Anshu Winter Project Presentation

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APresentation

onConsumer Preferences towards

Cadbury Chocolates

Presented By:- Anshu Saluja


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Factors influencing Consumerbuying behaviour:

1. Personal Factors

2. Psychological Factors

3. Social Factors


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CADBURY INDIA

Cadbury began its operations in 1948 byimporting 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 corporate office is in Mumbai.


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CADBURY BRANDS:- Chocolates Snacks Beverages CandySNACKS: BytesBEVERAGES: Bournvita

CANDY: HallsCHOCOLATES: Dairy Milk 5 Star Perk

Celebrations Temptation Eclairs Gems


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Some Major Achievements

In 2004, the `Kuch Meetha Ho Jaaye campaign was launched,seeking to increase CDM consumption by making it synonymouswith traditional sweets (Mithai). With Amitabh Bachchan as the faceand voice of the brand, the campaign went on to become a hugesuccess. People could relate to the commercials that were aired to

promote Cadbury Dairy Milk.

In 2009, we aired another commercial under the `Kuch Meetha HoJaaye platform, called the `Pay Day commercial.

Launched in January 2010, with a tantalizing taste that tempts thetaste buds, CDM Silk delivered an exquisite chocolate eatingexperience in the Indian market.

A. P. P. I. E. S. Awards (Gold Standard) in 2011 for the campaign ofthe "Shubh Aarambh" of Cadbury Dairy Milk.

In 2011 Indias Most Respected Companies as per the survey of


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STUDY

The main objective of the study is to know about the customerpreferences towards Cadbury chocolates. To fulfill the mainobjective the others objectives are as follows:

To study the factors affecting the consumption pattern.

To know the customers expectations regarding variousattributes of Cadbury chocolates.

To find out the customers opinion, regarding various aspects of

the Cadbury chocolates. To know the mode of advertisement influence the customers for

purchasing chocolates.


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RESEARCH METHODOLOGY

Research Design:-Exploratory Research Design.

Sampling Technique :- Convenience Sampling Technique.

Sample Size :- 150Respondents.Sample Area :- Charkhi Dadri and Bhiwani .

Collection of Data :- Primary and Secondary.


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Liking for the Chocolates

Response No. of Respondents Percentage

Yes 120 80

No 30 20

Total 150 100

Analysis of the Study

Que 1: Do you eat Chocolate?


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Brand No. of Respondents Percentage

Cadbury 90 75

Nestle 15 12.2

Amul 10 8.3

Other 5 4.1

Total 120 100

Que2. Which brand of Chocolate do you eat?

Brand Prefrences


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Consumption of Chocolates No. of Respondents Percentage

Daily 10 11.1

Once in a week 20 22.2

2 times in a week 5 5.5

More than 2 times in a week 35 39

Occasionally 20 22.2

Total 90 100

Que3. What is the frequency of consumption of Cadbury chocolates?

Consumption of Chocolates


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Options No. of Respondents Percentage

Super Stores 25 28

Retail Stores 40 44.4

Restaurants 20 22.2

Other 5 5.5

Total 90 100

Que4. From where you buy Cadbury chocolates?

Source of purchase of Cadbury Chocolates


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Factors No of Respondents Percentage

Brand name 30 33.3

Taste 40 44.5

Easy availability 10 11.1

Packaging 7 7.8

Price 3 3.3

Total 90 100

Que5. Which factor would you consider while purchasing the Cadburychocolates?

Factors affect when purchase Cadbury Chocolate


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Que6. Which Cadbury Chocolates brand do you usually prefer?

Cadbury Brand No. of Respondents Percentage

Dairy Milk 45 50

5-Star 20 22.2

Perk 10 11.1

Fruit-Nut 10 11.1

Other 5 5.6

Total 90 100

Preference of Cadbury Chocolates Brand


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Response No of Respondents Percentage

Yes 70 77.8

No 20 22.2

Total 90 100

Que7. Do you think Cadbury Chocolates easily available in market?

Cadbury Chocolates availability in the Market

Q 8 Whi h ti l ff f C db


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Options No. of Respondents Percentage

Free Gifts 26 28.9

Price offer 21 23.3

Extra Quantity 35 38.9

Other 8 8.9

Total 90 100

Que8. Which promotional offers of CadburyChocolates attract you most?

Promotional offers

Q 9 Whi h f th f t ff t h ?


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Factors No. of Respondents Percentage

Advertisement 39 43.3

Friends and relatives 18 20

Attractive Display 16 17.8

Brand Ambassadors 12 13.3

Ingredients 5 5.5

Total 90 100

Que9.Which of these factors affect your purchase?

Factors affecting when purchasing Cadbury chocolates

Q 10 A f i f th C db b d ?


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Yes 75 83.3

No 15 16.7

Total 90 100

Que10. Are you aware of campaign of the Cadbury brands?

Awareness of Campaign of Cadbury Chocolate Brand

Q 11 Whi h di f d ti t f C db Ch l t i fl


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Media of Advertisement No. of Respondents Percentage

Television 32 35.6

Newspapers 14 15.5

Brochures 12 13.3Hording / Display 24 26.7

Other 8 8.9

Total 90 100

Que11.Which media of advertisement of Cadburys Chocolates influence yourpurchase?

Media of Advertisment influencing the purchase decision of Cadbury Chocolates

Q 12 S if bl t b f d b d f C db Ch l t


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Brand Loyalty Actions No. of Respondents Percentage

Go to Another Shop 40 44.4

Will not Buy 22 24.4

Buy another Brand 15 16.7

Wait till when it will available 13 14.4

Total 90 100

Que12. Suppose, if you are unable to buy preferred brand of Cadbury Chocolatesthan what you will do?

Brand Loyalty Actions

Que13 Do you prefer to change your brand continuously?


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Yes 25 27.8

No 65 72.2

Total 90 100

Que13. Do you prefer to change your brand continuously?

Change Brand

Que14 How would you rate the overall satisfaction of Cadbury


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Option No. of Respondents Percentage

Highly Satisfied 51 56.7

Satisfied 16 17.8

Average 12 13.3

Dissatisfied 7 7.8

Highly Dissatisfied 4 4.4

Total 90 100

Que14. How would you rate the overall satisfaction of CadburyChocolates?

Satisfaction level for Cadbury Chocolates


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SUGGESTIONSA survey of the people has been conducted to know that Cadbury have more

market share into the market, second Nestle and after that Amul have minimum

market share into the market. All people like to eat chocolates. A survey of thepeople has been conducted to know the liking pattern of Cadbury chocolates. It isobserved that overall people like to eat Cadbury brand rather than Nestle, Amul. Itis concluded that mostly people preferred Dairy Milk of Cadbury due to itsflavor/taste and quality. It is thus concluded from the facts collected that mostly

people refer to their favorite chocolate and sometimes some of them go to another

brand.

Suggestions:-

Company should concentrate more on television for advertisement, as mostlypeople get attracted through television.

Company should put more & more emphasis on the taste so as to gain brandloyalty. Because most of the consumers consider the taste of the chocolates.

Company should concentrate on availability of Cadbury Chocolates forincreasing the market share.

Company should think on the matter that why the consumer switch over to theother brands

Anshu Winter Project Presentation

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