid foods. Teeth,
however, normally do begin to show up at this age. Care should be taken with certain foods
that pose a choking hazard such as undercooked vegetables, or food that may contain bones.
No salt should be added to baby food as it may damage the babies' kidneys and babies can

42

not taste salt. Babies should begin eating liquid style baby food, sometimes mixed with rice
cereal and formula, or breast milk. Pureed vegetables and fruits are an example of liquid style
baby food. Then as baby is better able to chew, small, soft pieces or lumps may be included.
Care should be taken, as babies with teeth have the ability to break off pieces of food but they
do not possess the back molars to grind, so concerned parents should carefully mash or break
baby food into manageable pieces for baby. Around 6 months of age, babies may begin to
feed themselves (picking up food pieces with hands, using the whole fist, or later the pincer
grasp- thumb and forefinger) with help from parents.
It is often recommended to give baby solid food at around 6 months of age, but babies differ
greatly. The only good way to know when to introduce baby food is to watch for signs of
readiness in the child. Signs of readiness include the ability to sit without help, loss of tongue
thrust and the display of active interest in food that others are eating. Baby may be started
directly on normal family food if attention is given to choking hazards, this is referred to as
baby-led weaning. Because breast milk takes on the flavor of foods eaten by the mother, these
foods are especially good choices.
If there is a family history of allergies, one may wish to introduce only one new food at a
time, leaving a few days in between to notice any reactions that would indicate a food allergy
or sensitivity. This way if baby is unable to tolerate a certain food then it can be determined
which food is causing the reaction.
In the 20th century, it was common to start infants on solid food from 4+ months onwards
however current research and WHO/UNICEF "Baby Friendly" guidelines recommend only
breast milk until at least 6 months of age.

43

Health
As a global public health recommendation, the World Health Organization recommends that
infants should be exclusively breastfed for the first six months of life to achieve optimal
growth, development and health. Six month old infants are physiologically and
developmentally ready for new foods, textures and modes of feeding. [1] Experts advising the
World Health Assembly have provided evidence that introducing solids earlier than six
months increases babies' chances of illness, without improving growth.[2]
One of the health concerns associated with the introduction of solid foods before six months
is iron defficiency. The early introduction of complementary foods may satisfy the hunger of
the infant, resulting in less frequent breastfeeding and ultimately less milk production in the
mother. Because iron absorption from human milk is depressed when the milk is in contact
with other foods in the proximal small bowel, early use of complementary foods may
increase the risk of iron depletion and anemia.

44

EVER-GROWING RANGE OF 'TASTEFUL' NESTLE BRAND

Milk Products & Nutrition From shelf-stable solution to chilled dairy

Beverages Drink to an active life with Nestl Beverages.

Prepared Dishes & Cooking Aids Preparing well balanced meals is a snap with
Nestl.

Chocolates & Confectionery Delighting the senses with a range of tastes and
textures.

45

Milk Products & Nutrition from shelf-stable solution to chilled dairy

NESTL EVERYDAY Dairy Whitener is a creamy Dairy Whitener

specially made to add a rich, smooth taste to your tea. Every time, every
day.

A Partly Skimmed Sweetened Condensed Milk, NESTL MILKMAID is

a versatile product and excellent as a dessert ingredient. With
MILKMAID, you can whip up lip-smacking desserts for your family in
the shortest possible time.

46

Beverages Drink to an active life with Nestl Beverages

NESCAF CLASSIC is a 100% pure coffee and is made from carefully selected
coffee beans picked from the finest plantations, blended and roasted to
perfection to created the unique rich and smooth NESCAF taste .

47

NESCAF SUNRISE is an Instant Coffee-Chicory blend, popular for its robust

body and a flavor akin to fresh roast-and-ground coffee. The secret lies in the
right blend of flavourful coffee and roasted chicory to give you an
incomparable experience .

NESTEA Tea Bags are made from the finest blend of Assam Teas, which give a
refreshing cup of bright, coloury tea of fair strength and superior taste. They
are available both in individually enveloped and non-enveloped formats .

A wide range of premixes for the vending machines. The basket of products include
NESCAF Classic, NESCAF Frappe, Tea Premix (Plain, Cardamom), Hot
Chocolate, Iced Tea (Lemon, Peach, Apple), and Badam (Almond) Milk vending
mixes.

48

Chocolates & Confectionery Delighting the senses with a

range of tastes and textures

NESTL KITKAT are delicious crisp wafer fingers covered with chocolayer. Our
special tropicalized recipe ensures that NESTL KITKAT is preserved even in
warmer climates.

Extremely popular in India, NESTL MUNCH is wafer layer covered with

delicious chocolayer. A crispy light irresistible snack!

49

NESTL BAR-ONE is a luscious nougat and caramel core covered with a delicious
chocolayer.

POLO is a mint roll popularly described as The Mint with the hole. Now also in
the new extra strong singles format as POLO Powermint.

50

MAGGI NOODLES

A packet of masala (spices) flavoured Maggi noodles from India.

Maggi noodles is a brand of instant noodles manufactured by Nestle. The brand is popular in
India, South Africa, Brazil, Nepal, New Zealand, Australia, Malaysia, Singapore, Pakistan
and the Philippines; in several countries it is also known as "maggi mee". Maggi noodles are
part of the Maggi family, a Nestl brand of instant soups, stocks and noodles. In Malaysia,
there are fried noodles made from maggi noodles known as Maggi goreng. Maggi noodles
recently introduced a new variety of its noodles, to cater for the health conscious like 'No
MSG', 'Less Salt' and 'No Trans fat'. A wholewheat flour based noodle variation marketed by
the name "Vegetable Atta Noodles" has been introduced in India (Atta flour is used in
preparing most forms of wheat based breads in India) and caters to health conscious buyers
wary of the refined flour used in the regular Maggi noodles. This move helps the brand in
India as suburban mothers, who feed the noodles to children as an afterschool snack, are the
primary customers of the brand. Recently a line of Rice noodles and Whole wheat with

51

pulses, carrots, beans and onions has also been introduced in India. In fact, "Maggi" has
become a genericized name for instant noodles in India and Malaysia.
In mid 2008, New Zealand supermarkets introduced replacement formulations for its Beef,
Oriental and Curry flavours. A new feature is an extra sachet containing dehydrated
vegetables. Maggi claims the new range contains 88% less total fat and 86% less saturated fat
than the average of top-three (unnamed) 2-minute-noodle competitors. The new Maggi range
also has considerably lower fat than its own previous formulation. However, the salt content
has been increased by 31 percent. Consumers have not reacted well to the new formulations,
complaining they are tasteless.

Preparation
Maggi noodles take around 2 minutes to cook, hence the name "2 minute noodles". The
Maggi noodle cake and seasoning is added into boiling water for two minutes and it is ready
for consumption. Egg, seaweed or lemon can also be added to the noodles for a better flavour.

Flavours and Variety

Maggi Noodles are available in a large assortment of different flavours.

They are:

Original Flavour

Chicken

Curry (a healthier alternative is also sold in supermarkets)

52

Kari Letup (Extremely Spicy Curry) in Malaysia

Laksa Lemak (discontinued)

Tom yam

Chicken & Corn

Beef

Oriental

Masala

Prawn

Dal Sambar ( whole wheat noodles )

Asam Laksa

Cheese

Pizza (only in Saudi Arabia, was available for a period of time in Australia.)

Sup Tulang (bone soup) (in Malaysia)

Chatpata

Tomato

Stronger Chicken

Vegetable Atta Noodles ( whole wheat noodles )mostly in India

53

Shahi Pulao ( rice noodles )

Chilly Chow ( rice noodles )

Lemon Masala ( rice noodles)

Mi Goreng Char Mee

Mi Goreng Kicap Bawang

Mi Goreng Pluz Asli

Mi Goreng Asli Pedas

OBJECTIVES OF THE STUDY

54

 To understand the branding behavior of Nestle India Ltd. in Lucknow

To know how Nestle establish their various products in market.

To study about buying behavior of customers for Nestle products.

To study the customer satisfaction for Nestle products.

LIMITATIONS OF STUDY
55

The problem or limitations faced were associated to the data collection

process and respondents are discussed here. The problems associated with the
respondents are the non-sampling errors.
There were some limitations in process of research: The population of Lucknow city is near about 2-5 lacs but data collected only
from 50 consumers. This sample size is small to ensure highly accurate results.
The time taken for the project work, only eight weeks, is very less and, so
Small number of samples was considered. .
All consumers are not alike. Thus the results may not hold true for every individual.
As per the project involved the marketing research using questionnaires, views expressed
by the respondents are confined to elements of questionnaire. But I tried to get more
information through general question so that I could reach at the clear picture of the
situation..
In other limitation I would like to identity time and cost limitation which I faced. Cost is
also an important factor and the investment that I made on this project is not sufficient.
The sample size is, of course, is not enough for any research.

56

RESEARCH METHODOLOGY
(1). Method of Data Collection- Survey through Questionnaire
(2). Data Source

Primary source - Questionnaire

Secondary source - Website, newspaper, books, magazines

(3). Universe - Lucknow

(4). Sample Size - 100
(5) Sample Unit - Customer.
(6). Sample Type / Technique Convenience Sampling
(7). Research Type Exploratory Research

57

Research:
Viewing a particular phenomenon that already exists is called as Research. In other words,
searching and doing study on any existing substance from the universe is called as Research.
A universe is the total population on which the research study is to be done or is being
conducted.

Methodology:
The Methodology contains the steps involved in the research, which are used to solve
problems research.

Components of research problem

There must be an individual or a group of individuals, which has some difficulty or
some problems.
There must be some objectives to be attained.
There must be some alternative means to obtain the objectives.
There must be some environment.

58

Why we study research methodology?

To get an inside about every knowledge.
To determine the association of one activity with another activity.
To determine the characteristics of an individual or a group of individuals or various
activities or their frequency of occurrence.

Importance of research methodology in management :

Helps the managers to take good decisions.

Provide the managers, more knowledge and better information.

Helps the management for new product development.

Availability of improved techniques and tools to meet this need .

Helps in customer satisfaction

Types of research:
Two types of research are there..
1) Exploratory research

2) Conclusive research.

59

Conclusive research is further divided into Descriptive research and Experimentation

research.

Sources of data collection:

Primary sources:

The data are collected directly from the universe by using questioner on the basis of general
and specific. these are the original sources from which the researcher directly gathers data
which are not previously referred.

Secondary sources:

The data are collected from the secondary sources such as magazines, journals, etc. These
sources consist of already variable data in the form of statements, and reports, which may
include sensory reports, financial statements of the company, reports of governments
departments, etc.

Method of data collection:

Questionnaire is the method of data collection, which is very much popular, particularly in
big cities. Different modes of questions are put up on the paper and the particular universe, on
which the research is conducted, are asked to fill their responses.

Process of research methodology:

There are different steps involved in the process of research methodology. They are as
follows:

60

Formulation of the problem

Research design
Sources of data collection
Determining sample design and sample size
Organizing and conducting field survey
Analysis of data
Research report
This is the most important stage as poorly defined problems caused confusion and do not
allow the researcher to rebel the good research development.
The problem that I have formulated in my research project is, to find the consumer preference
about various products of nestle by analyzing the buying behaviors, their expectations about
the products, total market including market demand, customer

satisfaction, sales forecast,

company demand, company share , etc.

Research design/ research type

It is the arrangement of conditions, perfection and analysis of data that aims to combine
relevance to research purpose with the economy procedure.
The type of research design that I have selected is Exploratory Research design. I have done
the research on various characteristics segmented according to the Income Level.

61

Sources of data collection:

Researcher has to decide whether to use primary data or secondary data or to use the both.
The data should be matching with the objectives spread out by the researcher.
In my research project both primary sources and secondary sources are selected for data
collection. I have prepared a series of questions in the questionnaire for the survey and have
taken the help of websites and news papers to know about the company.
.

The primary data of the survey is collected by personally contracting

to the nestle consumers, whereas the secondary data is collected mainly through
Internet and the reports available in the area office of Nestle.
The collected data is then, edited, tabulated and analyzed and then it is
presented here in the form of pie charts, which are easy to understand so that any reader can
have minimum problems and can easy go through the report.

Sample design and Sample size:

The sample size of the universe in my project has been taken according to the income level
and age.

62

DATA ANALYSIS
1

Do you consume Nestle products?

INTERPRETATION: 93% of consumers consume nestle product were only 7% not

consume .

If yes, what all product do you normally buy?

INTERPRETATION: 32% of consumers mostly buy Nescafe , 31% chocolates, 25%

Maggi and 12% milk products.

63

3.

How often do you buy nestle product?

INTERPERTATION: 44% of consumers buy nestle products weekly, 30% Perday and
26% monthly.

4.

Please rank the following attributes in a nestle product on a scale

of 1-7 according to their importance to you?

INTERPERETATION: 68% consumers give most importance to taste, 52% to quality,

43% to flavor, 41% to add-ons, 35% to price, 30% to brand image and were only 25% least
importance to packaging.

64

5.

What influenced you to buy the above stated brand(s)?

INTERPRETATION: 50% of consumers say that advertising is the most common factor,
20% word of mouth, 17% by family, friends & relatives, 7% by shop display, 4% dealer and
only 2% by attractive packaging that influence them to buy the selected brand .

65

6. How do you rate the idea of nestle brand(s) being made available at the
following outlets?

INTERPERTATION: 32% consumers prefer kirana stores, 16% stationary shop, 10%
ice-cream shop and gift shop, 5% fast-food joints, 4% sweet shop, 2% milk booths, road side
kiosk and least to panshops .

7.

If a particular brand is not available with the retailer, you

will?

66

INTERPERTATION: 53% of consumers say that they will go to another retail outlet, 40%
says that they will try another brand and 7% says thst they will drop the idea of buying a
nestle products .

8.

Your purchase (of a nestle product) is:

INTERPERTATION: 56% consumers purchase it as a casual purchase, 20% as a gift,

13% as a energy snacks and 11% occasion- led

9.

The price of nestle brand is:

67

INTERPERTATION: 70% consumers say that price is moderate expensive, 16% says
reasonable, 10% very expensive and 4% value of money pricing .

10.

If your favorite brands is few Rs expensive would you go for it?

INTERPERTATION: 67% consumers say that if their favorite brand is few Rs expensive
they will go for it and only 33% will not go for it.

11. Do you often pick up a nestle product while you make other purchases?
68

INTERPERTATION: 70% often pick nestle products, while only 30% make other
purchases.

12.

Are you satisfied with the kind of brand available in India.?

INTERPERTATION: 72% of consumers say that they are Much satisfied, 20% Moderate,
8% Less satisfied with the kind of brand available in India .

FINDINGS
69

From the above data analysis the findings which were observed are mentioned below:
1. Majority of people preferred Nestle products.
2. Ratio of purchasing several products of the Nestle brand was good.
3. Purchase is done more often done weekly than daily.
4. Rating Nestle on its attributes, taste got highest number of votes.
5. 50% of people were influenced by the advertisements of the brand.
6. It was found that Nestle is available in almost every outlet.
7. It was also found that in case of non availability of the product in one outlet, customer will
switch to other one rather than changing the product demand.
8. Majority of people purchased the product casually.
9. It was found that people believe that price of Nestle products is moderate and in case if it
gets a bit expensive also their preference would not change.
10. 70% of customer pick nestle product while making other purchases.
11. The level of satisfaction was very high with the brand.

RECOMMENDATIONS
70

1) Supply of Nestle product is not good in Interior area. Even

there exists dissatisfaction in some urban areas also, So I
suggest

to

the

company

to

check

the

supply

of

product

regularly and timely to all the retailers.

2) There

is

need

for

hording,

banners,

posters,

and

glow

signboards in that locality and city in order to have brand

reorganization and recall value..
3) There should be proper distribution channel $ availability of
the product regularly and timely to each retailer, either shop
is small or big.
4) Sales manager go to the retailer shop and talk them about
their consumer problem.
5) Retailers behavior is also directly affect promotion of the
product

so

the

retailers

behavior

should

be

better

with

consume r.
In some areas Nestle product like Curd, was not available due to
this consumer were annoyed and they were complaining so it is
suggested to the sells man and related officer to pay a good
attention otherwise it will affect in long.

CONCLUSION
71

Consumer preference about various products of Nestle Brand is that the most of the
consumers consume nestle products daily, weekly, monthly they buy Nescafe, Maggie,
chocolate, Milk products and many other things . The best things they like in the products is
taste and after that the quality, flavor, price, brand-image and other things, least they prefer
packaging. Advertising is the main factors that influence them to buy and other factors as
word of mouth, family, friends & relatives, shop display, dealers, also. Most of the consumers
prefer to buy the products from kirana stores, stationary shop, Ice- cream parlors, sweet shop
and fast-food joints. They purchase it as a casual purchase, as a gift, energy snacks, occasionled and others because the price of nestle brand is moderate expensive, reasonable, very
expensive and a value of money pricing. Most consumers say that if their favorite brand is
few Rs expensive they will go for it. Most of them say that they often pick up a nestle product
while they make other purchases and the consumers are happy with the kind of brand
available in India.
So therefore it seems that the consumers are satisfied with nestle.

BIBLIOGRAPHY
72

BOOKS
Kotler, Philip and Armstrong, Graw - Principles of Marketing, Pearson Education,
New Delhi 2004.
Kotler, Philip - Marketing Management: Analysis, Planning, Implementations and
Control, Pearson Education, New Delhi. 2003, 11th ed.McGraw-Hill, 2002
DAILYS & JOURNALS
Business World
Business Today
The Economic Times
The times of India, Hindustan times, Hindustan, I next
INTERNET
www.nestle.in
www.nestle.com
www.indiainfoline.com

QUESTIONNAIRE
73

1. Name: ......................................

2.

Age.......................................
3. Sex:

Male / Female

4. Marital Status:

Unmarried
5. Occupation:

Student

Business

Professional

6. Monthly Family Income:

Below Rs. 5,000

Rs. 5,000 - Rs. 10,000

Rs. 10,000 - Rs.

15,000
Above Rs. 15,000

7. Do you consume nestle product?

YES

NO

8. If yes, what all product do you normally buy?

Nescafe(coffee)

Maggi

74

Married /

Chocolates

Milk product

Price

Add-ons (Wafers, nuts, etc.)

9. How often do you buy nestle product?

(No.) nestle product per day / week / month

10. Please rank the following attributes in a nestle product on a scale of 1-7
according to their importance to you? (1-most important, 7-least important)

Taste

Quality

Packaging
Brand
Image

Flavour

Price

Add-ons (Wafers, nuts, etc.)

11. What influenced you to buy the above stated brand(s)?

Advertising

Word of mouth

Attractive Packaging

Dealer

Shop Display

Family/Friend/Relatives

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12. How do you rate the idea of nestle brand(s) being made available at the
following outlets? (Please rate on a scale of 1-5, where 1 is most preferred and
5 is least preferred).

Pan Shops

Sweet Shops

Gift Shops

Stationary Shops

Ice-cream Parlours

Fast Food Joints

Milk Booths

Kirana store

Road-side Kiosks

Exclusive Chocolate Parlours

13. If a particular brand is not available with the retailer, you will:

Drop the idea of buying a Nestle product.

Go to another retail outlet

Try another (competitors) brand

14. You like the advertisements because of:

Trendy set-up

Good theme, models, music

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Seems nearer to life & mood

elevator
Others (Please specify)

15. Your purchase (of a nestle product) is:

As a gift

Casual purchase

Energy snack

Occasion-led (say on a Birthday, etc.)

16. The price of nestle brand is:

Moderate expensive

Very Expensive

Value of money pricing

Reasonable

17. If your favorites brand is a few Rupees expensive than it is, you would still go
for it:

YES

NO

18. Do you often pick up a nestle product while you make other purchases:

YES

NO

19. Are you satisfied with the kind of nestle brands available in India, today?

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Much

Less

Moderate

78