A

PROJECT REPORT
ON

“A STUDY ON CONSUMER PERCEPTION TOWARS CADBURY

CHOCOLATE IN NAINITAL DISTRICT”

Submitted in partial fulfilment of the requirement for

Master in Business Administration (M.B.A)

KUMAUN UNIVERSITY, NAINITAL

Department of Management studies

Bhimtal (Nainital)

SUBMITTED TO: SUBMITTED BY

Dept. of Management Studies VIJAY KUMAR MANDAL
Bhimtal-Nainital ROLL NO.1664610024

MBA IV SEMESTER
Batch (2016-18)
MAY-2018
 Student Declaration

I VIJAY KUMAR MANDAL student of MBA IV Semester, Department of management

studies Bhimtal, hereby declare that the project entitled “” written and submitted by me under the
guidance of Mrs. ANITA TIWARI is my original work.

The empirical findings in the report are based on the data collected by me. While preparing this
Project Report I have not copied anything from any source or other Project submitted for similar
purpose

Signature:-
Date:-

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 Acknowledgement

“Not a single gram can be breaking the whole vessel”. This is a common saying and it is correct.
Any project is not an outcome of a single participation but it is a team work. So, I take a great
opportunity to thank those entire people who helped me throughout my project report.

With deep sense of gratitude, I want to acknowledge my project supervisor

Mrs Anita Tiwari for her valuable guidance and timely suggestion offered to me throughout the
course of my project.

I also express my gratitude to all my faculty members who endured with extra ordinary grace and
provide constant encouragement to my best efforts and made this a rewarding experience.

Vijay Kumar Mandal Signature:-

M.B.A. IV Semester Date:-

ROLL. NO.1664610024

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 EXECUTIVE SUMMARY

The project title "Consumer perception towards of Cadbury Chocolate " deals mainly with the
consumer behaviour.

In this project I had done extensive market research regarding Cadbury Chocolate. There has been
a stiff competition among the different chocolate brands, especially among Cadbury and nestle.

The scope of the project was to collect data from the selected market locations of Bhimtal,
Nainital, analyse the significance of the data and the conclusion.

I had gone to different market locations of Nainital district and Interviewed different consumers
about their preference and buying behavior of selecting a particular brand of chocolate. I had also
given Questionnaire to them in this regard and took their feedback, which later helped me in
coming out with results, which are analyzed and shown through graphs.

In this project I have interviewed personally different consumers from Children to Housewives,
Students to Professionals. I found different buying behaviour among them according to mood,
occasion, choice, pricing, quality, availability & advertising of different chocolates.

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 TABLE OF CONTENT

S.No. CONTENT PAGE NO.

1 Title Page

2 Declaration 2

3 Acknowledgement 3

4 Executive Summary 4

5 Chapter 1: Introduction of Topic 6-8

1.1.Objectives of study

1.2. Scope of the study

1.3.Limitation of the study

6 Chapter 2: Literature Review 9-11

7 Chapter 3: Company profile 12-23

9 Chapter 4: Research Methodology 24-27

10 Chapter 5: Data Analysis & Interpretation 28-38

11 Chapter 6: Finding, Suggestion, Conclusion 39-42

12 Chapter 7: Bibliography & Annexure 43-46

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 CHAPTER1
INTRODUCTION

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 INTRODUCTION

Today’s scenario in the chocolate industry is a highly competitive one. In the wake of
liberalization as the economy opens up more and more international brands of chocolate are
entering into the Indian Market giving to are coming the competition to capture the Indian Market
is holding up. Gone are the days when the chocolates were considered to be a luxury item only to
be consumed by the rich people. The chocolates appeal to all the classes irrespective of age, sex or
status. Now the chocolates are positioned as a light meal to be consumed between heavy meals.
Some of the examples of this type of positioning are ‘Perk’ and ‘Kit Kat’ with chocolate
companies having intense competition and with reducing shelf space only those companies who
market their chocolates as well as advertise and package them will have a chance to survive in the
market.The studies have shown that most of the time chocolate buying is an impulse action i.e.
when one sees the chocolates on the shelf of the shop so, it is very important for the manufacturer
to package them attractively.

Now a day chocolate are positioned as a thing which can be eaten by each and every one.

We had to gauge the strength and weaknesses of establish players in the chocolate market. So, we
regard top players like ‘Cadbury’s’, ‘Nestle’, ‘Amul’ and some Foreign Chocolates.

Out there in the chocolate market Cadbury has had the market share of about 71% followed by
Nestle at about 23% followed by Amul 4% & about 2% by rest small players.

There were various reasons due to which there was such a large gap between the market leader
and the rest such as: -

Cadbury’s main strength is fast reaction is every time the competitors launch a product they
immediately launch a rival product with far lower prices like eg. When Nestle launched “Kit-Kat”
Cadbury’s soon followed with “Perk” with far lower prices. So as to retain its market share in
which they have succeeded

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 The other strength, which we feel, is distribution network. Cadbury’s has a far better distribution
network than Nestle and Amul. Its chocolates can be found in every nook and corner of the
country where as the competitors have not been able to do so.

Another interesting strength, which we found out during the market research, was the packaging
strategy, we found out that all.

Big players especially Cadbury’s keep on changing the packaging of its chocolates after every six
months. Most of people decide to buy the chocolate only if they find the packaging attractive. But
there are some weaknesses also attached with the chocolate industry like we all know that
chocolate as such is a perishable commodity, so, if there is no proper maintenance the chocolate
can easily perish due to which the company can run into severe losses.

As the Indian company economy is coming out of age and per capita income as well as spending
is increasing, there is a lot of opportunity in the chocolate market. The per person consumption of
chocolates of Indian is very low as well as there are very few, established players in the market.

Cadbury was introduced in the United Kingdom in 1905 and now consists of a number of different
products. It is a brand of milk chocolate currently manufactured by Cadbury.

In 1824 John Cadbury opened a shop at 93 Bull street, Birmingham in the 1830’s. Among other
things, he sold cocoa and drinking chocolate, which he prepared himself using a pestle and mortar.
Cadbury is a British confectionery company owned by Mondelez International. Cadbury India
began its operations in India on 19 July 1948 by importing chocolates. In India Cadbury operates
in four categories chocolate confectionery, milk food drinks, beverage and Cadbury & gum
category.

In 1950’s first overseas factoring near Hobart, Tasmania. In India Cadbury has 5 companies
owned manufacturing

Facilities and 5 sales offices in 5 meters. The corporate office is in Mumbai. Cadbury enjoys a
value market share of over 70%. The highest Cadbury brand share in the world. Cadbury India has
been ranked in the FMCG sector in 2007. In 2017 Cadbury Dairy milk introduced in Australia,
blending the best of dark and milk chocolates.

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 OBJECTIVE OF THE STUDY

 To analyse the consumer perception toward Cadbury Chocolate.

 To Analysis of the product, pricing, availability, quality, taste, advertising and packaging of
Cadbury Chocolates.
 To study the strategies & measures adopted by Cadbury.

 To study the factors affecting consumer behaviour towards Cadbury chocolate.

LIMITATION

There are some limitations is the study on consumer perception regarding Cadbury products.

 Sample size is 50, so the accurate survey is not enough to generalize the finding of the study.
 Samples are only collected in Coimbatore District, so it will not applicable to other places.
 The survey was conducted within the limited timeframe shortcoming may be expected.
 The respondent’s personal biasness may be another factor, that is uncontrollable

SCOPE

The study is restricted to in Nainital district only, in this research I conducted to determine the
position of consuming habits towards Cadbury Chocolate. The aspects looked into the preference
of chocolate. The scope of the study to analyses the consumer perception of Cadbury chocolate.

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10 | P a g e
 CHAPTER-2
LITERATURE
REVIEW

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 Chakraborty [1] (2010) in a study conducted in Hyderabad. In India he identified the driving
shopping, motives of Indian consumer. Factor analysis three shopping motives two of which
related to hedonic shopping motive and one of the utilitarian. The factor were named as diversion,
socialization and utilitarian. Other dimension are store attributes, shopping outcomes and shopping
perceived cost. The identified factor could be the key for discount stores for understanding the
shoppers.

Dr. Shendge [2] (2012) on his study “A comparative study of consumer perception towards
Cadbury and nestle chocolates with special reference to Navi Path Area in Solapur city” viewed
that chocolate is liked and eaten by all age groups of people.

Prof. R.C.S. Rajpurohit and Dr. M.L. Vasita (2011) [3] on their study “consumer preference and
satisfaction towards various mobile phone service providers an exploratory study in Jodhapur city,
Rajasthan” conducted that on 250 mobile phone users of various mobile phone service providers
such as Airtel, Vodafone, BSNL, Reliance, Idea and few other players. The result derived from
this study indicate that the factor induces the consumer to buy a particular mobile phone operator
followed by a network coverage and brand

Kisholoy Roy Sprihi Kanodia, Arpita Sanyal and Dipraj Bhattacha (2013) explores that, brands
are nothing but customer perceptions and the amount of relevancy they enjoy in the lives of their
target audiences. Dr. S. Subadra (2010) [4] on their study “Consumer Perceptions and Behaviour:
A Study with special reference to Car Owners in Namakkal District” reviewed that the market is
now predominately consumer driver. The focuses shifting for product based marketing to need
based marketing. So it is important to study the consumer perception and behaviour of the car
owners which will give as feedback on how marketing strategy can be worked. Namakal town in
Tamilnadu, which is in the

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 southern part of India, which progressive and growing market for cars. The simple random
sampling technique was adopted in the study to select the sample respondents. As the size of the
universe is respected, the study has been conducted on the respondents of all the segments of
passenger cars. Cluster analysis has been used to identify the consumer with similar taste and
preference with respect to purchase of car. This study is concluded that consumer behaviour plays
a vital role in marketing cars and there is more scope for extensive research in this area.

Anil Mathur (2001) [5] on his study “A study of changes in brand preference “stated the brand
preference are usually studied by attempting to profile and understand royal consumers. This
paper presents a study of changes in brand preference. Theory and research is used to proper and
test a model based on proposition the changes in brand preference and their development on the
result of life event that service as marker of life transitions. Changes are viewed to be result of
adjustments to new life conditions and changes in life time to cope with stressful life changes. The
data support these notions and suggest implications for consumer research.

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 CHAPTER-3
COMPANY
PROFILE

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 COMPANY INFORMATION

Fifty years ago, the real taste of chocolate as we know it today, landed on Indian shores. An event
that carried forward the entrepreneurship and vision born as far back as 1824, when John Cadbury
set up shop in Birmingham (UK) to sell among other things - his own cocoa concoction. From these
modest beginnings emerged Cadbury Schweppes - that is today the leading manufacturer of
confectionery and beverages in the United Kingdom. A company that has its presence in over 200
countries worldwide and has made the name 'Cadbury' synonymous with cocoa products in
countries across the planet.This is the brand that came to India in 1947 - to a nation that was in its
infancy, a market that was ready for the world and a people that were open to new ideas, new
products. Cadbury was originally incorporated as a wholly owned subsidiary of Cadbury
Schweppes Overseas Ltd (CSOL) in 1948. The company’s original name was Cadbury Fry (India)
Ltd. In 1978, CSOL diluted its equity stake to 40% to comply with FERA guidelines. In 1982, the
name was changed to Hindustan Cocoa Products. CSOL’s shareholding was increased to 51% in
Jan ’83 through a preferential rights issue of Rs. 700mm. The current name was restored in Dec ’89.
In 2007, Cadbury Schweppes made an open offer to acquire the 49% public holding in the
company. The parent holds over 90% of the equity capital after the first open offer. A second open
offer has been made to buyback the balance shareholding, after which the company would operate
as a 100% subsidiary of Cadbury Schweppes.

Over the years, the company attempted several diversifications in food category, albeit with little
success. In 1986, Cadbury forayed into biscuits with Cadbury Butter, Glucose and Bournvita
brands. The business however, could not take off and was discontinued 3-4 years later. In 1989,
Cadbury diversified into ice creams with Dollops and Lop stop brands, which were sold off to
Brooke Bond in 1994.Group Cadbury Schweppes is one of the leading global companies in
beverages and confectionery businesses. It has operations in over 190 countries.

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 PLANT LOCATIONS:

Cadbury’s manufacturing operations started in Mumbai in 1946, which was subsequently

transferred to Thane. In 1964, Induri Farm at Talegaon, near Pune was set up with a view to
promote modern methods as well as improve milk yield. In 1981-82, a new chocolate
manufacturing unit was set up at the same location in Talegaon. The company, way back in 1964,
pioneered cocoa farming in India to reduce dependence on imported cocoa beans. The parent
company provided cocoa seeds and clonal materials free of cost for the first 8 years of operations.
Cocoa farming is done in Karnataka, Kerala and Tamil Nadu. In 1977, the company also took steps
to promote higher production of milk by setting up a subsidiary Induri Farms Ltd near Pune. In
1989, the company set up a new plant at Malanpur, MP, to derive benefits available to the backward
area. In 1995, Cadbury expanded Malanpur plant in a major way. The Malanpur plant has
modernized facilities for Gems, Éclairs, and Perk etc. Cadbury also operates third party operations
at Phalton, Warana and Nasik in Maharashtra.

BUSINESS:

Cadbury dominates the Indian chocolate market with a 65% market share. Besides, it has a 10%
market share in the organized sugar confectionery market and a 25% market share in milk/ malted
foods segment.

Changing product mix’s

S.NO. Contribution to Contribution to turnover

turnover 2016 2017

Chocolate 59% 65%

Sugar Confectionery 9% 10%
Food Drink 32% 25%

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 Chocolates and confectionery products (75% of turnover)

For more than five decades now, Cadbury has enjoyed leadership position in the Indian chocolate
market to the extent that 'Cadbury’ has become a generic name for chocolate products. Cadbury
has leading brands in all the segments viz bars (Dairy Milk, Crackle,

Temptations), count lines (5 star, Milk Treat), panned confectionery (Gems) and wafer chocolates
(Perk), éclairs (Cadburys' Éclairs), toffees (English Toffee).

During 20017, Cadbury’s chocolate sales (65% turnover) registered a 9% value growth, aided
primarily by growth in the flagship brand Dairy Milk. Dairy Milk contributes an estimated 30% to
Cadbury’s sales. Gems and Five Star were relaunched during the year to stem their degrowth. Perk
registered a degrowth during 20017 despite launch of new variants. New brand initiatives included
the launch of Temptations in the premium segment and Chocki a low priced chocolate
confectionery targeted at children. Recently Cadbury has launched Bytes.

Cadbury entered the hard-boiled sugar confectionery market with the launch of Googly in 1996.
In 1997, the company launched a coffee based sugar confectionery product Mocks. Cadbury has
a 4% market share in the confectionery segment, largely contributed by Éclairs. Other
confectionery brands such as Gollum, Fruits, Nice Cream, etc. launched in the last two years did
not receive a good market response and the company has decided to minimize focus on those
brands. Éclairs was relaunched with unique packaging in cartons during 20017.Recent global
acquisition of Adams, brands like Halls, Clorets & many other international brands are already a
part of Cadbury.

FOOD DRINKS (25% OF TURNOVER)

Cadbury’s Bournvita is the leading brand in the brown drinks segment of milk/ malted food
products. Overall share in the malted food drinks market is estimated at 15%. Brown drinks earlier
positioned as taste enhancers were losing market to white drinks during the last few years. Cadbury
relaunched Bournvita with a new formulation and advertising campaign positioning it on the health
benefit platform to compete with white drinks. The brand was relaunched in the South – the largest
food drink market in the country, during 2017. Bournvita sales registered a 12% growth in value
terms in 2017 to Rs, contributing 24% to total turnover.

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 Cadbury’s other products include Cadbury’s Drinking Chocolate and Cadbury’s Cocoa powder.
These account for only 1% of Cadbury’s turnover. Recently Cadbury has launched Delight.

STRATEGY

Increasing the consumer base by focusing on the twin proposition of affordability and availability
is being followed to drive future growth. Small affordable priced packs have been launched, which
have helped improve penetration. Also advertising for chocolates is aimed at changing consumer
perception and eating habits by creating new reasons for consumption.

EARNINGS SENSITIVITY FACTORS

Cocoa bean prices: Domestic as well as international prices of key raw material - cocoas have
significant impact on margins.

Excise duties: Changes in excise levied on malt and chocolate influences end product prices and
thereby volume growth as well as margins.

Changes in custom duties and foreign exchange fluctuations, as 20% of raw material is imported.

Competition from MNC’s like Nestle as well as imported brands. Increasing competition puts
pressure on advertisement budget and margins. However on the positive side, it helps in
expanding the market.

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 SOME CADBURY'S PRODUCT

1. Cadbury Dairy milk silk

2. Cadbury Dairy milk

3. Cadbury 5 Star

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 4. Cadbury Fruit & Nuts.

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 THE CADBURY FAMILY OF BRAND

THE UMBRELLA BRAND

In the chocolate market the Cadbury brand has in excess of fifty per cent market share, selling 10
of the top 20 selling chocolate singles. Singles are individual bars sold over the counter.

Research data shows that the Cadbury brand equity is highly differentiated from other brands with
consumers. Brand equity is the value consumer loyalty brings to a brand, and reflects the
likelihood that a consumer will repeat purchase. This is a major source of competitive advantage.
The Cadbury umbrella brand has endured in a highly competitive market, and has established the
link, in the mind of the consumer, that Cadbury equals chocolate. An umbrella brand is a parent
brand that appears on a number of products that may each have separate brand images. The
Cadbury umbrella brand image consists of four icons namely the Cadbury script, the glass and a
half, dark purple color and the swirling chocolate image. These elements create a visual identity
for Cadbury that communicates the ultimate in chocolate pleasure. Consumer research is
conducted regularly so managers can learn more about how the market perceives the brand. This
research has confirmed that the swirling chocolate and ‘glass and a half’ are powerful images.
Both clearly portray a desire for chocolate while the half full glass suggests core values of
goodness and quality.

PROMOTIONAL STRATEGY

To step-up chocolate penetration in India across strata, the Rs 538.18- crore Cadbury India Ltd has
relaunched 5 Star with a new brand proposition of “non-stop energy”, an extension of the earlier
proposition of “an energy bar”.

In an attempt to leverage the brand proposition amongst youth — who form the core target
segment — the company plans to undertake a series of on-ground promotional activities combined
with extensive outdoor advertising and television campaigns.

The new television commercial shows a towering skyscraper as the montage. From there the
camera zooms straight to a mid-close-up of a teenaged girl who is anxiously awaiting the arrival
of her boyfriend. As the boyfriend gets delayed, the scene gets cut to the next shot where the girl
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 rushes into a lift. In a series of quick continuous visual cuts the girl is displayed as going from one
floor to the other. Every floor the girl opens the door she is sure to spot her boyfriend ready to
welcome her with a bouquet. In the parting scene the girl finally gives up and the boy hugs her and
the lovers unite for a romantic retreat. The camera immediately zooms to a close-up of the 5 Star
with its striking new package.

As an effort to communicate the core ethos of the brand to a broader youth audience, the company
has also tied-up with youth Websites such as www.hungama.com, www.indya.com and
www.cricinfo.com as a part of the promotional strategy.

Elaborating the rationale behind the current series of integrated communication initiatives that the
company has embarked, the spokesperson of Cadbury India informs: “Our principle objective is to
modernize 5 Star’s brand image and enhance youth connect. Through effectively communicating
the functional attribute of 5 Star along with the fun elements associated with chocolate, we intend
to make the brand the “top of mind” energy enhancer in the youth’s life space. Thus, making 5
Star the constant companion of the constantly charged Indian youth”.

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 SWOT ANALYSIS OF CADBURY INDIA LTD.

STRENGTHS:

O The chocolate industry is not affected by any slump of recession in business activity. Chocolate
are such kinds of product, which can be consumed anytime. Children, teen, adults anytime one can
have it.

O Cadbury is the most popular brand in India.

O Cadbury is enjoying maximum market share in the Indian market. Taste of Cadbury is better
than other brands.

O Advertising of Cadbury is more aggressive than other brands.

o Inclination of new generation is towards Cadbury more than other brands because of celebrity
endorsing.

WEAKNESS:

1.Perishableinnature.

2.With regard to price

3.With regard to price.

4.Proper storage required.

Many competitor, so extensive sales promotion technique required. Cultural barriers.

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 OPPORTUNITIES:

o The chocolate industry is a sunrise, one yet to see its saturation level. The variety offered in
terms of chocolate type and evens packaging and probably at some later stage in terms of
brands, makes chocolates a lucrative offer for the consumers at large.

o The market growth rate is very high.

o The punch line of Cadbury is at the top of mind among customer. Large middle

class family.

THREATS:

The existing player in the industry may feel threatened by entry of prospective competitors, by the
MNC’s or big Indian players. One of the major problems that are faced by the chocolate industry is
the high price of cocoa.

Health problems especially teeth. Local players.

High cocoa prices.

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 COMPETITIVE ANALYSIS

Indian chocolate has three major market players Cadbury India LTD. dominating the market by
capturing 71% of the markets share, followed by Nestle having 23% of markets share, Amul having
a niche market of 4% and remaining 1% was other markets.

Cadbury India ltd face the tough competition from Nestle however when viewed in light of the
historical growth rates in earnings, Cadbury India appears to posses a superior track record. Over
the past three years to 2017, Cadbury India has definitely outpaced Nestle India, both in profit and
sales growth.

Since 2017, Cadbury India has managed a compounded annual sales growth of around 18 per cent
and an impressive profit growth of around 40 per cent. In contrast, Nestle India's sales have grown
at a sedate 4 per cent while profits have grown at around 18 per cent. Nestle India's sedate growth is
partly to the cyclically of its coffee business.

If one goes entirely by the track record of the past three years, Cadbury would deserve a better
share than Nestle. However, the question is one of whether Cadbury will be in a position to sustain
its impressive growth rates of past three years.

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 CHAPTER-4

RESEARCH METHODOLOGY

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 RESEARCH METHODOLOGY

Marketing Research is a process of collecting and analyzing marketing information and ultimately
to arrive at certain conclusion. The purpose of this research is to describe the research procedure.
Research Methodology is the mean to plan out the working process or the course of action to reach
the objective. It is extremely crucial and holds the key to the success of the survey.

Cadbury India ltd. is which is marketing products having different brands. Thus a survey method
of marketing research is essentially exploratory in nature.

IMPORTANCE OF MARKETING RESEARCH

Marketing research has its importance not only for consumers market but also it survey effectively
to the producer of goods and services. The use of marketing research in consumer market may be
explained on the basis of following services rendered by it.

• It ascertains the position of a company in specified Industry.

• It indicates the present, future trend of Industry and point out how the company’s affairs are
being turned up.

• It helps in development and introduction of new product.

DATA COLLECTION:

Data collection is most important part of research because the research is based on it. There are
several ways of collecting data which differs considerably in terms of cost, time and other
resources at the disposal of the researchers.

The data collection method for this research work is from primary source as well as secondary.
The survey is carried out through a non-probability convenience sampling in Nainital through a
structured questionnaire.

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 TYPE OF DATA

There are two types of Data:

1) Primary

2) Secondary Primary Data: - The techniques available for collecting primary data are:
Questionnaire method

BRIEF REVIEW OF RESEARCH

METHODOLOGY

SAMPLING PLAN :

Research design : descriptive

Target Segment : consumer

Sample Size : 50

Area covered : Nainital District

Sampling Method : Non probability Convenience sampling.

TECHNIQUES OF DATA COLLECTION

Data Collection Method : Primary (through Questionnaire)

Method : Through Mail

Type of Questionnaire : Open ended questions and multiple choice questions

Research Approaches : Consumer Online Survey.

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 CHAPTER- 5
DATA ANYLYSIS
AND
INTERPRETATION

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 1. Do you Familiar with Cadbury?
S.NO OPTION NO. OF PERCENTAGE
. RESPONSE
A Yes 40 80%
B No 00 00%
C May be 10 20%

20%

0%

Yes
No
May be
80%

INTERPRETATION: - Out of the Sample of 50, following results were obtained

According to this study 80% Respondents familiar with Cadbury & 20% Said may be.

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 2. How often do you buy Cadbury's chocolate?

No OF PERCENTAGE
OPTION RESPONSE
A Frequently 18 36%
B Rarely 10 20%
C Occasionally 20 40%
D Never 2 4%

4%

36%
Frequently

40% Rarely
Occasionally 40%
Never

20%

INTERPRETATION: - Out of the Sample of 50, following results were obtained

According to this study 36% respondent buy Cadbury chocolate frequently & 20% respondent said rarely
or 40% respondent occasionally buy chocolate ,4% respondent never bought chocolate.

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 3. .How do you feel about Cadbury's chocolate?

No OF PERCENTAGE
OPTION RESPONSE
A Good 22 44%
B Neutral 5 10%
C Very Good 23 46%
D Never 0 0%

0%

44%
46%
Good
Neutral
Very Good
Never
10%

INTERPRETATION: - Out of the Sample of 50, following results were obtained

According to this study, 46 % respondent feel very good about Cadbury and 44 % feel good
,10%Respondent feel neutral about Cadbury chocolate.

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 4. On what occasions do you buy Cadbury chocolate?

No OF PERCENTAGE
OPTION RESPONSE
A Festivals 5 10%
B Birthday 6 12%
C Mood 31 62%
D gift 8 16 %

16% 10%
12%

Festivals
Birthday
Mood
gift
62%

INTERPRETATION: - Out of the Sample of 50, following results were obtained

According to this study, 10% respondent said they buy Cadbury chocolate on festivals, 12 % buy
on birthday,16 % buy for gift and 62 % respondent said they buy chocolate based on mood.

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 5. If the price of another brand of Chocolate were reduced would you shift your brand ?

S..NO. OPTION NO. OF PERCENTAGE

RESPONSE
A yes 10 20%
B NO 21 42%
C May be 19 38%

20%

38%
yes
NO
Maybe

42%

INTERPRETATION: - Out of the Sample of 50, following results were obtained

20% customer may be switch to another brand In case of price.

42 % customer said they will not switch to another brand in case of price.

38% Customer said they can or not.

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 6. Which factors affect you for buying decision?

S.NO. OPTION NO. OF PERCENTAGE

RESPONSE
A Advertising 32 64%
B Packaging 18 36%

36%

Advertising
64%
Packaging

INTERPRETATION: - Out of the Sample of 50, following results were obtained.

According to this study, Buying decision of 64 % customer affect by advertising and buying
decision of 36 % customer affect by packaging.

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 7. from the following which is your favorite.

S.NO. OPTION NO. OF PERCENTAGE

RESPONSE
A Dairy milk silk 14 42%
B 5star 08 16%
C Cadbury fruit & nut 18 36%
D Cadbury dairy milk 04 08%
E Fuse 01 02%
F Other 05 10%

2%
10%
8% 42% Dairy milk silk
5star
Cadbury fruit & nut
36% Cadbury dairy milk

16%, Fuse
Other

INTERPRETATION: - Out of the Sample of 50, following results were obtained

42% Respondent like dairy milk silk , 16% Respondent like 5star, 36% Respondent like fruit and
nut, 2% Respondent like dairy milk fuse, 10% Respondent like other chocolates.

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 8. Do you buy Cadbury chocolate?

S.NO. OPTION NO. OF PERCENTAGE

RESPONSE
A Yes 45 90%
B No 01 02%
C May be 04 08%

2%
8%

yes
No
90%
May be

INTERPRETATION: - Out of the Sample of 50, following results were obtained.

90% respondents said they buy Cadbury chocolate & 8 % Respondent may be buy (if other
brands not available) & 2% don’t buy.

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 9. If yes, then why Cadbury?

S.NO. OPTION NO. OF PERCENTAGE

RESPONSE
A Taste 30 60%
B Quality 12 24%
C Price 02 04%
D Availability 06 12%

4% 12%

Taste
24%
Quality
60%
Price
Availibilty

INTERPRETATION: -Out of the Sample of 50, following results were obtained

60% Respondents buy for taste,24 % buy on the basis of quality 4% respondent buy on the bases
of price,12 % respondent buy Cadbury chocolate on bases of availability.

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 10. . If no, then why not ?

S.NO. NO. OF PERCENTAGE

OPTION RESPONSE
A Price 05 10%
B Health conscious 07 14%
C Taste 08 16%
D Can’t say 20 40%

10%

Price
14% Health conscious
40%
Taste
Can’t say
16%

INTERPRETATION: - Out of the Sample of 50, following results were obtained

10% respondent said they don’t buy Cadbury chocolate because price is high ,14% respondent
don’t buy because they are health conscious,16% don’t buy due to bad taste,40 % respondent
can’t say.

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 CHAPTER- 6
FINDINGS,
SUGGESTION
&
CONCLUSION

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 FINDING

1. 80% Respondents familiar Well know about Cadbury.

2. 36% respondent buy Cadbury chocolate frequently & 20% respondent said rarely or 40%
respondent occasionally buy chocolate, 4% respondent never bought chocolate.
3. 46 % respondent feel very good about Cadbury and 44 % feel good ,10%Respondent feel neutral
about Cadbury chocolate.
4. Buying decision of 64 % customer affect by advertising and buying decision of 36 % customer
affect by packaging.
5. 42% Respondent like dairy milk silk , 16% Respondent like 5star, 36% Respondent like fruit and
nut, 2% Respondent like dairy milk fuse, 10% Respondent like other chocolates.

6. 90% respondents said they buy Cadbury chocolate & 8 % Respondent may be buy (if other
brands not available) & 2% don’t buy.

7. 60% Respondents buy for taste,24 % buy on the basis of quality 4% respondent buy on the bases
of price,12 % respondent buy Cadbury chocolate on bases of availability.

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 SUGGESTION

Cadbury can improve on their brand by adding some new flavours as well as changing its
packaging.

 Cadbury can also capture a large market by lowering its price. By some price reduction and
keeping some small gifts likes Tattoos, Small Cars etc. they can also target kids.

 Cadbury can also improve by giving new shapes and different appeals to consumer. Little
bit, it should improve the packaging of few brands also to make its look attractive.

 From the study it has been found that majority of the people do not have any brand
preference. The company should establish brand image in chocolate with the help of
advertisement & better service to the customers.

 Cadbury can also introduce 'Buy two get one' like offers in order to gain market share.

 The claims of the consumer schemes should properly be handled.

 The frequent fluctuations in the price must be stopped as it creates bad and unstable image
in the minds of the consumer.

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 CONCLUSION

Cadbury’s have tried to position its chocolates as a light snack between meals (PERK), also
targeted some of its chocolates for gift purpose (DAIRY MILK) specially.

There have been efforts to create differentiation through packaging, flavor additions and
advertising but apart from the structure i.e., the shape, size and packaging there hasn’t been much
difference in the product value delivery.

The advertising effort is basically to position it as several people also consume a chocolate for gift
purpose on different occasions due to its packaging and size in order to maintain their standard i.e.
according to them consuming expensive chocolate is a Status Symbol.

Through survey we found that people like to see their ideal personality in advertisements.

Through survey we come to know that Cadbury has a good name and reputation because of its
existence in the market for so many years and has a very good potential in the market.

Cadbury has an excellent taste, quality & packaging and its future path is very bright. Cadbury
chocolate is easily available to consumers and it has maximum market share in chocolate business.

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 CHAPTER- 7
BIBLIOGRAPHY
&
ANNEXURE

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 BIBLIOGRAPHY

BOOKS REFERRED FOR ANALYSIS:

1. Marketing Management – Philip Kotler, Eleventh edition.

2. Research Methodology- R.C. Kothari, Second edition.

3. Marketing Research- Harper W. Boyd, Jr. Ralph Westfall, Stanley F. Stasch, Seventh
edition

WEBSITE:

1. Cadbury's website. www.cadburyindia.com

2. Indiainfoline.com.

3. Google.com.

NEWS PAPER

1. Economic times.

2. Times of India

JOURNALS:

Annual Journal Report of Cadbury India Ltd.

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 QUESTIONNAIRE

1. Do you Familiar with Cadbury ?

Yes No Maybe

2. How often do you buy Cadbury's chocolate?

Frequently Rarely

Occasionally Never

3. How do you feel about Cadbury's chocolate?

Good Neutral

Very Good Bad

4. On what occasions do you buy Cadbury chocolate?

Festivals Birthdays

Mood Gift

5. If the price of another brand of Chocolate were reduced would you shift your brand ?

Yes No Maybe

6. Which factors affects you for buying decision?

Advertisement Packaging

7. from the following which is your favorite.

Dairy milk silk 5 stars

Cadbury fruit & nuts Cadbury dairy milk

Fuse Other

8. Do you buy Cadbury chocolate?

Yes No Maybe

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 9. If yes, then why Cadbury?

Taste Quality

Price Availability

10. If no, then why not ?

Price Health conscious

Taste Can't say

Name……………………………

Occupation…………………………. Signature……………………..

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