INTRODUCTION

Consumer Satisfaction:

A study on consumer usage and satisfaction regarding Cadbury Dairy

Milk Chocolate in Cumbum Town, Businesses survey because they have
consumer that are willing to buy their product or service. However, many times
businesses fail to "check in" with their customers to determine whether they are
happy or not and what it will take to make or keep them happy.

Consumers are the best source of business information - whether it's to

improve an existing product or service or whether you're planning to launch
something new. There's no substitution for "getting it from the horse's mouth."
When you open up the lines of communication, you are able to align your
resources to best advantage, and you often can make changes or launch products
more quickly.

Market Survey:
Marketing research as an integral part of a management information
system should provide a flow of information inputs, mainly from external
sources, useful in marketing decision-making. Marketing research that gives
you a very good indication of the past, but based on the data analysis they were
not able to offer any predictions or trends for the future.

A market is defined by demand. It is a demand that created supply

interact, consumer demand determines the characteristics of supply. A market is
a place in which buyer and sellers are meeting each other and exchange the
goods and services. "Marketing Research is systematic problem analysis, model
building and fact finding for the purpose of important decision-making and
control in the marketing of goods and services".

1
 COMPANY PROFILE

Cadbury's was the brand leader in the United Kingdom. In 1928,

Cadbury's introduced the "glass and a half slogan to accompany the Dairy Milk
bar Production. Many of the newer Dairy Milk varieties are now manufactured
in the Republic of Ireland, France and Poland. Aficionados complain that the
product no longer tastes as good and has lost its creamy texture. Dairy Milk
itself is also manufactured in France and these products are sold in the UK.
Several reformulated versions are sold in the United States as the U.S. Food and
Drug Administration does not allow products that replace cocoa butter with
vegetable fat to be called chocolate,

In June 1905, Cadbury launched its first Dairy Milk bar, with a higher
proportion of milk than previous chocolate bars, and it became the company's
best selling product by 1913. George Cadbury Junior, responsible for the
development of the bar, has said "All sorts of names were suggested: Highland
Milk, Jersey and Dairy Maid. But when a customer's daughter suggested Dairy
Milk, the name stuck.". Fruit and Nut was introduced as part of the Dairy Milk
line in 1928, soon followed by Whole Nut in 1933. In 1933 dairy milk went out
of production briefly then came back in 1934. By this point, Cadbury's was the
brand leader in the United Kingdom. In 1928, Cadbury's introduced the "glass
and a half slogan to accompany the Dairy Milk bar.

In Australia, Cadbury Dairy Milk was reformulated in 2006 and again in

2009, with the addition of palm oil as a replacement for some cocoa butter. This
occurred in conjunction with a weight reduction of the standard block from
250g to 200g. There has been some outcry over the reduction in block size
while the price stayed the same, although Cadbury states that the wholesale cost
per gram should be the same and the retailers may not have adjusted their

2
prices. In August 2009, Cadbury announced it would return to a Cocoa Butter
only formula due to a poor response from consumers.

Dairy Milk is sold in the United States under the Cadbury label, but it is
manufactured by The Hershey Company in Pennsylvania Fairtrade Cadbury
secured Fairtrade certification for solid-chocolate Dairy Milk bars in the UK
and Ireland in 2009, with the first bars bearing the Fairtrade Mark produced on
21 July 2009.

Dairy Milk is a brand of milk chocolate currently manufactured by

Cadbury; except in the United States where it is made by The Hershey
Company. It was introduced in the United Kingdom in 1905 and now consists
of a number of products. Every product in the Dairy Milk line is made with
exclusively milk chocolate.

History:
1824-1900: Early History
In 1824, John Cadbury began selling tea, coffee, and drinking chocolate,
which he produced himself, at Bull Street in Birmingham, England. He later
moved into the production of a variety of cocoa and drinking chocolates, made
in a factory in Bridge Street and sold mainly to the wealthy because of the high
cost of production. John Cadbury became a partner with his brother Benjamin
and the company they formed was called 'Cadbury Brothers of Birmingham'.

The brothers opened an office in London and in 1854 they received the
Royal Warrant as manufacturers of chocolate and cocoa to Queen Victoria. In
the 1850s the industry received a much needed boost, with the reduction in the
high import taxes on cocoa, allowing chocolate to be more affordable to
everybody. Due to the popularity of a new expanded product line, including the
"Cadbury's Cocoa Essence".
3
 The company decided to cease trading in tea in 1873. Master confectioner
Frederic Kinchelman was appointed to share his recipe and production secrets
with Cadbury, which led to an assortment of chocolate covered products.

1900-2007:
In 1905, Cadbury launched its Dairy Milk bar, with a higher proportion of
milk than previous chocolate bars, and it became the company's best selling
product by 1913. Fruit and Nut was introduced as part of the Dairy Milk line in
1928, soon followed by Whole Nut in 1933. By this point, Cadbury was the
brand leader in the United Kingdom. These were accompanied by several other
products: Flake (1920), Cream-filled eggs (1923), Crunchie (1929) and Roses
(1938).[9] Cadbury's Milk Tray was first produced in 1915 and continued in
production throughout the remainder of the First World War.

More than 2,000 of Cadbury's male employees joined the Armed Forces
and to support the war effort, Cadbury provided clothing, books and chocolate
to soldiers. After the war, the Bournville factory was redeveloped and mass
production began in earnest. In 1918, Cadbury opened their first overseas
factory in Hobart, Tasmania and in 1919 undertook a merger with J. S. Fry &
Sons, another chocolate manufacturer, resulting in the integration of well-
known brands such as Fry's Chocolate Cream and Fry's Turkish Delight. [6]
During World War II, parts of the Bournville factory were turned over to war
work, producing milling machines and seats for fighter aircraft. Workers
ploughed football fields to plant crops. As chocolate was regarded as an
essential food, it was placed under government supervision for the entire war.
The wartime rationing of chocolate ended in 1949, and normal production
resumed. Cadbury subsequently built new factories and had an increasing
demand for their products

4
Production History:
Many of the newer Dairy Milk varieties are now manufactured in the
Republic of Ireland, France and Poland. Aficionados complain that the product
no longer tastes as good and has lost its creamy texture. Dairy Milk itself is also
manufactured in France and these products are sold in the UK, Several
reformulated versions are sold in the United States as the U.S. Food and Drug
Administration does not allow products that replace cocoa butter with vegetable
far to be called chocolate.

 In June 1905, Cadbury launched its first Dairy Milk bar. with a higher
proportion of milk than previous chocolate bars, and it became the
company's best selling product by 1913.
 1933 dairy milk went out of production briefly then came back in 1934.
By this point, Cadbury's was the brand leader in the United Kingdom. In
1928, Cadbury's introduced the "glass and a half' .slogan to accompany
the Dairy Milk bar.
 Cadbury secured Fairtrade certification for solid-chocolate Dairy Milk
bars in the UK and Ireland in 2009, with the first bars bearing The
Fairtrade Mark produced on 21 July 2009.
 On 14 September 2007, Cadbury Schweppes investigated a
manufacturing error over allergy warnings, recalling for the second time
in two years thousands of chocolate bars.
 A printing mistake at the Keynsham factory resulted in The omission of
nut allergy labels from 250g Dairy Milk Double Chocolate bars.

 On 5 September 2008, the Gorilla advert was relaunched with a new

soundtrack - Bonnie Tyler's "Total Eclipse of the Heart" - a reference to
online mash-ups of the commercial. Similarly, a version of the truck
advert appeared, using Bon Jovi's song "Livin on a Prayer".
5
  Both remakes premiered once again during the finale of Big Brother 2008
 In June 2010 the Polish division, Cadbury-Wedel, was sold to Lotte of
Korea, The European Commission made the sale a condition of the Kraft
takeover. As part of the deal Kraft will keep the Cadbury.
 Hall's and other brands along with two plants in Skarbimierz, Lotte will
take over the plant in Warsaw along with the E Wedel brand.

OPERATIONS
United Kingdom:
The confectionery business in the UK is called Cadbury UK (formerly
Cadbury Trebor Bassett) and, as of August 2004, had eight factories and 3,000
staff in the UK. Biscuits bearing the Cadbury brand, such as Cadbury Fingers,
are produced under licence by Burton's Foods. Cadbury also owns Trebor
Bassett, Fry's, Maynards and Halls. Ice cream based on Cadbury products, like
99 Flake, is made under licence by Frederick's Dairies. Cadbury cakes and
chocolate spread are manufactured under licence by Premier Foods, but the
cakes were originally part of Cadbury Foods Ltd with factories at Blackpole in
Worcester and Moreton on the Wirral with distribution depots throughout the
UK.

Ireland
Cadbury Ireland Limited is based in Coolock in Dublin. Cadbury opened
their first Irish factory in Ossary RD., Dublin in 1933, when the company
manufactured and sold just three products. Today, it exports over 200 of its
products to 30 countries worldwide, making a contribution of €110 million of
Irish trade. Cadbury Ireland uses local ingredients. More than €250 million
worth of Cadbury chocolate is produced in Ireland, is exported every year,
bringing Ireland valuable earnings from abroad.

6
 Cadbury Ireland operates three factories in Ireland with two in Dublin, in
Coolock (where the headquarters of Cadbury Ireland are located) and Tallaght.
The third is in Rathmore, County Kerry. Products made by Cadbury in Ireland
include Cadbury Dairy Milk, Wispa, Flake, and Crunchie.

United States
Cadbury Adams produces candy, gum, breath mints and cough drops. It is
headquartered in Parsippany, New Jersey. The company was formed after the
then Cadbury Schweppes purchased the Adams brand from Pfizer in December
2002 for US$4.2 billion. In Canada, Cadbury Adams also produces
hydrogenated oil products and chocolates such as the Caramilk bar, Cadbury
Mr. Big, Dairy Milk, Cadbury Mini Eggs and Wunderbar.

7
 PRODUCT PROFILE

The new milk chocolate was introduced to the British market in 1905
and, with its unique flavour and texture, quickly became the market leader. Milk
chocolate was first made by Cadbury in 1897 by blending milk powder with the
basic chocolate ingredients of cocoa butter, cocoa mass and sugar. By today's
standards the chocolate wasn't particularly good - it was very coarse and dry and
neither sweet nor milky enough.

At that time, the Swiss dominate the milk chocolate market with a
product of superior taste and texture produced by Daniel Peters of Vevey, using
condensed milk rather than milk powder.

In the early 1900s, George Cadbury Junior and experts at Bournville took
on the Swiss, researching new recipes and production methods.

By June 1904, the recipe was perfected and a delicious rich and creamy new
milk chocolate was ready for production.

Launched in 1905, Cadbury proudly boasted that its new milk chocolate
was not only "as good as," but better than the European milk chocolate. With its
now-famous glass and a half of full-cream milk in every 200gms, it contained
far more milk than any previously known chocolate.

The special flavours produced when fresh milk, cocoa mass and sugar are
cooked together in the first stages of the chocolate crumb making process give
Cadbury Dairy Milk its unique taste.

While advertising and packaging designs have evolved over the years,
along with considerable technological advances in production, the Cadbury
Dairy Milk recipe is still basically the same as it was in 1905.
8
 Cadbury Dairy Milk blocks comes in a range of sizes suitable for all ages
and occasions - from a quick snack, a self-indulgent treat, something to share
with family or friends or a gift.

Cadbury Dairy Milk is sold with a similar design worldwide - the

centerpiece of all packaging is the iconic "glass and a half " image showing the
famous glass and a half of pure full cream milk flowing into a delicious chunk
of Cadbury Dairy Milk chocolate.

Cadbury Dairy Milk chocolate is one of the major success stories for
Cadbury and one of the world's most famous chocolate brands.

Cadbury Milk Chocolate Block

Cadbury Dairy Milk milk chocolate block is Australia's favourite

chocolate. It has 'the equivalent of a glass and a half of pure full-cream dairy
milk in every 200g of Cadbury Dairy Milk, Milk Chocolate'.
Cadbury Dairy Milk milk chocolate is the defining taste of chocolate in
Australia and is perfect for treating yourself and sharing among family and
friends.

9
Cadbury Hazelnut Block

Cadbury Dairy Milk Hazelnut block has hazelnuts surrounded by

Australia’s favourite Dairy Milk, milk chocolate.
The roasted hazelnuts provide a delicious combination of chocolate and
hazelnut taste and texture, perfect for any nut lover.

Cadbury Black Forest Block

Cadbury Dark Milk Perfectly Blended Chocolate

10
Cadbury Dairy Milk Boost

Cadbury Dairy Milk Boost contains Dairy Milk milk chocolate with choc
flavoured creme, smooth flowing caramel & biscuit pieces.

Cadbury Dairy Milk Moro

Cadbury Dairy Milk Moro contains Dairy Milk milk chocolate with choc
malt flavoured creme & smooth flowing caramel.

11
Cadbury Dairy Milk Freddo Rice Crisps Block

Milk chocolate with rice crisps.

Cadbury Caramello Block

Cadbury Dairy Milk Caramello block is a well-established brand in

Australia, consisting of Australia's favourite Cadbury Dairy Milk milk chocolate
with a smooth flowing caramel centre.

12
Cadbury Dairy Milk with Oreo Block

Dairy Milk milk chocolate with smooth vanilla flavoured crème and Oreo
biscuits pieces.

Cadbury Peppermint Block

Cadbury Dairy Milk milk chocolate with a flowing peppermint flavoured

centre.

13
Cadbury Top Deck Block

Cadbury Dairy Milk Top Deck block is Cadbury Dairy Milk milk
chocolate with a layer of creamy white chocolate on the top deck.

Cadbury Dairy Milk Marvellous Creations Jelly Popping Candy Beanies

Cadbury presents Cadbury Dairy Milk Marvellous Creations Jelly

Popping Candy Beanies.

Flavoured Jelly Beanies and Popping Candy pieces covered in delicious

Cadbury Dairy Milk milk Chocolate.

14
 OBJECTIVES OF THE SURVEY

Primary Objectives:
To find out the consumer satisfaction level of the Cadbury Dairy Milk
Chocolates in Cumbum Town.

Secondary Objectives:
 To know consumer preference about the purchase of the Cadbury Dairy
Milk Chocolates.
 To survey about people's expectations, pricing factors, price variations of
Cadbury Dairy Milk Chocolates.
 To find the consumer satisfaction level of Cadbury Dairy Milk
Chocolates.
 To know the product usage and availability in the market.
 To make suitable suggestions for the improvement of production and
marketing of a Cadbury Dairy Milk Chocolates.

15
 RESEARCH METHODOLOGY

Introduction:
The essential purpose of marketing research is to provide information,
which will facilitate the identification of an opportunity or problem situation
and manager in arriving the best possible decision when such situations are
encountered.

Research methodology is a basic plan, which guides the data collections

and analysis phases of the research project. It is a framework, which specifies
the type course of the data and the data collection periods.

Methods of Data Collection:

After identifying and designing the research problem and determining the
specific information, it requires solving the problem. Data or information for the
research can be collected through Primary Data and Secondary Data.

Primary Data:
These are data generating when the researcher investigates at a particular
problem at hand. Following methods can collect primary data,

 Observation Method
 Experimental Method
 Survey Method

The primary data for the report is collected through survey method with
proper questionnaire.

16
Secondary Data:
Secondary data are those data, which are collected from some earlier
research work, they are in the printed nature, Booklets, Statistical information
etc., The secondary data for this survey is collected from Internet, Printed
booklets.

Sampling:
Sampling means where only a few units of population under study are
considered for analysis is called sampling.

Sample Unit:
I chose my sampling area at Cumbum Town for market survey of the
Cadbury Dairy Milk Chocolates.

Sample Size:
The sample size taken for the survey is 100 respondents.

Tools Used For Analysis:

The collected data were interpreted using percentage analysis method.

17
 DATA ANALYSIS AND INTERPRETATION

This is an attempt to organize and summarize data in order to increase

results. Usefulness in such a manner that enables the researcher to relate critical
points with the study objectives. Sometimes these organizing and summarizing
of data requires the use of summary statistical measures.

Such as percentage averages and dispersions since most marketing data

are collected through the use of samples, the reliability of the summary
estimates is required to be determined. In this survey the collected data are
analyzed and interpreted by the percentage analysis method.

Percentage Analysis Method:

Percentage method to a special kind of Ratio Percentage is used in
making comparison between two or more series of data percentage to describe
relationship.

No. Of Respondents
Percentage = ———————————— x 100
Total respondents

Research Design:
A marketing research design specifies the procedure for conducting and
controlling the research project. The choice of particular research design would
follow from the problem. As such there is no single best design. However, any
marketing research study must explicitly state its plan about collection and
analysis of data.

18
 TABLE-1

RESPONDENTS PREFERENCE OF CHOCOLATES

No. of
S. No. Particulars Percentage
Respondents

1 Yes 85 85

2 No 15 15

Total 100 100

Source: Primary Data

Among the 100 Respondents:

 85% of Respondents like Chocolates.
 15% of Respondents do not like Chocolates.

19
 CHART-1

RESPONDENTS PREFERENCE OF CHOCOLATES

90 85

80

70

60

50

40

30

20 15

10

0
Yes No

20
 TABLE-2

PREFERRED BRAND OF CHOCOLATES

No. of
S. No. Particulars Percentage
Respondents
1 Cadbury 55 64

2 Nestle 10 12

3 Necco 12 15

4 Others 8 9

Total 85 100

Source: Primary Data

Among the 85 Respondents:

 64% of Respondents prefer buying Cadbury Chocolates.
 12% of Respondents prefer buying Nestle Chocolates.
 15% of Respondents prefer buying Necco Chocolates.
 9% of Respondents prefer buying other brand of Chocolates.


21
 CHART-2

PREFERRED BRAND OF CHOCOLATES

70
64

60

50

40

30

20 15
12
9
10

0
Cadbury Nestle Necco Others

22
 TABLE-3

RESPONDENTS PREFERENCE OF CHOCOLATE RELATING TO

THE CADBURY

No. of
S. No. Particulars Percentage
Respondents
1 Cadbury Dairy Milk 30 55

2 Cadbury Munch 15 27

3 Cadbury Fivestar 6 13

4 Other Cadbury Chocolates 4 5

Total 55 100

Source: Primary Data

Among the 55 Respondents:

 55% of Respondents prefer Cadbury Dairy Milk chocolate.
 27% of Respondents prefer Cadbury Munch.
 13% of Respondents prefer Cadbury in Fivestar.
 5% of Respondents prefer other Cadbury product.


23
 CHART-3

RESPONDENTS PREFERENCE OF CHOCOLATE RELATING TO

THE CADBURY

60
55

50

40

30 27

20
13

10
5

0
Cadbury Dairy Milk Cadbury Munch Cadbury Fivestar Other Cadbury
Chocolates

24
 TABLE-4

REASON FOR THE PREFERENCE CADBURY DAIRY MILK

CHOCOLATES
No. of
S. NO Particulars Percentage
Respondents
1 Taste 26 86

2 Flavour 2 6

3 Good Packing 1 4

4 Others 1 4

Total 30 100

Source: Primary Data

Among the 30 Respondents:

 86% of Respondents like Cadbury Dairy Milk Chocolate for its Taste.
 6% of Respondents like Cadbury Dairy Milk Chocolate for its Flavor.
 4% of Respondents like Cadbury Dairy Milk Chocolate for its Good
Packing.
 4% of Respondents like Cadbury Dairy Milk Chocolate for Other quality.


25
 CHART-4

REASON FOR THE PREFERENCE CADBURY DAIRY MILK

CHOCOLATES

4
4
6

86

26
 TABLE-5

RANKING OF CADBURY DAIRY MILK CHOCOLATE IN

CHRONOLOGICAL ORDER

No. of
S.No. Particulars Percentage
Respondents
1 Cadbury Dairy Milk - 1 Place 18 60

2 Cadbury Fivestar - II Place 6 20

3 Cadbury Munch - III Place 3 10

Other Cadbury Chocolates
4 3 10
-IV Place
Total 30 100

Source: Primary Data

Among the 30 Respondents:

 60% of Respondents Rank Cadbury Dairy Milk Chocolate in the First
Place.
 20% of Respondents Rank Cadbury Fivestar Chocolate in the Second
Place.
 10% of Respondents Rank Cadbury Munch Chocolate in the Third Place.
 10% of Respondents Rank other Cadbury Chocolate in the Fourth Place.

27
 CHART-5

RANKING OF CADBURY DAIRY MILK CHOCOLATE IN

CHRONOLOGICAL ORDER

10

10

20 60

28
 TABLE-6

BUYING STATUS OF DAIRY MILK CHOCOLATES

No. of
S.NO Particulars Percentage
Respondents

1 Yes 17 56

2 No 13 44

Total 30 100

Source: Primary Data

Among the 30 Respondents:

 56% of Respondents are buying Dairy Milk Chocolate Daily.
 44% of Respondents do not buy Dairy Milk Chocolate daily.


29
 CHART-6

BUYING STATUS OF DAIRY MILK CHOCOLATES

44

56

30
 TABLE-7

RESPONDENTS PURCHASE INTERVALS

No. of
S.NO. Particulars Percentage
Respondents

1 Once in a Week 8 47

2 Twice a Week 4 23

3 Once in a Month 3 17

4 Twice a Month 2 13

Total 17 100

Source: Primary Data

Among the 17 Respondents:

 47% of Respondents buy Cadbury Dairy Milk chocolate once in a Week.
 23% of Respondents buy Cadbury Dairy Milk chocolate Twice a Week.
 17% of Respondents buy Cadbury Dairy Milk chocolate Once in a
Month.
 13% of Respondents buy Cadbury Dairy Milk chocolate Twice a Month,

31
 CHART-7

RESPONDENTS PURCHASE INTERVALS

50
47
45

40

35

30

25 23

20
17
15 13

10

0
Once in a Week Twice a Week Once in a Month Twice a Month

32
 TABLE-8

DURATION OF CONSUMING OF DAIRY MILK CHOCOLATE

No. of
S.No. Particulars Percentage
Respondents

1 Above 2 Years 18 60
8
2 1-2 Years 26

3 Below 1 Year 4 14

Total 30 100

Source: Primary Data

Among the 30 Respondents:

 60% of Respondents are consuming dairy milk chocolate for above 2
years.
 26% of Respondents are consuming dairy milk chocolate for the past 1-2
years.
 14% of Respondents are consuming dairy milk chocolate below 1 year.

33
 CHART-8

DURATION OF CONSUMING OF DAIRY MILK CHOCOLATE

60
60

50

40

30 26

20 14

10

0
Above 2 Years 1-2 Years Below 1 Year

34
 TABLE-9

OPINION ABOUT THE STATUS OF AVAILABILITY OF DAIRY MILK

CHOCOLATE IN ALL SHOPS

No. of
S. No. Particulars Percentage
Respondents

1 Yes 24 80

2 No 6 20

Total 30 100

Source: Primary Data

Among the 30 Respondents:

 80% of Respondents say that Dairy Milk Chocolate is available in all
shops.
 20% of Respondents say that Dairy Milk is not available in all shops.

35
 CHART-9

OPINION ABOUT THE STATUS OF AVAILABILITY OF DAIRY MILK

CHOCOLATE IN ALL SHOPS
90
80
80

70

60

50

40

30
20
20

10

0
Yes No

36
 TABLE-10

RESPONDENTS OPINION ABOUT THE PRICE

No. of
S.NO. Particulars Percentage
Respondents

1 Reasonable 26 86

2 Low 3 10

3 High 1 4

Total 30 100

Source: Primary Data

Among the 30 Respondents:

 86% of Respondents say that the Cost of Dairy Milk Chocolate is
Reasonable.
 10% of Respondents say that there Cost of Dairy Milk Chocolate is Low.
 4% of Respondents say that the Cost of Dairy Milk Chocolate is high.

37
 CHART-10

RESPONDENTS OPINION ABOUT THE PRICE

80
70
70

60

50

40

30
20
20
10
10

0
3 Months 6 Months 1 Year

38
 TABLE-11

RESPONDENTS OPINION ABOUT THE INFLUENCE OF BUYING OF

DAIRY MILK CHOCOLATE

No. of
S.No. Particulars Percentage
Respondents
1 Television 27 90

2 Magazine 3 10

Total 30 100

Source: Primary Data

Among the 30 Respondents:

 90% of Respondents were influenced by Television Advertisement.
 10% of Respondents were influenced by Magazine Advertisement.

39
 CHART-11

RESPONDENTS OPINION ABOUT THE INFLUENCE OF BUYING OF

DAIRY MILK CHOCOLATE

10

90

40
 TABLE-12

OPINION ABOUT THE IMPROVEMENT OF ADVERTISEMENT FOR

DAIRY MILK CHOCOLATES

No. of
S.No. Particulars Percentage
Respondents
1 Yes 23 76

2 No 7 24

Total 30 100

Source: Primary Data

Among the 30 Respondents:

 76% of Respondents Feel that the advertisement for Dairy Milk
Chocolate should be improved.
 24% of Respondents feel that the present Advertisement is enough.

41
 CHART-12

OPINION ABOUT THE IMPROVEMENT OF ADVERTISEMENT FOR

DAIRY MILK CHOCOLATES

80 76

70

60

50

40

30
24
20

10

0
Yes No

42
 TABLE-13

RESPONDENTS OPINION ABOUT THE QUALITY OF DAIRY MILK

No. of
S. NO Particulars Percentage
Respondents

1 Yes 24 80

2 No 6 20

Total 30 100

Source: Primary Data

Among the 30 Respondents:

 80% of Respondents feel that Dairy Milk Chocolate is better than other
Chocolates,
 20% of Respondents feel that Dairy Milk Chocolate is not that much
better than other chocolate.

43
 CHART-13

RESPONDENTS OPINION ABOUT THE QUALITY OF DAIRY MILK

80
80

70

60

50

40

30
20
20

10

0
Yes No

44
 TABLE-14

RESPONDENTS PREFERENCE ABOUT THE PACKING STYLE OF

DAIRY MILK CHOCOLATE

No. of
S.No. Particulars Percentage
Respondents
1 Excellent 22 73

2 Good 6 20

3 Best 2 7

Total 30 100

Source: Primary Data

Among the 30 Respondents:

 73% of Respondents say that packing style is Excellent.
 20% of Respondents say that packing style is Good.
 7% of Respondents say that packing style is best.

45
 CHART-14

RESPONDENTS PREFERENCE ABOUT THE PACKING STYLE OF

DAIRY MILK CHOCOLATE

80
73
70

60

50

40

30
20
20

10 7

0
Excellent Good Best

46
 TABLE-15

OPINION ABOUT THE IMPROVEMENT IN THE CHOCOLATE

No. of
S.No. Particulars Percentage
Respondents
1 Yes 26 86

2 No 4 14

Total 30 100

Source: Primary Data

Among the 30 Respondents:

 86% of Respondents likes to have improvement in the chocolate.
 14% of Respondents do not like any improvement in the chocolate.

47
 CHART-15

OPINION ABOUT THE IMPROVEMENT IN THE CHOCOLATE

14

86

48
 TABLE-16

RESPONDENTS OPINION ABOUT THE CHANGES IN THE DAIRY

MILK CHOCOLATE

No. of
S. No. Particulars Percentage
Respondents

1 Cream 12 46

2 Biscuit Type 8 31

3 Cake Type 6 23

Total 30 100

Source: Primary Data

Among the 30 Respondents:

 46% of Respondents are saying that Dairy Milk Chocolate can be given
in Cream type.
 31% of Respondents are saying that can Dairy Milk Chocolate be given
in Biscuit type.
 23% of Respondents are saying that the chocolate can be of Cake Type.

49
 CHART-16

RESPONDENTS OPINION ABOUT THE CHANGES IN THE DAIRY

MILK CHOCOLATE

50
46
45

40

35
31
30

25 23

20

15

10

0
Cream Biscuit Type Cake Type

50
 TABLE-17

OPINION OF OTHER PRODUCT IN THE ABSENCE OF DAIRY MILK

CHOCOLATE

No. of
S.NO. Particulars Percentage
Respondents
1 Five Star 21 70

2 Munch 8 26

3 Kit Kat 1 4

Total 30 100

Source: Primary Data

Among the 30 Respondents:

 70% of Respondents buy Fivestar in the absence of Dairy Milk
Chocolate.
 26% of Respondents buy Munch in the absence of Dairy Milk Chocolate.
 4% of Respondents buy Kitkat in the absence of Dairy Milk Chocolate.

51
 CHART-17

OPINION OF OTHER PRODUCT IN THE ABSENCE OF DAIRY MILK

CHOCOLATE

80
70
70

60

50

40

30 26

20

10
4
0
Five Star Munch Kit Kat

52
 TABLE-18

RESPONDENTS OPINION ABOUT THE PURCHASE OF SAME LIKE

PRODUCT INTRODUCED WITH A LOW PRICE THEN DAIRY MILK
CHOCOLATE
No. of
S. No. Particulars Percentage
Respondents

1 No 24 75

2 Yes 6 25

Total 30 100

Source: Primary Data

Among the 30 Respondents:

 75% of Respondents say that they won’t buy the product even if the price
is low than Dairy Milk Chocolate.
 25% of Respondents say that they will buy the other product if the price
is low than Dairy Milk Chocolate.

53
 CHART-18

RESPONDENTS OPINION ABOUT THE PURCHASE OF SAME LIKE

PRODUCT INTRODUCED WITH A LOW PRICE THEN DAIRY MILK
CHOCOLATE

80 75

70

60

50

40

30 25

20

10

0
Water resistant Normal

54
 TABLE-19

RESPONDENTS PREFERENCES FOR NOT BUYING OTHER BRAND

CHOCOLATE

No. of
S. No. Particulars Percentage
Respondents

1 No, Substitutes can be make it 18 75

2 Brand Name 6 25

Total 24 100

Source: Primary Data

Among the 24 Respondents:

 75% of Respondents say that no substitutes can make Cadbury Dairy
Milk chocolate.
 25% of Respondents do not buy other chocolate for Cadbury Dairy Milk
brand name.

55
 CHART-19

RESPONDENTS PREFERENCES FOR NOT BUYING OTHER BRAND

CHOCOLATE

80
75

70

60

50

40

30
25

20

10

0
No, Substitutes can be make it Brand Name

56
 TABLE-20

FACTORS SATISFACTORY LEVEL ABOUT THE DAIRY MILK

CHOCOLATES
No. of
S. NO Particulars Percentage
Respondents
21
1 Highly Satisfied 70

2 Satisfied 4 13

3 Satisfied to some extent 5 17

Total 30 100

Source: Primary Data

Among the 30 Respondents:

 70% of Respondents are highly satisfied.
 13% of Respondents are Just Satisfied.
 17% of Respondents are satisfied to some extent.

57
 CHART-20

FACTORS SATISFACTORY LEVEL ABOUT THE DAIRY MILK

CHOCOLATES

80
70
70

60

50

40

30

20 17
13
10

0
Highly Satisfied Satisfied Satisfied to some extent

58
 FINDINGS
 85% of Respondents like Chocolates.
 64% of Respondents prefer buying Cadbury Chocolates.
 55% of Respondents prefer Cadbury Dairy Milk chocolate.
 86% of Respondents like Cadbury Dairy Milk Chocolate for its Taste.
 60% of Respondents Rank Cadbury Dairy Milk Chocolate in the First Place.
 56% of Respondents are buying Dairy Milk Chocolate Daily.
 47% of Respondents buy Cadbury Dairy Milk chocolate once in a Week.
 60% of Respondents are consuming dairy milk chocolate for above 2 years.
 80% of Respondents say that Dairy Milk Chocolate is available in all shops.
 86% of Respondents say that the Cost of Dairy Milk Chocolate is
Reasonable.
 90% of Respondents were influenced by Television Advertisement.
 76% of Respondents Feel that the advertisement for Dairy Milk Chocolate
should be improved.
 80% of Respondents feel that Dairy Milk Chocolate is better than other
Chocolates.
 73% of Respondents say that packing style is Excellent.
 86% of Respondents likes to have improvement in the chocolate.
 46% of Respondents are saying that Dairy Milk Chocolate can be given in
Cream type.
 70% of Respondents buy Fivestar in the absence of Dairy Milk Chocolate.
 75% of Respondents say that they won’t buy the product even if the price is
low than Dairy Milk Chocolate.
 75% of Respondents say that no substitutes can make Cadbury Dairy Milk
chocolate.
 70% of Respondents are highly satisfied.

59
 SUGGESTIONS

The company should consider on the price of the product to increase the
sales. If the company gives more Advertisements, it may increase the sales
volume. Useful compliment should be given to attract consumer.

The Company can produce different types of Dairy Milk Chocolate to the
target persons like, children, adults, youngsters, and aged people. The company
should concentrate more on its market as the number of alternative product is
increasing.

60
 LIMITATION

 The study was done only in Cumbum town.

 It took more than 20 days to get the opinions of the respondents.

 Some respondents gave wrong information.

 There was no response from the respondent during their work time.

 Some respondents feel irritated to answer the questions.

61
 CONCLUSION

From the field survey, I know about that consumer's difference and their
needs on Cadbury Dairy Milk Chocolate. This survey method is the best method
for collection information regarding the product and opinion of the consumer. A
survey is essential to start any business. So each and every graduate should have
throughout knowledge about the market condition.

I gained a broad knowledge during this survey. I hope Study experience

will be a step to build up my carrier in the future.

62
 BIBLIOGRAPHY

Books Reference:
Marketing Research : S. Mustafa.
Research Methodology : Research Methodology
Philip Kotler

Global Marketing Management (Kiefer Lee & Steve Carter)

A L Ries (1996), “Focus” Harper Collins Publishers Ltd.
David A.Aaker (1991), “Managing Brand Equity”, The Free Press

Web Pages:
www.wekipedia.com
www.google.com
www.cadbury.com
www.cadburyindia.com
www.cadburyschweppes.com

63
A MARKET SURVEY ON CONSUMER USAGE AND SATISFACTION
REGARDING CADBURY DAIRY MILK CHOCOLATE N CUMBUM
TOWN

Name : Occupation:
Gender : Male/Female Age:
Qualification:
Address :

1. Do you like eating chocolates?

 Yes  No
2. If yes, which brand chocolate do you prefer?
 Cadbury  Nestle  Necco  Others
3. In Cadbury, which chocolate do you prefer?
 Cadbury dairy Milk  Cadbury Munch
 Cadbury Fivestar  Other Cadbury Product
4. Why do you prefer Cadbury Dairy Milk Chocolate?
 Taste  Flavour
 Good Packing  Others
5. Rank the Following Cadbury Chocolates is Chronological order according to you
 Cadbury dairy Milk  Cadbury Munch
 Cadbury Fivestar  Other Cadbury Product
6. Do you prefer buying Dairy Milk Chocolate daily?
Yes  No
7. If No, at what Intervals do you buy Dairy Milk Chocolate?
 A Week  Twice a Week  A Month  Twice a Month
8. How long are you consuming Dairy Milk Chocolate?
 0-1 Year  1-2 Years  Above 2 years

64
9. Whether the product is available in all retail shop?
 Yes  No
10. What is your opinion about the price?
 Reasonable  Low  High
11. How do you know about the dairy milk chocolate?
 T.V  News paper  Magazine
12. Do you think, is more advertisement needed for this Dairy Milk Chocolate?
 Yes  No
13. To compare with the quality about dairy milk chocolates-it better than other
chocolate?
 Yes  NO
14. What do you feel about packing of dairy milk chocolate?
 Good  Excellent  Best
15. Do you need any Improvement in the Dairy Milk Chocolate?
 Yes  No
16. If yes, what kind of improvement do you prefer in dairy milk chocolate?
 Biscuit Type  Cream Type  Cake Type
17. What chocolate will you prefer in the absence of dairy milk chocolate?
 Five Star  Munch  Kitkat  Others
18. If the chocolate/are introduced with a low price by other brand, will you buy
that product?
 Yes  No .
19. If No, why you don't prefer buying the other branded chocolate?
 Brand Name  No Substitutes can be make it
20. How much are you satisfied with dairy milk chocolate?

 Highly Satisfied  Satisfied

 Satisfied to some eaten

65