A PROJECT REPORT

ON

INFLUENCE OF ADVERTISEMENTS TOWARDS THE BUYING

BEHAVIOR OF CUSTOMERS WITH RESPECT TO CADBURY
CHOCOLATES.

Submitted to Punjab University, Chandigarh

In the Partial Fulfillment of the Requirement of the Degree of
M.Com (Master of Commerce)

SUPERVISED BY:
DR. PARAMJEET KAUR
SUBMITTED BY:
BARBIE GABA
ROLL NO. 48578
KHALSA COLLEGE FOR WOMEN, CIVIL LINES, LUDHIANA

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 CERTIFICATE

This is to certify that Ms.Barbie Gaba of MCOM 2th semester of Khalsa College
for women, Ludhiana has completed his project report on the topic “ Influence Of
Advertisements Towards The Buying Behavior Of Customers With
Respect To Cadbury Chocolates under the supervision of Dr. Paramjeet
Kaur Report guide. To best of my knowledge the report is original and has not
been copied
Or submitted anywhere else. It is an independent work done by her.

Dr. Paramjeet Kaur

Report guide

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 DECLARATION

I, BARBIE GABA, hereby declare that the project entitled “ INFLUENCE OF

ADVERTISEMENTS TOWARDS THE BUYING BEHAVIOR OF
CUSTOMERS WITH RESPECT TO CADBURY CHOCOLATES”,
submitted to the KHALSA COLLEGE FOR WOMEN, in partial fulfilment of the
curriculum of MASTERS OF COMMERCE is a record of original project work
done by me under the supervision and guidance of Mrs.Paramjeet Kaur, Assistant
Professor, Department of Commerce, Khalsa College for Women and is not
reproduced from any existing work of any other person or on any earlier work
undertaken at any other time or for any other purpose, and has not been submitted
anywhere else at any time

Place: SIGNATURE OF THE CANDIDATE

Date:

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 ACKNOWLEDGEMENT

If the words are considered as symbols of approval and token of acknowledgement then let
them play the heralding role of expressing my gratitude to all those who have helped me directly
or indirectly during this project.
I would like to take this opportunity to express my gratitude towards all those who have helped
me in various ways in the completion of this research report.
I also express my sincere thanks to my research report guide, Dr. Paramjeet Kaur for guiding
me right from the inception till the successful completion of the project. I sincerely acknowledge
her for extending her valuable guidance, support for literature, critical review of project and the
report and the above all the moral support she provided me with throughout all state of report
preparation.

I express my profound sense of gratitude and indebtedness towards all of them for providing
every information, assigning various task, guidance, appreciating and correcting us thought our
project period.

Last but not the least; I would like to express gratitude to all the friends and colleague who
helped me throughout the period and gave me proper response and cooperating in our various
activities with their patience.

BARBIE GABA

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 EXECUTIVE SUMMARY

The project which is selected is on CADBURY COMPANY which manufactures

Confectionery items and different types of Chocolate products.
Cadbury is a Multinational Company and its business is worldwide.
The projects covers the following topics-
The introduction and the history of the company, Strategic Planning of the Company like
VISSION, MISSION statement and the customers driven marketing strategies like (research
methodology, objectives, about Cadbury Dairy Milk and its limitations, etc.)
It also covers about the positioning strategy like how company sets its positive position in the
minds of the customers. It also shows the different products offered, their logos and packaging,
slogans and about the target market of the products.
The project is ended with the findings and recommendations made after the proper analysis of
the sample selected in Ludhiana City.

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 TABLE OF CONTENTS

CHAPTER NO. PARTICULARS PAGE NO.

CHAPTER-1 INTRODUCTION OF THE TOPIC 1-49

1.1 Overview of the Topic

1.2 Importance of the Study
1.3 Concept of Advertisements
1.4 Introduction to the Chocolate Industry
1.5 Introduction to the Company
1.6 Cadbury India Ltd.
1.7 Why Advertising Is Used To Promote A Brand?
1.8 Cadbury Advertisements
1.9 Factors for Success

CHAPTER-2 LITERATURE REVIEW 50-57

CHAPTER-3 RESEARCH METHODOLOGY 58-66

3.1 Research
3.2 Research Methodology
3.3 Need of the Study
3.4 Objectives of the study
3.5 Hypothesis of the study
3.6 Research Design
3.7 Method of Sampling
3.8 Research Instrument
3.9 Scope of study
3.10 Limitation of study

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CHAPTER 4 DATA ANALYSIS AND 67-90
INTERPRETATION

CHAPTER 5 FACTS & FINDINGS 91-93

CHAPTER 6 SUGGESTIONS AND 94-95

RECOMMENDATIONS
CHAPTER 7 CONCLUSION 96-97

REFERENCES 98-100

ANNEXURE 101-105

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