Study of Consumer Behaviour for Cadbury Dairy Milk

By,
Group 1

Contents
1. Introduction 3
2. Methodologies 4
3. Objectives 5
4 Emergence of chocolate industry in India 6
4.1 Cadbury Company’s profile 8
4.2 Range of Products 11
4.3 Major Competitors 13
4.4 Cadbury Dairy Milk 15
4.5 Pre Purchase behaviour analysis 17
4.5.1 Factors influencing Purchase Decision 17
4.5.2 Age group of people 17
4.5.3 Product Purchased for 18
4.5.4 Preference for Brands 19
4.5.5 Consumption Pattern/Frequency of Purchase 19
4.5.6 Access to Product Information 20
4.5.7 Preference across Cadbury brands 20
4.5.8 Place of Purchase 21
4.5.9 What is preferred? Bar or Isolated Chocolates 21
4.5.10 What do you prefer? Dairy Milk or Traditional Sweets 22
4.6 Major Findings and Recommendations 23
4.7 Conclusion 23
5 References 23

1. Introduction

The primary objective of the study is to understand the consumer behaviour and consumer preferences for consuming Dairy Milk chocolates costing Rs 5/-. A pre purchase questionnaire was prepared for the same and 20 consumers were surveyed. The respondents were interviewed at Mahabalipuram and Chennai market. Cadbury is the market leader in India with a 68% market share and this was evident when 83% of the respondents cited that Dairy Milk was their favourite chocolate. Our analysis revealed that Cadbury advertisements play a major role in influencing consumption of the product. Cadbury also has very high brand equity and this is one of the major factors driving consumption of products for this brand. Positive feedback from friends and relatives is responsible for influencing consumption thereby resulting in increased sales and consequently higher profits. The consumer sample analysed mentioned that they plan to continue purchasing Dairy Milk chocolates further. Cadbury has been able to maintain customer satisfaction all