brm project (ravi tiwari)

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Project Report of Business Research Management

ON

Factors affecting the behavior of consumers for the purchase of Cadbury Dairy Milk.

To: By:

Ravi TiwariAssociate Professor (017/JKPS/PGDM/AICTE-10)

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DECLARATION

I hereby declare that the project work entitled Factors affecting the behavior ofconsumers for the purchase of Cadbury Dairy Milk submitted to the JK BUSINESSSCHOOL, is a record of an original work done by us under the guidance ofDr. SANJAYRASTOGI, JKPS, GURGAON, and this project work has not performed the basis for theaward of any Degree or diploma/ associate ship/fellowship and similar project if any.

Ravi Tiwari

017/JKPS/PGDM/AICTE-10

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CERTIFICATE OF THE GUIDE

This is to certify that the Project Work titled Factors affecting the behavior ofconsumers for the purchase of Cadbury Dairy Milk is a bonafide work of RAVITIWARI carried out in partial fulfillment for the award of degree of PGDM in JKPADAMPAT SINGHANIA under my guidance. This project work is original and notsubmitted earlier for the award of any degree / diploma or associate ship of any otherUniversity / Institution.

Dr. Sanjay RastogiAssociate ProfessorJKPSGurgaon

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PREFACE

The research report is necessary for the partial fulfillment of PGDM curriculum and itprovides an opportunity to the researcher in understanding the industry with special

emphasis on the development of skills in analyzing and interpreting practical problemsthrough the application of management theories and techniques. It is a new platform oflearning through practical experience, which incorporates survey and comparativeanalysis. It gives the learner an opportunity to relate the theory with the practice, to testthe validity and applicability of his classroom learning against real life businesssituations.

The researcher has conducted a research on Factors affecting the behavior ofconsumers for the purchase of Cadbury Dairy Milk

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ACKNOWLEDGEMENT

We owe great thanks to many people who helped and supported me during the entireproject. My deepest thanks to Dr SANJAY RASTOGI, the Guide of the project forguiding and correcting various documents of mine with attention and care. She has taken

pains to go through the project and make necessary correction as and when needed.

SIGNATURE:DATE:

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Content

S No. Particulars Page No.

1 Introduction 7-9

2 Literature Review 10

3 Research Methodology 11

4 Data Analysis 12-14

5 Findings 15-24

6 Conclusions & Recommendations 25

7 Future Findings & managerialapplications

26

8 Bibliography 27

9 Appendix 28-29

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INTRODUCTION

Cadbury worldwide

They are currently the world's biggest confectionery company with a number one ornumber two positions in 20 of the 50 largest confectionery markets across the globe.

They create chocolate, gum and candy brands people love - brands like Cadbury, Tridentand Halls.

Cadbury starts back in 1824 when John Cadbury opened a shop in Birmingham sellingcocoa and chocolate. Since then Cadbury have expanded our business throughout the

world by a programme of organic and acquisition led growth. On 7 May 2008, theseparation of our confectionery and Americas Beverages businesses was completedcreating Cadbury plc with a vision to be the world's BIGGEST and BEST confectionerycompany.

A few facts and figures

Cadbury make and sell three kinds of confectionery: chocolate, gum and candy Cadbury operate in over 60 countries John Cadbury opened for business in 1824 -

making us nearly 200 years young Cadbury work with around 35,000 direct and indirect suppliers Cadbury employ around 50,000 people Every day millions of people around he world enjoy Cadbury brands

Cadbury India Ltd.

Cadbury is a leading global confectionery company with an outstanding portfolio ofchocolate, gum and candy brands. Cadbury employ around 50,000 people and have directoperations in over 60 countries, selling our products in almost every country around theworld.

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Products

1.Cadbury Celebrations

Cadbury Celebrations was aimed at replacing traditional gifting options like Mithai anddry- fruits during festive seasons.

2. clairs

clairs was first discovered by a local confectionery firm in London,England in the 1960s. The firm then became part of Cadbury in 1971making Cadbury clairs the second largest brand in the company.

3. Gems

The saying "Good things come in small packets" has been proven right many a times and itcouldn't have been truer for the pretty chocolate buttons called Gems. The sheer taste andthe fun associated with eating Cadbury Gems and the joy of sharing it with friends hasmade the brand a dear companion and a source of nostalgia for consumers.

4. Perk

A pretty teenager; a long line, and hunger! Rings a bell? That was how Cadbury launchedits new offering; Cadbury 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 a catchy jingle and tongue in cheek advertising, this 'anytime, anywhere'snack zoomed right into the hearts of teenagers.

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5. Temptations

Ever see people hide away their chocolate since they dont want to shareit! If you have, then its likely to be a bar of Cadbury Temptations!Cadbury Temptations is a range of delicious premium chocolate in five

flavours.

6. 5 Star

Chocolate lovers for a quarter of a century have indulged their taste buds with a Cadbury 5Star. A leading knight in the Cadbury portfolio and the second largest after Cadbury Dairy

Milk with a market share of 14%, Cadbury 5 Star moves from strength to strength everyyear by increasing its user base.

7. Cadbury dairy milk

The story of Cadbury Dairy Milk started way back in 1905 at Bourneville, U.K., but thejourney with chocolate lovers in India began in 1948.

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

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Literature Review

Cadburys Dairy Milk Chocolate is a classic brand that has been asuccess worldwide. It is highly loved and has the potential to be extremely successful in

the U.S. Given the trends towards more healthy consumption, it can be positioned as aneveryday hedonic indulgence that is acceptable! The slogan A glass and a half full,suggests that it is relatively healthy. This brand would also be positioned away from thecheap chocolate market, which is currently highly saturated. It should be more premiumand indulgent than Hersheys but still affordable and once more, relatively healthy. Thetarget market as in all other countries will range from children to adults.http://kimberlychan.com/writing/files/cadbury_article.pdf

It was concluded that mostly people preferred Dairy Milk of Cadburydue to its flavor/taste, quality and image and due to its hard form. Some people often liketo have a chocolate with good flavor, quality and crunchiness so they are going towardsCadbury Dairy Milk. People are choosing Cadbury Dairy Milk because of its taste andflavor. The taste of Cadbury Dairy Milk has been improving from many years. The otherfactor of choosing Dairy Milk cans its attractive packaging which they have been changingfrom time to time.

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http://kimberlychan.com/writing/files/cadbury_article.pdfhttp://kimberlychan.com/writing/files/cadbury_article.pdf


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Research Methodology

Problem:-Factors affecting the behavior of consumers for the purchase of Cadbury Dairy Milk.

Research Objectives

1. Is to identify chocolate consumption habits.2. Is to analyze the consumer perception about Cadbury dairy milk.

3. Is to know the important factor which affects consumers to buy Dairy Milk.

4. Is to know the most significant factors of preference.

Research design:-

Descriptive: - Knowing the associative relationship of variables.

Population: - Consumers using chocolate Product.

Sample design:-

Non-probability with convenience: - There is equal chance of every element of populationto be selected in sample and there is no restriction or rules to select the elements. Thesample elements are selected through convenience.

Sample size:-70

Data collection method:-

The data collected was primary in nature and collected through survey method by personalinterview.

Data collection instrument:-Data collection instrument is a structured schedule.

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Data Analysis

GenderMale 51 Female 19

Agegroup(Yrs.)

15-20 14

21-25 14 26-30 19 Above 31 23

Martial status Married 43 Unmarried 27Education Below

10+220

Graduate 42 Postgraduate

6 Professionaldegree

2

Occupation Business 14

Govt. job 6 Private job 13 Student/others 37

No. of familymembers

0-1 0 2-4 8 5-6 37 Above 7 25

Annuallyincome (Rs.)

Below100000

37

Above100000 -200000

25 Above200000 -300000

8 Above 300000 0

1.Purchase frequency of chocolateAlways 13

Many times 25Sometimes 17Rarely 13

Never 2

2. Daily chocolate consumption. (Gm.)Below 50 42Above 50 to 100 16Above 100 to 150 7Above 150 5

3.Purchase of chocolatemom & pop shop 21General Store 30Retail store 11dairy booth 8

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4.Purpose to purchase chocolateSelf consumption 25Gift 8

Family 28Sweets 8Others 1

5.Respondents knowing about Cadbury dairy milkYes 68

No 2

6.Respondents purchasing Cadbury dairy milkYes 60No 10

7.Brand of chocolate purchased most oftenCadbury dairy milk 27Perk 14Kit kat 13Munch 16

8.Frequency of buying itAlways 7Many times 40Sometimes 17Rarely 6

9.Factor influencing to buy Cadbury dairy milkQuality 17Taste 10

Crunchiness 9Flavor 16Availability 10Price 8

10.Cadbury dairy milk consumption (daily). (Gm.)Below 50 50

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Above 50 to 100 17Above 100 to 150 3Above 150 0

11.Frequency of buying Cadbury dairy milk if other chocolate are made cheaperAlways 0

Many times 12Sometimes 33Rarely 21

Never 4

Findings

Gender: -

73% Respondents are male.27% Respondents are female.

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Age: -(Yrs.)20% Respondents are between 15-20.20% Respondents are between 21-25.27% Respondents are between 26-30.33% Respondents are above 31.

Marital status: -69% Respondents are married.31% Respondents are unmarried.

Education: -29% Respondents are below 10+2.59% Respondents are graduate.

9% Respondents are postgraduate.3% Respondents have professional degree.

Occupation: -20% Respondents are doing business.9% Respondents are doing government job.19% Respondents are doing private job.52% Respondents are students.

Number of family members: -0% Respondents have 0-1 members.11% Respondents have 2-4 members.53% Respondents have 5-6 members.36% Respondents have above 7 members.

Annual income: -(Rs.)

53% Respondents have below 100000.36% Respondents have above 100000-200000.11% Respondents have above 200000-300000.0% Respondents have above 300000.

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14.00 14.00

19.00

23.00

0

5

10

15

20

25

10 to 20 21 to 25 26 to 30 Above 31

Age

10 to 20

21 to 25

26 to 30

51.00

19.00

0

10

20

30

40

50

60

Male Female

Gender

Male Female

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20.00

42.00

6.002.00

0

5

10

1520

25

30

35

40

45

Education

Below 10+2

Graduate

Post Graduate

Proffessional degree

14.00

6.00

13.00

37.00

0

5

10

15

20

25

30

35

40

Occupation

Business

Government job

Private job

Students\others

0.00

8.00

37.00

25.00

0

5

10

15

20

25

30

35

40

0 to 1 2 to 4 5 to 6 Above 7

Family members

0 to 1

2 to 4

5 to 6

Above 7

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37.00

25.00

8.00

0.000

5

10

15

20

25

30

35

40

Below 1lakh

Above 1 to2 lakh

Above 2 to3 lakh

Above 3lakh

Income

Below 1 lakh

Above 1 to 2 lakh

Above 2 to 3 lakh

Above 3 lakh

13.00

25.00

17.00

13.00

2.00

0

5

10

15

20

25

30Purchase frequency of chocolate

Always

Many times

Sometimes

Rarely

Never

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42.00

16.00

6.004.00

0

5

10

15

20

25

30

35

40

45

Below 50 Above 50to 100

Above100 to

150

Above150

Daily chocolate consumption

Below 50

Above 50 to 100

Above 100 to 150

Above 150

21.00

30.00

10.007.00

0

5

10

15

20

25

30

35

mom & popshop

GeneralStore

Retail storedairy booth

Purchase of chocolate

mom & pop shop

General Store

Retail store

dairy booth

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25.00

7.00

28.00

7.00

1.00

0

5

10

15

20

25

30

Purpose to purchase chocolate

Self consumption

Gift

Family

Sweets

Others

66.00

2.000

10

20

30

40

50

60

70

Yes No

Respondents knowing about cadbury dairy milk

Yes

No

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57.00

9.00

Yes No

0

10

20

30

40

50

60

Respondents purchasing Cadbury dairy milk

Yes No

22.00

12.00

9.00

14.00

0

5

10

15

20

25

Cadburydairy milk

Perk Kit kat Munch

Brand purchased mostly

Cadbury dairy milk

Perk

Kit kat

Munch

2.00

38.00

14.00

3.00

Always Many times Sometimes Rarely

0

5

10

15

20

25

30

35

40

Frequency of purchasing it

Always

Many times

Sometimes

Rarely

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14.00

7.00 7.00

13.00

8.00 8.00

0

2

4

6

810

12

14

16 Factors influencing purchase of dairy milk

Quality

Taste

Crunchiness

Flavor

Availabili ty

Price

42.00

12.00

2.000.00

0

5

10

15

20

25

30

35

40

45

Below 50 Above 50 to100

Above 100to 150

Above 150

Dairy milk consumption (daily). (gm)

Below 50

Above 50 to 100

Above 100 to 150

Above 150

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0.00

9.00

27.00

17.00

3.00

0

5

10

15

20

25

30

Always Many times Sometimes Rarely Never

Dairy milk purchase if other chocolates made cheaper

Always

Many times

Sometimes

Rarely

Never

Conclusions & Recommendations

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This project is based on a customer survey in Gurgaon for Cadbury dairy milk. This surveyis based on 70 respondent feedbacks.After tabulation, findings & data analysis following conclusions are drawn: -

1. The availability of Cadbury dairy milk is good and customers find comfortable tobuy it.2. The price of gold milk is average and if lowered can have positive effect.3. The packing of Cadbury dairy milk is attractive and respondents are influenced by

it.4. The quality of Cadbury dairy milk is good and respondents are highly satisfied with

it.5. The taste of gold milk is Cadbury dairy milk and respondents are enjoying it.6. Quality and flavor are major strengths of Cadbury dairy milk.7. Majority of customers consume below 50 gm Cadbury dairy milk daily.8. Chocolate is mainly purchased for self-consumption and for family.

Future research and Managerial implications

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The research conducted was limited to Gurgaon city only.

Due to time constrains more time could not be devoted to individual respondent.

Due to unwillingness of providing any information, the respondents filled the

questionnaire casually, which might have affected the consolation.

The projection is purely based on verbal meetings and may be influenced by

unprecedented factors.

Non-co-operative behavior of respondent was a big problem in this survey.

BIBLIOGRAPHY

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Book

Kothari C. R.; Research Methodology; 3rd Edition; methods and techniques, Vishwapublication.

www.cadburyindia.com

www.wikipedia.org

http://www.cadbury.co.nz/carnival/index.htm http://en.wikipedia.org/wiki/preference http://kimberlychan.com/writing/files/cadbury_article.pdf

ANNEXURE

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Problem:-

Factors affecting the behavior of consumers for the purchase of Cadbury Dairy Milk.

Date : -________________________________

GenderMale Female

Agegroup(Yrs.)

15-20 21-25 26-30 Above 31

Martial status Married UnmarriedEducation Below

10+2Graduate Post

graduateProfessionaldegree

Occupation Business Govt. job Privatejob

Student/Others

No. of familymembers

0-1 2-4 5-6 Above 7

Annually

income (Rs.)

Below

100000

Above

100000 -200000

Above

200000 -300000

Above 300000

Ques1:- How frequently do you purchase chocolate?(a) Always (b) Many times (c) Some times (d) Rarely (e) Never

Ques2: - How much chocolate do you consume daily?(a) 50 Gm. (b) 100 Gm. (c) 150 Gm (d) Above 150 Gm.

Ques3:- From where do you purchase the chocolate?(a) Mom & pop shops (b) General store (c) Retail store (d) Dairy booth

Ques4:- For what purpose do you purchase the chocolate most often ?(a) Self consumption (b) Gift (c) Family (d) Sweets (e) Other

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Ques5:- Do you know about Cadbury dairy milk chocolate?(a) Yes (b) No

Ques6:- Do you buy it?

(a) Yes (b) No

Ques7:- Which brand of chocolate you buy most often?(a) Cadbury dairy milk (b) Perk (c) Kit Kat (d) MunchQues8:- How often do you buy it?(a) Always (b) Many times (c) Some times (d) Rarely

Ques9: - What influence you to buy Cadbury?(a) Quality (b) Taste (c) Crunchiness (d) Flavor

(e) Availability (f) Price

Ques10: - How much Cadbury dairy milk chocolate do you consume daily?(a) 50 Gm. (b) 100 Gm. (c) 150 Gm (d) Above 150 Gm.

Ques11: - If other chocolate are available cheaper would you still buy Cadbury dairymilk?(a) Always (b) Many times (c) Some times (d) Rarely (e) Never

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