Cadbury Dairy Milk Project

A Study of consumer behavior towards
Cadbury- DAIRY MILK
SUBMITTED BY:
SUPERVISED BY: NAME: RAJEEV KUMAR
NAME: MRS. Mandira Roy
REGISTRATION NO: 053-1121-0227-13
choudhary
ROLL NO:
COLLAGE: JOGESH CHANDRA
CHOUDHURI COLLEGE NAME OF COLLAGE: JOGESH CHANDRA
CHOUDHURI COLLEGE
YEAR OF SUBMISSION: FEBRUAR 2016

ACKNOLEDGEMENT
In performing our assignment, we had to take the help and guideline of some respected
persons, who deserve our greatest gratitude. The completion of Working Capital
assignment gives us much Pleasure. We would like to show our gratitude Mr. RISHABH
TIWARI, B.Com Part III Honor’s, Under C. U. for giving us a good guideline for
assignment throughout numerous consultations. We would also like to expand our
deepest gratitude to all those who have directly and indirectly guided us in writing this
assignment.
In addition a thank you to Professor Mrs. MANDIRA ROY CHOUDHARY who introduced
us to the methodology of work, and whose passion for the “underlying structures” had lasting
effect.
Many people, especially our classmates and team members itself, have made valuable
comment suggestions on this project which gave us an inspiration to improve our
assignment. We thank all the people for their help directly and indirectly to complete our
assignment.
RAJEEV KUMAR
A STUDY OF CONSUMER BEHAVIOR TOWARDS CADBURY-DAIRY MILK Page 2

EXECUTIVE SUMMARY
The project which I choose is on Cadbury Company which made Confectionery items and
different types of chocolate products. The product which I choose is Cadbury Dairy Milk
Chocolate. Cadbury is a Multinational Company and its business is worldwide.
This project covers the following topics:
The introduction and the history of the company, Strategic planning of this company like
Vision, mission statement and the customer driven marketing strategies of that company
like (research methodology, limitation, objectives, about Cadbury dairy mil etc. ).
It also covers about the Positioning strategy like how company sets its positive position
and in the minds of consumers. It also tells about logo, Slogans and about the target
market of this product.
At the last my conclusion about the whole marketing process of that company’s product
I also give the reference of those websites which provides me relevant material.
And the recommendations about this project.

INDEX
Chapters Topics Page no.
INTRODUCTION:
 Overview
1.
 Justification


Consumer preference
Objectives of the Study
6-15
 Scope of the Study
 Research Methodology
 Limitation of the study
CONCEPTUAL FRAMNEWORKS/NATIONAL & INTERNATIONAL
2.
SCENARIO:
 About chocolate:
 Consumption of chocolate in “INDIA”
16-23
 Types of chocolates
PRESENTATION OF DATA ANALYSIS & FINDINGS:

 Analysis of survey study
 Findings
3.
 Consumer research
 Product research 24-32
 Pricing research
 Advertising research
 Facts figures about chocolate
4. CONCLUSION AND RECOMMENDATION

33-34
Bibliography 35
6.
Annexure:
 Questionnaires 36-37

COMPANY OVERVIEW
HISTORY (CADBURY)
C adbury was founded almost 200 years ago. Delve into the
fascinating history and you'll find a wealth of interesting facts on

subject including advertising, Cadbury
family, past and present products and
philanthropy.
In 1824, JOHN CADBURY opened a grocer’s

shop at 93 bull street, Birmingham. Among
other things, he sold cocoa and drinking
chocolate, which he prepared himself using a
pestle and mortar. JOHN CADBURY
In 1842, John Cadbury was selling no less
16 verities of drinking chocolate and 11
different cocoas the earliest preserved price
list shows that too could buy drinking
chocolate in the form of both pressed cakes
and power.

In 1895, George decided not to go for
tunnel-backs because it limited the

amount of light on the houses. Instead he
chose rectangular cottages, each one with
a large garden. In 1895, 143 cottages were
built on the land he had bought privately,
a total of 140 acres.
Building of 143 new cottages
The Cadbury script logo, based on

the signature of William Cadbury,
appeared first on the transport fleet
in 1921. It was quite fussy to start
with and has been simplified over
the years. It wasn’t until 1952 that it
was used across major brands.
CADBURY VAN

History of Cadbury in INDIA
Cadbury began its operation in 1948 by importing chocolate sand then re-packing
them distributing in the Indian market. After 63 years, it is having five companies at THANE
(Pune), Malanpur (Gwalior), Bangalore, Baddi (Himachal Pradesh) and 4 sales offices in (NEW
DELHI, MUMBAI, KOLKATA AND CHENNAI). The corporate office is in MUMBAI.
HEADQURTER OF CADBURY (MUMBAI)

Address Cadbury House,, 19, Bhulabhai Desai Road
District Mumbai
State Maharashtra
Pin Code 400026
Tel. No. 022-40073100
Fax No. 022-23521698
Email : parveen.vasaigara@csplc.com Internet : http://www.cadburyindia.com
The company’s main purpose is “Working together to create brands people love" capture
the spirit of what we are trying to achieve as a business. We collaborate and work as team
to convert products into brand.
Simply, we spread happiness”!
Currently Cadbury India operates in three sectors viz. Chocolate Confectionery, Milk Food
Drinks and in the Candy category.

JUSTIFICTION:
This title has been chosen because this project explains the reactions and preferences of
Indian youths towards the Cadbury’s what are the attractive factors of the Cadbury’s and
how they lure the Indian youths is studied here.
The chocolate itself is sweet without being sickly. It’s creamy but not so much that you
can’t taste the chocolate. It’s filling but simultaneously Moorish.
Cadbury has always tried to keep a strong association with milk, with slogans such as "a
glass and a half of full milk in every half pound" and advertisements that feature a glass of
milk pouring out and forming the bar.
A particular product in the Dairy Milk line is made with exclusively milk chocolate. In
2015, Dairy Milk was ranked the best selling chocolate bar in the UK. [2]
Cadbury's chocolate tastes like chocolate, "whereas Hershey's chocolate tastes like
wax.

CONSUMER PREFERENCE
All marketing starts with the consumer. So consumer is a very important person to a
marketer. Consumer decides what to purchase, for whom to purchase, why to
purchase, from where to purchase, and how much to purchase. In order to become a
successful marketer, he must know the liking or disliking of the customers. He must
also know the time and the quantity of goods and services, a consumer may purchase,
so that he may store the goods or provide the services according to the likings of the
consumers. Gone are the days when the concept of market was let the buyer’s beware
or when the market was mainly the seller’s market. Now the whole concept of
consumer’s sovereignty prevails. The manufacturers produce and the sellers sell
whatever the consumer likes. In this sense, “consumer is the supreme in the market”.
As consumers, we play a very vital role in the health of the economy local, national or
international. The decision we make concerning our consumption behavior affect the
demand for the basic raw materials, for the transportation, for the banking, for the
production; they effect the employment of workers and deployment of resources and
success of some industries and failures of others. Thus marketer must understand this.
Preference (or "taste") is a concept, used in the social sciences, particularly

economics. It assumes a real or imagined "choice" between alternatives and the
possibility of rank ordering of these alternatives, based on happiness, satisfaction,
gratification, enjoyment, utility they provide. More generally, it can be seen as a source
of motivation. In cognitive sciences, individual preferences enable choice of
objectives/goals.
The study of the consumer preference not only focuses on how and why consumers
make buying decision, but also focuses on how and why consumers make choice of the
goods they buy and their evaluation of these goods after use. So for success of any
company or product promotion it is very necessary to depart its concentration towards
consumer preference.

OBJECTIVE OF THE STUDY
This project is based on the comparative study of consumer behavior

towards Cadbury chocolates.
Objective of the study are:
 To find out the famous products of Cadbury among the consumers.
 To find out the consumer behavior towards Cadbury.
 To find out the range which is mostly preferred by the customers?
 To find out the features which are most favorable?
 To increase customer satisfaction and recapture the market by fulfilling the
customers need.
 To position itself as an all-time favorite chocolate for all groups of people
irrespective of age, gender and class.
 To make the sweets affordable with several variants.

SCOPE OF STUDY
As learning is a human activity and is as natural, as
breathing. Despite of the fact that learning is all pervasive in our lives,
psychologists do not agree on how learning takes place. How individuals
learn is a matter of interest to marketers. They want to teach consumer
in their roles as their roles as consumers. They want consumers to learn
about their products, product attributes, potential consumers benefit,
how to use, maintain or even dispose of the product and new ways of
behaving that will satisfy not only the consumer’s needs, but the
marketer’s objectives.
The scope of my study restricts itself to the analysis of
consumer preferences, perception and consumption of Cadbury and
Chocolates. There are many other brands of chocolates available but my
study is limited to major players of chocolates leaving behind the others.
The scope of my study is also restricts itself to KOLKATA region only.

Research Methodology:
Date collection:
The data, which is collected for the purpose of study, is divided into 2 bases:
1. Primary Source: The primary data comprises information survey of “Comparative

study of consumer behavior towards Cadbury chocolates”. The data has been collected
directly from respondent with the help of structured questionnaires.
2. Secondary Source: The secondary data was collected from internet, References from
Library.
Sample Size and Design:

1. Youths between the age group of 18-25 gave their views to fulfill the questionnaires.
2. Sample size mostly taken from college is about 100 students. Simple random
sampling is employed.
Data analysis:
The data is analyzed on the basis of suitable tables by using mathematical techniques. The
technique that I have used is bar technique.

Limitation of study:
• Data of only 100 youths is collected, because of scarcity of time
• Age group of 18-25 is taken. Elders or children may have different
opinion about the products of Cadbury’s
• Lack of response by some youths to provide the data
• There is scope for further research, and is detailed study can be
attempted in this area.

ABOUT CHOCOLATE
CONSUMPTION OF CHOCOLATE IN INDIA:
Chocolate consumption in India is extremely low. Per capita consumption is

around 160 gems in the urban areas, compared to 8-10 kg in the developed
countries. In rural areas, it is even lower. Chocolate in India are consumed as
indulgence and not as a snack food. A strong volume growth was witness in
the early 90’s when Cadbury repositioned chocolates from children to adult
consumption. The biggest opportunity is likely to stem from increasing the
consumer base. Leading players like Cadbury have been attempting to do this
by value for money offerings, which are affordable to the masses.

CONSUMPTION OF CHOCOLATE IN WORLD:
Chocolate consumption in world is very high.

The top 10 chocolate-consuming countries in 2012, based on per capita
consumption, are:
Switzerland 11.9kg
Ireland 9.9kg
Britain 9.5kg
Austria 8.8kg
Belgium 8.3kg
Germany 8.2kg
Norway 8kg
Denmark 7.5kg
Canada 6.4kg
France 6.3kg

FACT FIGURES ABOUT THE CADBURY
Global market of chocolate:
 Cadbury is the second largest candy and chocolate company in the world, employing
70,000 people in 50 countries.
 Cadbury has the No. 1 or No. 2 positions in more than 20 of the world's 50 biggest
confectionery markets.
 Cadbury operates in more than 60 countries and employs more than 46,000 people.
Indian market of chocolate:
 Chocolate market is estimated to be around 1500 crore growing at 18-20% per

annum.
 Cadbury is the market leader with 72% market share
 The per capita consumption of Chocó late in India is 300 grams compared with 1.9
kilograms in developed markets such as the United Kingdom.
CADBURY-DAIRY MILK PRODUTS:
Dairy Milk
Dairy Milk Shots
Dairy Milk Crackle
Dairy Milk Roast Almond
Dairy Milk Fruit & Nut
Dairy Milk Silk
Dairy Milk bubbly
Dairy Milk oat crunch
Dairy Milk caramel
Dairy Milk Orange Peel

BRAND ELEMENT OF CADBURY:
Brand elements are those trademark able devices that identify and differentiate the brand.
Most strong brand employs multiple brand elements. Like Cadbury Dairy Milk has the
distinctive “any time crunchy, all time fresh”.
There are certain types of brand element listed below:
 Brand name
 Slogan
 Characters
 Logo
 symbol
Dairy Milk has been meticulously built around the world by Cadbury. It has been able
to sustain a strong position in the market. There are many branding elements which
have resulted into consistent result of its success. In India and across the world, the
only chocolate wrapped in Purple with the logo of Cadbury written on it. Color of all
other products of Cadbury like Gems which is so colorful. Packaging which introduces
slight of milk splash shows the relation of milk with Cadbury. Insignia Logo which
comes on the packaging in bold vintage Dairy font in white which also shows the
relation of milk with the product. Logo Not only the above three, But there are many
more elements due to which the consistent Branding of Dairy Milk is so very popular.
Its different Advertisements, its punch lines etc… It has always kept a strong association
with Milk, with slogans such as “a glass and half of full cream milk in every half pound.”
And also advertisement which featured a glass of milk pouring out and forming the
Dairy Milk bar. Also the ad campaigns are also the important element of Dairy Milk. It
made chocolate an eating habit among the consumers, especially the adults. Long back
it was a belief that chocolate is only for kids. But Dairy Milk changed this belief. Also
they changed the trend of Sweets (Mithai) during the occasions like Diwali, New Year
etc… Dairy Milk brought a new trend that whether any occasion, Dairy Milk is best for
all. It also gave some famous dialogues from the ads which people remember always.
They were also the core brand elements of Dairy Milk. Let us see them below: The Real
Taste of Life- A girl dancing on Cricket Field

 Khane walo ko Khane ka Bahana Chahiye
 Kuch Meetha Ho Jaye
 Pappu Paas ho Gaya
 Aaj Pehli Tareekh Hai
 Shubh Aarambh
All these above dialogues were forming the very famous and popular ads of Dairy Milk. By
this ad they wanted to covey to the people that for eating Dairy Milk they do not have to
wait for any occasion. They can just have it. Whether they are happy or Sad, But Dairy
Milk can be taken in any of the mood.
BRAND MANTRA OF DAIRY MILK:
Dairy Milk also enjoys a great - Brand Recall value when comes to chocolates with Milk.
Dairy Milk has huge command over - its distribution network spanning across India.
Certain segment feel that price of innovations with crafted Dairy Milk is high and
compared to communication campaign that Amul Milk chocolate is preferred. It offers
quality product with Dairy Milk is somewhat lacking in establish a clear and consistent
other emerging markets. It has Brand Image over the years. Strong command over its
brand image in India and Europe But other places it is lacking. Dairy Milk has been able to
the recent acquisition of Cadbury which is a globally established by Kraft Foods may result
in brand name known for its somewhat negative effect on the manufacturing competency
and brand.

Review of Past Promotional Programs
The details of all the past & present promotional programs are explained below:
Campaign Target Shift over the Promo

years Mechanisms
Real Taste of Life Child in adult From just for kids to TVC, Print,
the kid in every adult Hoardings
Khanewalon ko Wider masses Appeal to a wider TVC, Print,

khane ka bahana mass based on age, Hoardings
chahiye gender, etc.
Pappu Pass Ho Youngsters TVC, Hoardings

Gaya
Miss Palampur Rural masses Shift to smaller packs TVC, Hoardings
Kuch Meetha Ho Conversion of This was an TVC, Print,

Jaaye sweet consumers innovative idea and Hoardings,
Khane ke baad to chocolate for Cadbury went ahead Social Media
special occasions with the TVC, Print,
Targeting the ‘Celebrations’
habit packs with these ads
From converting
Meethe mein of Indians to have sweet consumers on Hoardings,

Kuch Meetha Ho desserts after special occasions Social Media
Jaaye meals Cadbury now tried to
sweet consumption
for dessert to
chocolate as well
Shubh Aarambh Targeting the Converting yet TVC, Print,

belief another segment of Hoardings,
of Indians that sweet consumers i.e. Social Media
anything begun by before the start of
having something any
sweet provides work
good luck
Source: Cadbury India Website

(http://www.mondelezinternational.com/in/en/home/index.asp

Product life cycle of CDM
The product life cycle model helps marketers identify the different stages that the sales
and profits of a product go through during the course of its lifetime. There are five
stages to the product life cycle: introduction, growth, maturity, saturation and decline.
1. Introduction: Sales are slow as the product is not yet known. Costs are high due to
heavy marketing spend to create awareness. Emphasis is on advertising and
distribution. The Cadbury Dairy milk launched by Cadbury in 1905 is an example of
a brand at the introduction stage.
2. Growth: This stage shows growing market acceptance and increasing profits.
Competitors begin to enter the marketplace. The business concentrates on
optimizing product availability. The Cadbury Dairy milk is the market leader
in chocolate market with 30 % market share example of brand at growth
stage.
3. Maturity: The rate of sales growth slows down as the product has been widely
distributed and sold. The company now focuses on creating brand extensions and
promotion offers to boost sales. New product research is critical to ensure future
sales. The Cadbury Dairy Milk Silk chocolate range is an example of creating brand
extensions brand at the maturity stage.
4. Decline: Sales slow down dramatically and profits fall off. The product may be
dropped to make way for new products and the cycle recommences. So far CDM
has not reached at this stage because of extension in maturity stage.

ANALYSIS OF THE STUDY
Age
11% 14% Between 0-10

Between 10-20
33% Between 20-30
42% above 30
According to the above analysis it is concluded that I have surveyed 100 respondents out of
which 14, 42, 33, 11 belongs to age group 0-10, 10-20, 20-30, above 30 respectively.
Gender
Male Female
40%
60%
According to the above analysis it is concluded that most of the female prefer like to
eat chocolate.
Do you like to eat chocolate?

yes no
6%
94%
From the above analysis of the given sample of 100 respondents it is concluded that
out of 100 people 94% people likes to eat chocolate while only 5% people don’t prefer
to eat chocolate.

Which of the following do you prefer?
Plain Chocolate White nuts With fruit (Raisins)
With fruit and nuts With caramel
8%
29%
41%
16% 6%
According to the above analysis it is concluded that most of the people like to eat fruits and
nuts as compare to other segment of dairy milk chocolate.
If there was a discount on Cadbury Dairy

Milk Silk, you think you would be more
likely to buy it?
16%
yes
No
84%
According to the above analysis it is concluded that out of sample of 95 people who
eat chocolate 84% are attracted to buy chocolate on discount and 16% were
attracted by some other reasons.
Approximately, how many chocolate

bars would you purchase in one week?
Less than 5 5 or 10 More than 10
18%
29% 53%
According to the above analysis it is concluded that mostly people purchase

chocolates weekly.

When you think of Cadbury, which
chocolate comes to your mind?
Diary milk Five stars Perk Silk Any other
2%
31% 43%
8% 16%
According to the above analysis it is concluded that most of the people like to eat
new Cadbury dairy milk silk.
Can you give your favorite chocolate one

adjective?
6%
Yummy
22% Tasty
45%
Crunchy
Chew
27%
According to the above analysis it is concluded that most of the people likes to eat
yummy hard chocolate and chew form of a chocolate is least preferred.
Which variants you like most Cadbury

Dairy Milk Silk?
2%
Milk Chocolate
23%
Roast Almond
51% Fruit &Nut

24%
Orange Peel
According to the above analysis it is concluded that most of the people like to eat
Fruit & Nut as compare to another.

Do you think Cadbury Silk is a commodity
consumed by children only?
14% 16% Yes

No
May be
70%
According to the above analysis it is concluded that the chocolate is not only
consumed by children only it’s consumed by every age group of people.
According to you, which is the most

preferred chocolate after Cadbury?
Amul Nestle Campco
6%
18%
76%
The above analysis of given sample of 93 respondents who eat chocolates it is concluded
that only 76% people likes to eat Cadbury chocolates and after Cadbury they would like to
preferred Nestle or more.
Do you think now people have become

more health conscious that the need for
chocolate has declined?
Yes
May be 28%
33%
No
39%

If other brand available will you buy new
brand
No. not at all I may consider Can't Say
8%
25%
67%
Interpretation: - They would not stop the consumption of the Cadbury’s even if the
rivalry brand has taken most of the market share.
INFLUENCING FACTORS DURING PURCHASE OF CADBURY

CHOCOLATES:
FACTORS GRAND TOTAL AVERAGE RANK
335 4.6 1
FLAVOR/TASTE
PRICE 235 3.2 7
QUALITY 307 4.2 2
PACKAGING 277 3.79 3
FORM 231 3.16 8
BRAND 271 3.71 4
IMAGE 262 3.59 5
COLOR 224 3.07 9
SHAPE 213 2.92 10
262 3.59 6
QUANTITY

INFLUENCING FACTORS DURING PURCHASE OF
CADBURY CHOCOLATES
FLAVOR/TASTE
PRICE
10%
16% QUALITY
8%
PACKAGING
9% FORM
8%
BRAND
IMAGE
10% 11%
COLOR
SHAPE
10% 10% QUANTITY
8%
According to the above analysis it is concluded that on an average mostly people are
influenced by flavor/taste followed by quality, packaging and brand. Here color and
shape are not all influencing people while purchasing Cadbury chocolates.
REASONS FOR NOT SWITCHING OVER TO OTHER BRANDS:
All the consumers why they continue to buy the old brand gave various important reasons.
The most important reasons given by the consumers were:
 Taste/Flavor
 Brand
 Image
 Quality
 Packaging

FINDINGS:
 CONSUMER RESEARCH:
Consumer research deals with consumer and their problems and
solutions to the problem. In this I came to know about the consumers need and expecting
levels regarding products and ascertainable levels of consumer satisfaction.
 PRODUCT RESEARCH:
Under product research I came to know about the
modification which consumers wants as to the quality, packing, shape, color, and
quantity etc of their favorite chocolate.
 PRICING RESEARCH:
This includes ability to consume, to pay for the product, how
much a person can spend on his/her favor chocolate. In this I have tried to find out
consumer’s price expectations and reactions.
 ADVERTISING RESEARCH:
Under this I have conclude that whether the
advertisement appeals the consumer or not. This also includes evaluating and selecting the
proper media-mix and meaning advertisement effectiveness.

DEMAND GRAPH OF CADBURY:
MARKET OVERVIEW OF CADBURY
REGION-WISE DISTRIBUTION OF SALES
Age-wise Market Segmentation
Over 55 years 2-8 years

25-54 years 7% 16% 2-8 years
22%
8-25 years
25-54 years
over 55 years
8-25 years
55%
ASE-WISE MARKET SEGMENTAION

CONCLUSION
After the data analysis from both the sources: primary and secondary data, it can be
concluded that in India Cadbury’s is enjoying its success to a great extent beside the fact
that other competitors, mainly local, are trying hard to impress the youths of India. Nestle
is the biggest competitor of Cadbury’s and they face cut throat competition internationally
but in India there is not any such brand that is near to the Cadbury’s when it comes to
market share.
The advertisements are one of the important factors to attract the customers and
Cadbury’s is doing well in it. Its Silk advertisements were so popular that it created more
demand than the supply for that product. Also, the price has n number of ranges. From Rs.
5 chocolate to Rs. 500 rich dry fruit collection- mention the price and they have the
product of desired range. Cadbury’s surely knows how to band the customers with their
gift boxes.
Cadbury’s has 70% share in the Indian market and the reason for this is its continuous
innovation and techniques to attract the customers and make them brand loyal. Other
brands may take over Cadbury’s one day but not in near future.
RECOMMENDATION
 Company should concentrate more on television for advertisement, as mostly people
get attracted through television only.
 Cadbury should concentrate on the shape of a chocolate.
 People are unsatisfied with the price and quantity of chocolate so companies should
concentrate in this regard also.
 They need to maintain high standards and should be careful that there products
remains good and is not effected by insects.
 They also fixed their products price that all kinds of consumers can afford it.
 Customer’s complaints should be welcomed & handled effectively. A quick response
to customers complaint can bring appositive impact on part of business firms

BIBLIOGRAHY
 http://www.cadburyindia.com
 https://www.cadbury.co.uk/the-story
 http://www.aphrodite-chocolates.co.uk/news/how-chocolate-is-made
 http://www.moneycontrol.com/company-facts/cadburyindia
 https://en.wikipedia.org/wiki/List_of_Cadbury_products
 http://www.statista.com/topics/1638/chocolate-industry/
 http://dionglobal.com/?s=cadbury%20
 http://www.mondelezinternational.com/in/en/home/index.aspx

ANNEXURE
QUESTIONNAIRE:
1. Name: - ……………………………………………………………
2. Age: - ………………………
3. Gender:-
[ ] Male [ ] Female
4. Do you like to eat Cadbury chocolate?

[ ] Yes [ ] No
5. Which of the following do you prefer?

Plain Chocolate [ ]
White nuts [ ]
With fruit (Raisins) [ ]
With fruit and nuts [ ]
With caramel [ ]
6. If there was a discount on Cadbury Dairy Milk Silk, you think you would
be more likely to buy it?
[ ] Yes [ ] No
7. Approximately, how many chocolate bars would you purchase in one

week?
Less than 5 [ ]
5-10 [ ]
More than 10 [ ]
8. When you think of Cadbury, which chocolate comes to your mind?

Diary milk [ ]
Five stars [ ]
Perk [ ]
Silk [ ]
Any other …………………..

9. Do you think that chocolate is a luxury purchase or necessity?
……………………………………………………..................
10. Can you give your favorite chocolate one adjective?

Yummy [ ]
Tasty [ ]
Crunchy [ ]
Other ………………….
11. Which variants you like most Cadbury Dairy Milk Silk?
Milk Chocolate [ ]
Roast Almond [ ]
Fruit &Nut [ ]
Orange Peel [ ]
12. Do you think Cadbury Silk is a commodity consumed by children only?

[ ] Yes [ ] No [ ] May be
13. According to you, which is the most preferred chocolate after Cadbury?
[ ] Amul [ ] Nestle [ ] Campco
14. Do you think now people have become more health conscious that the
need for chocolate has declined?
15. Do you think sugar free Cadbury chocolate should be more introduced
to attract health conscious people?

CERTIFICATE
This is to certify that Mr. RAJEEV KUMAR a student of B.Com. Honors in
Accounting & Finance JOGESH CHANDRA CHOUDHURI COLLAGE under the
University of Calcutta has worked under my supervision and guidance for his
Project Work and the project with title of “A STUDY ON CONSUMER
BEHAVIOR TOWARDS CADBURY-DAIRY MILK” which he is submitting is his genuine
and original work to the best of my knowledge.
Signature:
Place: KOLKATA Name: MRS. MANDIRA ROY CHOUDHARY
Date: Designation:
Name of the College: JOGESH CHANDRA CHOUDHURI
COLLEGE

Student's Declaration
I hereby declare that the Project Work with the title A STUDY ON CONSUMER
BEHAVIOR TOWARDS CADBURY-DAIRY MILK submitted by me for the partial
fulfillment of the degree of B.Com. Honors in Accounting & Finance under
the University of Calcutta is my original work and has not been submitted
earlier to any other University /Institution for the fulfillment of the
requirement for any course of study.
I also declare that no chapter of this manuscript in whole or in part has been
incorporated in this report from any earlier work done by others or by me.
However, extracts of any literature which has been used for this report has
been duly acknowledged providing details of such literature in the references.
Signature:
Name: RAJEEV KUMAR
Address: 20/1, PATHAK PARA ROAD, BEHALA
KOLKATA-700060
Registration No: 053-1121-0227-13
Place: KOLKATA
Date:

Cadbury Dairy Milk Project

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Cadbury Dairy Milk Project

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A Study of consumer behavior towards

Cadbury- DAIRY MILK

YEAR OF SUBMISSION: FEBRUAR 2016

A STUDY OF CONSUMER BEHAVIOR TOWARDS CADBURY-DAIRY MILK Page 2

Chocolate. Cadbury is a Multinational Company and its business is worldwide.

This project covers the following topics:

market of this product.

And the recommendations about this project.

A STUDY OF CONSUMER BEHAVIOR TOWARDS CADBURY-DAIRY MILK Page 3

Chapters Topics Page no.

CONCEPTUAL FRAMNEWORKS/NATIONAL & INTERNATIONAL

PRESENTATION OF DATA ANALYSIS & FINDINGS:

4. CONCLUSION AND RECOMMENDATION

A STUDY OF CONSUMER BEHAVIOR TOWARDS CADBURY-DAIRY MILK Page 4

fascinating history and you'll find a wealth of interesting facts on

In 1824, JOHN CADBURY opened a grocer’s

In 1842, John Cadbury was selling no less

16 verities of drinking chocolate and 11

different cocoas the earliest preserved price

list shows that too could buy drinking

chocolate in the form of both pressed cakes

A STUDY OF CONSUMER BEHAVIOR TOWARDS CADBURY-DAIRY MILK Page 7

tunnel-backs because it limited the

Building of 143 new cottages

The Cadbury script logo, based on

A STUDY OF CONSUMER BEHAVIOR TOWARDS CADBURY-DAIRY MILK Page 8

HEADQURTER OF CADBURY (MUMBAI)

Pin Code 400026

Tel. No. 022-40073100

Fax No. 022-23521698

Email : parveen.vasaigara@csplc.com Internet : http://www.cadburyindia.com

Simply, we spread happiness”!

A STUDY OF CONSUMER BEHAVIOR TOWARDS CADBURY-DAIRY MILK Page 9

how they lure the Indian youths is studied here.

can’t taste the chocolate. It’s filling but simultaneously Moorish.

milk pouring out and forming the bar.

A STUDY OF CONSUMER BEHAVIOR TOWARDS CADBURY-DAIRY MILK Page 10

Preference (or "taste") is a concept, used in the social sciences, particularly

A STUDY OF CONSUMER BEHAVIOR TOWARDS CADBURY-DAIRY MILK Page 11

This project is based on the comparative study of consumer behavior

Objective of the study are:

 To find out the famous products of Cadbury among the consumers.

 To find out the consumer behavior towards Cadbury.

 To find out the range which is mostly preferred by the customers?

 To find out the features which are most favorable?

 To increase customer satisfaction and recapture the market by fulfilling the

 To position itself as an all-time favorite chocolate for all groups of people

irrespective of age, gender and class.

 To make the sweets affordable with several variants.

A STUDY OF CONSUMER BEHAVIOR TOWARDS CADBURY-DAIRY MILK Page 12

As learning is a human activity and is as natural, as

psychologists do not agree on how learning takes place. How individuals

learn is a matter of interest to marketers. They want to teach consumer

in their roles as their roles as consumers. They want consumers to learn

about their products, product attributes, potential consumers benefit,

The scope of my study restricts itself to the analysis of

consumer preferences, perception and consumption of Cadbury and

Chocolates. There are many other brands of chocolates available but my

study is limited to major players of chocolates leaving behind the others.

The scope of my study is also restricts itself to KOLKATA region only.

A STUDY OF CONSUMER BEHAVIOR TOWARDS CADBURY-DAIRY MILK Page 13

1. Primary Source: The primary data comprises information survey of “Comparative

Sample Size and Design: