Volume : 11, Issue : 3, MAR 2025

CAPITALIZING ON BUSINESS DEVELOPMENT AND CHALLENGES IN THE DIGITAL ERA RESEARCHED BY STUDENTS, PG DEPARTMENT OF COMMERCE WITH COMPUTER APPLICATIONS, MANNAR THIRUMALAI NAICKER COLLEGE MADURAI.

A COMPARATIVE STUDY ON CONSUMER PREFERENCE TOWARDS NESTLE [KITKAT] AND CADBURY [DAIRYMILK] IN MADURAI CITY

T. NITHILA, F. ANISHAHEPZI, R.NANDHINIEESHWARI

Abstract

This study explores the product performance and consumer preferences for two renowned chocolate brands, Nestle KitKat and Cadbury Dairy Milk, in Madurai City. By engaging with local residents, the research investigates factors influencing their choices, such as price, quality, advertisement, satisfaction, taste, packaging, and brand loyalty. It also examines the preferred brand across different age groups and consumption patterns, including the preference for small, big, or family packs. The findings highlight the importance of understanding customer preferences for effective marketing strategies. In an era where consumer sovereignty prevails, marketers must comprehend the likes, dislikes, and purchasing behaviour of consumers. Despite low per capita chocolate consumption in India, there is potential for growth by expanding the consumer base through value-for-money products. This study aims to provide insights for marketers to better cater to consumer needs in Madurai City.

Keywords

BRAND IMAGE, TASTE, PRICE SENSITIVITY, PACKAGING APPEAL, AND LOCAL MARKET, CONSUMER BEHAVIOUR.

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