Consumer Preference Towards Cadbury

PROJECT REPORT 2010-11
CONTENT Page. No
CHAPTER 1 .
Introduction .
Company Profile .
Product Profile .
CHAPTER 2 .
Introduction of Consumer .
Steps in Consumer Buying Process .
CHAPTER 3 .
Objectives .
Research Methodology .
Limitations .
CHAPTER 4 .
Data Analysis & Interpretation .
CHAPTER 5 .
SWOT Analysis .
Conclusions and Suggestions .
CHAPTER 6 .
Questionnaire .
Bibliography .
Dept. Of Management Studies S.J.D.C.

CHAPTER 1
 INTRODUCTION
 COMPANY PROFILE
 MISSION & VISION
 PRODUCT PROFILE

WHAT’S MARKETING
Our marketing experiences come in a variety of forms. Of course, you participate

in the marketing process every time you buy goods and services. And odds are that you
have a job that included some aspects of dealing with customers. You also engage in a form
of marketing when you join a campus organization, support a cause, or select a seat in the
class.
Ordinarily, marketing is considered as an activity performed by business firms.

However, other types of organization and even firms can also carry out the marketing by
individuals. Marketing has defined in various ways. The definition of marketing applicable
in business or a non-profit organization is as follows:
“Marketing is a total system of business activities designed to plan, price

promotes and distributes want satisfying to target achieve Organization objectives”.

This definition of marketing has two significance

Implications
 The entire system of business activities should be

customer oriented.
 Marketing should start with an idea about a want satisfying product and should not end until
customers wants to be recognized and satisfied.
 Customer’s wants are completely satisfied which may be sometime after the exchange is
made.
Another definition that serves pour purpose best is as follows:

“Marketing is a social and managerial process by which individuals and groups
obtain what they need want through creating, offering and exchanging products of value
with others”
This definition of marketing upon the following concepts need, want,

demand, products (Goods & Services and Ideas), value cost and satisfaction, Exchange and
transportation, relationships and networks, marketers and prospectus.

INTRODUCTION
Health is wealth. In olden days environment was clean and there was no problem
of ill health. Now a day due to the evaluation of industrialization the atmosphere is polluted
and man also has become materialistic and busy with his routine life. Thus he doesn’t have
proper time to take care of his health.
“He is not able to take a proper diet also”
Thus he needs to maintain good health. Recognizing this he doesn’t care to spend
considerable amounts on health.
Cadbury’s could not catch this point, where consumer need was good health and
developed drinks. But people continued to consume milk for good health. The company
took some more efforts to educate people about health drinks through come effective ads
emphasizing more on school going children.

COMPANY PROFILE
History
In 1824, John Cadbury began selling tea, coffee, and drinking chocolate, which he
produced himself, at Bull Street in Birmingham, England. John Cadbury later moved into
the production of a variety of Cocoas and Drinking Chocolates being manufactured from
a factory in Bridge Street, supplying mainly to the wealthy due to the high cost of
manufacture at this time. During this time a partnership was struck between John Cadbury
and his brother Benjamin. At this time the company was known as 'Cadbury Brothers of
Birmingham'.
The two brothers opened an office in London and in 1854 received the Royal
Warrant as manufacturers of chocolate and cocoa to Queen Victoria. Around this time in
the 1850s the industry received a much needed boost with the reduction in high import
taxes on cocoa; this allowed chocolate to become more affordable to everyone.
Due to the popularity of a new expanded product line, including the very popular
Cadbury's Cocoa Essence, the company's success led to the decision in 1873 to cease the
trading of tea. Around this time, master confectioner Frederic Kinchelman was appointed
to share his recipe and production secrets with Cadbury, which led to an assortment of
various chocolate covered items.
Having taken over the business in 1861, John Cadbury's sons Richard and George
decided in 1878 that they needed to find new premises. Requiring 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, the Cadbury's started looking for a new
greenfield site. Noticing the development of the Birmingham West Suburban Railway
south along the path of the Worcester and Birmingham Canal, in 1878 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 right next to the new Stirchley Road railway
station, itself directly opposite the canal, they renamed the Bournbrook estate to
Bournville and opened the Bournville factory in 1879.

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 313 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 fact, it was their Quaker beliefs that first led them to sell tea, coffee and
cocoa as alternatives to alcohol.
In 1905, Cadbury's 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's 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).
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 which saw the integration of well-known brands
such as Fry's Chocolate Cream and Fry's Turkish Delight.
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 in which 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.

Merger with Schweppes
The Cadbury Schweppes logo used until the

demerger in 2008.Cadbury merged with drinks
company Schweppes to form Cadbury Schweppes
in 1969.
Cadbury Schweppes went on to acquire

Sunkist, Canada Dry, Typhoo Tea and more. In the US, Schweppes Beverages was
created and the manufacture of Cadbury confectionery brands were licensed to Hershey's.
Demerger
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 Inc. In December 2008 it
was announced that Cadbury was to sell its Australian beverage unit to Asahi Breweries.

Mission
 To create and sustain flourishing communities where people choose to live.

 By promoting new social housing of good quality which enhances the
environment.
 By managing housing stock and estates to the highest standard for all residents.
 By encouraging residents to share in decisions affecting their communities.
Vision
 Promotion of brands carrying mass franchise without compromise on quality or

margins.
 Increasing the market depth including rural India’s coverage. (so far in case of
chocolates, rural areas are not covered)
 Better product quality and packaging.
 All round efficient utilization of tangible as well as intangible assets such as
brands and people.
 Efficient working capital management
 Surplus cash so generated to be either gainfully and meaningfully reinvested in
business or return to stakeholders.

Cadbury India:
Cadbury India is a fully owned subsidy of Kraft Foods Inc. The combination of Kraft
Foods and Cadbury creates a global powerhouse in snacks, confectionery and quick
meals.
With annual revenues of approximately $50 billion, the combined company is the
world's second largest food company, making delicious products for billions of
consumers in more than 160 countries. We employ approximately 140,000 people and
have operations in more than 70 countries.
In India, Cadbury
began its operations in
1948 by importing
chocolates. After 60
years of existence, it
today has five company-
owned manufacturing
facilities at Thane, Induri
(Pune) and Malanpur
(Gwalior), Bangalore and
Baddi (Himachal Pradesh) and 4 sales offices (New Delhi, Mumbai, Kolkota and
Chennai). The corporate office is in Mumbai.
Our core purpose "make today delicious" captures the spirit of what we are trying to
achieve as a business. We make delicious foods you can feel good about. Whether
watching your weight or preparing to celebrate, grabbing a quick bite or sitting down to
family night, we pour our hearts into creating foods that are wholesome and delicious.
Currently, Cadbury India operates in four categories viz. Chocolate Confectionery,

Milk Food Drinks, Candy and Gum category. In the Chocolate Confectionery business,
Cadbury has maintained its undisputed leadership over the years. Some of the key brands
in India are Cadbury Dairy Milk, 5 Star, Perk, Éclairs and Celebrations.

Cadbury enjoys a value market share of over 70% - the highest Cadbury brand share
in the world! Our billion-dollar brand Cadbury Dairy Milk is considered the "gold
standard" for chocolates in India. The pure taste of CDM defines the chocolate taste for
the Indian consumer.
In the Milk Food drinks segment our main product is Bournvita - the leading Malted
Food Drink (MFD) in the country. Similarly in the medicated candy category Halls is the
undisputed leader. We recently entered the gums category with the launch of our
worldwide dominant bubble gum brand Bubbaloo. Bubbaloo is sold in 25 countries
worldwide.
Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India.
For over two decades, we have worked with the Kerala Agriculture University to
undertake cocoa research and released clones, hybrids that improve the cocoa yield. Our
Cocoa team visits farmers and advise them on the cultivation aspects from planting to
harvesting. We also conduct farmers meetings & seminars to educate them on Cocoa
cultivation aspects. Our efforts have increased cocoa productivity and touched the lives of
thousands of farmers. Hardly surprising then that the Cocoa tree is called the Cadbury
tree!
Today, as a combined company with an unmatched portfolio in confectionery,

snacking and quick meals, we are poised in our leap towards quantum growth. We are the
world's No.1 Confectionery Company. And we will continue to “make today delicious”!

PRODUCT PROFILE
Cadbury was incorporated in India on July

19th, 1948 as a private limited company under the
name of Cadbury-Fry (India). Cadbury Bournvita
was launched during the same year.
It is among the oldest brands in the Malt

Based Food / Malt Food category with a rich
heritage and has always been known to provide the
best nutrition to aid growth and all round
development.
Throughout it's history, Cadbury Bournvita has continuously re-invented itself in

terms of product, packaging, promotion & distribution. The Cadbury lineage and rich
brand heritage has helped the brand maintain its leadership position and image over the
last 50 years.
The Journey:
The brand has been an enduring symbol of mental and physical health ever since it
was launched in 1948. It is hardly surprising then, that Bournvita enjoys a major presence
in the Malt Food market. Given its market share of 17%, Cadbury Bournvita reaches
across hundreds of cities, towns and villages through 3,50,000 outlets in India.
It is a universal truth that mothers attach a lot of emotional importance to

nourishment while bringing up their children. However, children always look out for the
tastiest option to make their daily dose of milk more enjoyable.
Cadbury now offers two options to capture this appeal: Cadbury Bournvita, with
its popular chocolate taste, and its latest offering, Cadbury Bournvita 5 Star Magic,
leveraging the rich chocolate and caramel flavour of Cadbury 5 Star.

Cadbury Bournvita advertising has moved with the times to reflect the changing
needs of the consumers.
During the '70s the communication centered on 'Good upbringing' and Bournvita
became an essential building block for childhood. "Goodness that grows with you" was
the campaign idea that communicated this thought.
In the 80's the focus shifted from 'Upbringing' to 'Intelligence' with the more
aggressive "Brought up right, Bournvita bright" campaign, which was very successful
during its time.
In the early '90s all brands in the category provided purely physical benefits like
nourishment, energy and growth. It was at this time that Bournvita decided to raise the
bar by promising physical and mental benefits. This resulted in the famous Tan Ki Shakti,
Man Ki Shakti Campaign which became an anthem for the brand.
In the new millennium, keeping pace with the evolving mindsets of the new age
consumers, Cadbury Bournvita is about arming consumers with Confidence to take on
physical and mental challenges that nobody else can, resulting in one of the most
successful advertising campaigns which is based on 'Real Achievers who have grown up
on Bournvita'.

BOURNVITA CONTAIN THE FALLOWING NUTRITIONS
Nutrient %RDA Benefits

Iron 15 Help build stamina
Stamina Protein 40
by aiding in
Super Vitamin B2 66
Changer Vitamin B3 52 metabolism of food
Calcium 100 and building
muscle and strong
bones
Concentration Zinc 15
Super changers Manganese 10 Helps is improving
Vitamin B1 65
memory and
Vitamin B6 40
Vitamin B12 85 concentration
Folic Acid 90
Other Nutrients Vitamin A 65 Good vision
Vitamin C 40 Helps growth and
repair of tissues
Bournvita For Growing Children:
Children need balance and adequate nutrition to help them to achieve

their maximum growth. Potential Bournvita with vital nutrients in planned
proportion is the ideal food supplement during these crucial years. It has milk
protein, the ideal for growth. Bournvita is also the ideal nutritional supplement
for their heightened physical activity like sports and games.

Active People:
Bournvita meets the extra nourishment required by sportsmen and

travelers.
Busy Executives:
Bournvita is convenient and complete nutritional supplement when

skipping a meal.
Pregnant Women And Lactating Mothers:
It provides the additional nutrition required during these viral periods.
For Aged People:
Bournvita is specially planned as a complete meal in cup to provide all

the nourishment needed.
The Ideal Bournvita Programme:
At breakfast, after school (evening), at bedtime.

CHAPTER 2
 INTRODUCTION OF CONSUMER PREFERENCE
 STEPS IN CONSUMER BUYING PROCESS
CONSUMER PREFERENCE
Consumer orientation stems from the company’s adoption and

implementation of the marketing concept a philosophy of every business unit,
which has triple implications the namely:

 The victory of any business unit rests on consumers who are willing to accept and
pay for the products are services.
 The firm must be aware of what the market wants well in advance of production and
 Consumer wants must be monitored continuously for assured success over
competitors.
The Consumer are the orbiters of fortune in business in highly competitive economic
system, the success, survival and growth of firms warrants accurate knowledge about-the
consumer behavior hoe, why, where, what, when they buy? Understanding consumer is the
crucial task of every marketing manager.
Definition:
Professor Walter C.G and Professor Paul G.W. it is “The process whereby
individuals decide whether, what, when, where, how and from whom to purchase
goods and services”.

STEPS IN CONSUMER BUYING PROCESS
The following are the fine steps generally followed by the

consumer while buying a product.
1. Need Recognition
Need recognition is the awareness of the want or a desire or a consumption

problem without which satisfaction the consumer feels restless and tension-charged.
2.Information Search:
Consumer interest is indicated in the consumer’s willingness to seek further

information about the product or service. Since there are varieties of products and he seeks
to have maximum satisfaction, he searches relevant information.
3.Evaluation and intention:
The evaluation stages of mental trail of the product or service.
4.Purchase Decision:
Decision to purchase in lies consumer commitment for a product or a

service. Practically, it is the last stage in the buying process because, it completes the
exchange process.
5.Post-Purchasing Reaction:
The post-purchase experience may be set of positive or negative dealings.

Positive feelings or service will result in repeat sales or at least recommending the product
or service creating anxiety and doubt.

CHAPTER 3
 OBJECTIVES
 RESEARCH METHODOLOGY
 LIMITATIONS

OBJECTIVES
1. To find the share of bournvita in the market.
2. To know the consumer perception regarding the price of bournvita.
3. To know about the consumer view regarding the packing, availability,
advertisements and promotional activities of bournvita.
4. To find out the level of satisfaction of the consumer after using
Bournvita.
5. To know the best media of advertisements according to the consumer.
6. To find out the factors which influence the consumer.
7. To find out consumer opinion regarding the quality of Cadbury’s.

RESEARCH METHODOLOGY
In the present study the required data was collected using random sample method, care
was taken to sec that the selected sample is a small specimen (or) an isolated part of the
whole population representation us general objectives.
Data source:
Primary data collection is more costly but the data is usually more relevant to the
issue at hand. The normal procedure is to interview some people individually (or) in groups.
Approach:
Selection of the respondents was done on the basis of random sampling method. This
method was adapted because of the flexibility. The survey was done through questionnaire.
The sample size selected is 100.
For systematic collections of primary data, closed ended questionnaire was used. The
questionnaires were distributed to the selected customers dwelling in different areas of
Kurnool City.
PRIMARY DATA
The questionnaire consists of 16 questions relating to various aspects of the study. The
first part of the questionnaire was mainly prepare to get the personal details of the customers & their
extent of brand awareness. And the later part of the questionnaire was prepared to identify the
consumer’s preference towards the health drink bournvita of price, quality, range, advertisement,
brand name etc.
The last part of the questionnaire was prepared such that the consumers were
encouraged to give their valuable suggestions.

SECONDARY DATA
Data pertaining the company is collected from the company’s status report. The
company’s profile gives a detailed report of the past records of the organization. The data
collection both from primary & secondary sources is tabulated and presented in a systematic
from prior to classification and interpretation.
LIMITATIONS
1. The survey was limited to Kurnool city only.
2. Due to shortage of time the survey was limited 100 consumers only and
analysis is made overall on their response basis.
3. The study is based on the response of the respondents and is assumed that
they are honest in their response.
4.

CHAPTER-4
 DATA ANALYSIS &

INTERPRETATION

CONSUMER PREFERENCE TOWARDS VARIOUS BRAND

OF HEALTH DRINKS
Brand No. of consumers Percentage

Bournvita 56 56%
Horlicks 20 20%
Maltova 14 14%
Complan 10 10%
Total 100 100%
No. of consumers surveyed: 100
Source : Primary Data (Questionnaire)
Interpretation:
Bournvita is used by most of the consumers surveyed. There is an

improvement in the usages of bournvita by people when compared to 2 to 3
years back where Horlicks and Boost were leading market and others Milo,
Moltova, Viva, etc.

1. CONSUMER PREFERENCE TOWARDS VARIOUS

BRANDS OF HEALTH DRINKS

2. ASPECT THAT CONSUMES LOOKS IN THE

PRODUCT
Aspect No. of consumers Percentage

Quality 56 56%
Price benefit 12 12%
Brand image 22 22%
Ads 10 10%
Total 100 100%
Source : primary data (Questionnaire)
Interpretation:
Consumer looks for health factor while purchasing the health drinks.
This is evident when observed that 56% of the consumers buying behavior is
based on the quality.
However brand image and price also influence consumer purchase

decision-making process.

ASPECT THAT CONSUMER LIIKS IN THE PRODUCT
Ads, 10%
Brand
image, 22%
Quality,
56%
Price
benefit, 12%

3. PERIOD OF USING A PARTICULAR BRAND
PERIOD No. of consumers Percentage
<1 year 12 12%
2-3 year 34 34%
>3 year 54 54%
Total 100 100%
Interpretation:
Consumers are loyal to their present brands.
This is clear from the above table 54 out of 100 consumers are using
the brand more than 3 years. Brand shifting is minimum in health drinks.

PERIOD OF USING A PARTICULAR BRAND
>3 Year 54%
2-3 Year 34%
<1 Year 12%
0% 10% 20% 30% 40% 50% 60%

4. QUALITY OF PURCHASE OF HEALTH

DRINKS
QUANTITY No. of consumers Percentage
200grms 28 28%
500grms 52 52%
1kg 20 20%
Total 100 100%
Interpretation:
28%consumers are interested to buy 200grms, 52% of consumers are

interested in 500grms and remaining 20% of consumers are interested to buy 1
kg.

5. QUALITY OF PURCHASE OF HEALTH DRINKS
52%
60%
50%
28%
40% 20%
30%
20%
10%
0%
200GRMS 500GRMS 1KG

6. MODE OF AWARENESS OF BOURNVITA
Mode No. of consumers Percentage

Dealers 20 20%
Friends & relatives 30 30%
Ads 40 40%
Others 10 10%
Total 100 100%
Interpretation:
Advertisements, friends and relatives play vital role. In creating

awareness regarding Bournvita. Dealers and other plays a part of role in
awareness of Bournvita.

MODE OF AWARENESS OF BOURNVITA
40%
40%
35%
30%
30%
25%
20%
20%
15%
10%
10%
5%
0%
Dealers Friends & Ads Others
relatives

7. CUSTOMER SATISFACTION AFTER USING THE

PRODUCT
Mode No. of consumers Percentage

Excellent 28 28%
Good 60 60%
Satisfactory 12 12%
Poor 0 0%
Total 100 100%
Interpretation:
60% of consumer’s satisfaction is good, 28% excellent and

remaining 12% are satisfactory with the health drinks.

CUSTOMER SATISFACTION AFTER USING THE

PRODUCT
60%
60%
50%
40%
30% 28%
20%
12%
10%
0%
0%
Excellent Good Satisfactory Poor

8. EFFECTIVENESS OF ADS OF BOURNVITA
Effectively No. of consumers Percentage
Very impressive 20 20%
Nice 58 58%
Reasonable 14 14%
Not effective 8 8%
Total 100 100%
Interpretation:
58% of consumers feel Bournvita ads to be nice and 20% are very
much impressed. Thus Bournvita ads are to be still improve to impress and
induce consumers.

EFFECTIVENESS OF ADS OF BOURNVITA
Not effective 8%
Reasonable 14%
Nice 58%
Very impressive 20%
0% 10% 20% 30% 40% 50% 60% 70%

9. AVAILABILITY OF THE PRODUCT
MODE No. on consumers Percentage

Very comfortable 76 76%
Satisfactory 24 24%
Poor 0 0%
Total 100 100%
Interpretation:
76% of consumers fee very comfortable on the availability of the

product, 24% feel satisfactory.

AVAILABILITY OF THE PRODUCT
76%
80%
70%
60%
50%
40%
30% 24%
20%
10% 0%
0%
Very comfortable Satisfactory poor

10. PRICE PERCEPTION OF CONSUMER TOWARDS

THE PRODUCT
Perception No. of consumers Percentage

Very high 6 6%
High 16 16%
Reasonable 68 68%
Less 10 10%
Total 100 100%
Interpretation:
Price perception toward the product represent that 68% of consumers

feel reasonable, 16% feel high, 6% feel very high and remaining 10% feel less.

PRICE PERCEPTION OF CONSUMER TOWARDS THE

PRODUCT
Perception
80
70 68
60
50
40
30
20 16
10
10 6
0
Very high High Reasonable Less

11. TYPE OF PACK CONSUMERS PREFER
Type of pack No. of consumers percentage
Jar 66 66%
Refill 26 26%
Sachet 8 8%
Total 100 100%
Interpretation:
Most of the consumers prefer jars, and 26% of people prefer refill
remaining 8% prefer sachet.

TYPE OF PACK CONSUMERS PREFER
Sachet, 8
Refill, 26
Jar, 66

CHAPTER 5
 SWOT ANALYSIS
 CONCLUSIONS &
SUGGETIONS

SWOT ANALYSIS
Strengths:
Bournvita is a multinational product which is backed by adequate

financial resources. So it can go for wide promotional activities. It is a product
of Cadbury India Ltd., its sales are more. It is the commercial health drink
being offered by the doctors. It has more chances of Bournvita “confidence
Kuchkar Dikaneka” inspires all age groups by this the market can be grapped
much more.
Weakness:
Promotional activities concentrated only one segment that is

children other age groups are neglected. Flavours should be introduced. Not
having much more effective ads.
Opportunities:
There is market waiting in a form sachets and refill packs, which

can be explanted profitable. Market can be expand by extending promotional
activities towards introducing flavors and concentrating age groups.
Introducing of super charges make Bournvita more affordable than even
before.
Threats:
It is a product from the Cadbury its main competitors is Complan
a product from Heinz and also it got more competition from other health drinks
such as Horlicks, Boost, Milo, Viva etc.,

CONCLUSIONS
Consumers are becoming more and more aware of Health Drinks.

Health consciousness among people has grown eventually.
Bournvita is presently leading market and the next one is Horlicks and
Boost from the Simth line beecham. The consumers are aware of all the offers
introduced by Cadbury Bournvita.
Promotional activities concentrate only on children and ignores other

viable market segments such as Housewife and old age people.
Advertisements of Bournvita are influencing the purchase decision of

people.
People are satisfied only up to 75% by using Bournvita by this survey.

So the taste and quality to be enhanced. Many of the consumers want to
introduce much more flavors regarding Bournvita.

SUGGESTIONS (AS PER THE CONSUMER)
1. Many of the customers ask for to display more impressive advertisement on

television.
2. Majority of Bournvita users demand to improve sale promotional activities by
introducing flavours.
3. Some customers wish to have Bournvita in sachet and Refill Pack in less price.
4. Instead of improving the quantity the package quality should be increased.
5. The taste of Bournvita is to enhanced with some changes. Finally promotional
activities are to be extended in introducing flavor and increasing quantity and
should concentrate on viable market segments such as house wife’s working
men and old age people.
SUGGESTIONS (DRAWN FROM THE STUDY)
 Promotional activities should be taken to introduce flavors. Bournvita should

be introduced in trail packs.
 Advertisements to be made much more impressive to with stand in the market
by other competitive Health Drinks.
 Middle class people are unable to afford the product because it is costly so
Bournvita should be provided in refill packs at low price.
 Brand image has to enhance to with stand the market situations and its
competitors.
 It should be increase quantity rather than improvement in package.

CHAPTER 6
 QUESTIONNAIRE
 BIBLIOGRAPHY

QUESTIONNAIRE
I C. Akram Basha of final B.B.M conducting a survey on ‘’Customer
Preference and Satisfaction towards Bournvita’’ as a partial fulfillment
of my curriculum, would seek your valuable ideas .so, I request you to
provide the relevant information.
NAME :
AGE :
GENDER :
OCCUPATION :
1 Name the health drinks which you are aware of? [ ]

a)Bournvita b)Complan c)Horlicks d)Maltova
2. Out of the above health drinks which one do you prefer? [ ]
3. What factors do you considered while purchasing health drink [ ]
a)Quality b)Price c)Brand image d)advertisement
4. How are you aware of this Drink [ ]
a)Advertisements b)Friends c)Dealers d)Relatives
5. How long have you been using this particular Brand? [ ]
a)<1 year b)2-3 years c)more than 3 years
6. Why do you prefer this particular health Drink? [ ]
a) Quality b) Taste c) Price d) Packing
7. How do your perceive the price of Bournvita? [ ]
a)Very High b)High c)Reasonable d)Less
8. How do you feel the availability of BOURNVITA? [ ]
a)Very Comfortable b)Satisfactory c)Poor

9. How do perceive the quality of BOURNVITA? [ ]

a)Excellent b)Good c)Satisfactory d)Poor
10. How do you fee regarding the ads of BOURNVITA? [ ]
a)Very Impressive b)Nice c)Reasonable
11. Are you aware of the recent offer made by Cadbury’s for BOURNVITA
(Twisters) ? Yes/No
12. In what Quantities do you buy? [ ]
a)50gms b)200gms c)500gms
13. Which type of pack do you prefer? [ ]
a)Jar b)Refill c)Sachet
14. Would you like to shift from the brand to a new health drink?
Yes/No
15. Which one would you prefer? …………………….
16. Please give your valuable suggestions if any:
___________________________________________________________
___________________________________________________________
Thank you
Signature ____________________ C. Akram Basha,

B.B.M III YEAR.

BIBLIOGRAPHY
MARKETING MANAGEMENT - C.N.SONATAKI
CONSUMER BEHAVIOUR - SUJA.R.NAIR
WEBSITES - www.cadbury.com
- www.cadburyindialtd.com
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Consumer Preference Towards Cadbury

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Consumer Preference Towards Cadbury

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PROJECT REPORT 2010-11

Steps in Consumer Buying Process .

Data Analysis & Interpretation .

Conclusions and Suggestions .

Dept. Of Management Studies S.J.D.C.

 MISSION & VISION

Dept. Of Management Studies S.J.D.C.

Our marketing experiences come in a variety of forms. Of course, you participate

Ordinarily, marketing is considered as an activity performed by business firms.

“Marketing is a total system of business activities designed to plan, price

Dept. Of Management Studies S.J.D.C.

This definition of marketing has two significance

 The entire system of business activities should be

Another definition that serves pour purpose best is as follows:

This definition of marketing upon the following concepts need, want,

Dept. Of Management Studies S.J.D.C.

“He is not able to take a proper diet also”

Dept. Of Management Studies S.J.D.C.

Dept. Of Management Studies S.J.D.C.

Dept. Of Management Studies S.J.D.C.

Merger with Schweppes

The Cadbury Schweppes logo used until the

Cadbury Schweppes went on to acquire

Dept. Of Management Studies S.J.D.C.

 To create and sustain flourishing communities where people choose to live.

 Promotion of brands carrying mass franchise without compromise on quality or

Dept. Of Management Studies S.J.D.C.

Currently, Cadbury India operates in four categories viz. Chocolate Confectionery,

Dept. Of Management Studies S.J.D.C.

Today, as a combined company with an unmatched portfolio in confectionery,

Dept. Of Management Studies S.J.D.C.

Cadbury was incorporated in India on July

It is among the oldest brands in the Malt

Throughout it's history, Cadbury Bournvita has continuously re-invented itself in

It is a universal truth that mothers attach a lot of emotional importance to

Dept. Of Management Studies S.J.D.C.

Dept. Of Management Studies S.J.D.C.

BOURNVITA CONTAIN THE FALLOWING NUTRITIONS

Nutrient %RDA Benefits

Bournvita For Growing Children:

Children need balance and adequate nutrition to help them to achieve

Dept. Of Management Studies S.J.D.C.

Bournvita meets the extra nourishment required by sportsmen and

Bournvita is convenient and complete nutritional supplement when

Pregnant Women And Lactating Mothers:

It provides the additional nutrition required during these viral periods.

For Aged People:

Bournvita is specially planned as a complete meal in cup to provide all

The Ideal Bournvita Programme:

At breakfast, after school (evening), at bedtime.

Dept. Of Management Studies S.J.D.C.

 STEPS IN CONSUMER BUYING PROCESS

Consumer orientation stems from the company’s adoption and

Dept. Of Management Studies S.J.D.C.

Dept. Of Management Studies S.J.D.C.

STEPS IN CONSUMER BUYING PROCESS

The following are the fine steps generally followed by the

Need recognition is the awareness of the want or a desire or a consumption

Consumer interest is indicated in the consumer’s willingness to seek further

3.Evaluation and intention:

The evaluation stages of mental trail of the product or service.

Decision to purchase in lies consumer commitment for a product or a