a study on consumer preference towards cadbury

Consumer preference towards Cadbury

Introduction to the Industry

INTRODUCTION

In this research I have survey the product performance and buying behavior of famous brand of

chocolates – Cadbury, which is consumed by people of all ages. During this research I have

interacted with people of “New Delhi”. After this research I came to know how people perceives

these products on the variables like price, quality, advertisement, satisfaction, taste, packaging,

brand loyalty etc. I also came to know which particular brand of chocolate is most preferred by

people of different age groups. In this research I have surveyed that how frequently and how

much chocolate they consume, whether they buy small, big or family pack. Trend of ongoing

changes in their likings has been shown in the report. In this report I have tried to explain the

entire research and facts product wise.

ARYA College Of Engineering & I.T. 1.


CONSUMER PREFERENCE

All marketing starts with the consumer. So consumer is a very important person to a marketer.

Consumer decides what to purchase, for whom to purchase, why to purchase, from where to

purchase, and how much to purchase. In order to become a successful marketer, he must know

the liking or disliking of the customers. He must also know the time and the quantity of goods

and services, a consumer may purchase, so that he may store the goods or provide the services

according to the likings of the consumers. Gone are the days when the concept of market was let

the buyer’s beware or when the market was mainly the seller’s market. Now the whole concept

of consumer’s sovereignty prevails. The manufacturers produce and the sellers sell whatever the

consumer likes. In this sense, “consumer is the supreme in the market”.

As consumers, we play a very vital role in the health of the economy local, national or

international. The decision we make concerning our consumption behavior affect the demand for

the basic raw materials, for the transportation, for the banking, for the production; they effect the

employment of workers and deployment of resources and success of some industries and failures

of others. Thus marketer must understand this.

Preference (or "taste") is a concept, used in the social sciences, particularly economics. It

assumes a real or imagined "choice" between alternatives and the possibility of rank ordering of

these alternatives, based on happiness, satisfaction, gratification, enjoyment, utility they provide.

More generally, it can be seen as a source of motivation. In cognitive sciences, individual

preferences enable choice of objectives/goals.



History of chocolate:

The origin of chocolate can be traced back to the ancient Maya and Aztec civilizations in Central

America, who first enjoyed “chocolati” a much-prized spicy drink made from roasted cocoa

beans.

Throughout its history, whether as cocoa or drinking chocolate beverage or confectionary treat,

chocolate has been a much sought after food..

Chocolate across Europe

An Italian traveler, Francesco carletti, was the first to break the Spanish monopoly. He had

visited Central America and seen how the Indians prepared the cocoa beans and how they made

the drink, and by 1606 chocolate was well established in Italy.

First chocolate for eating

Up until this point all chocolate recipes were based on plain chocolate. It was an English doctor,

sir Hans’s sloane, who- after traveling in south America- focused on cocoa and food values,

bringing a milk chocolate recipe back to England.

The original Cadbury milk chocolate was prepared to his recipe.

History:

The earliest record of chocolate was over fifteen hundred years ago in the central America rain

forests, where the tropical mix of high rain fall combined with high year round temperatures and

humidity provide the ideal climate for cultivation of the plant from which chocolate is derived,

the cacao tree.

“ Chocolate is made from the cocoa bean, found in pods growing from the trunk and lower

branches of the cacao tree, Latin name “ theobroma cacao” meaning “ food of the gods”



Cacao was corrupted into the more familiar “ cocoa” by the early European explorers. The Maya

brewed a spicy, bittersweet drink by roasting and pounding the seeds of the cacao tree with

maize and capsicum peppers and letting the mixture ferment.”

Chocolate in Europe

Xocolatl! or chocolat or chocolate as it became known, was brought to Europe by Cortez, by

this time the conquistadors had learned to make the drink more palatable to European tastes by

mixing the ground roasted beans with sugar and vanilla ( a practice still continued today), thus

offsetting the spicy bitterness of the brew the Aztec’s drank.

The first chocolate factories opened in Spain, where the dried fermented beans brought back

from the new world by the Spanish treasure fleets were roasted and ground, and by the early 17 th

century chocolate powder – from which the European version of the drink was made- was being

exported to other parts of Europe. The Spanish kept the source of the drink- the beans- a secret

for many years, so successfully in fact, that when English buccaneers boarded what they thought

was a Spanish “ treasurer galleon” in 1579, only to find it loaded with what appeared to be “

dried sheep’s droppings, they burned the whole ship in frustration. If only they had known,

chocolate was so expensive at that time, that it was worth it’s weight in silver ( if not gold),

chocolate was treasure indeed !

CONSUMPTION OF CHOCOLATES IN INDIA

Chocolate consumption in India is extremely low. Per capita consumption is around 160 gms in

the urban areas, compared to 8-10kg in the developed countries. In rural areas, it is even lower.

Chocolates in India are consumed as indulgence and not as a snack food. A strong volume

growth was witnessed in the early 90’s when Cadbury repositioned chocolates from children to

adult consumption. The biggest opportunity is likely to stem from increasing the consumer base.



Leading player like Cadbury has been attempting to do this by value for money offerings, which

are affordable to the masses.

Back to the America’s

Event’s went full circle when English colonists carried chocolate (and coffee) with them to

England’s colonies in north America. Destined to become the united states of America and

Canada, they are now the worlds largest consumers – by far – of both chocolate and coffee,

consuming over half of the words total production of chocolate alone.

The Quakers

The Quakers were, and still are, a pacifist religious sect, an offshoot of the puritans of English

civil war and pilgrim fathers fame and a history of chocolate would not be complete without

mentioning their part in it. Some of the most famous names in chocolate were Quakers, who for

centuries held a virtual monopoly of chocolate making in the English speaking world – fry,

Cadbury and row tree are probably the best known.

Its probably before the time of the English civil war between parliament and king Charles 1st

that the Quaker’s who evolved from the puritans, first began their historic association with

chocolate. Because of their pacifist religion, they were prohibited from many normal business

activities, so as an industrious people with a strong belief in the work ethic (like the puritans),

they involved themselves in food related businesses and did very well. Baking was a common

occupation for them because bread was regarded as the biblical “staff of life”, and bakers in

England were the first to add chocolate to cakes so it would be a natural progression for them to

start making pure chocolate. They were also heavily involved in breakfast cereals but that’s

another story.

What is certain is that the fry, row tree and Cadbury families in England among others, began

chocolate making and in fact Joseph fry of fry &sons (founded 1728 in Bristol, England) is



credited with producing and selling the world’s first chocolate bar. Fry’s have now all but

disappeared (taken over by Cadbury) and row tree have merged Swiss company nestle, to form

the largest chocolate manufacturer in the world. Cadbury have stayed with chocolate production

and are now, if not quite the largest, probably one of the best-known chocolate makers in the

world.

Chocolate as we know it

The first mention of chocolate being eaten in solid form is when bakers in England began adding

cocoa powder to cakes in the mid 1600’s. Then in 1828 a Dutch chemist, Johannes van houten,

invented a method of extracting the bitter tasting fat or “cocoa butter” from the roasted ground

beans, his aim was to make the drink smoother and more palatable, however he unknowingly

paved the way for solid chocolate as we know it.

Chocolate as we know it today first appeared in 1847 when fry & sons of Bristol, England –

mixed sugar with cocoa powder and cocoa butter (made by the van houten process) to produce

the first solid chocolate bar then in1875 a Swiss manufacturer,

Daniel peters, found a way to combine (some would say improve, some would say ruin) cocoa

powder and cocoa butter with sugar and dried milk powder to produce the first milk chocolate.

CHOCOLATE PRODUCTION

The cocoa-bean -- the heart of the sweetest delicacy in the world -- is bitter! This

is why, up to the 18th century some native tribes ate only the sweetish flesh of

the cocoa fruit. They regarded the precious bean as waste or used it, as was the

case among the Aztecs, as a form of currency.

TheVarieties

There are two quite different basic classifications of cocoa, under which

practically all varieties can be categorised: Criollo and Forastero cocoas. The



pure variety of the Criollo tree is found mainly in its native Equador and Venezuela. The seeds

are of finer quality than those of the Forastero variety.

They have a particularly fine, mild aroma and are, therefore, used only in the production of high-

quality chocolate and for blending. However, Criollo cocoa accounts for only 10% of the world

crop. The remaining 90% is harvested from trees of the Forastero family, with its many hybrids

and varieties. The main growing area is West Africa. The cocoa tree can flourish only in the

hottest regions of the world.

The Harvest

immediately after harvesting, the fruit is treated to prevent it from rotting. At

fermentation sites either in the plantation or at, collecting points, the fruit is

opened.

Fermentation

The fermentation process is decisive in the production of high quality raw cocoa. The technique

varies depending on the growing region.

Drying

After fermentation, the raw cocoa still contains far too much water; in fact about 60%. Most of

this has to be removed.

What could be more natural than to spread the beans out to dry on the sun-soaked ground or on

mats? After a week or so, all but a small percentage of the water has evaporated.

Cleaning

Before the real processing begins, the raw cocoa is thoroughly cleaned by passing

through sieves, and by brushing. Finally, the last vestiges of wood, jute fibres,

sand and even the finest dust are extracted by powerful vacuum equipment.

Roasting

The subsequent roasting process is primarily designed to develop the aroma. The entire roasting



process, during which the air in the nearly 10 feet high furnaces reaches a temperature of 130 °C,

is carried out automatically.

Crushingandshelling

The roasted beans are now broken into medium sized pieces in the crushing machine.

Blending

Before grinding, the crushed beans are weighed and blended according to special recipes. The

secret of every chocolate factory lies in the special mixing ratios, which it has developed for

different types of cocoa.

Grinding

The crushed cocoa beans, which are still fairly coarse are now pre-ground by special milling

equipment and then fed on to rollers where they are ground into a fine paste. The heat generated

by the resulting pressure and friction causes the cocoa butter (approximately 50% of the bean)

contained in the beans to melt, producing a thick, liquid mixture.

This is dark brown in color with a characteristic, strong odour. During cooling it gradually sets:

this is the cocoa paste.

At this point the production process divides into two paths, but which soon join again. A part of

the cocoa paste is taken to large presses, which extract the cocoa butter. The other part passes

through various blending and refining processes, during which some of the cocoa butter is added

to it. The two paths have rejoined.

CocoaButter

The cocoa butter has important functions. It not only forms part of every recipe,

but it also later gives the chocolate its fine structure, beautiful lustre and delicate,

attractive glaze.

Cocoa Powder



After the cocoa butter has left the press; cocoa cakes are left which still contain a 10 to 20%

proportion of fat depending on the intensity of compression.

These cakes are crushed again, ground to powder and finely sifted in several

stages and we obtain a dark, strongly aromatic powder, which is excellent for the

preparation of delicious drinks - cocoa. Cocoa paste, cocoa butter, sugar and milk

are the four basic ingredients for making chocolate. By blending them in

accordance with specific recipes the three types of chocolate are obtained which form the basis

of ever product assortment, namely:

Kneading

In the case of milk chocolate for example, the cocoa paste, cocoa butter, powdered or condensed

milk, sugar and flavouring - maybe vanilla - go into the mixer, where they are pulverized and

kneaded.

Rolling

Depending on the design of the rolling mills, three or five vertically mounted

steel rollers rotate in opposite directions. Under heavy pressure they pulverise the

tiny particles of cocoa and sugar down to a size of approx. 30 microns. (One

micron is a thousandth part of a millimetre.)

Conching

But still the chocolate paste is not smooth enough to satisfy our palates. But

within two or three days all that will have been put right. For during this period

the chocolate paste will be refined to such an extent in the conches that it will

flatter even the most discriminating palate.

Conches (from the Spanish word "concha", meaning a shell) is the name given to the troughs in

which 100 to 1000 kilograms of chocolate paste at a time can be heated up to 80 °C and, while



being constantly stirred, is given a velvet smoothness by the addition of certain amounts of cocoa

butter. A kind of aeration of the liquid chocolate paste then takes place in the conches: its bitter

taste gradually disappears and the flavor is fully developed. The chocolate no longer seems

sandy, but dissolves meltingly on the tongue. It has attained the outstanding purity, which gives

it its reputation.

Introduction to Chocolate & Company

CADBURY

John Cadbury

Milk chocolate for eating was first made by Cadbury in 1897 by adding milk powder John paste

to the dark chocolate recipe of cocoa mass, cocoa butter and sugar. By today's standards this

chocolate was not particularly good: it was coarse and dry and not sweet or milky enough for

public tastes.

There was a great deal of competition from continental manufacturers, not only the French,but

also the Swiss, renowned for their milk chocolate.

Led by George Cadbury Junior, the Bournville experts set out to meet the challenge. A

considerable amount of time and money was spent on research and on new plant designed to

produce the chocolate in larger quantities.



A recipe was formulated incorporating fresh milk, and production processes were developed to

produce a milk chocolate 'not merely as good as, but better than' the imported milk chocolate'.

Four years of hard work were invested in the project and in 1905 what was to

be Cadbury's top selling brand was launched.

Three names were considered: Jersey, Highland Milk and Dairy Maid. Dairy

Maid became Dairy Milk, and Cadbury's Dairy Milk, with its unique flavour and smooth creamy

texture, was ready to challenge the Swiss domination of the milk chocolate market.

By 1913 Dairy Milk had become the company's best selling line and in the mid twenties

Cadbury's Dairy Milk gained its status as the brand leader, a position it has held ever since.

COMPANY OVERVIEW OF CADBURY INDIA

Cadbury began its operations in 1948 by importing chocolates and then re-packing them before

distribution in the Indian market. After 59 years of existence, it today has five company-owned

manufacturing facilities at Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi

(Himachal Pradesh) and 4 sales offices (New Delhi, Mumbai, Kolkota and Chennai). The

corporte office is in Mumbai.

Currently Cadbury India operates in three sectors viz. Chocolate Confectionery, Milk Food

Drinks and in the Candy category.

“CEO OF CADBURY INDIA - BHARAT PURI”


http://www.cadburyindia.com/brands/choco1.asp

http://www.cadburyindia.com/brands/choco1.asp


With annual revenues of approximately $50 billion, the combined company is the world's second

largest food company, making delicious products for billions of consumers in more than 160

countries. We employ approximately 140,000 people and have operations in more than 70

countries

.

In the Chocolate Confectionery business, Cadbury has maintained its undisputed leadership over

the years. Some of the key brands are Cadbury Dairy Milk, 5 Star, Perk, Éclairs and

Celebrations. Cadbury enjoys a value market share of over 70% - the highest Cadbury brand

share in the world! Their flagship brand Cadbury Dairy Milk is considered the "gold standard"

for chocolates in India. The pure taste of CDM defines the chocolate taste for the Indian

consumer.

In the Milk Food drinks segment their main product is Bournvita - the leading Malted Food

Drink (MFD) in the country. Similarly in the medicated candy category Halls is the undisputed

leader.

The Cadbury India Brand Strategy has received consistent support through simple but

imaginative extensions to product categories and distribution. A good example of this is the

development of Bytes. Crispy wafers filled with coca cream in the form of a bagged snack, Bytes

is positioned as "The new concept of sweet snacking". It delivers the taste of chocolate in the

form of a light snack, and thus heralds the entry of Cadbury India into the growing bagged Snack

Market, which has been dominated until now by Salted Bagged Snack Brands. Bytes was first

launched in South India in 2003.

Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India. For over

two decades, it has worked with the Kerala Agriculture University to undertake cocoa research

and released clones, hybrids that improve the cocoa yield.

Today, Cadbury is poised in its leap towards quantum growth and new categories of business,

namely gums, mints, snacking and gifting. It is a part of the Cadbury Schweppes Group, world's

No.1 Confectionery Company.


http://www.cadburyindia.com/brands/conf1.asp

http://www.cadburyindia.com/brands/bev1.asp


CADBURY WORLD WIDE

Cadbury is the world's largest confectionery company and have a strong

regional presence in beverages in the Americas and Australia.

With origins stretching back over 200 years, today their products - which

include brands such as Cadbury, Schweppes, Halls, Trident, Dr Pepper, Snapple, Trebor,

Dentyne, Bubblicious and Bassett - are enjoyed in almost every country around the world. We

employ around 60,00 people.

Their heritage starts back in 1783 when Jacob Schweppe perfected his

process for manufacturing carbonated mineral water in Geneva, Switzerland.

And in 1824 John Cadbury opened in Birmingham selling cocoa and

chocolate.

These two great household names merged in 1969 to form Cadbury Schweppes plc. Since

then they have expanded their business throughout the world by a programme of organic

and acquisition led growth.

Concentrating on their core brands in beverages and confectionery since the 1980s, they

have strengthened their portfolio through almost fifty acquisitions, including brand icons

such as Mott's, Canada Dry, Halls, Trident, Dentyne, Bubblicious, Trebor, Bassett, Dr Pepper, 7

Up and Snapple.

- It employ 60,000 people in over 200 countries

- Worlds No 1 Confectionery company

- World's No 2 Gums company


http://www.cadburyschweppes.com/


- World's No 3 beverage company

STORY OF CADBURY

The story of Cadbury Dairy Milk started way back in 1905 at Bournville, U.K., but the journey

with chocolate lovers in India began in 1948.

The pure taste of Cadbury Dairy Milk is the taste most Indians crave for when they think of

Cadbury Dairy Milk.

The variants Fruit & Nut, Crackle and Roast Almond,

combine the classic taste of Cadbury Dairy Milk with a

variety of ingredients and are very popular amongst teens

& adults.

Recently, Cadbury Dairy Milk Desserts was launched,

specifically to cater to the urge for 'something sweet' after

meals.

Cadbury Dairy Milk has exciting products on offer -

Cadbury Dairy Milk Wowie, chocolate with Disney

characters embossed in it, and Cadbury Dairy Milk 2 in 1, a delightful combination of milk

chocolate and white chocolate. Giving consumers an exciting reason to keep coming back into

the fun filled world of Cadbury.

Our Journey:

Cadbury Dairy Milk has been the market leader in the chocolate category for years. And has

participated and been a part of every Indian's moments of happiness, joy and celebration. Today,

Cadbury Dairy Milk alone holds 30% value share of the Indian chocolate market.



In the early 90's, chocolates were seen as 'meant for kids', usually a reward or a bribe for

children. In the Mid 90's the category was re-defined by the very popular `Real Taste of Life'

campaign, shifting the focus from `just for kids' to the `kid in all of us'. It appealed to the child in

every adult. And Cadbury Dairy Milk became the perfect expression of 'spontaneity' and 'shared

good feelings'

The 'Real Taste of Life' campaign had many memorable executions, which people still fondly

remember. However, the one with the "girl dancing on the cricket field" has remained etched in

everyone's memory, as the most spontaneous & un-inhibited expression of happiness.

This campaign went on to be awarded 'The Campaign of the Century', in India at the Abby (Ad

Club, Mumbai) awards.

In the late 90's, to further expand the category, the focus shifted towards widening chocolate

consumption amongst the masses, through the 'Khanewalon Ko Khane Ka Bahana Chahiye'

campaign. This campaign built social acceptance for chocolate consumption amongst adults, by

showcasing collective and shared moments.

More recently, the 'Kuch Meetha Ho Jaaye' campaign associated Cadbury Dairy Milk with

celebratory occasions and the phrase "Pappu Pass Ho Gaya" became part of street language. It

has been adopted by consumers and today is used extensively to express joy in a moment of

achievement / success.

The interactive campaign for "Pappu Pass Ho Gaya" bagged a Bronze Lion at the prestigious

Cannes Advertising Festival 2006 for 'Best use of internet and new media'. The idea involved a

tie-up with Reliance India Mobile service and allowed students to check their exam results using

their mobile service and encouraged those who passed their examinations to celebrate with

Cadbury Dairy Milk.

The 'Pappu Pass Ho Gaya' campaign also went on to win Silver for The Best Integrated

Marketing Campaign and Gold in the Consumer Products category at the EFFIES 2006 (global

benchmark for effective advertising campaigns) awards.



Did You Know:

Cadbury Dairy Milk emerged as the No. 1 most trusted brand in Mumbai for the 2005 edition of

Brand Equity's Most Trusted Brands survey.

During the 1st World War, Cadbury Dairy Milk supported the war effort. Over 2,000 male

employees joined the armed forces and Cadbury sent books, warm clothes and chocolates to

the front.

CADBURY BYTES

Cadbury Bytes was launched in 2004-05 as Cadbury's foray into the rapidly growing packaged

snack market.

Cadbury Bytes is a one of a kind snack, in that it is sweet and not salty, as compared to most of

the other snacks. It's a bite sized snack with a crunchy wafer and rich Choco cream filling. There

are three variants of Bytes available in the market - Regular, Coffee and Strawberry, at two price

points- Rs 5 and Rs 10.



Cadbury Bytes is targeted at teens as they are the largest consuming segment of packaged snack

category. They are also the gateway to the family, especially for a new sweet snack.

With Bytes, Cadbury has entered into a new category with well entrenched and established

brands. It is an exciting challenge for us to take the brand forward and make it a stupendous

success.

Cadbury Bytes is positioned as the 'only sweet snack' in the world of salty snacks. The

proposition we have arrived at is "Snacking ka meetha funda", where we take a pot-shot at other

snacks, by saying `Har snack namkeen nahi hota'. The product is all about breaking a cliché and

teenagers identify with breaking stereotypes. The new commercials- 'Tommy' and 'Villain', talk

about breaking the stereotype.

CADBURY BOURNVITA

Cadbury was incorporated in India on July 19th, 1948 as a private limited company under the

name of Cadbury-Fry (India). Cadbury Bournvita was launched during the same year.



It is among the oldest brands in the Malt Based Food /

Malt Food category with a rich heritage and has always

been known to provide the best nutrition to aid growth

and all round development.

Throughout it's history, Cadbury Bournvita has

continuously re-invented itself in terms of product,

packaging, promotion & distribution. The Cadbury

lineage and rich brand heritage has helped the brand

maintain its leadership position and image over the last 50 years The Journey:

The brand has been an enduring symbol of mental and physical health ever since it was launched

in 1948. It is hardly surprising then, that Bournvita enjoys a major presence in the Malt Food

market. Given its market share of 17%, Cadbury Bournvita reaches across hundreds of cities,

towns and villages through 3,50,000 outlets in India.

It is a universal truth that mothers attach a lot of emotional importance to nourishment while

bringing up their children. However, children always look out for the tastiest option to make

their daily dose of milk more enjoyable.

Cadbury now offers two options to capture this appeal: Cadbury Bournvita, with its popular

chocolate taste, and its latest offering, Cadbury Bournvita 5 Star Magic, leveraging the rich

chocolate and caramel flavour of Cadbury 5 Star.

The Journey:

The brand has been an enduring symbol of mental and physical health ever since it was launched

in 1948. It is hardly surprising then, that Bournvita enjoys a major presence in the Malt Food

market. Given its market share of 17%, Cadbury Bournvita reaches across hundreds of cities,

towns and villages through 3,50,000 outlets in India.



It is a universal truth that mothers attach a lot of emotional importance to nourishment while

bringing up their children. However, children always look out for the tastiest option to make

their daily dose of milk more enjoyable.

Cadbury now offers two options to capture this appeal: Cadbury Bournvita, with its popular

chocolate taste, and its latest offering, Cadbury Bournvita 5 Star Magic, leveraging the rich

chocolate and caramel flavour of Cadbury 5 Star

Cadbury Bournvita advertising has moved with the times to reflect the changing needs of the

consumers.

During the '70s the communication centered on 'Good upbringing' and Bournvita became an

essential building block for childhood. "Goodness that grows with you" was the campaign idea

that communicated this thought.

In the 80's the focus shifted from 'Upbringing' to 'Intelligence' with the more aggressive "Brought

up right, Bournvita bright" campaign, which was very successful during its time.

In the early '90s all brands in the category provided purely physical benefits like nourishment,

energy and growth. It was at this time that Bournvita decided to raise the bar by promising

physical and mental benefits. This resulted in the famous Tan Ki Shakti, Man Ki Shakti

Campaign which became an anthem for the brand.

In the new millennium, keeping pace with the evolving mindsets of the new age consumers,

Cadbury Bournvita is about arming consumers with Confidence to take on physical and mental

challenges that nobody else can, resulting in one of the most successful advertising campaigns

which is based on 'Real Achievers who have grown up on Bournvita'.

Did you know:

In the 1980 Moscow Olympics, Cadbury Bournvita was the official health drink for the Indian

team



The Cadbury Bournvita Quiz Contest, which started airing

on April 12th 1972, is India's longest running national school

quiz contest. Starting out as a contest held in cities, and then

on radio, the contest currently has been running for over 10

years on satellite television. It has over 500 episodes to its

credit, and today the contest directly reaches more than

11,25,000 students, in 4000 schools across 66 cities and 7

countries - UAE, Kuwait, Qatar, Oman, Bahrain, Nepal and

India.

HALLS

Halls accounts for 50% of international cough drop sales and is the

leading sugar confectionery brand in the world. In 1930’s, the Hall

brothers invented its Mentho-Lyptus formula, using a combination of

menthol and eucalyptus, and began producing cough drops. The

cough drops were introduced into the US during the mid-1950s.

Warner-Lambert recognised the potential of the product and acquired

Halls in 1964. In 1971, Warner Lambert began selling Halls under

the Adams family, and the first national television campaign was

aired in the US & the results were a resounding success.

Our Journey:

Halls was first launched in India in 1968 & soon established itself asa

‘therapeutic’ candy competing in the cough lozenge market. Halls has

been sold in India as part of the Pfizer & Warner Lambert networks

before it came into the Cadbury fold in 2003 as part of a global merger

with Adams Confectionery.



Halls has had a colourful advertising history in India & was infact, one of the earliest brands to

advertise on television in India. In the 1980’s, Ad’s featuring Meenakshi Sheshadri and later,

Vijeta Pandit on its unique ‘vapour action’ formula with a classic Halls Jingle were aired which

established the brand firmly in the market. In the 90’s, Halls advertising adopted a different take

with its ‘Traffic Jam’ Ad where Halls restores order to a situation of chaos & the early 2000’s

saw Halls advertising on the ‘refreshment’ platform. Over the years Halls has been strongly

positioned on the` soothes sore throat ’ benefit in the consumers mind.

Halls continues to be one of the leading mint brands in India even in the changed competitive

context.

Did You Know:

Halls is marketed in 24 different countries around the world & is offered in over 26

flavours.

Halls produced the largest sweet in the world in 1964. Weighing 76kilos, the sweet was

put on exhibition in New York.

Halls accounts for more than 50% of international cough drop sales.

In 2002, people consumed 100,000 tons of Halls!

BUBBALOO

Cadbury India has expanded its confectionary portfolio in 2007 by foraying into the Bubble gum

category with the launch of Bubbaloo Bubblegum- a successful bubblegum brand from its



international portfolio.

Bubbaloo is an innovative soft bubblegum with a centre filled liquid. It is filled with a high level

of a great tasting fruit flavoured liquid that floods your mouth instantly.

Bubaloo is currently available in two yummy flavors- Strawberry and Mixed Fruit.

The communication focuses on the "fun filled liquid centre " of Bubbaloo and is anchored by

“Bubba- the cat”, the international mascot for the brand Bubbaloo.

Did you know?

Bubbaloo was first launched in 1984.

Bubbaloo is sold in 25 countries and is particularly popular in Latin America. The record for the

largest bubblegum bubble ever blown is 58.4cm. The bubble was blown by Susan Montgomery

Williams of Fresno, California, USA at the ABC-TV studios in New York City, in 1994.

Cadbury Brands:



Chocolates

Snacks

Beverages

Candy

SNACKS:

Bytes

BEVERAGES

Bournvita

CANDY

Halls

CHOCOLATES

Dairy Milk

5 Star

Perk

Celebrations

Temptation

Bournville

Eclairs

Gems



DAIRY MILK

The story of Cadbury Dairy Milk started

way back in 1905 at Bournville, U.K., but

the journey with chocolate lovers in India began in 1948.

The variants Fruit & Nut, Crackle and Roast Almond, combine the classic taste of Cadbury

Dairy Milk with a variety of ingredients and are very popular amongst teens & adults.

Cadbury Dairy Milk has exciting products on offer - Cadbury Dairy Milk Wowie, chocolate with

Disney characters embossed in it, and Cadbury Dairy Milk 2 in 1, a delightful combination of

milk chocolate and white chocolate. Giving consumers an exciting reason to keep coming back

into the fun filled world of Cadbury.

Today, Cadbury Dairy Milk alone holds 30% value share of the Indian chocolate market.

5 STAR

the second largest after Cadbury Dairy Milk with a market share of 14%, Cadbury 5 Star moves

from strength to strength every year by increasing its user base.

Launched in 1969 as a bar of chocolate that was hard outside with soft caramel nougat inside,

Cadbury 5 Star has re-invented itself over the years to keep satisfying the consumers taste for a

high quality & different chocolate eating experience.



One of the key properties that Cadbury 5 Star was associated with was its classic Gold colour.

And through the passage of time, this was one property that both, the brand and the consumer

stuck to as a valuable association.

More recently, to give consumers another reason to come into the Cadbury 5 Star fold, Cadbury

5 Star Crunchy was launched. The same delicious Cadbury 5 Star was now available with a dash

of rice crispies.

PERK

Cadbury launched Perk in 1996. With its light chocolate and wafer construct, Cadbury Perk

targeted the casual snacking space that was dominated primarily by chips & wafers.

With the rise of more value-for-money brands in the wafer chocolate segment, Cadbury Perk

unveiled two new offerings - Perk XL and XXL. In 2004, with an added dose of 'Real Cadbury

Dairy Milk' and an 'improved wafer', Perk became even more irresistible

CELEBRATIONS

Cadbury Celebrations was aimed at replacing

traditional gifting options like Mithai and dry-

fruits during festive seasons.



Cadbury Celebrations is available in several assortments: An assortment of chocolates like 5

Star, Perk, Gems, Dairy Milk and Nutties and rich dry fruits enrobed in Cadbury dairy milk

chocolate in 5 variants, Almond magic, raisin magic, cashew magic, nut butterscotch and

caramels.

The super premium Celebrations Rich Dry Fruit Collection which is a festive offering is an

exotic range of chocolate covered dry fruits and nuts in various flavours and the premium dark

chocolate range which is exotic dark chocolate in luscious flavours.

TEMPTATION

Cadbury Temptations is a range of delicious premium chocolate in five flavors variants - Roast

Almond Coffee, Honey Apricot, Mint Crunch, Black Forestand Old Jamaica. ury Cocoa

Partnership Ghana Programmes

CADBURY COCOA PARTNERSHIP GHANA PROGRAMMESs

Cadbury and Cadbury colleagues have been working with communities in Ghana for a number of years. Together we have donated over 2.6 tones of school books, raised funds for over 950 wells, and delivered over 5,000 bikes helping to increase the attendance of thousands of children who commute long distances to school.



Research Methodology

Research Methodology

Research methodology is a way to systematically solve the research problem. It may be

understood as a science of studying how research is done scientifically. Researchers need to

know, which of the methods or techniques, are relevant and which are not, and what would they

mean and indicate and why. Researcher also need to understand the assumptions underlying

various technique and they need to know the criteria by which they can decide that certain

techniques and procedure will be applicable to certain problems and others will not.

DEFINITION OF RESEARCH

Research in common parlance refers to a search for knowledge. It is a scientific and systematic search for pertinent information on a specific topic.

“Research may be defined as a systematized effort to gain new knowledge.”

-Redman and Moray



PROCESS OF RESEARCH

Problem Identification and definition

Research Design(a) Type of Research(b) Unit Identification(c) Sampling

Data collection

Data Analysis and representation

Interpretation of the result

Suggestation



TYPES OF RESEARCH

There are various types of research like: -

1) Descriptive v/s analytical

2) Applied v/s fundamental

3) Quantitative v/s qualitative

4) Conceptual v/s empirical

RESEARCH DESIGN

“A research design is simply the framework or plan for a study that is used asguide in collecting

and analyzing the data. It is blueprint that is followed

in completing a study.”

SCOPE OF THE STUDY

As learning is a human activity and is as natural, as breathing. Despite of the fact that learning is

all pervasive in our lives, psychologists do not agree on how learning takes place. How

individuals learn is a matter of interest to marketers. They want to teach consumers in their roles

as their roles as consumers. They want consumers to learn about their products, product

attributes, potential consumers benefit, how to use, maintain or even dispose of the product and

new ways of behaving that will satisfy not only the consumer’s needs, but the marketer’s

objectives.



The scope of my study restricts itself to the analysis of consumer preferences, perception and

consumption of Cadbury Chocolates. There are many other brands of chocolates available but

my study is limited to a major player of chocolates leaving behind the others.

OBJECTIVES OF THE STUDY

This project is based on the comparative study consumer behavior towards Cadbury

chocolates. Objectives of the study are:

The other objective is to know about the customer satisfaction level associated with

the product and the customer preference level.

To increase customer satisfaction and recapture the market share by fulfilling the

customer needs.

To study the factors affecting the consumption pattern.

LIMITATIONS OF THE STUDY

In attempt to make this project authentic and reliable, every possible aspect of the topic was kept

in mind. Nevertheless, despite of fact constraints were at play during the formulation of this

project. The main limitations are as follows:

Due to limitation of time only few people were selected for the study. So the sample of

consumers was not enough to generalize the findings of the study.

The main source of data for the study was primary data with the help of self-administered

questionnaires. Hence, the chances of unbiased information are less.

People were hesitant to disclose the true facts.

The chance of biased response can’t be eliminated though all necessary steps were taken

to avoid the same



RESEARCH METHODOLOGY

This chapter describes the methodology of the study. This project is based on information

collected from primary sources. After the detailed study, an attempt has been made to present

comprehensive analysis of consumption of Cadbury chocolates consumed by the people. The

data had been used to cover various aspects like consumption, consumer’s preference and

customer’s satisfaction regarding Cadbury chocolates. In collecting requisite data and

information regarding the topic selected, I went to the residents of “NewDelhi” and collected the

data.

Survey design:

The study is a cross sectional study because the data were collected at a single point of time. For

the purpose of present study a related sample of population was selected on the basis of

convenience.

Sample Size and Design:

A sample of 100 people was taken on the basis of convenience. The actual consumers were

contacted on the basis of random sampling.

Research Period:

Research work is only carried for 2 or 3 weeks.

Research Instrument:



This work is carried out through self-administered questionnaires. The questions included were

open ended, dichotomous and offered multiple choices.

Data Collection:

The data, which is collected for the purpose of study, is divided into 2 bases:

Primary Source: The primary data comprises information survey of “Comparative

study of consumer behavior towards Nestle and Cadbury chocolates”. The data has been

collected directly from respondent with the help of structured questionnaires.

Secondary Source: The secondary data was collected from internet, References from

Library.

Data Analysis:

The data is analyzed on the basis of suitable tables by using mathematical techniques. The

technique that I have used is bar technique.



Analysis and Interpretation

LIKING FOR THE CHOCOLATES

Table:1

Liking for the Chocolate Yes No

Number of Respondents 95 5

10

20

40

60

80

100 95

5

Liking For the Chocolate

Yes

No

Response

Nu

mb

er o

f P

erso

ns

Chart:1

From the above analysis of the given sample of 100 respondents it is concluded that out of 100

people 95 people likes to eat chocolate while only 5 people don’t prefer to eat chocolate.



DIFFERENT AGE GROUPS

Table:2

AGE GROUPS 0-10 10-20 20-30 ABOVE 30

NUMBER OF

RESPONDENTS

14 42 33 11

10

1020304050

14

4233

11

AGE GROUPS

0-10

10 to 20

20 to 30

Above 30

AGE GROUPS

NU

MB

ER

OF

RE

-S

PO

ND

EN

TS

Chart:2

According to the above analysis it is concluded that I have surveyed 100 respondents out of

which 14, 42, 33, 11 belongs to age group 0-10, 10-20, 20-30, above30 respectively.



PREFERENCE ACCORDING TO AGE GROUPS

Table:3

AGE GROUPS

BRANDS 0-10 10-20 20-30 ABOVE 30

CADBURY 7 35 24 5

NO CONSUMTION 2 1 1 1

0-10 10 to 20

20 to 30

Above 30

AGE GROUPS

05

10152025303540

7

35

24

5

2

1

1

1

PREFERENCE ACCORDING TO AGE GROUPS

NONE

CADBURY

NU

MB

ER

OF

CO

NS

UM

ER

S

Chart:3

According to the above analysis it is concluded that people of different age groups prefer mostly

Cadbury brand of chocolate people of age group above 30 equally likes to have both brands.



BRAND PREFERENCE

Table:4

BRANDSPREFERENCE BY CONSUMERS

CADBURY 73

OTHERS 22

10

20

40

60

80 73

22

Brand Preference

Chocolate Brands

No

. of

Pe

rso

ns

Chart:4

From the above analysis of given sample of 93 respondents who eat chocolates it is concluded

that only 22 people prefer to eat other brands as while 73 people likes to eat Cadbury chocolates.



PURCHASE OF CHOCOLATES

PURCHASE OF CADBURY CHOCOLATES

Table:5

CADBURY CHOCOLATES

SUB- BRANDS NUMBER OF RESPONDANTS

DAIRY MILK 69

5 STAR 64

PERK 61

CELEBRATIONS 49

TEMPTATIONS 41

10

1020304050607080 69

64 61

4941

Cadbury chocolates Purchased By People

Dairy Milk 5 Star Perk Celebrations Temptation

Sub-brands of Cadbury Chocolate

Nu

mb

er

of

Pe

rso

ns

Chart:5

From the above analysis of given sample of 73 respondents who eat Cadbury chocolates it is

concluded that mostly people has purchased Dairy Milk sub-brand of Cadbury while Temptation

is least purchased by the people.



OVERALL PURCHASE OF CHOCOLATES

Table:7

OVERALL PURCHASE OF SUB- BRANDS OF CHOCOLATES

SUB-BRANDS PERCENTAGE OF PURCHASE

DAIRY MILK 40

5 STAR 20

PERK 13

CELEBRATIONS 15

TEMPTATIONS 12

PREFERENCE OF SUBRANDS OF CADBURY CHOCOLATES

Table: 8

CADBURY CHOCOLATES

SUB- BRANDS GRAND TOTAL OF

PREFERENCE

AVERAGE

(GRAND TOTAL /

No. OF

RESPONDANTS)

RANKS

DAIRY MILK 315 4.3 1

5 STAR 220 3 2

PERK 176 2.4 3

CELEBRATIONS 136 1.86 4

TEMPTATION 91 1.24 5

According to the above analysis it is concluded that in Cadbury Brand, Dairy milk is the most

preferred sub-brand as it is ranked first by the respondents. While Temptation is the least

preferred sub-brand of Cadbury chocolates.



INFLUENCING FACTORS DURING PURCHASE

OVERALL INFLUENCE

Table :10

FACTORS GRAND TOTAL AVERAGE RANK

FLAVOR/TASTE435 4.58 1

PRICE 295 3.1 9

QUALITY 391 4.12 2

PACKAGING 344 3.62 4

FORM 301 3.17 7

BRAND 354 3.73 3

IMAGE 344 3.62 4

COLOR 297 3.13 8

SHAPE 268 2.82 10

QUANTITY 342 3.6 6

According to the above analysis it is concluded that on an average mostly people are influenced

by flavor/taste followed by quality, brand and image. It is surprised to know that very few people

are influenced by price followed by shape of the chocolate.



INFLUENCING FACTORS DURING PURCHASE OF CADBURY CHOCOLATES

Table:11



PRICE 235 3.2 7

QUALITY 307 4.2 2


FORM 231 3.16 8

BRAND 271 3.71 4

IMAGE 262 3.59 5

COLOR 224 3.07 9

SHAPE 213 2.92 10

QUANTITY262 3.59 5

According to the above analysis it is concluded that on an average mostly people are influenced

by flavor/taste followed by quality, packaging and brand. Here color and shape are not all

influencing people while purchasing Cadbury chocolates.



FACTORS GIVING MOST SATISFACTION TO CONSUMERS

OVERALL

Table:13

FACTORS GRAND TOTAL AVERAGERANK


PRICE 337 3.6 4

QUALITY 367 3.86 2


FORM 332 3.49 7

BRAND 358 3.77 3

IMAGE 328 3.45 9

COLOR 332 3.49 7

SHAPE 335 3.52 6

QUANTITY328 3.45 9

According to the above analysis it is concluded that on an average people are most satisfied with

the flavor/taste of a chocolate followed by quality and brand. It is surprising to know that

although people are satisfied with quality but unsatisfied with the quantity.



IN CADBURY CHOCOLATE

Table:14



PRICE 269 3.68 5

QUALITY 282 3.86 2


FORM 264 3.62 6

BRAND 282 3.86 2

IMAGE 247 3.38 10

COLOR 259 3.55 7

SHAPE 258 3.53 8

QUANTITY 255 3.49 9

According to the above analysis it is concluded that on an average people are most satisfied with

the flavor/taste of a chocolate followed by quality and brand. It is surprising to know that

although people are satisfied with quality but unsatisfied with the quantity and image.



FORM PREFERENCE

Table:16

FORM OF CHOCOLATE NUMBER OF RESONDENTS

HARD 33

NUTTIES 25

CRUNCHY 29

CHEW 20

10

10

20

30

40 33

2529

20

Form of a Chocolate Prefered by People

HARD

NUTTIES

CRUNCHY

CHEW

Forms

Nu

mb

er

of

Co

ns

um

ers

Chart:8

According to the above analysis it is concluded that most of the people likes to eat hard

chocolate and chew form of a chocolate is least preferred.



PACK OF CHOCOLATES PREFERED

Table:17

PACK SIZE NUMBER OF RESPONDENTS

SMALL 28

BIG 48

FAMILY PACK 19

10

10

20

30

40

50

60

28

48

19

Pack of Chocolate Prefered

SMALL

BIG

FAMILY PACK

PackNu

mb

er

of

Co

ns

um

ers

Chart:9

According to the above analysis it is concluded that out of sample of 95 people who eat

chocolates likes to buy big pack. Family pack is mostly preferred by aged people only.



PROMOTIONAL OFFERS

Table:18

PROMOTIONAL OFFERS NUMBER OF RESPONDENTS

FREE GIFTS 52

PRICE OFFER 23

ANY OTHER 20

10

10

20

30

40

50

6052

23 20

Effect of Promotional Offers while Purchase

FREE GIFTS

PRICE OFFER

ANY OTHER

Promotional Offers

Nu

mb

er

of

Co

ns

um

ers

Chart: 10

According to the above analysis it is concluded that out of sample of 95 people who eat

chocolate 52 are attracted by free gifts, 23 by price offers while 20 were attracted by some other

reasons.



FACTORS AFFECTING PURCHASE

Table:19

FACTORS NUMBER OF RESPONDENTS

ADVERTISEMENT 65

SUGGESTION FROM FRIENDS AND

RELATIVES

16

ATTRACTIVE DISPLAY 11

DOCTORS ADVICE 15

BRAND AMBASSADORS 9

INGREDIENTS 25

10

20

40

60

8065

16 11 15 9

25

Factors Affecting Purchase

ADVERTISEMENT SUGGESTION FROM FRIENDS AND RELATIVES

ATTRACTIVE DISPLAY

DOCTOR'S ADVICE

BRAND AM-BASSDORS

INGREDIENTS

Factors

Nu

mb

er

of

Co

ns

um

ers

Chart: 11

According to the above analysis it is concluded that Advertisement is the best measure to attract

customers to purchase more. Its impact is much more than other factors. While friends and

relatives and brand ambassadors also play a significant role in this regard.



MEDIA OF ADVERTISEMENT

Table:20

MEDIA OF ADVERTISEMENT NUMBER OF RESPONDENTS

TELEVISION 82

NEWSPAPERS 7

BROCHURES 3

HOARDING 4

DISPLAY 15

10

20

40

60

80

10082

7 3 415

Media of Advertisement influencing the Purchase

Television

Newspapers

Brochers

Hoarding

Display

Media Of Advertising

Nu

mb

er o

f C

ust

om

ers

Chart:12

According to the above analysis it is concluded that television emerges as the best media for

advertisement of chocolates that compel consumers to buy. It is much more than other ways as

out of 95 respondents 82 are attracted to by through television media while brochures are the

least attracting media.



FREQUENCY OF CONSUMPTION

Table:21

FREQUENCY OF CONSUMPTION NUMBER OF RESPONDENTS

ONCE IN A FORTNIGHT 16

DAILY 17

WEEKLY 39

MONTHLY 18

QUARTERLY 5

10

10

20

30

40

50

16 17

39

18

5

Frequency of Consumption

Once in a fortnight

Daily

Weekly

Monthly

Quarterly

Frequency

Nu

mb

er

of

Co

ns

um

ers

Chart:13

According to the above analysis it is concluded that mostly people purchase chocolates weekly.

Only 15 out of 95 purchase chocolates quarterly.



REASONABLE PRICE

Table:22

PRICE OF CHOCOLATE NUMBER OF RESPONDENTS

BELOW 5 6

5-10 23

10-20 51

20-30 4

ABOVE 30 11

10

102030405060

6

23

51

411

Reasonable Price

Below5

5 to 10

10 to 20

20 to 30

Above 30

Price

Nu

mb

er o

f C

on

sum

ers

Chart: 14

According to the above analysis it is concluded that the consumer thinks 10-20 Rs is the

reasonable price of a chocolate. So it must be worthwhile to know this as it may effect the sale of

chocolates.



CONSUMER’S BRAND LOYALTY

Table:23

BRAND LOYALTY ACTIONS NUMBER OF RESPONDENTS

POSTPONE YOUR PURCHASE 26

SWITCH OVER TO OTHER BRANDS 24

GO TO OTHER SHOP FOR SEARCH

OF PREFERED BRAND

45

Chart:15

According to the above analysis it is concluded that mostly people are loyal to the brand as in the

absence of availability of their preferred brand mostly people like to search for it or they are

ready to postpone their purchase.


10

1020304050

26 24

45

Brand Loyalty

Postpone Purchase

Switch Brand

Search in other Shop

Action of Consumers in absence of Prefered Brand

Nu

mb

er

of

co

ns

um

ers


REACTION OF CONSUMERS IF NEW BRAND IS INTRODUCED

Table:24

SHIFT TO NEW BRAND OF THE

PREFERED PRODUCT

NUMBER OF RESPONDENTS

NO, NOT AT ALL 35

MAY CONSIDER 27

NO, SHALL NOT 4

CAN’T SAY 29

10

10

20

30

40 35

27

4

29

Reaction of consumers if new brand is introduced

No, Not at all

May Consider

Shall Not

Can't Say

Reactions

Nu

mb

er

of

Co

ns

um

ers

Chart:16

According to the above analysis it is concluded that mostly people are addicted to the same

flavor or taste and they don’t want to change it as out of 95 respondents 35 are not ready to try

new brand at any cost



REASONS FOR NOT SWITCHING OVER TO OTHER BRANDS

All the consumers why they continue to buy the old brand gave various important reasons. The

most important reasons given by the consumers were:

Taste/Flavor

Brand

Image

Quality

Packaging



FINIDINGS

CONSUMER RESEARCH:

Consumer research deals with consumer and their problems

and solution to the problems. In this I came to know about the consumers need and

expectation levels regarding products and ascertainable levels of consumer satisfaction.

PRODUCT RESEARCH:

Under product research I came to know about the modification

which consumers wants as to the quality, packing, shape, color, and quantity etc of their

favorite chocolate.

PRICING RESEARCH:

This includes ability to consume, to pay for the product, how

much a person can spend on his/her favorite chocolate. In this I have tried to find out

consumer’s price expectations and reactions.

ADVERTISING RESEARCH:

Under this I have concluded that whether the

advertisement appeals the consumers or not. This also includes evaluating and selecting

the proper media-mix and measuring advertising effectiveness.



CONCLUSION

A survey of the people has been conducted to know the liking pattern of the Cadbury. It

is observed that overall people like to eat Cadbury brand rather than any other. It is concluded

that mostly people preferred Dairy Milk of Cadbury due to its flavor/taste, quality and image and

due to its hard form.

It is thus concluded from the facts collected that mostly people refer to buy big pack of their

favorite chocolate, and sometimes some of them go for small and family pack.

SUGGESTIONS AND RECOMMENDATIONS

Company should concentrate more on television for advertisement, as mostly people get

attracted through television only.

For promotional offers, company should go for free gifts rather than going for other

ways.

Nestle company should concentrate on its packing as people are least satisfied with it

while Cadbury should concentrate on the shape of a chocolate.

People are unsatisfied with the price and quantity of chocolate so companies should

concentrate in this regard also.



Annexure

QUESTIONNAIRE

PROJECT REPORT ON CONSUMER PREFERENCETOWARDS CADBURY CHOCOLATES

Que1. Do you eat chocolate?

Yes No

Que2. Which brand of chocolate do you prefer?

Cadbury Other

Que3. How much importance do you give to the following factors when you purchase a chocolate? (Tick in the desired column)

Factors Very Important

Important Normal Least Important

None

Flavor/tastePriceQualityPackagingFormBrandImageColorShapeQuantity



Que4. How much are you satisfied with the following factors in your preferred chocolate? (Tick in the desired column)

Factors Very Satisfied

Satisfied Normal Least Satisfied

Can’t Say

Flavor/tastePriceQualityPackagingFormBrandImageColorShapeQuantity

Que5. Which form of a chocolate do you like?

Hard Nutties

Crunchy Chew

Que6. What pack do you purchase?

Small Big Family Pack

Que7. Which promotional offers attract you most?

Free gifts Price Offer Any other

Que8.Which of these factors affect your purchase?

Advertisement Suggestion from friends and relatives Attractive Display Doctors Advice Brand Ambassadors Ingredients



Que9. Which media of advertisement influence your purchase?

Television Newspapers Brochures

Hoarding Display

Que10. How frequently do you purchase chocolates?

Once in a fortnight DailyWeekly MonthlyQuarterly

Que11. What according to you is the reasonable price of chocolate?

Below5 5-10 10-20

20-30 Above 30

Que12. If your preferred brand is not available for repeat purchases then what will you do?

Postpone your purchase

Switch over to other brand

Go to the other shop to search for your preferred brand

Que13. If another brand of the same product appears in the market, will you prefer to stop buying this brand and buy the new brand?

No, not at all I may consider

No, I shall not can’t say



Que14. If you don’t like to change to the new brand, then what are the reasons for continuing to purchase the old brand?

15. A sale promotion scheme like Rs. 2/- off, 10 gms extra, a candy free, etc. would affect your purchase decision.

YES NO

16. If you want to buy a wafer chocolate, say KitKat and if it is not available you would settle for a Bar chocolate, say 5 Star or Cadbury’s Dairy Milk.

YES NO

17. An ideal chocolate would taste as follows:-

Bitter Wafer enrobed

Caramels, Nuts inside

High on Sweet content

Any others (Please specify)

18. On an occasion I would like to gift a chocolate to a loved one.

YES NO

19. Most of my chocolate purchases are pre-planned. YES NO 20. What size of a chocolate do you normally buy?

5 gms. 25 gms./30gms. 80 gms.

Super Saver Packs (105 gms.) 200 gms.

21. Are you happy with the kind of chocolate brands available in India, today?

YES NO



22. If No, then Why not?

23. The price of your favourite brand or preferred brand of chocolate is:

High & Expensive77 Reasonably OK

Cheap

24. If the price of your favourite brand is reduced, you will buy more of it?

YES NO

PERSONAL DETAILS

Name:

Address:

Age:

Between 0-10 Between10-20Between 20-30 Above 30

Gender:

Phone Number:

Marital status:

Education:



Profession:

BIBLIOGRAPHY

http://www.cadburyindia.com

http://www.nestle.com

http://www.aphrodite-chocolates.co.uk/history_chocolate.htm

http://www.google.com

http://www.cadbury.co.nz/carnival/index.htm

http://www.packaging-technology.com/…/cadbury4.html

http://www.chocolatereview.co.uk

http://en.wikipedia.org/wiki/preference


a study on consumer preference towards cadbury

Documents