TOPIC

SUBJECT - CONSUMER

BEHAVIOUR

NAME - SARAH S H I R VA

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CHAPTER 1

Introduction of The Study

Cadbury, formerly Cadbury’s and Cadbury Schweppes, is

a British multinational confectionery company wholly owned by Mondelez
International since 2010. Cadbury was established in Birmingham,
England in 1824, by John Cadbury who sold tea, coffee and drinking
chocolate.

Cadbury Schweppes is the world’s largest confectionary

company. It manufactures market and distribute branded chocolates,
confectionery and beverages that bring smiles to millions of consumers
across 180 countries.

Cadbury Diary Milk is a brand of milk chocolate

manufactured by Cadbury. It was introduced in the United Kingdom in
1905 and now consist of several products. Every product in Diary Milk
line is made with exclusively milk chocolate. In 2014, Diary Milk was
ranked the best-selling chocolate bar in the UK.

Objective of the study

o To understand the people perception towards consumption of Cadbury

chocolate.
o To measure the awareness about the Cadbury products.
o To study about the purchasing pattern of Cadbury products.

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 o To know the Consumer satisfaction levels regarding the Cadbury
products.
o To Identify which brand is more by the consumer in Cadbury.

Limitations

➢ The following study although covers in detail the marketing of the

company but still some vital information may be missing due to time
and space constraints.
➢ There is a clear time limitation as Two months’ time is not enough

for study of the topic.

➢ The data is collected from secondary source hence it is not 100%

accurate.
➢ There can be chance of biasness in the data obtained from various

sources.

Research Methodology

The following research is conducted through secondary research. The

thesis is done to conduct research with the help of secondary data obtained
from newspaper, business magazines and online articles along with web
and taking consideration of consumers perspective.

Rationale

The project which has been chosen is Cadbury because it is globally

successful in confectionery items and different types of chocolate products.
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From the time of its birth, it has gained enormous success and its growing
at the international level as its business is worldwide. The standardization
and adaption strategy play an important role in gaining the huge success of
Cadbury and brand image.

Introduction of Cadbury

Cadbury India can be termed as one of the best

performing FMCG companies today. Unlike its peer group, which is more
of complete food companies, Cadbury is holding a dominant position in the
Indian Chocolate Confectionery market. This makes it different and more
successful in comparison with the peer companies. Now is a period of
slowdown in the economy, where FMCG companies are the first ones to be
hit upon. Reduction in the real income of the consumer has made its direct
impact on the top line growth of the company. Still Cadbury has been able
to drive its bottom-line growth. The reason for success is the Corporate
Governance practiced in the organization.

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The Cadbury India’s no.1 Chocolate is able to share their market insights
based upon unparallel breath of Chocolate experience. Cadbury has gone
strength to strength with the new technology introduced to make the
Cadbury confectionary business, one of the most efficient in the world.

Cadbury Schweppes today manufacture in 60 different

countries and trade in staggering 120. Cadbury began its operations in
India on 19th July by importing chocolates. Cadbury is the market leader in
the chocolate confectionery business with a market share of over 70%.
Currently Cadbury India operates in five categories- Chocolate
confectionery, Beverages, Biscuits, Gum and Candy. On 21 April 2014,
Cadbury India has changed its name to Mondelez India Foods Limited.
The Cadbury has its manufacturing facilities and sales offices in these
following places Gum and Candy. On 21 April 2014, Cadbury India has
changed its name to Mondelez India Foods Limited.

Cadbury’s corporate head office is situated in Mumbai (Cadbury House).

For over two decades, Cadbury has worked with the Kerala Agriculture
University to undertake the coco research.

History of Cadbury

Cadbury, the global leader in the chocolate confectionary market, began

in 1824 when a young Quaker named John Cadbury opened a shop in
Birmingham. John sold coffee, tea, drinking chocolate and coco at his
shop. Believing that alcohol is the main cause of poverty, John hoped his
products may serve as an alternative. He also sold hops and mustard. Like
many Quakers John had high quality standards for all his products.

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JOHN CADBURY – FOUNDER OF CADBURY COMPANY

At that time in England, Quakers were prohibited from attending

university, since it was affiliated with the established church, and their
pacifist’s beliefs kept them from joining the military. With few
opportunities available, Quaker often went into business- related fields and
devote their time to missions of social reform.

By 1842 John was selling 11 kinds of coco and 16 kinds of drinking

chocolate.

Soon John’s brother Benjamin joined the company to form Cadbury

Brothers of

Birmingham. The Cadbury brother opened an office in London and

received a Royal Warrant as manufactures of chocolate and cocoa to
Queen Victoria in 1854. Six years later the brothers dissolved their
partnership because of John’s failing health and death of his wife

They left the business to John’s sons George and Richard. John devoted
his rest of his life to social work and died 1889. George and Richard

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continued to expand their product line, and by 1864, they were pulling a
profit. Cadbury’s Cocoa Essence, which was advertised as “absolutely pure
and therefore best,” was an all-natural product made with pure cocoa butter
and no starchy ingredient. Cocoa essence is the beginning of chocolate as
we know it today. The brothers soon moved their manufacturing operations
to a larger facility four miles

Cadbury manufactured its first milk chocolate in 1897. Two years

later the Bourneville factory employed 2,600 people and Cadbury was in
cooperated as a limited company.

With the Cadbury’s continued success in chocolate, George and Richard

stopped selling tea in 1873. Master confectioner Fredric Kinsella was
appointed to share his recipe and production secrets with Cadbury workers.
This results in Cadbury producing chocolate covered nougats, bonbons
delices, pistachio, caramels and more.

During the World War 1, more than 2,000 of Cadburys employees joined
the Armed Forces. Cadbury supported the war effort, sending warm
clothing, books and chocolates to the soldiers. Cadbury supplemented the
Government allowances to be dependent of their workers. When the
workers returned, they were able to return to work, take educational
courses, and injured or ill employees were looked after in convalescent
homes. During the period trade overseas increased, and Cadbury opened its
first overseas factory near Hobart, Tasmania. The next year Cadbury
merged with JS Fry & Sons, a past market leader in chocolate.

Cadbury supported the war effort during the World War 2 by converting
parts of its factories into workrooms to manufacture equipment like milling

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machines for rifle factories and parts like pilot seats for Defiant fighter
planes. Workers ploughed football fields to grow crops, and the Cadbury
St John’s Ambulance unit helped people during air raids. Chocolate was
considered essential for Armed forces and civilians.

Rationing finally ended in 1949.

In 1969 Cadbury merged with Schweppes to form Cadbury Schweppes.

Schweppes was a well-known British brand that manufactured carbonated
mineral water and soft drinks. The merged companies would go on acquire
Sunkist, Canada Dry, Typhoo Tea and more. Schweppes Beverages was
created, and the manufacture of Cadbury confectionery brands was
licensed to Hershey.

Today Cadbury Schweppes is the largest confectionery company in the

world, employing over 70,000 employees. In 2006 the company had over
$15 billion in overall sales. In March of 2007, Cadbury Schweppes
announced that it intends to separate its confectionery and beverage
business. With almost 200 years in the business. Cadbury Schweppes will
continue to prosper in the coming decades.

CADBURY FACTORY

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 How well does Cadbury understand Consumer Behaviour?

Cadbury has for years been one of the leading sellers of confectionary and
chocolate goods in Australia, recognised by their signature Dairy Milk range
and their rich purple packaging (Marketing Mag, 2013). Despite growing
consumer concerns towards making healthier choices when it comes to their
diet, the chocolate industry is still rising in consumption due to companies such
as Cadbury creating ways for consumers to stay engaged with their products and
ultimately, understanding consumer behaviour (Yu, 2017). According to
Gilliland (2016), Cadbury’s main competitors in the chocolate market consist of
Lindt, Nestle, Ferrero Rocher and Mars. These brands, along with Cadbury,
have an assortment of chocolate bars, chocolate blocks, boxed chocolates and
other varieties aimed at consumers with a love of chocolate (Gilliland, 2016).

Cadbury uses the consumer behaviour concept of decision making in order to

stand out from its competitors and achieve a sustainable competitive advantage.

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According to Karimi, LaMichael & Holland (2015), decision making comprises
of need recognition, information search, evaluation of alternatives, purchase and
post-purchase stages. As there are a wide variety of brands and products
available in the chocolate market, consumers are forced to make decisions
between very similar alternatives, therefore consumers must develop a need
recognition and undertake some sort of evaluation of alternatives in order to
come to a purchase decision (Karimi, LaMichael & Holland, 2015).
Furthermore, this decision-making process is often low-involvement, meaning
there is not a considerable amount of research undertaken before the consumer
will purchase a chocolate bar, for example. Cadbury uses its knowledge of
consumer decision making to its advantage, and has maintained its signature
purple product packaging to distinguish itself from its competitors, therefore
making the evaluation of alternatives easier as the consumer already recognises
Cadbury’s branding (Nyberg, 2013). Over the years Cadbury has slightly altered
its packaging, used brighter colours and also moved with changing technologies
adding QR codes to their chocolate bars and blocks in order to keep up with
consumer needs (Nyberg, 2013).

 Cadbury also uses its knowledge of consumer perceptions to achieve a

competitive advantage in its market. According to Sunaga, Park, & Spence

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(2016), consumers report better shopping experiences when multiple sensory
stimuli match in terms of their level of arousal. Cadbury’s use of bright colours
and fun imagery can create this “stimuli match” and meet consumers sensory
expectations when shopping (Sunaga, Park, & Spence, 2016).
Cadbury’s Marvellous Creations range is a perfect example of fun and engaging
imagery – using “unexpectedly playful ingredients “creating a “wonderfully
unusual looking block” (Campaign Brief, 2012). As discussed by Campaign
Brief (2012), the Cadbury Joinville campaign involved a series of
advertisements displaying the inventiveness of the chocolate chefs, who are
seen enthusiastically creating the Marvellous Creations block. This engages
multiple stimuli during a consumers’ shopping experience, including vision,
touch and ultimately the taste of the product itself through Cadbury’s creative
use of imagery (Ramya, Akshaya, Hari Priya & Jamuna, 2017).

The motivational direction that consumers may take when deciding to buy
Cadbury products may take an approach-approach direction or an approach-
avoidance direction (Algae, 2018). An approach-approach motivational
direction involves two desirable or positive outcomes, for example, choosing
between a Crunchie bar or a Cherry Ripe bar, where the consumer equally likes

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both and will enjoy whatever decision they make. An approach-avoidance
direction, however, involves the choice of a product based on a positive and a
negative motivational force (Algae, 2018). Growing consumer concerns about
the amount of fat and sugar in foods have opted an increase in approach-
avoidance motivational directions when grocery shopping, for example, the rise
of “sugar-free” and “low fat” alternatives (IBIS World, 2018). Cadbury offer
their traditional Dairy Milk range of products, as well as healthier alternatives
such as their Old Gold dark chocolate which offers a “natural source of anti-
oxidants”, which may be an important factor when consumers are evaluating
their alternatives (Cadbury, 2018). A consumer may choose a block of Old
Gold chocolate instead of an original Daily Milk block due to Old Gold being a
healthier option and the consumer may be conscious of their diet and weight
gain, which is an example of an approach-avoidance motivational direction.

Overall, as one of Australia’s most popular chocolate brands, Cadbury has

effectively maintained and established their competitive advantage through
understanding consumer behaviour in relation to elements of decision making
and consumer perception. Brands like Cadbury have to keep up with consumer
wants and needs and create products that satisfy these needs – however, who
doesn’t like chocolate, am I right?

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Expansion and Growth of Cadbury in India

Cadbury brand owner Mondelez International is investing heavily in sales

and route to-market expansion in India, a priority market for the American
food giant where sales have slumped to their lowest since 2005.

According to data provided by Mondelez, its India business grew in the

“low-teens” in 2013. It was 21% in 2012 and over 30% in the preceding
years. Cadbury India attributed it to economic slowdown, increase in
commodity prices and the depreciation in the rupee.

Although India is one of the fastest growing markets for chocolates,

domestic sales of the commodity have fallen with consumers spending less
due to the economic slowdown. In 2013, growth in overall food segment
slowed to 11.6%, from over 17% year.

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Cadbury has increased sales infrastructure with one lakh visioners in the
market and the company took big steps by expanding into rural India and
reaching seven states in 2013 for the growth of the company.

Mondelez’s international invested Rs 4,000-crore plus Indian unit last year

and announced plans to invest $190 million to build the country’s largest
chocolate manufacturing plant near Hyderabad.

Products of Cadbury in India

CHOCOLATES:

The manufactures in Cadbury India in the chocolates brand are:

Cadbury Diary Milk:

Its journey in India began in the year 1948. Other than the most popular
Cadbury

Diary Milk, there are other variants in the brand as Fruit & Nut, Crackle,
Roast Almond, Cadbury Diary Milk Wowie, and Cadbury Diary Milk 2 in
1.

5 Star:

This chocolate bar was launched in 1969.It is the second largest chocolate
brand after Cadbury Diary Milk with a market share of 14% Cadbury 5
Star Crunchy and Cadbury 5Star Fruit and Nut are the variants in this
brand.

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Perk:

Cadbury perk was launched in 1996. The brands launched later are Perk
XL and Perk XXL.

Celebrations:

Cadbury Celebrations brand was launched with a target of replacing the

conventional gift items as sweets etc. On occasions like Diwali, Rakhi and
other festivals.

Eclairs:

The Cadbury Diary Milk Eclairs is one of the most popular brands in the
Eclairs category. The newly launched brand in this category is the Cadbury
Eclairs Rich Brownie.

Gems:

This brand was launched in 1968 and is one of the most popular brands
among the kids.

BEVERAGES:

Cadbury Bourn Vita:

It was launched in India in 1948. It is one of \the oldest brands in the

category of Malt

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Based food. Bourn Vita Lidl Champs. This is an ideal milk addictive
product for the children launched in 2008 with key ingredients for proper
growth as DHA, whey protein etc.

Candy:

Halls:

Halls was included in the Cadbury Brand in the year 2003 as a part of the
global unification with Adams Confectionery.

Biscuits:

Oreo:

It was launched globally in the year 1912. In Indian market it was launched
in 2011.

Oreo is one of the best-selling cookie brands.

Gum:

Bubalus:

This gum with a bubbly taste was launched in India in the year 2007.

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 Interesting Facts of Cadbury

➢ Cadbury makes and sell three kinds of confectionery: Chocolate,

Gum and Candy.

➢ Cadbury operates in over 60 countries.

➢ John Cadbury opened for business in 1824 nearly 200 years young.

➢ Cadbury has worked around 35,000 direct and indirect suppliers.

➢ Cadbury employees around 50,000 people.

➢ Cadbury brand is loved and enjoyed around millions of people

around the world.

Challenges of Cadbury in India

Controversy of Cadbury:

Cadbury is a brand which almost everyone knows. Even after completion

of more than 100 years, the brand is into hearts of many people & it also
leaves a significant mark amidst all the competition. Cadbury stands tall in
food product sector. Cadbury is world’s leader in chocolates and it is also
one of the topmost FMCG brands in India. Cadbury decided to enter Indian
market in 1948. Cadbury India began its operations in India by importing
chocolates. On 19th July 1948 Cadbury was incorporated in India. Cadbury
has a share of over 67% in the market, which is the highest Cadbury brand
share globally. Cadbury now has 5 manufacturing units all over India.
Cadbury operates in India with following categories of products:

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Chocolate, Confectionery, Beverages, Biscuits and Candy. Cadbury was
performing very well since its incorporation in India But, suddenly in 2003
Cadbury came across a problem of worms.

In 2003, just a month before Diwali few instances of worms in its Dairy
Milk Bars were reported in Maharashtra. In eight outlets across
Maharashtra worms were found. In October 2003, customers in Mumbai
complained about finding worms in Cadbury Dairy Milk Bars.

Problems Faced by Cadbury:

When these worms were found in some of the dairy milk bars, Maharashtra
Food and Drugs Administration responded quickly to this case and it
seized the stocks of chocolate bars which were manufactured in Cadbury’s
Pune Plant.

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Cadbury in defence issued a statement where it mentioned that problem of
worms was not at the manufacturing stage but the problem arose due to
poor storage facility by the retailers.

FDA denied the statement made by Cadbury. FDA Commissioner Utama

Khobragade came up with a statement saying “It was presumed that

worms got into it at the storage level, but then what about the packing –
packaging was not proper or airtight, either ways it’s a manufacturing
defect with unhygienic conditions or improper packaging.”

Then there were many allegations and counter allegations between

Cadbury and FDA. Due to this event reputation of Cadbury was hampered.
Cadbury sales went down by 30% which they had expected to increase by
15% due to negative publicity.

For the first time, Cadbury’s Advertisements went off air for one and a half
months after the Diwali due to this controversy

Recovery Strategy:

Cadbury was losing on its sales and also reputation was being hampered.
So, recovering from this type of situation was a challenge for Cadbury. In
the month of

October only Cadbury launched Public Relations (PR) campaign ‘Vishwas’

which was an education initiative covering 190,000 retailers in key states.

The project incorporated the following measures:

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For Trade

• A retail monitoring and education program was launched in which

quality checks at over 50,000 retail outlets and educated 190,000
wholesalers and retailers was done regarding storage requirements.
• A press ad regarding ‘Facts about Cadbury’ was also published by
Cadbury nationally in 55 trade publications which were about
channel members taking remedial measures in the company.
• Posters and leaflets on the issue were also distributed to retailers,
encouraging them to share them with consumers.
• Cadbury also linked the trade with response cell through a toll-free
number and an email id to let them contact the company directly.
For Media

• The point-of-view of a company was explained to media, media was

also given updates about actions initiated by the company, and
encouraged to share them with consumers.
• The company instituted a media desk and diligently answered every
media query, friendly or not. The company’s managing director
urged media to assure consumers that Cadbury was safe to eat, but
that consumers exercise the usual care in purchasing a chocolate that
they exercise in purchasing a food item.
• Furthermore, it also promised to implement packaging changes
within two months to ensure against poor storage. Cadbury’s MD
and key spokespersons had one-to-one sessions with 31 media
editors as part of an

‘Outreach’ program initiated in November 2003.

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For Employees

• Employees were also briefed about actions taken through meetings

with senior managers and email updates from the MD.

Change in Packaging:

January 2004, the company launched a new double packaging that was able
to wrap even the smallest 13 gm chocolate in an aluminium foil, heat-
sealed for complete protection from all sides and further encased in a poly
flow pack. The overengineered pack, the first of its kind in India, cost a lot
to a company, but fulfilled the company’s promise to consumers and
media. By investing up to Rs 15 crore (Rs 150 million) on imported
machinery, Cadbury’s revamped the packaging of Dairy Milk. The metallic
poly-flow was costlier by 10-15 per cent, but Cadbury didn’t hike the pack
price.

The new packaging was launched in a media conference. In conference

comparison kits were distributed. These kits were useful in comparing old
packs and new packs. A video with packaging and factory shots for
television coverage was also launched.

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Ad Campaign:

Just after changing packaging Cadbury roped in Amitabh Bachchan as a

brand ambassador. From the month January to March 2004, Cadbury came
up with a strong Ad campaign which helped them to get back the consumer
confidence. During this period Advertising expenses went up by 15% but it
really helped Cadbury to get back its reputation.

CHAPTER 2 - DATA
ANALYSIS&INTREPRETATION

Data analysis, interpretation and presentation of Cadbury products.20 people

have answered to 16 survey-based questions given below.

Q.1) AGE?

ANSWER PERCENTAGE% 20 RESPONDENTS

CHOICES
14 - 20 10% 2
20 - 25 65%22 13
25 - 30 10% 2
30 - 35 5% 1
35+ 10% 2
 Intrepretation:

 Above pie diagram reveals age wise distribution of the respondents. It

shows that majority of the respondents were in the age group of “20-25”
years which constitute 65% (13) respondents.
 Respondents in the age group of “25-30”, “14-20” & “35+” had 10% (2)
respondents.
 Only age group of 30-35 had 5% (1) of respondents. we can see that the
consumption of Cadbury is more in youth when compared to other
categories.
 Q2. GENDER?

ANSWER CHOICES PERCENTAGE% NO OF RESPONDENTS

MALE 5% 1

FEMALE 95% 19

PREFER NOT TO SAY NIL NIL

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 Interpretation

 In the above pie chart, it’s clear that the consumption of Cadbury is
higher among females when compared to males.
 The chart shows that on the whole 95% of women of the total sample size
consume Cadbury and 5% of men consumes Cadbury products.
 It is believed that women are comparatively more attracted towards
chocolates and it is justified that Cadbury has won the heart of women.

 Q3. Have you ever used Cadbury products before?

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ANSWER CHOICES PERCENTAGE% NO OF
RESPONDENTS

YES 100% 20

NO NIL NIL

Intrepretation:

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 In the above pie diagram, it’s clear that all the people have tried Cadbury
in their life.
 No of the people said yes, they have used Cadbury products which
ANSWER CHOICES PERCENTAGE% NO OF RESPONDENTS

daily 10% 2
Multiple times in a week 25% 5
Multiple times in a month 45% 9

On special occasions 20% 4

constitute 100% (20) of the respondents.

 Q4. How often do you use Cadbury products?

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 Interpretation:

 Maximum no of the people which constitute 45% (9) from the

respondents uses multiple times in a month.
 Consumption of chocolate consumption has been scientifically linked to a
longer life. A few pieces of chocolate every month may make your life
both sweeter and longer.
 25% of the respondents take multiple times in a week who likes to have
chocolate. 20% of the respondents have it on special occasions who is not
that fond of Cadbury or might be health conscious. 10% of the
respondents have it daily which indicates addictiveness towards Cadbury.

Q5. What factors that drive you to purchase Cadbury products?

Answer choices Percentage% No of respondents

advertisement 10% 2

Variety of flavour 10% 2

appearance nil nil

taste 80% 16

price nil nil

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 Interpretation:

 The driving factor for them to purchase Cadbury products are concentrated
on the taste of it, where no of the respondents was 80%.
 The result indicates that Cadbury is one of the most famous chocolate-
makers with a consistent taste throughout the world.
 The using of their own recipes and techniques to enhance the taste of its
products helps in producing a good final taste to their customer.
 Advertisement and variety of flavours had same respondents of 10%. Price
and appearance are not considered by the respondents while purchasing it.

Q6. Are you satisfied with the current price of Cadbury products?

answer choices Percentage% No of respondents

yes 35% 7

no 65% 13

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 Interpretation:

 Majority of the respondents are not satisfied with the current price of the
Cadbury products which constitute 65% from the total no of respondents.
 This can be explained by the socio-economic class of the respondent some
are from lower class who finds it expensive.
 Well, 35% of the respondents are satisfied with the current price of Cadbury
products.
 From here, we can infer that the price of the products can affect consumer
buying behaviour and their satisfaction towards a product.
 Their satisfaction towards Cadbury products most likely will influence their
usage of Cadbury products.
 So, it is important for the company to always check on the price set in the
market to ensure that it is suitable for every socio- economic class.

Q7. What do you think about the price of Cadbury products?

Answer choices Percentage% No of respondents

cheap 5% 1

affordable 40% 8

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 expensive 55% 11

 Above diagram, has explained that more than half of the respondents which
constitute 55% from the total respondents find Cadbury products to be
expensive.
 40 % of the respondents find this product as affordable and rest 5% of the
respondents find it to be cheap.
 Customer usually wants a product that has good quality with an affordable
price and if company success in giving this, it will help them to create the
relation of a long term with the customer.

 Q8. Where do you normally get information about Cadbury products?

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 Answer choices Percentage% No of respondents

television 60% 12

Social media 40% 8

News paper nil nil

magazine nil nil

Interpretation

 Above diagram, it can be seen from the graph that 60% of the
respondents normally get information through television about Cadbury
products.
 And rest of the 40% of the respondents normally get information from
social media regarding Cadbury products.
 And none other respondents get information from newspaper and
magazine.
 In todays, technology has exceeded in every field. People use internet or
television to get information.

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 Q9. Do you think the information provided in the advertisement of Cadbury
products is adequate?

ANSWER CHOICES PERCENTAGE% NO OF RESPONDENTS

YES 30% 6

NO 15% 3

MAYBE 55% 11

Interpretation:

 More than half of the people which constitute 55% of the total respondents
are not sure regarding the given information of Cadbury products in the
advertisement.
 30% of the respondents think that the given information in the advertisement
is adequate.
 Rest 15% of the respondents think that the given information regarding
Cadbury products is not adequate.

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 Q10. What kind of promotion would you like to receive from Cadbury?

ANSWER CHOICES PERCENTAGE% NO OF

RESPONDENTS
Voucher birthday 75% 15
reward one day
Sale cash rebate 15% 3
discount
None 10% 2

Interpretation:

 Furthermore, 75% of the respondents choose voucher birthday reward

one day as a promotion they would like to receive from Cadbury.
 And 15% of the respondents choose sale cash rebate discount as a
promotion they would like to receive from Cadbury.

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 Rest of the 10% dint choose any of them as because they expect more
better option from Cadbury.
 Q11. If there was a discount on Cadbury products, you think you
would be more likely to buy it?

Answer choices Percentage% No of respondents

yes 95% 19

no 5% 1

maybe nil nil

Interpretation:

 Above diagram, it can be seen that almost all the people like discount on
Cadbury products.
 People will consider in buying Cadbury products when it’s on discount.

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 the no of the people who said yes were 95%.
 Only 5% of the respondents said no considering its quality over anything.

 Q12. Where do you always buy Cadbury products?

ANSWER CHOICES PERCENTAGE% NO OF RESPONDENTS

ONLINE 5% 1

CONVENIENCE STORE 95% 19

OTHERS NIL NIL

Interpretation:

 Moreover, 95% of the respondents choose convenience store as a buying

option.
 most of the people can’t wait for online placing order for purchasing as
because of its delivery extra charges or waiting for too long to have
Cadbury products.

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  Cadbury products can’t get easily in any store or convenience store.
 online 5% of the respondents choose online as a buying option because of
its offers.

Q13. Have your religious beliefs ever stopped you from consuming Cadbury

products completely?

Answer choices Percentage% No of respondents

yes 15% 3

no 85% 17

Interpretation:

 Furthermore, 15% of the respondents said yes that religious beliefs had stop
them from consuming Cadbury products completely.

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 Drastically, 85% of the respondents said no those religious beliefs made
them to stop having Cadbury products.
 Most of the Muslims people dint have Cadbury products because of its halal
commitments as a religious belief.

Q14. Do you think that chocolate is a luxury purchase or necessity?

Answer choices Percentage% No of respondents

Luxury purchase 25% 5

necessity 25% 5

both 50% 10

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 Interpretation

 In the above diagram, half no. of the respondents think that luxury purchase
is important as necessity regarding Cadbury products.
 25% of the respondents think that Cadbury is a luxury purchase due to its
price. rest 25% of the respondents think Cadbury products is a necessity.

 Q15.  Do you want Cadbury company to launch something new in future?

In this form respondents had to use short answer text to answer this
survey question in the written form and through this way we can know
respondent’s words regarding Cadbury .

answer

yes

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 Interpretation:
 Respondents shared their feelings regarding their expectation from
Cadbury for the new invention in future.
 All the respondents said yes some gave idea for the new launch in future.

CHAPTER 3

CONCLUSION
o The observations from the consumer questionnaire concluded

that Cadbury brands are on the top of the respondent’s mind. Cadbury

is well known brand and perceived as better chocolate brand even after
the worm issue that had negative impact on the brand image for long
period.

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o

o The different varieties of advertisements through television media will

increase the marketability of Cadbury chocolate. Quality is the main
motivational factor for the consumers to buy the chocolates of Cadbury.

ANNEXURE

1. Name

2. Age *

o 14 - 20
o 20 - 25

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 o 25 - 30
o 30 - 35
o 35+

3. Gender 

o Male
o Female
o Prefer not to say

4. Have you ever used Cadbury products before? 

o Yes
o No

5. How often do you use cadbury products? 

o Daily
o Multiple times in a week
o Multiple times in a month
o On special occasion

6. What factors that drive you to purchase Cadbury products? 

o Advertisement
o Variety of flavour
o Appearance
o Taste
o Price

7. Are you satisfied with the current price of cadbury products?

o Yes
o No

8. What do you think about the price of Cadbury products? 

o Cheap
o Affordable
o Expensive

9. Where do you normally get information about Cadbury products ?

o Television
o Social media
o News paper

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 o Magazine

10. Do you think the information provided in the advertisement of Cadbury products
is adequate? 

o Yes
o No
o Maybe

11. What kind of promotion would you like to receive from Cadbury? 

o Voucher birthday reward one day

o Sale cash rebate discount
o None

12. If there was a discount on Cadbury products , you think you would be more
likely to buy it? 

o Yes
o No
o Maybe

13. Where do you always buy Cadbury products? 

o Online
o Convenience store
o Others

14. Have your religious beliefs ever stopped you from consuming Cadbury products
completely? 

o Yes
o No

15. Do you think that chocolate is a luxury purchase or necessity ? 

o Luxury purchase
o Necessity
o Both

16. Do you want Cadbury company to launch something new in future? 

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