rajeev cadbury project

SUPERVISED BY:

NAME: MRS. SUNITA GHATAK (saha)

COLLAGE: JOGESH CHANDRA

CHOUDHURI COLLEGE

SUPERVISED BY:

NAME: MRS. Mandira Roy choudhary

COLLAGE: JOGESH CHANDRA

CHOUDHURI COLLEGE

A Study of consumer behavior towards Cadbury- DAIRY MILK

SUBMITTED BY:

NAME: RAJEEV KUMAR

REGISTRATION NO: 053-1121-0227-13

ROLL NO:

NAME OF COLLAGE: JOGESH CHANDRA CHOUDHURI COLLEGE

YEAR OF SUBMISSION: FEBRUAR 2016

A STUDY OF CONSUMER B EHAVIOR TOWARDS CADBURY-DAIRY MILK

ACKNOLEDGEMENT

In performing our assignment, we had to take the help and guideline of some respected

persons, who deserve our greatest gratitude. The completion of Working Capital

assignment gives us much Pleasure. We would like to show our gratitude Mr. RISHABH

TIWARI, B.Com Part III Honor’s, Under C. U. for giving us a good guideline for

assignment throughout numerous consultations. We would also like to expand our

deepest gratitude to all those who have directly and indirectly guided us in writing this

assignment.

In addition a thank you to Professor Mrs. MANDIRA ROY CHOUDHARY who introduced

us to the methodology of work, and whose passion for the “underlying structures” had lasting

effect.

Many people, especially our classmates and team members itself, have made valuable

comment suggestions on this project which gave us an inspiration to improve our

assignment. We thank all the people for their help directly and indirectly to complete our

assignment.

RAJEEV KUMAR


EXECUTIVE SUMMARY

The project which I choose is on Cadbury Company which made Confectionery items and

different types of chocolate products. The product which I choose is Cadbury Dairy Milk

Chocolate. Cadbury is a Multinational Company and its business is worldwide.

This project covers the following topics:

The introduction and the history of the company, Strategic planning of this company like

Vision, mission statement and the customer driven marketing strategies of that company

like (research methodology, limitation, objectives, about Cadbury dairy mil etc. ).

It also covers about the Positioning strategy like how company sets its positive position

and in the minds of consumers. It also tells about logo, Slogans and about the target

market of this product.

At the last my conclusion about the whole marketing process of that company’s product

I also give the reference of those websites which provides me relevant material.

And the recommendations about this project.


Chapters

Topic s

Pa ge n o .

INDEX


1.

INTRODUCTION:

Overview

Justification

Consumer preference

Objectives of the Study

Scope of the Study

Research Methodology

Limitation of the study

6-15

2.

CONCEPTUAL FRAMNEWORKS/NATIONAL & INTERNATIONAL SCENARIO: About chocolate:

Consumption of chocolate in “INDIA”

Types of chocolates

16-23

3.

PRESENTATION OF DATA ANALYSIS & FINDINGS:

Analysis of survey study

Findings

Consumer research

Product research

Pricing research

Advertising research

Facts figures about chocolate

24-32

4.

CONCLUSION AND RECOMMENDATION 33-34

6.

Bibliography 35

Annexure:

Questionnaires

36-37


COMPANY OVERVIEW

HISTORY (CADBURY)

Cadbury was founded almost 200 years ago. Delve into the

fascinating history and you'll find a wealth

of interesting facts on subject including

advertising, Cadbury family, past and

present products and philanthropy.

In 1824, JOHN CADBURY opened a grocer’s

shop at 93 bull street, Birmingham. Among

other things, he sold cocoa and drinking

chocolate, which he prepared himself using a pestle and mortar.

In 1842, John Cadbury was selling no less

16 verities of drinking chocolate and 11

JOHN CADBURY


different cocoas the earliest preserved price

list shows that too could buy drinking

chocolate in the form of both pressed cakes

and power.

In 1895, George decided not to go for

tunnel-backs because it limited the

amount of light on the houses. Instead he

chose rectangular cottages, each one with

a large garden. In 1895, 143 cottages were

built on the land he had bought privately,

a total of 140 acres.

The Cadbury script logo, based on

the signature of William Cadbury,

appeared first on the transport fleet

Building of 143 new cottages


in 1921. It was quite fussy to start

with and has been simplified over

the years. It wasn’t until 1952 that it

was used across major brands.

History of Cadbury in INDIA

Cadbury began its operation in 1948 by importing chocolate sand then re-packing

them distributing in the Indian market. After 63 years, it is having five companies at THANE

(Pune), Malanpur (Gwalior), Bangalore, Baddi (Himachal Pradesh) and 4 sales offices in (NEW

DELHI, MUMBAI, KOLKATA AND CHENNAI). The corporate office is in MUMBAI.

Address Cadbury House,, 19, Bhulabhai Desai Road

District Mumbai

State Maharashtra

Pin Code 400026

HEADQURTER OF CADBURY (MUMBAI)


Tel. No. 022-40073100

Fax No. 022-23521698

Email : [email protected] Internet : http://www.cadburyindia.com

The company’s main purpose is “Working together to create brands people love" capture

the spirit of what we are trying to achieve as a business. We collaborate and work as team

to convert products into brand.

Simply, we spread happiness”!

Currently Cadbury India operates in three sectors viz. Chocolate Confectionery, Milk Food Drinks and in the Candy category.

JUSTIFICTION:

This title has been chosen because this project explains the reactions and preferences of

Indian youths towards the Cadbury’s what are the attractive factors of the Cadbury’s and

how they lure the Indian youths is studied here.

The chocolate itself is sweet without being sickly. It’s creamy but not so much that you

can’t taste the chocolate. It’s filling but simultaneously Moorish.

Cadbury has always tried to keep a strong association with milk, with slogans such as "a

glass and a half of full milk in every half pound" and advertisements that feature a glass of

milk pouring out and forming the bar.

A particular product in the Dairy Milk line is made with exclusively milk chocolate. In

2015, Dairy Milk was ranked the best selling chocolate bar in the UK. [2]

Cadbury's chocolate tastes like chocolate, "whereas Hershey's chocolate tastes like

wax.

mailto:[email protected]

http://www.cadburyindia.com/


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.

The study of the consumer preference not only focuses on how and why consumers

make buying decision, but also focuses on how and why consumers make choice of the

goods they buy and their evaluation of these goods after use. So for success of any

company or product promotion it is very necessary to depart its concentration towards

consumer preference.


OBJECTIVE OF THE STUDY

This project is based on the comparative study of consumer behavior

towards Cadbury chocolates.

Objective of the study are:

To find out the famous products of Cadbury among the consumers.

To find out the consumer behavior towards Cadbury.

To find out the range which is mostly preferred by the customers?

To find out the features which are most favorable?

To increase customer satisfaction and recapture the market by fulfilling the

customers need.

To position itself as an all-time favorite chocolate for all groups of people

irrespective of age, gender and class.

To make the sweets affordable with several variants.


SCOPE OF 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 consumer

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 and

Chocolates. There are many other brands of chocolates available but my

study is limited to major players of chocolates leaving behind the others.

The scope of my study is also restricts itself to KOLKATA region only.


Research Methodology:

Date collection:

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

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

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

directly from respondent with the help of structured questionnaires.

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

Library.

Sample Size and Design:

1. Youths between the age group of 18-25 gave their views to fulfill the questionnaires.

2. Sample size mostly taken from college is about 100 students. Simple random

sampling is employed.

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.


Limitation of study:

• Data of only 100 youths is collected, because of scarcity of time

• Age group of 18-25 is taken. Elders or children may have different

opinion about the products of Cadbury’s

• Lack of response by some youths to provide the data

• There is scope for further research, and is detailed study can be

attempted in this area.


ABOUT CHOCOLATE

CONSUMPTION OF CHOCOLATE IN INDIA:

Chocolate consumption in India is extremely low. Per capita consumption is

around 160 gems in the urban areas, compared to 8-10 kg in the developed

countries. In rural areas, it is even lower. Chocolate in India are consumed as

indulgence and not as a snack food. A strong volume growth was witness 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 players like Cadbury have been attempting to do this

by value for money offerings, which are affordable to the masses.


CONSUMPTION OF CHOCOLATE IN WORLD:

Chocolate consumption in world is very high.

The top 10 chocolate-consuming countries in 2012, based on per capita

consumption, are:

Switzerland 11.9kg

Ireland 9.9kg

Britain 9.5kg

Austria 8.8kg

Belgium 8.3kg

Germany 8.2kg

Norway 8kg

Denmark 7.5kg

Canada 6.4kg


France 6.3kg

FACT FIGURES ABOUT THE CADBURY

Global market of chocolate:

Cadbury is the second largest candy and chocolate company in the world, employing

70,000 people in 50 countries.

Cadbury has the No. 1 or No. 2 positions in more than 20 of the world's 50 biggest

confectionery markets.

Cadbury operates in more than 60 countries and employs more than 46,000 people.

Indian market of chocolate:

Chocolate market is estimated to be around 1500 crore growing at 18-20% per

annum.

Cadbury is the market leader with 72% market share

The per capita consumption of Chocó late in India is 300 grams compared with 1.9

kilograms in developed markets such as the United Kingdom.

CADBURY-DAIRY MILK PRODUTS:


BRAND ELEMENT OF CADBURY: Brand elements are those trademark able devices that identify and differentiate the brand.

Most strong brand employs multiple brand elements. Like Cadbury Dairy Milk has the

distinctive “any time crunchy, all time fresh”.

There are certain types of brand element listed below:

Brand name

Slogan

Characters

Logo

symbol

Dairy Milk has been meticulously built around the world by Cadbury. It has been able

to sustain a strong position in the market. There are many branding elements which

have resulted into consistent result of its success. In India and across the world, the

only chocolate wrapped in Purple with the logo of Cadbury written on it. Color of all

other products of Cadbury like Gems which is so colorful. Packaging which introduces

slight of milk splash shows the relation of milk with Cadbury. Insignia Logo which

comes on the packaging in bold vintage Dairy font in white which also shows the

relation of milk with the product. Logo Not only the above three, But there are many

Dairy Milk

Dairy Milk Shots

Dairy Milk Crackle

Dairy Milk Roast Almond

Dairy Milk Fruit & Nut

Dairy Milk Silk

Dairy Milk bubbly

Dairy Milk oat crunch

Dairy Milk caramel

Dairy Milk Orange Peel


more elements due to which the consistent Branding of Dairy Milk is so very popular.

Its different Advertisements, its punch lines etc… It has always kept a strong association

with Milk, with slogans such as “a glass and half of full cream milk in every half pound.”

And also advertisement which featured a glass of milk pouring out and forming the

Dairy Milk bar. Also the ad campaigns are also the important element of Dairy Milk. It

made chocolate an eating habit among the consumers, especially the adults. Long back

it was a belief that chocolate is only for kids. But Dairy Milk changed this belief. Also

they changed the trend of Sweets (Mithai) during the occasions like Diwali, New Year

etc… Dairy Milk brought a new trend that whether any occasion, Dairy Milk is best for

all. It also gave some famous dialogues from the ads which people remember always.

They were also the core brand elements of Dairy Milk. Let us see them below: The Real

Taste of Life- A girl dancing on Cricket Field

Khane walo ko Khane ka Bahana Chahiye

Kuch Meetha Ho Jaye

Pappu Paas ho Gaya

Aaj Pehli Tareekh Hai

Shubh Aarambh

All these above dialogues were forming the very famous and popular ads of Dairy Milk. By

this ad they wanted to covey to the people that for eating Dairy Milk they do not have to

wait for any occasion. They can just have it. Whether they are happy or Sad, But Dairy

Milk can be taken in any of the mood.


BRAND MANTRA OF DAIRY MILK:

Dairy Milk also enjoys a great - Brand Recall value when comes to chocolates with Milk.

Dairy Milk has huge command over - its distribution network spanning across India.

Certain segment feel that price of innovations with crafted Dairy Milk is high and

compared to communication campaign that Amul Milk chocolate is preferred. It offers

quality product with Dairy Milk is somewhat lacking in establish a clear and consistent

other emerging markets. It has Brand Image over the years. Strong command over its

brand image in India and Europe But other places it is lacking. Dairy Milk has been able to

the recent acquisition of Cadbury which is a globally established by Kraft Foods may result

in brand name known for its somewhat negative effect on the manufacturing competency

and brand.

Review of Past Promotional Programs

The details of all the past & present promotional programs are explained below:

Campaign T arget Sh ift over the years Promo

Mechanisms

Real Taste of Life Child in adult From just for kids to the kid in every adult

TVC, Print, Hoardings

Khanewalon ko khane ka bahana chahiye

Wider masses Appeal to a wider mass based on age, gender, etc.

TVC, Print, Hoardings

Pappu Pass Ho Gaya

Youngsters TVC, Hoardings

Miss Palampur Rural masses Shift to smaller packs TVC, Hoardings


Kuch Meetha Ho Jaaye Khane ke baad

Conversion of sweet consumers to chocolate for special occasions Targeting the habit

This was an innovative idea and Cadbury went ahead with the ‘Celebrations’ packs with these ads From converting

TVC, Print, Hoardings, Social Media TVC, Print,

Meethe mein Kuch Meetha Ho

Jaaye

of Indians to have desserts after

meals

sweet consumers on special occasions

Cadbury now tried to sweet consumption

for dessert to chocolate as well

Hoardings, Social Media

Shubh Aarambh Targeting the belief of Indians that anything begun by having something sweet provides good luck

Converting yet another segment of sweet consumers i.e. before the start of any work

TVC, Print, Hoardings, Social Media

Source: Cadbury India Website (http://www.mondelezinternational.com/in/en/home/index.asp

Product life cycle of CDM

The product life cycle model helps marketers identify the different stages that the sales

and profits of a product go through during the course of its lifetime. There are five

stages to the product life cycle: introduction, growth, maturity, saturation and decline.

1. Introduction: Sales are slow as the product is not yet known. Costs are high due to

heavy marketing spend to create awareness. Emphasis is on advertising and

distribution. The Cadbury Dairy milk launched by Cadbury in 1905 is an example of

a brand at the introduction stage.

2. Growth: This stage shows growing market acceptance and increasing profits.

Competitors begin to enter the marketplace. The business concentrates on

optimizing product availability. The Cadbury Dairy milk is the market leader

in chocolate market with 30 % market share example of brand at growth

http://www.mondelezinternational.com/in/en/home/index.asp


stage.

3. Maturity: The rate of sales growth slows down as the product has been widely

distributed and sold. The company now focuses on creating brand extensions and

promotion offers to boost sales. New product research is critical to ensure future

sales. The Cadbury Dairy Milk Silk chocolate range is an example of creating brand

extensions brand at the maturity stage.

4. Decline: Sales slow down dramatically and profits fall off. The product may be

dropped to make way for new products and the cycle recommences. So far CDM

has not reached at this stage because of extension in maturity stage.


ANALYSIS OF THE STUDY

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, above 30 respectively.

According to the above analysis it is concluded that most of the female prefer like to

eat chocolate.

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

out of 100 people 94% people likes to eat chocolate while only 5% people don’t prefer

to eat chocolate.

14%

42%

33%

11%

Age

Between 0-10

Between 10-20

Between 20-30

above 30

40%

60%

Gender

Male Female

94%

6%

Do you like to eat chocolate?

yes no


According to the above analysis it is concluded that most of the people like to eat fruits and

nuts as compare to other segment of dairy milk chocolate.

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

eat chocolate 84% are attracted to buy chocolate on discount and 16% were

attracted by some other reasons.

29%

6%16%

41%

8%

Which of the following do you prefer?

Plain Chocolate White nuts With fruit (Raisins)

With fruit and nuts With caramel

84%

16%

If there was a discount on Cadbury Dairy Milk Silk, you think you would be more

likely to buy it?

yes

No

53%29%

18%

Approximately, how many chocolate bars would you purchase in one week?

Less than 5 5 or 10 More than 10


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

chocolates weekly.

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

new Cadbury dairy milk silk.

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

yummy hard chocolate and chew form of a chocolate is least preferred.

43%

16%8%

31%

2%

When you think of Cadbury, which chocolate comes to your mind?

Diary milk Five stars Perk Silk Any other

45%

27%

22%

6%

Can you give your favorite chocolate one adjective?

Yummy

Tasty

Crunchy

Chew


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

Fruit & Nut as compare to another.

According to the above analysis it is concluded that the chocolate is not only

consumed by children only it’s consumed by every age group of people.

23%

24%51%

2%

Which variants you like most Cadbury Dairy Milk Silk?

Milk Chocolate

Roast Almond

Fruit &Nut

Orange Peel

16%

70%

14%

Do you think Cadbury Silk is a commodity consumed by children only?

Yes

No

May be

18%

76%

6%

According to you, which is the most preferred chocolate after Cadbury?

Amul Nestle Campco


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

that only 76% people likes to eat Cadbury chocolates and after Cadbury they would like to

preferred Nestle or more.

Interpretation: - They would not stop the consumption of the Cadbury’s even if the

rivalry brand has taken most of the market share.

INFLUENCING FACTORS DURING PURCHASE OF CADBURY

CHOCOLATES:

FACTORS GRAND TOTAL AVERAGE RANK

FLAVOR/TASTE 335 4.6 1

PRICE 235 3.2 7

Yes28%

No39%

May be33%

Do you think now people have become more health conscious that the need for

chocolate has declined?

67%

25%

8%

If other brand available will you buy new brand

No. not at all I may consider Can't Say


QUALITY 307 4.2 2

PACKAGING 277 3.79 3

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

QUANTITY 262 3.59 6

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.

REASONS FOR NOT SWITCHING OVER TO OTHER BRANDS:

16%

9%

11%

10%8%

10%

10%

8%

8%

10%

INFLUENCING FACTORS DURING PURCHASE OF CADBURY CHOCOLATES

FLAVOR/TASTE

PRICE

QUALITY

PACKAGING

FORM

BRAND

IMAGE

COLOR

SHAPE

QUANTITY


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

FINDINGS:

CONSUMER RESEARCH:

Consumer research deals with consumer and their problems and

solutions to the problem. In this I came to know about the consumers need and expecting

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 favor chocolate. In this I have tried to find out

consumer’s price expectations and reactions.

ADVERTISING RESEARCH:


Under this I have conclude that whether the

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

proper media-mix and meaning advertisement effectiveness.

DEMAND GRAPH OF CADBURY:

MARKET OVERVIEW OF CADBURY

REGION-WISE DISTRIBUTION OF SALES

Age-wise Market Segmentation

2-8 years

16%

8-25 years

55%

25-54 years

22%

Over 55 years

7%2-8 years

8-25 years

25-54 years

over 55 years


CONCLUSION

After the data analysis from both the sources: primary and secondary data, it can be

concluded that in India Cadbury’s is enjoying its success to a great extent beside the fact

that other competitors, mainly local, are trying hard to impress the youths of India. Nestle

is the biggest competitor of Cadbury’s and they face cut throat competition internationally

but in India there is not any such brand that is near to the Cadbury’s when it comes to

market share.

The advertisements are one of the important factors to attract the customers and

Cadbury’s is doing well in it. Its Silk advertisements were so popular that it created more

demand than the supply for that product. Also, the price has n number of ranges. From Rs.

5 chocolate to Rs. 500 rich dry fruit collection- mention the price and they have the

product of desired range. Cadbury’s surely knows how to band the customers with their

gift boxes.

Cadbury’s has 70% share in the Indian market and the reason for this is its continuous

innovation and techniques to attract the customers and make them brand loyal. Other

brands may take over Cadbury’s one day but not in near future.

RECOMMENDATION

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

get attracted through television only.

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.

They need to maintain high standards and should be careful that there products

remains good and is not effected by insects.

They also fixed their products price that all kinds of consumers can afford it.

Customer’s complaints should be welcomed & handled effectively. A quick response

to customers complaint can bring appositive impact on part of business firms


BIBLIOGRAHY

http://www.cadburyindia.com

https://www.cadbury.co.uk/the-story

http://www.aphrodite-chocolates.co.uk/news/how-

chocolate-is-made

http://www.moneycontrol.com/company-facts/cadburyindia

https://en.wikipedia.org/wiki/List_of_Cadbury_products

http://www.statista.com/topics/1638/chocolate-industry/

http://dionglobal.com/?s=cadbury%20

http://www.mondelezinternational.com/in/en/home/index.aspx


ANNEXURE

QUESTIONNAIRE:

1. Name: - ……………………………………………………………

2. Age: - ………………………

3. Gender:- [ ] Male [ ] Female

4. Do you like to eat Cadbury chocolate?

[ ] Yes [ ] No

5. Which of the following do you prefer?

Plain Chocolate [ ]

White nuts [ ]

With fruit (Raisins) [ ]

With fruit and nuts [ ]

With caramel [ ]

6. If there was a discount on Cadbury Dairy Milk Silk, you think you would

be more likely to buy it?

[ ] Yes [ ] No

7. Approximately, how many chocolate bars would you purchase in one

week?

Less than 5 [ ]

5-10 [ ]

More than 10 [ ]

8. When you think of Cadbury, which chocolate comes to your mind?

Diary milk [ ]

Five stars [ ]

Perk [ ]


Silk [ ]

Any other …………………..

9. Do you think that chocolate is a luxury purchase or necessity?

……………………………………………………..................

10. Can you give your favorite chocolate one adjective?

Yummy [ ]

Tasty [ ]

Crunchy [ ]

Other ………………….

11. Which variants you like most Cadbury Dairy Milk Silk?

Milk Chocolate [ ]

Roast Almond [ ]

Fruit &Nut [ ]

Orange Peel [ ]

12. Do you think Cadbury Silk is a commodity consumed by children only?

[ ] Yes [ ] No [ ] May be

13. According to you, which is the most preferred chocolate after Cadbury?

[ ] Amul [ ] Nestle [ ] Campco

14. Do you think now people have become more health conscious that the

need for chocolate has declined?


15. Do you think sugar free Cadbury chocolate should be more introduced

to attract health conscious people?



CERTIFICATE

This is to certify that Mr. RAJEEV KUMAR a student of B.Com. Honors in Accounting &

Finance JOGESH CHANDRA CHOUDHURI COLLAGE under the University of Calcutta has

worked under my supervision and guidance for his Project Work and the project

with title of “A STU D Y ON C ON SU M ER

B EH AVIOR TOW A RD S C A D B U RY -D A IRY M ILK” which he is submitting is his genuine and

original work to the best of my knowledge.

Signature:

Place: KOLKATA Name: MRS. MANDIRA ROY CHOUDHARY

Date: Designation:

Name of the College: JOGESH CHANDRA CHOUDHURI

COLLEGE


Student's Declaration

I hereby declare that the Project Work with the title A STUDY ON C ONSUMER

B E HAVIOR TOWARDS CADBURY-DAIRY MILK submitted by me for the partial

fulfillment of the degree of B.Com. Honors in Accounting & Finance under

the University of Calcutta is my original work and has not been submitted

earlier to any other University /Institution for the fulfillment of the

requirement for any course of study.

I also declare that no chapter of this manuscript in whole or in part has been

incorporated in this report from any earlier work done by others or by me.

However, extracts of any literature which has been used for this report has

been duly acknowledged providing details of such literature in the references.

Signature:

Name: RAJEEV KUMAR

Address: 20/1, PATHAK PARA ROAD, BEHALA

KOLKATA-700060

Registration No: 053-1121-0227-13


Place: KOLKATA

Date: