Consumer Behaviour Assignment

consumer behaviour assignmentPAPER – 331

CONSUMER BEHAVIOUR ASSIGNMENT

A STUDY ON CONSUMER BEHAVIOUR OF NESTLE KIT-KAT

1. INTRODUCTION

Chocolates and candies are one of the best loved gourmets in the world. The attractive tastes and textures of chocolates and candies delight the senses of all ages. As far as nestle chocolate Kit-Kat is concerned, the product developed as Wafer Crisp, was initially launched in London, UK in Sept. 1935 as Rowntree’s Chocolate Crisp. Within 2 years of launch Kit-Kat was established as Rowntree’s leading product, a position that it has maintained ever since. In India, 2 producers dominate the chocolate market – Cadbury and Nestle. Other brands are also available in the market. Nestle is now world’s largest food company. 2. ABOUT THE PRODUCT 2.1. USAGE: Nestle Kit-Kat is crisp wafer fingers covered with chocolayer. It has a unique finger format with a ‘breaking’ ritual attached to it. The new Kit-Kat is available in an exciting new format – a single finger with three portions. Since Kit-Kat comes under wafer category chocolate, most of the customers prefer it almost anywhere and anytime. Kit-Kat provides both the taste of smooth chocolate and the crunchy and crispy wafers.

2.2. BRAND NAME: Kit-Kat fingers are consumed around the globe

as it is known that it comes from the world known brand Nestle. Apart from Kit-Kat, Nestle also provides many other products in Chocolate and Confectionary category. Some of them are Munch, Polo, Eclairs, Bar-One, Munch Pop-Choc, Milk Chocolate etc. 2.3.COMPETITOR’S ANALYSIS The biggest competitor of Nestle is Cadbury. Cadbury not only competes with Nestle in terms of largest market share in chocolate industry but it is also much wider in providing varieties and ranges of chocolates. The following table shows the products of Cadbury and Nestle in wafer category: CADBURY Perk Perk Glucose Kit-Kat Kit-Kat Chunky NESTLE

Ulta Perk

Munch Munch Pop-Choc Milky Bar Crispy Wafers

Both...