S.

K SOMAIYA COLLEGE OF ARTS, SCIENCE & COMMERCE

VIDYAVIHAR (EAST), MUMBAI - 400077

PROJECT ON:

STUDY OF RESEARCH METHODOLOGY ON

CADBURY .

MASTERS OF COMMERCE

(BANKING & FINANCE)

PART 2 (SEM III)

(2016-2017)

Submitted:

In Partial Fulfillment of the requirements

For the Award of the Degree of

MASTERS OF COMMERCE

( BANKING & FINANCE )

BY

KUNJAL M SHAH

1
 ROLL NO : 48

DECLARATION

I KUNJAL M SHAH student of class Mcom (BANKING & FINANCE) PART

2 (SEM-III), ROLL NO. 48, academic year 2016-2017 Studying at S.K.
SOMAIYA COLLEGE OF ARTS, SCIENCE AND COMMERCE, hereby
declare that the work done on the project Entitled STUDY OF RESEARCH
METHODOLOGY ON CADBURY . is true and original and any Reference
used in this project is duly acknowledged.

DATE:

PLACE: MUMBAI
SIGNATURE OF STUDENT
( KUNJAL M SHAH )

2
 CERTIFICATE

This is to certify that MISS KUNJAL SHAH, studying in Mcom (BANKING &
FINANCE) PART 2 (SEM-III), ROLL NO. 48, academic year 2016-2017 at
S.K.SOMAIYA COLLEGE OF ARTS, SCIENCE & COMMERCE has
completed the project on STUDY OF RESEARCH METHODOLOGY
ON CADBURY under the guidance of Proff. RAVIKANT SANGURDE.
The information submitted herein is true and original to the best of my
knowledge.

____________________ ___________________

Proff. RAVIKANT SANGURDE DR.SANGEETA KOHLI

[PROJECT GUIDE] [PRINCIPAL]

____________________ ___________________
EXTERNAL EXAMINER MR. RAVIKANT
[CO-ORDINATOR]

DECLARATION BY GUIDE

3
I, the undersigned Prof. RAVIKANT SANGURDE has guided MISS KUNJAL
SHAH ROLL NO. 48 for her project. She has completed the project on STUDY
OF RESEARCH METHODOLOGY ON CADBURY. successfully.
I, hereby declare that information provided in this project is true as per the
best of my knowledge.

Prof.

Project Guide

ACKNOWLEDGEMENT

4
It gives me immense pleasure to present a project on STUDY OF
RESEARCH METHODOLOGY ON CADBURY. As a Mcom student it is
a great honour to undergo a project work at an graduate level and I would like to
thank the University of Mumbai for giving me such a golden opportunity.

I am eternally grateful to almighty god for giving me the spirit to put in my best
effort towards my project. I owe my sincere gratitude to DR. SANGEETA
KOHLI, the principal of our college. I am also thankful to my project guide
PROFF. RAVIKANT SANGURDE for his valuable guidance and for providing
an insight to the subject.

I am also obliged to the library staff of S.K..Somaiya College for the numerous
books made me available for the handy reference.

Although, I have taken every care to check mistake and misprint yet it is difficult
to claim perfection. Any error, omission and suggestion brought to my notice, will
be thankfully acknowledged by me.

CONTENTS

5
1. INTRODUCTION TO THE STUDY

Introduction of Cadbury
7
History of Cadbury
10
Objective of study
15
Hypothesis
16
Market segmentation
17
3. RESEARCH METHODLOGY

18

4. DATA ANALYSIES AND INTERPRETION

20

5. CONCLUSION

32

QUESTIONNAIRE
33
BIBLOGRAPHY
36

6
INTRODUCTION
The Cadburys Inc has taken the opportunity to offer us a broader view of chocolate
category. The Cadburys, Indias no.1 Chocolate, is able to share their market insights based
upon unparalleled breath of chocolate experience.
Cadbury has grown from strength to strength with new technologies being introduced to
make the Cadbury confectionary business, one of the most efficient in the world. The merger in
1969 with Schweppes and the subsequent development of the business have led to Cadbury
Schweppes taking the lead in both, the confectionary and soft drink market and becoming a
major force in the international market. Cadbury Schweppes today manufactures product
in 60 countries and trades in staggering 120. The Cadbury story is a fascinating story of a
family business that grew in one of the biggest, most loved chocolate brand in the world.
This project is a sincere effort to study the buying behavior of consumers when they
buy chocolates. A descriptive research procedure had been applied to come to the conclusions of
the project.
A detailed questionnaire had been prepared and the responses of the samples had been
collected for the analysis. The project later concluded with analysis of the responses keeping the
limitations under consideration.

7
The legend called Cadbury

1824 A business was opened in 1824 by a young Quaker, John Cadbury, in Bull street
Birmingham which was to be the foundation of Cadbury Limited, now one of the worlds
largest producer of chocolate.
1831 By this year the business had changed from a grocery shop and John Cadbury had
become a manufacturer of drinking chocolate and cocoa. This was the start of Cadbury
manufacturing business as it is known today. A larger factory in Bridge Street Birmingham was
rented in 1847, John Cadbury was joined by his brother Birmingham and the business became
Cadbury Brother of Birmingham.
1861 John Cadbury resigned his business and handed over to his sons, Richard, 25 and George,
21 who after 5 difficult years almost shut down the business to take up other vocation.
Fortunately for generation of chocolate lovers, they didnt.
1866 Saw a turning point for the company with the introduction of a process for pressing the
cocoa butter from the coca beans. This not only enabled Cadbury Brothers to produce pure coca
essence, but the plentiful supply of coca butter remaining was also used to make new kind of
eating chocolate. The essence was advertised as Absolutely pure, therefore best.
1879 Business prospered from this time and Cadbury Brother outgrew the Bridge Street
factory, moving in 1879 to a Greenfield site some miles from the center of Birmingham
which came to call Bourneville. The opening of the Cadbury factory in a garden also
heralded a new era in industrial relations and employee welfare with joint consultation being just
one of the introduced by the pioneering Cadbury Brothers.
1899 In this year the business private limited company Cadbury Brothers Limited. Progress
since the start of the century through the inter war years onwards has been rapid. Chocolate has
moved being a luxury item to well within the financial reach of everyone.

1905 Cadbury has many famous brands with one of major success story being Cadburys Dairy
Milk chocolate launched in 1905, today Britains favorite moduled chocolate bar.
Cadbury today is the market leader in the U.K chocolate confectionary market, employing the
most advanced processing technology and management information and control techniques.
The company is the confectionary division of Cadbury Schweppes plc which is major force in

8
the confectionary and soft drinks international market. World - wide Cadbury is one of the
pre eminent names in confectionary with impressive range of famous brands.
Quality has been the focus of the Cadbury business from the very beginning as generations
have worked to produce chocolate with that very special taste, smoothness and snap, so
characteristics of Cadburys chocolate.

Cadburys Dairy Milk Story

Chocolate has been enjoyed by successive generation since the manufacturing process
was developed in the Victorian Times. Good chocolatiers is an art form depending on recipe
traditions, which have grown over the years. Chocolatiers have use their skills to make
balanced recipe in which all the ingredients combine to produced chocolate with all the
characteristics that enable full delicious taste to be enjoyed by the consumers.
By todays standards the first chocolate for eating would have been considered quite unpalatable.
It was the introduction of the Van Houten cocoa press from Holland that was the major
breakthrough in the chocolate production as it provided extra cocoa butter needed to make a
smooth glossy chocolate.

The secret of Cadburys success

What is the secret of Cadburys continuing success first theres the careful selection of the finest
coca beans from west Africa, as well as tasty hazel nuts from Turkey and the fine sheet and
choicest natural ingredient available to us anywhere. Finally theres skillful marketing Cadbury
always takes extreme care in selecting and marketing the right range of product in every
cause.

9
The right product, the right partners, the right marketing, the promotional back up and
the right employees. These are the ingredients in Cadburys latest recipes for success.
Right from the stand Cadbury Dairy Milk Chocolate success has been based on 3 factors:-
Quality
Value for money
Advertising

History of Cadbury

Cadbury is a British multinational confectionery company owned by Mondelz International. It

is the second largest confectionery brand in the world after Wrigley's. Cadbury is headquartered
in Uxbridge, London, and operates in more than fifty countries worldwide. Its best known
products include Dairy Milk chocolate.

In 1824, John Cadbury began to sell tea, coffee and drinking chocolate from his premises
in Birmingham. Cadbury developed the business with his brother Benjamin, and later his sons
Richard and George. George developed the Bournville estate, a model village designed to
improve the living conditions of company employees. Dairy Milk chocolate, introduced in 1905,
used a higher proportion of milk within the recipe compared with rival products. By 1914, the
chocolate was the company's best-selling product.

Cadbury merged with J. S. Fry & Sons in 1919, and Schweppes in 1969. Cadbury was a constant
constituent of the FTSE 100 from the index's 1984 inception until the company was bought by
Kraft Foods in 2010

10
18241900: Early history

In 1824, John Cadbury began selling tea, coffee, and drinking chocolate in Bull Street
inBirmingham, England. From 1831 he 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.. In 1847 John Cadbury became a partner with his brother Benjamin
and the company became known as "Cadbury Brothers".

The brothers opened an office, in London and in 1854 they received the Royal Warrant as
manufacturers of chocolate and cocoa to Queen Victoria. The company went into decline in the
late 1850s.

John Cadbury's sons Richard and George took over the business in 1861At the time of the
takeover, the business was in rapid decline: the number of employees had reduced from 20 to 11,
and the company was losing money.By 1864 Cadbury was profitable again.[4] The brothers had
turned around the business by moving the focus from tea and coffee to chocolate, and by
increasing the quality of their products.

The firm's first major breakthrough occurred in 1866 when Richard and George introduced an
improved cocoa into Britain A new cocoa press developed in the Netherlands removed some of
the unpalatable cocoa butter from the cocoa bean The firm began exporting its products in the
1870s. In the 1880s the firm began to produce chocolate confectioneries.

In 1878 the brothers decided to build new premises in countryside four miles from
Birmingham.The move to the countryside was unprecedented in business. Better transport access
for milk that was inward shipped by canal, and cocoa that was brought in by rail from London,
Southampton and Liverpool docks was taken into consideration. With the development of
the Birmingham West Suburban Railway along the path of the Worcester and Birmingham Canal,
they acquired the Bournbrook estate, comprising 14.5 acres (5.9 ha) of countryside 5 miles
(8.0 km) south of the outskirts of Birmingham. Located next Stirchley Street railway station,

11
which itself was opposite the canal, they renamed the estate Bournville and opened the
Bournville factory the following year.

In 1893, George Cadbury bought 120 acres (49 ha) of land close to the works and planned, at his
own expense, a model village which would 'alleviate the evils of modern more cramped living
conditions'. By 1900 the estate included 314 cottages and houses set on 330 acres (130 ha) of
land. As the Cadbury family were Quakers there were no pubs in the estate.

In 1897, following the lead of Swiss companies, Cadbury introduced its own line of milk
chocolate bars.

In 1899 Cadbury became a private limited company.

19001969

In 1905, Cadbury launched its Dairy Milk bar, a production of exceptional quality with a higher
proportion of milk than previous chocolate bars Developed by George Cadbury Jr, it was the first
time a British company had been able to mass-produce milk chocolate. From the beginning, it
had the distinctive purple wrapper It was a great sales success, and became the company's best
selling product by 1914. The stronger Bournville Cocoa line was introduced in 1906 Cadbury
Dairy Milk and Bournville Cocoa were to provide the basis for the company's rapid pre-war
expansion. In 1910, Cadbury sales overtook those of Fry for the first time.[6] By 1914, exports
accounted for 40 percent of Cadbury's sales

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.

In 1919 Cadbury merged with J. S. Fry & Sons, another leading British chocolate manufacturer,
resulting in the integration of well-known brands such as Fry's Chocolate Cream and Fry's

12
Turkish Delight. In 1921, the many small Fry's factories around Bristol were closed down, and
production was consolidated at a new factory in Somerdale, outside Bristol

Inter-war Britain saw cocoa replaced by chocolate (especially milk chocolate bars) as Britain's
preferred product.

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 thebrand leader in the United Kingdom. These were
accompanied by several other products: Flake (1920), Cream-filled eggs (1923),Crunchie (1929)
(Crunchie was originally launched under the Fry's name but later adopted by Cadbury's)
and Roses (1938)

By 1930 Cadbury had become the 24th largest British manufacturing company as measured by
estimated market value of capital Cadbury took direct control of the under-performing Fry in
1935 By 1936, Dairy Milk accounted for 60 percent of the UK milk chocolate market

Chocolate ceased to be a luxury product and became affordable to the working classes for the
first time. By the mid-1930s, Cadbury estimated that 90 percent of the British population could
afford to buy chocolate.

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 1950, and normal
production resumed. Cadbury subsequently invested in new factories and had an increasing
demand for their products.

In 1952 the Moreton factory was built In 1956, Cadbury began manufacturing in Bombay.

In 1967 Cadbury acquired an Australian confectioner, MacRobertson's, beating a rival bid

from Mars. As a result of the takeover, Cadbury built a 60 percent market share in the Australian
market. The acquisition brought such brands as Freddo and Snack to the Cadbury roster.

13
Schweppes merger and demerger (1969 - 2007)

Cadbury merged with drinks company Schweppes to form Cadbury Schweppes in 1969.[15] Head
of Schweppes, Lord Watkinson, became chairman, and Adrian Cadbury became deputy chairman
andmanaging director. The benefits of the merger were to prove elusive.

The merger put an end to Cadbury's close links to its Quaker founding family and its perceived
social ethos by instilling a capitalist venture philosophy in management.

The 1970s saw the development and launch of a number of chocolate bars: the Curly Wurly,
the Double Decker and Caramel. After a landmark advertising campaign, the sales
of Flake quadrupled.[18] However the launch of the Rowntree Yorkie chocolate bar in the UK in
1976 seriously dented the sales of Dairy Milk, and Cadbury's UK market share declined to 20
percent. In order to counter a declining market share, Cadbury reduced its number of lines from
78 to 33, and installed state-of-the-art technology at the Bourneville plant.

In 1978 the company acquired Peter Paul, the third largest chocolate manufacturer in the United
States for $58 million, which gave it a 10 percent share of the world's largest confectionery
market. The highly successful Wispa chocolate bar was launched in the North East of England in
1981, and nationwide in 1984. In 1982, trading profits were greater outside of Britain than in the
UK for the first time.

In 1986, Cadbury Schweppes sold its Beverages and Foods division to a management
buyout known as Premier Brands for 97 million.This saw the company divest itself of such
brands as Typhoo Tea, Kenco, Smash and Hartley Chivers jam. The deal also saw Premier take
the license for production of Cadbury brand biscuits and drinking chocolate. In 1988, Cadbury
US was sold to Hershey for $300 million.

In 1986, Schweppes switched its alliance in the UK from Pepsi to Coca-Cola, taking a 51 percent
stake in the joint venture Coca-Cola Schweppes. In 1986, the company acquired Canada
Dry and Sunkist from RJR Nabisco for $230 million, and took a 30 percent stake in Dr

14
Pepper. As a result of these acquisitions, Cadbury Schweppes became the third largest soft drinks
manufacturer in the world

In 1987, General Cinema took an 18 percent stake in the company.General Cinema divested
itself of the stake in 1990.

Snapple, Mistic and Stewart's were sold by Triarc to Cadbury Schweppes in 2000 for $1.45
billion In October of that same year, Cadbury Schweppes purchased Royal Crown from Triarc.

In 2003, Cadbury dropped the 's' from its name and renamed the brand to Cadbury. The reason
behind this change was because the company found that it was a much more suited, rounded
name than the previous "Cadbury's". This change was officially announced on the 19th of
December, 2002.

In March 2007, it was revealed that Cadbury Schweppes was planning to split its business into
two separate entities: one focusing on its main chocolate and confectionery market; the other on
its US drinks business. The demerger took effect on 2 May 2008, with the drinks business
becoming Dr Pepper Snapple Group. In December 2008 it was announced that Cadbury was to
sell its Australian beverage unit to Asahi Breweries.

OBJECTIVE OF THE PROJECT

15
Our main objective of the study on this project was to analyze the buying pattern of Cadbury
chocolate in the market against its competitors.
Following are the some of the main objective of our report:

Analyze the buying behavior of consumers regarding chocolate.

Comparative study of Cadbury chocolate in the market with its main competitors.
To study about the customer taste and preference in the confectionary item.
To find out the market share of the different competitors in the
Chocolate industry.
And also to find out the satisfaction level of customer about their product.
To find advertisement effect consumer buying behavior.
To find which promotion scheme affect more.

This report gives the help to the marketers for analyzing the different opportunities in the
chocolate industry.

HYPOTHESIES

Cadbury are more preferred brand than other brand.

Diary milk is number 1 sub brand of Cadbury.

16
 Price is most important factor of consumer buying behavior.

Most of customer recalls advertisement at a time of purchasing chocolate.

Attractive display inside store more affects at the time of purchase a chocolate.

Most of people like HARD chocolate.

Cadburys Market Segment

Market place for any product is comprised of many different segments of consumers, each
with different needs and wants. Markets segmentation can be defined in a number of ways
such as:
Demographic variables (e.g. Consumers are groups, gender, material states income
etc)

17
 The lifestyle of consumers (i.e. their interests and activities) the benefits which
consumers look for in a product or on the occasions when the product might be
consumed.
Cadbury takes into account all these factors when producing a range of products. It
targets different segments within the market, such as the.
Break segment products which are normally consume as a snatched break and often
with tea and coffee, for example Cadburys Perk and snack range.
Impulse segment these products are often purchase on impulse, eating these
and then. They include product such as Cadburys Dairy Milk.
Take home segment this describes product that are normally purchased in supermarkets,
taken home consumed at a later stage.

To meet the objectives of our project, we segmented the market on the basis of age
and focused on age group 5 o 35 yrs.

RESEARCH METHODOLOGY

Achieving accuracy in any research requires in depth study regarding the subject. As the prime
objective of the project is to know buying behavior of consumers regarding Cadbury with
the existing competitors in the market and the impact on Cadbury. The research methodology
adopted is basically based on primary data via which the most recent and accurate piece of first
hand information could be collected. Secondary data has been used to support primary data
wherever needed.
Primary data was collected using the following technique

18
 Questionnaire Method

Procedure of research methodology

Target geographic area was Saket and Sangam Vihar.
For this geographical area we asked closed ended questions.
The period during which questionnaires were filled was two weeks.
Finally the collected data and information was analyzed and compiled to
arrive at the conclusion.

Sources of secondary data

Used to obtain information on, Cadbury and its competitor history, current issues, policies,
procedures etc, wherever required.
Internet
Magazines
Newspaper

Sampling Method
Sample size- 60
Sampling involved selecting units from a population of interest so that by studying the sample
we can fairly generalize the results back to the population from which they were chosen. In the
present course work, convenience sampling was used and an aggregate sample size was 60.

Sampling procedure-
We have taken simple random sampling.

Data analysis-
The data collected through survey was analyzed with help of simple percentages. Tabular and
graphic methods, which included pie charts and bar graphs, were used to analyze data.

19
DATA ANALYSIS AND FINDINGS

Data was tabulated manually and was also analyzed manually. Excel was used to

make graphs had pie charts.

FINDINGS AND SURVEY

1. Which brand of Chocolate do you prefer?

Cadbury % Nestle %
Below 16 yr 14 31% 6 40%
16.1-25 yr 18 40% 2 13%

20
Above 25 yr 13 29% 7 47%
Total 45 15

Prefer brand Brand preffer by different age group

cadbury nestle 20

15
cadbury
10
25% nestle
5
75%
0

2. Which sub-brand you have purchased?

Cadbury Below 16.1- Above Nestle >1 16.1- <2

16 25 25 6 25 5
Diary 9 10 8 Kit Kat 2 1 6

Milk
5 Star 1 7 3 Munch 3 0 1
Perk 4 1 2 Milky Bar 1 1 0
Celebrati 0 0 0 Bar-One 0 0 0

on

21
Temptati 0 o 0 Milk o 0 0

on Chocolate
Total 14 18 13 Total 6 2 7

12

10

8
Below16
6
16.1-25
4 Above25

0
Diary Milk 5 Star Perk Celebration Temptation

7
6
5
4 >16
3 16.1-25
<25
2
1
0
Kit Kat Munch Milky Bar Bar-One Milk Chocolate

3. Rank the sub-brand of chocolate according to your preference?

Cadbury >16 16.1- <25 Nestle >16 16.1- <25

25 25
Diary 59 65 52 Kit Kat 26 7 33

22
Milk
5 Star 45 56 38 Munch 24 5 22
Perk 51 50 43 Milky 18 6 19

Bar
Celebrati 32 48 33 Bar- 14 2 14

on One
Temptati 18 50 28 Milk 8 6 13

on Chocola

te

70
60
50
40 >16
30 16.1-25

20 <25

10
0
Diary Milk 5 Star Perk Celebration Temptation

35
30
25
20 >16
15 16.1-25
10 <25
5
0
Kit Kat Munch Milky Bar Bar-One Milk Chocolate

23
4. How much importance do you give to the following factors when you purchase a

chocolate?

(Below 16)

Factors Very Importan Normal Least None

Importan t Importan

t t
Flavor/ta 13 6 1 0 0

ste
Price 5 10 5 0 0
Quality 8 9 3 0 0
Packagin 5 12 4 1 0

g
Brand 6 9 2 3 0
Quantity 2 11 6 1 0

14
12
10 Very Important
8 Important
6 Normal

4 Least Important
None
2
0
Flavor/taste Price Quality Packaging Brand

(Between 16.1 to 25)

24
 Factors Very Importan Normal Least None

Importan t Importan

t t
Flavor/ta 17 1 2 0 0

ste
Price 2 8 5 5 0
Quality 9 4 3 2 2
Packagin 4 7 7 2 0

g
Brand 7 12 1 0 0
Quantity 8 7 3 2 0

18
16
14
Very Important
12
10 Important
8 Normal
6 Least Important
4
None
2
0
Flavor/taste Price Quality Packaging Brand

(Above 25)

Factors Very Important Normal Least None

Important Important
Flavor/tas 13 5 1 1 0

te
Price 3 14 3 0 0
Quality 7 12 1 0 0
Packaging 4 7 5 4 0
Brand 1 9 7 1 2

25
Quantity 4 8 6 1 1

15

Very Important
10
Important
Normal
5
Least Important
None
0
Flavor/taste Price Quality Packaging Brand

5. At the time of purchasing chocolate, do you recall advertisement?

YES 34
NO 26

Number of customer recall advertisement

NO; 43%
YES; 57%

26
 More Effect Somewhat Not
Factors Effect effect Effect
Attractive Display inside store 7 11 2 0
Advertisement 6 10 4 0
Suggestion from friends and relatives 5 8 7 0
Brand Ambassadors 5 6 1 8
Ingredients 4 7 8 1
6. Please tick the following sources of information in term of effect, when you

purchase a chocolate? (Below 16)

12
10
8
6
4
2 More Effect
0
Effect
Somewhat
Not

More Effect Somewhat Not

Factors Effect effect Effect
Attractive Display inside store 5 10 1 4
Advertisement 5 12 2 1
Suggestion from friends and relatives 3 7 7 3
Brand Ambassadors 0 6 7 7
Ingredients 10 4 4 2
(Between 16.1 to 25)

27
 15
10
5 More Effect
0 Effect
Somewhat
Not

More Effect Somewhat Not

Factors Effect effect Effect
Attractive Display inside store 10 6 4 0
Advertisement 4 11 3 2
Suggestion from friends and relatives 2 13 4 1
Brand Ambassadors 2 5 6 7
Ingredients 7 11 1 1
(Above 25)

14
12
10
8
6
4
2
0 More Effect
Effect
Somewhat
Not

7. Which form of chocolate do you like?

Hard 15

28
Nutties 19
Crunchy 25
Chew 1

Forms Of Prefered Chocolate

Chew; 2%
Hard; 25%
Crunchy; 42%

Nutties; 32%

Below 16 Between 16.1 to Above 25

25
Hard 7 5 3
Nutties 4 7 8
Crunchy 9 7 9
Chew 0 1 0

10

6 Below 16
4 Between 16.1 to 25
Above 25
2

0
Hard Nutties Crunchy Chew

8. What pack do you purchase?

Below 16 Between 16.1 to Above 25

29
 25
Small 11 12 5
Big 9 8 12
Family Pack 0 0 3

15

10 Below 16
Between 16.1 to 25
5
Above 25
0
Small Big Family Pack

9. Which promotional offers attract most?

Below 16 Between 16.1 Above 25

to 25
Free gifts 14 4 8
Price offer 6 15 12
Any other 0 1 0

16
14
12
10
Below 16
8
Between 16.1 to 25
6
Above 25
4
2
0
Free gifts Price offer Any other

10. Where do you purchase chocolates from?

30
 Option 1 Option 2 Option 3 Option 4
Below 16 3 12 3 2
16 to 25 6 8 3 3
Above 25 2 9 6 3

14
12
10 Option 1
8
Option 2
6
Option 3
4
2 Option 4
0
Below 16 16 to 25 Above 25

12. How frequently do you purchase chocolates?

Below 16 16 to 25 Above 25
Once in a 0 1 1

fortnight
Daily 6 11 13
Weekly 12 1 1
Monthly 2 5 4
Quarterly 0 2 1

14
12
10
8 Below 16
6 16 to 25
4 Above 25

2
0
Once in a fortnight Daily Weekly Monthly Quarterly

31
13. If your preferred brand is not available for repeat purchases then what will you

do?

Below Between 16.1 to Above 25

16 25
Postpone your 2 6 6

purchase
Switch over to other 9 6 11

brand
Go to the other shop 9 8 3

to search for your

preferred brand

CONCLUSION

32
Cadbury is the most preferred brand than other brands in India and Dairy Milk is

the most preferred product from Cadbury.

Flavor and packaging are most important factors that affect the buying

behavior of customer. 57% of customer recalls advertisement before buying the

product. So by our research it is concluded that advertisement affects the buying

behavior.

41% people like crunchy and 32% people like nutties chocolate. And most of

the people like small packs. Free gift are more attracting for children and price

offer schemes attracts middle group more.

QUESTIONNAIRE

NAME-

GENDER- MALE FEMALE

33
AGE- Below 16 16.1 - 25
Above 25

Que1. Do you eat chocolate?

Yes No

Que2. Which brand of chocolate do you prefer?

Cadbury Nestle

Que3. Which sub-brand you have purchased?

Cadbury Nestle

Dairy Milk Kit Kat

5Star Munch

Perk Milky Bar

Celebrations Bar-One

Temptation Milk Chocolate

Que4. Rank the sub-brands of chocolates according to your preference?

(5 for most and 1 for least preferred).

Cadbury Nestle

Dairy Milk Kit Kat

34
 5Star Munch

Perk Milky Bar

Celebrations Bar-One

Temptation Milk Chocolate

Que5. How much importance do you give to the following factors when you purchase a chocolate?
(Tick in the desired column)

Factors Very Important Normal Least None

Important Important
Flavor/taste
Price
Quality
Packaging
Brand
Quantity

Que6. At a time of purchasing chocolate, do you recall advertisement?

Yes NO

Que7. Please tick the following sources of information in term of effect, when you purchase a chocolate?

Factors More Effect Effect Somewhat Not

effect Effect
Attractive Display inside store
Advertisement
Suggestion from friends and relatives
Brand Ambassadors
Ingredients

Que8. Which form of a chocolate do you like?

Hard Nutties Crunchy Chew

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Que9. What pack do you purchase?
Small Big Family Pack

Que10. Which promotional offers attract you most?

Free gifts Price Offer Any other (specify)
___________________

Que11. Where do you purchase chocolates from?

Neighborhood shop where chocolates are kept in bottles
Neighborhood shop where chocolates are kept in cold storages
Neighborhood shop where chocolates are kept in special boxes
Malls and convenience store

Que12. How frequently do you purchase chocolates?

Once in a fortnight Daily
Weekly Monthly
Quarterly

Que13. If your preferred brand is not available for repeat purchases then what will you do?

Postpone your purchase

Switch over to other brand

Go to the other shop to search for your preferred brand

Que14. If another brand of the same product appears in the market, will you prefer to stop buying this
brand and buy the new brand?
No, not at all I may consider

No, I shall not Cant say

Thank You
BIBLOGRAPHY

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1. www.cadburyindia.com

2. www.google.co.in

3. Marketing Management - Philip kotler

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