CHAPTER – I

INTRODUCTION AND DESIGN OF THE STUDY

INTRODUCTION

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 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 behaviour 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.

All of us are consumers. We consume things of daily use; we also consume and buy
the products according to our needs, preferences and buying power. These can be consumable
goods, durable goods, specialty goods or, industrial goods. What we buy, how we buy, where
and when we buy, in how much quantity we buy depends on our perception, self concept,
social and cultural background and our age and family cycle, our attitudes, beliefs, values,
motivation, personality, social class and many other factors that are both internal and external
to us. While buying, we also consider whether to buy or not to buy and, from which source or
seller to buy.

1
In some societies, there is a lot of affluence and, these societies can afford to buy in greater
quantities and at shorter intervals. In poor societies, the consumer can barely meet his barest
needs.

What is Consumer behaviour?

Consumer behaviour can be defined as the decision-making process and physical

activity involved in acquiring, evaluating, using and disposing of goods and services. It is the
study of consumers’ actions during searching for purchasing, using, evaluating and disposing
of dairy milk chocolate.

STATEMENT OF THE PROBLEM

The preference of the customers towards a Cadbury chocolate depends on the price,
quantity, quality, taste, brand image. So, analysing the taste and preference of the consumer is
always a challenge. In the competitive world each and every day the consumer attitude may
change to prefer the product. It depends on taste, quality, brand, image, competitive products,
attractiveness and varieties etc. Many times the consumer cannot specify the preference due
to the problems of price change, competitive products, and quality of product and purchasing
behaviour of products.
SCOPE OF THE STUDY
In this research, investigation was conducted to know the position of consuming
habits towards Cadbury Dairy Milk Chocolate. The scope is to analyse the consumer
behaviour towards the product concentrated with special reference to Bhavani town.

OBJECTIVES OF THE STUDY

 To study the consumer behaviour towards chocolate with reference to

CADBURY DAIRY MILK.
 To understand the buying pattern of the consumers of CADBURY DAIRY
MILK.
 To analyse the factors influencing the consumers to buy a Cadbury Dairy Milk
chocolates.

SAMPLE DESIGN
 90 were selected as sample for the study on the basis of random sampling.

2
METHEDOLOGY OF THE STUDY

I. Sources of data:
a. Primary data is used to collect the questionnaire from the respondents.
b. Secondary data is used to collect from various websites.
II. Sample size:
a. Total sample size for this study is 90.
III. Limitations of the study:
a. The respondents may be biased.
b. The study was restricted to Erode only and may not reflect trends in other
areas.

DATA COLLECTION

The task of data collection begins after a research problem has been defined
and research design/plans chalked out. While deciding about the methods of data collection,
the key source of data collections are used, they are two types:

 Primary data collection

 Secondary data collection

PRIMARY DATA COLLECTION

Primary data was collected through a structured questionnaire. Questionnaires were

distributed by assisting them to give the necessary details at each and every stage.

SECONDARY DATA COLLECTION

The secondary data are collected from books, magazines, web sites etc, and both open
ended & close-ended questions are incorporated in the questionnaire for the collection of
data.

3
FRAME WORK AND TOOLS FOR THE ANALYSIS

 For analysing the objectives of the study, simple percentage analysis was used.
Percentage analysis is used for exhibiting ordinary tables. Percentage analysis
is carried out for the questions given in the questionnaire.

 Simple percentage was calculated based on the data collection from the
respondents is commonly used method.
No. of Respondents
 Simple Percentage = _______________________ X 100
Total No. of Respondents

PERIOD AND AREA OF THE STUDY

 AREA OF STUDY
 The study is confined to Bhavani town only.
 PERIOD OF STUDY
 The study covers a period of 3 months from January 2023 to March
2023.

LIMITATIONS OF THE STUDY

 The study has been confined to Bhavani town only and therefore the findings
of the study cannot be extended to other areas.
 The study is based on the satisfaction of the consumers.
 The researcher has collected the data by using the questionnaire method, only
from the consumers of Cadbury dairy milk.
 The sample size was limited to 90 also the study was conducted in area of
Bhavani town
 The research was completed in short period. Lack of time for study is another
drawback.

4
CHAPTER SCHEME

The following is the chapter scheme of the study.

Chapter - I
This chapter deals with the introduction, statement of the problem, scope of the study,
objective of the study, sample design, methodology of the study, data collection, frame work
and tools for the analysis, period and area of the study, limitations of the study and chapter
scheme.

Chapter – II
This chapter presents the review of the literature.

Chapter – III
This chapter presents the company profile.

Chapter – IV
This chapter highlights data analysis and interpretation.

Chapter – V
This chapter gives the findings, suggestion, conclusion of the study.

5
 CHAPTER – II

REVIEW OF LITERATURE

Karthikeyan (2017) conducted a research, consumer satisfaction towards dairy milk

chocolate. Need for the study is to find satisfaction level of customer towards dairy milk. By
adopting random sampling method primary data were collected through questionnaire with
100 respondents. The finding of the study include that overall satisfaction level among the
customers is more than 40%.

Poateek Pawar (2016) conducted a study entitled “Consumer Behaviour towards

Dairy Milk Chocolates”. The main objective of the study is to study the consumer behaviour
towards chocolates with reference to dairy milk and to understand the buying pattern of the
consumers of dairy milk. The study involves both primary and secondary data. The primary
data were collected through questionnaire with the sample size of 100 respondents by using
simple random convenience sampling method. The outcome of the study reveals that the
consumers are satisfied with the product. Consumers are also pleased for the sugar free
chocolates because they want a product to be more benefit to them as well as concerned about
the health.
RajaRajeswari, Kirthika(2016) conducted a study to find out the consumer
behaviour towards Nestle products with special reference to Coimbatore city. The sample
size was 120 respondents in Coimbatore city. Tools used for the study were percentage
analysis and chi-square. The researcher after conducting a study on consumer behaviour
towards the products of nestle had came to conclusion that nestle received a pivotal position
in the market for their products.

Cadbury According to Michael Bow (2015) The Cadbury biggest market sales
clumps for about24.3%.The Asia Pacific division includes China and India, was the best
performing region, with revenues down 5.3 % but the company in Europe has biggest market,
and has a 24.3 percents lump in sales. However the business refuses to announce their
break down sales details in specific brands. The company calculates the overall tax rate in
that range in 20% next year encouraging news for critics of its tax regime.

6
 Gopalakrishnan, Karthikeyan(2013) conducted a study to find out the consumer
satisfaction towards dairy milk chocolate with special reference to Uthamapalayam city. The
main objective was to study the satisfaction level of customers towards dairy milk. The
sample size is 100 in Uthamapalayam city. Tools used for the study is chi-square, percentage
analysis. The study mainly concentrated on general price level, quality and consumer
expectation overall satisfaction about Cadbury dairy milk chocolate, general awareness and
consumer preference of Cadbury dairy milk.

According to Essays, UK (2013) The Cadbury’s core purpose is to “make today

delicious” to captures what they want to per sue. This company produce delicious foods that
people want to taste it and the Cadbury has a 70% value market furthermore it is the highest
brand share in the world. Most of the people preferred Cadbury Diary Milk than the other
flavours and the price and packaging is important for the people where chocolates and
concerned. Most of the chocolates they want is not available they don’t buy other brand of
chocolate they postpone their purchase in addition to that the brand of the chocolates is what
matters to a lot people. The Cadbury Diary Milk Company is considered as the “gold
standard” chocolates in India.

Ankita Singh (2012) made a study on “Brand Image Measurement towards Cadbury
Dairy Milk”. The main objective of the study is to increase the consumption and encourage
the usage of CPM as an integral part of sweets. Primary data are collected through interview
method with the sample size of 140 respondents. Tools like BAV analysis were used for this
study. The outcome of the study reveals that CPM is a universally accepted brand that
instigates a childlike behaviour and happiness among all the age groups.
Patnaik, Pradeep Kumar Sahoo (2012) conducted a empirical study on consumer
behaviour towards Cadbury’s India LTD and Nestle India LTD. The objective of the study
was to analyze the consumption pattern, examine the purchase behaviour and also the
consumer behaviour towards these industries. The sample size was 120 respondents in
Bhubaneswar of Odisha. The marketers has to understand the real need, wants, beliefs,
attitudes of a consumer towards product and services. The growth of Indian chocolate
industry in the past has been hampered, because there was a stiff excise duties on chocolates
and the non availability of cocoa in the country. In India chocolate market is transforming

7
and new players were enter into the market. So it might resulted in low per capita
consumption chocolate, the future of the company seems upbeat

Adeolu B.Ayanwale, Taiwo Aliminiand Matthew A.Ayanbimipe (2005) has

examined a study on the influence of advertising on consumer brand preference. The
objective of the study has to examine the influence on consumer buying behaviour, determine
the influence of age on advertising and make recommendation for improvement in
advertising and brand management. The study was based on the survey of 315 randomly
selected consumers. The tools used to analyze the data will be chi-square and percentage
analysis. The study has to find out the advertising has a major influence on consumer
preference. The study was concluded by the advertising does not varying impact on age
group.

AYANBIMIPE (2005) has tested a take a look at the have an impact on of marketing
and marketing on client logo preference. The goal of the take a look at has to study the have
an impact on client shopping for behaviour, decide the have an impact on of age on
marketing and marketing and make advice for development in marketing and marketing and
logo management. The take a look at changed into primarily based totally at the survey of
315 randomly decided on consumers .The gear used to research the information may be chi-
rectangular and percent analysis. The take a look at has to discover the marketing and
marketing has a main have an impact on client preference. The take a look at changed into
concluded via way of means of the marketing and marketing does now no longer various
effect on age group.

8
 CHAPTER - III

PROFILE OF THE COMPANY

HISTORY

Cadbury Dairy Milk is chocolate admired by millions of people all around the world.
Chocolate is manufactured under the Cadbury brand. Chocolate has been ranked as the
leading chocolate bar in the UK since 2014 and has kept its position since then.

Cadbury Dairy Milk is a brand of milk chocolate manufactured by Cadbury. It was

introduced in the United Kingdom in 1905 and now consists of a number of products. Every
product in the Dairy Milk line is made with exclusively milk chocolate. In 2014, Dairy Milk
was ranked the best-selling chocolate bar in the UK. It is manufactured and distributed by
the Hershey Company in the United States under licence from Cadbury. The chocolate is now
available in many countries including Kazakhstan, China, Sri Lanka and Pakistan.

The new milk chocolate was introduced to the British market in 1905 and, with its
unique flavour and texture, quickly became the market leader. Milk chocolate was first made
by Cadbury in 1897 by blending milk powder with the basic chocolate ingredients of cocoa
butter, cocoa mass and sugar. By today's standards the chocolate wasn't particularly good - it
was very coarse and dry and neither sweet nor milky enough. At that time, the Swiss
dominate the milk chocolate market with a product of superior taste and texture produced by
Daniel Peters of Vevey, using condensed milk rather than milk powder. In the early 1900s,
George Cadbury Junior and experts at Bournville took on the Swiss, researching new recipes

9
and production methods. By June 1904, the recipe was perfected and a delicious rich and
creamy new milk chocolate was ready for production.

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

Type Subsidiary Industry Confectionery Founded Brimingham , UK. Products Oreo

crunch, bubbly, caramel, silk, fruit and nut, little bar, shots.(INDIA) Parent Mondelez
international Website www.cadbury.co.in Target Group of Product: The Target group of
Dairy Milk Chocolate is more or less to all the age groups as all the group of population
consume Dairy milk chocolate due its essence of sweet taste and other factors that has been
satisfying the consumers every day with new innovation in the product lines, the variants,
packaging style, the affordability, quality, ingredients, nutrition and other aspects like Dairy
milk chocolate can be presented to the loved ones as a gifts during many occasions like
birthdays, festivals and other special occasions. Thus the target market for this product is
mainly children, youth, men and women of all ages.

Dairy Milk is a brand of milk chocolate currently manufactured by Cadbury. It was

introduced in the United Kingdom in 1905 and now consists of a number of
different products. Every product in the Dairy Milk line is made exclusively with milk
chocolate. Cadbury's Daily Milk has a range of different flavours, all equally famous around
the world. Cadbury chocolate has the attributes which are similar like chocolate flavour
(functional), fun loving, independent, wholesome and taste. These attributes makes it possible
to extend the Dairy Milk brand into chocolate corn flakes category. Cadbury Dairy milk is in
the mature stage of the product life cycle; the reason being is that it is a well-
established product since 1905. The maturity point is generally reached when about half the
potential users have adopted the product.

10
Marketing in India

Initially, the company had appointed Amitabh Bachchan as the brand ambassador in
2004. However, the brand soon faced a significant backlash, with worms being spotted in a
few of the chocolate bars. With its new campaigns, the company recovered again, with
increased sales. One campaign that promoted the product by using the country's love for
cricket was successful. The advert was noted to be the best advertisement made in India
by The Times of India. Another famous campaign hosted by the company in the past was the
'Shubh Aarambh' Campaign. This campaign made use of the traditional practice of Indian
households of having something sweet before every auspicious occasion. This campaign was
successful, and positioned Cadbury Dairy Milk chocolates as part of a family name. Cadbury
today holds 70% of the market share of the chocolate industry in the country.

The Cadbury brand of chocolate is one of the most loved and cherished in India.
There, it was first introduced in 1948. However, it did not become popular right away.
Cadbury Dairy Milk’s popularity era started in the 1990s with the popular campaign. The
advertisement depicts a girl dancing in the field while holding a Cadbury chocolate bar. Since
its appearance, the people of India have fallen in love with this treat, which remains to be one
of the most popular treats.

ABOUT THE ORGANISATION AND ADMINISTRATION

Cadbury Diary Milk is a British multinational confectionery company owned by

Mondelez International. It was founded in Birmingham, England in 1824 and is known for its
Diary Milk chocolate bar and other confectionery products. Cadbury Diary Milk has a strong
presence in countries such as the UK, India, Australia, and South Africa, and is known for its
commitment to sustainability and fair trade practices. When it was introduced in 1905, since
it became one of the company’s flagship products. It’s a large multinational confectionery,
food, beverage conglomerate. The organizational structure of Cadbury Diary Milk would
typically follow a hierarchical structure, with clear lines of authority and responsibility,
starting from the top-level management down to the entry-level employees. It may include
the following departments:

 Board of Directors
 Executive Management
 Finance

11
  Marketing and Sales
 Operations
 Human Resources
 Research and Development
 Supply Chain Management

Each department would have its own manager or department head, responsible for the
specific function and reporting to higher management. The structure may vary based on the
size and global presence of the company. The ultimate authority within the company rests
with the board of directors, who make strategic decisions and provide direction for the
company. This hierarchical structure would follow with the distinct levels of management
such as:

 Board of Directors – responsible for setting the overall strategy and direction of the
company.
 Executive Management Team – responsible for implementing the strategy and making
day-to-day decisions.
 Divisional Management – responsible for managing specific product lines, such as
Cadbury Diary Milk.
 Operations Team – responsible for production, marketing, and distribution of the
product.
 Support Teams – including finance, HR, and IT, providing support to the rest of the
organization.
 This structure helps Cadbury Diary Milk to effectively manage its operations, market
its products, and achieve its goals and objectives.
 It is important to note that the exact structure of Cadbury Diary Milk may vary based
on the size of the company and the specific needs of the business. However, this is a
general overview of the typical components of an organizational structure.
 The administration of Cadbury Diary Milk products is typically handled by the
management team by Mondelez International, the company owns the Cadbury brand.
 This would include tasks such as product development, marketing, distribution, and
financial management.
 The day-to-day operations of the Cadbury Diary Milk line would likely be handled by
a specific division within Mondelez International, with various departments
responsible for different aspects of the product’s administration. This includes

12
 decisions related to product development, branding, advertising, pricing, and
distribution channels.
 The administration of Cadbury Diary Milk is typically carried out by the management
team of Mondelez International, the parent company of Cadbury, as well as local
teams responsible for specific markets and regions. The specific responsibilities of the
administration team will vary depending on the size and structure of the organization,
but the goal is generally to ensure that Cadbury Diary Milk products are successfully
produced, marketed, and sold to consumers.
 The administration of Cadbury Diary Milk products involves various tasks and
responsibilities, including:

 Marketing and branding: Creating and implementing marketing campaigns, managing

product branding and packaging design.
 Sales and distribution: Developing and executing sales strategies, managing
distribution channels, and ensuring the product is widely available to consumers.
 Supply chain management: Ensuring that the necessary raw materials, ingredients,
and packaging materials are sourced and delivered on time, managing production
schedules and overseeing the manufacture of the product.
 Quality control: Ensuring that the product meets high standards of quality and safety,
conducting regular audits, and implementing measures to improve the quality and
safety of the product.
 Financial management: Monitoring and analyzing sales and costs, preparing budgets
and financial statements, and making decisions to optimize the financial performance
of the product.
 Customer service: Responding to customer inquires, managing customer complaints
and ensuring customer satisfaction with the product.
 The main goal of the administration is to ensure the success and profitability of the
brand by making strategic decisions and executing effective operations.
 The administration also plays a key role in decision-making, such ad determining
pricing strategies and determining the direction of the company. In addition, the
administration may also be responsible for ensuring that the brand complies with all
relevant regulations and industry standards, and for managing any legal or public
relations issues that may arise.

13
  The success of the administration of Cadbury Diary Milk is largely dependent on the
effective coordination and management of these various functions.

Website

https://www.cadbury.co.uk/

Company size

45000+ employees

Headquarters

Uxbridge, United Kingdom

Type

Multinational Confectionery company.

ABOUT THE PRODUCT

Cadbury Diary Milk is a brand of milk chocolate produced by Cadbury, a subsidiary

of Mondelez International. It was first introduced in the UK in 1905 and has since become
one of the most popular chocolate brands in the world. Cadbury Diary Milk is known for its
smooth and creamy texture, as well as its rich, chocolatery flavour. The product line includes
a variety of different bars, blocks, and boxes of chocolates, as well as different flavours and
ingredients, such as plain, fruit and nut, caramel, milk with oreo and whole nut. Cadbury
Diary Milk is a popular chocolate brand globally and is widely recognized for its high quality
and taste. It is widely sold around the world and is a well-loved brand by chocolate lovers.
The bar is made from a blend of milk, sugar, and cocoa solids, and is known for its creamy,
smooth texture and rich, sweet taste. Today, Cadbury Diary Milk is available in many
countries around the world and comes in a variety of forms, like including bars, blocks, balls,
and gift boxes.

Specialty Vegetarian

Net Quantity 150.0 gram

Product
2.5 x 43.2 x 19.1 cm; 150 Grams
Dimensions

14
 Sugar, Milk Solids (25%), Cocoa Butter, Cocoa Solids, Emulsifiers (442, 476).
Ingredients Contains Added Flavour (Natural, Nature identical & Artificial (Ethyl Vanillin)
Flavouring Substances.

INGREDIENTS

 Milk
 Sugar
 Cocoa butter
 Cocoa mass
 Vegetable fats (palm, shea)
 Emulsifiers (E442, E476)
 Flavourings
 May contain nuts, wheat.
Making Process
The road to tastiness starts with the picking of many cocoa pods by cocoa farmers.
The cocoa is Cadbury Diary Milk, milk chocolate is sourced from Cocoa life. Once the beans
are removed from the pods, they are coated in a sweet white pulp which is fermented and left
to dry.
The beans are cracked to separate the shell from the nib, then we roast the beans until
they are dark and rich in colour to accenture the natural flavours and aromas of the nibs.
The nibs are ground to products a thick liquid called cocoa mass. Some of this is
pressed to separate cocoa butter from the compressed solid cocoa.
Once the solid cocoa is ground, we are left with the familiar powdery goodness, cocoa
powder. The cocoa, cocoa powder and cocoa butter are then shipped to the Cadbury Factory
in Tasmania.
At the Cadbury Factory, the cocoa is generously mixed with milk as well as sugar to
form a chocolate liquor, which is evaporated to make a chocolate crumb.
Thousands of litres of milk are provided by Tasmanian diary farmers. More chocolate
liquor and other ingredients are added to form a liquid.
Next up, the liquid gets whipped around until it has the right flavour.
The final process involves tempering, which means the chocolate gets mixed, cooled,
and shaped under precise conditions.

15
 Now that the tempering process is done, the delicious Cadbury Diary Milk, milk
chocolate is ready to be packaged and shipped off for everyone to enjoy.

Cadbury Dairy Milk Nutrition Information

Nutrients Per Per ½ Bar *Reference

100 g (27.5 g) Intakes

Energy 2275 kJ 626 kJ 8400 kJ

545 kcal 150 kcal 2000 kcal

Fat 33.5 g 9.3 g 70 g

Of which Saturates 16.5 g 4.6 g 20 g
Carbohydrate 50.5 g 14.0 g 260 g
Of which Sugars 50.0 g 13.5 g 90 g
Fibre 1.8 g 0.5 g -
Protein 9.2 g 2.5 g 50 g
Salt 0.25 g 0.07 g 6g

TAGLINE OF THE CADBURY DIARYMILK

Tagline of Cadbury Dairy Milk has been recently changed to the ‘Taste like this
feels’ from the old slogan ‘Free the Joy’.

16
 CHAPTER IV

DATA ANALYSIS AND INTERPRETATION

DATA ANALYSIS

It refers to the computation of certain measures along with searching for pattern of
relationship that exist among data groups. It involves estimating the value of unknown
parameters of the population and drawing inference for it analysis may therefore be
categorized analysis of descriptive and inferential analysis often known as statistical analysis .

INTERPRETATION

It refers top task inference from the collected factors after a study. It is search for
border reading of research finding it leads to the establishment of explanatory concept that
can serve as a guide for future research studies. It opens a new avenue of intellectual
adventure and stimulates the quest for more knowledge.

17
 TABLE 4.1

AGE OF THE RESPONDENTS

Age No. of Respondents Percentage

Below 20 years 40 44
Between 20-40 years 44 49
Above 40 years 06 07
Total 90 100

Source: Primary data

From the above table, it is inferred that 43% of the respondents are
belongs to the age group of below 20 years, 48% of the respondents are belongs
to the age group of between 20 to 40 years and the rest of 9% of the respondents
are belongs to the age group of above 40 years.

Thus, most of the respondents are belongs to the age group of between 20
to 40 years.

18
 CHART 4.1

AGE OF THE RESPONDENTS

Age
7

44

49

below 20 years between 20 -40 years above 40 years

19
 TABLE 4.2

GENDER OF THE RESPONDENTS

Gender No. of Respondents Percentage

Male 37 41
Female 53 59
Total 90 100

Source: Primary data

From the above table, it is inferred that 42% of the respondents are male
and 58% of the respondents are female.

Thus, most of the respondents are female.

20
 CHART 4.2

GENDER OF THE RESPONDENTS

gender

41

59

male female

21
 Table 4.3

AWARENESS ABOUT CADBURY DAIRY MILK CHOCOLATE

AWARENESS No. of Respondents Percentage

Yes 74 82
No 16 18
Total 90 100

Source: Primary data

From the table 3.3, it is inferred that 79% of the respondents are aware of
Cadbury dairy milk chocolate and 21% of the respondents are not aware of
Cadbury dairy milk chocolate.

Thus, majority of the respondents are aware of Cadbury dairy milk

chocolate.

22
 CHART 4.3

AWARENESS ABOUT CADBURY DAIRY MILK CHOCOLATE

16

74

Yes No

23
 TABLE 4.4

PLACE OF BUYING CHOCOLATE

Place of Buying No. of Respondents Percentage

Departmental stores 18 20
Super market 54 60
Retail shop 15 17
Others 3 3
Total 90 100

Source: Primary data

From the above table, it is inferred that 22% of the respondents are
buying chocolate from departmental stores, 58% of the respondents are buying
chocolate from super market, 18% of the respondents are buying chocolate from
retail shop and the rest of 3% of the respondents are buying chocolate from
other places.

Thus, most of the respondents are buying chocolate from super market.

24
 CHART 4.4

PLACE OF BUYING CHOCOLATE

place of buying
3
20
17

60

department store super market retail shop others

25
 TABLE 4.5

OFFERS PREFER BY RESPONDENTS

Offers No. of Respondents Percentage

Free gifts 10 11
Price offer 40 45
Buy1 get1 30 33
Size offer 10 11
Total 90 100

Source: Primary data

From the table 3.5, it is inferred that 10% of the respondents prefer free
gifts, 46% of the respondents prefer price offer, 34% of the respondents prefer
buy 1 get 1 and only 10% of the respondents prefer size offer.

Thus, most of the respondents prefer price offer.

26
 CHART 4.5

OFFERS PREFER BY RESPONDENTS

offers
11 11

33

45

free gifts price offer buy1 get 1 size offer

27
 TABLE 4.6

PACK PREFER BY RESPONDENTS

Pack No. of Respondents Percentage

Small 15 17
Big 35 39
Family pack 40 44
Total 90 100

Source: Primary data

From the above table, it is inferred that 18% of the respondents prefer
small pack, 38% of the respondents prefer big pack and 44% of the respondents
prefer family pack.

Thus, most of the respondents prefer family pack.

CHART 4.6
28
PACK PREFER BY RESPONDENTS

pack

17

44

39

small big family pack

Table 4.7
29
 SATISFACTION WITH PRICE

Opinion No. of Respondents Percentage

Yes 50 55
No 40 45
Total 90 100

Source: Primary data

From the above table, it is inferred that 54% of the respondents are
satisfied with the price of Cadbury dairy milk chocolate and 46% of the
respondents are not satisfied with the price of Cadbury dairy milk chocolate.

Thus, most of the respondents are satisfied with the price of Cadbury
dairy milk chocolate.

CHART 4.7

SATISFACTION WITH PRICE

30
 opinion

45

55

yes no

TABLE 4.8

SATISFACTION WITH QUALITY

31
 Opinion No. of Respondents Percentage
Yes 37 41
No 53 59
Total 90 100

Source: Primary data

From the above table, it is inferred that 42% of the respondents are
satisfied with the quality of Cadbury dairy milk chocolate and 58% of the
respondents are not satisfied with the quality of Cadbury dairy milk chocolate.

Thus, most of the respondents are not satisfied with the quality of
Cadbury dairy milk chocolate.

CHART 4.8

SATISFACTION WITH QUALITY

32
 opinion

41

59

yes no

TABLE 4.9

SATISFACTION WITH TASTE

33
 Opinion No. of Respondents Percentage
Yes 39 43
No 51 57
Total 90 100

Source: Primary data

From the above table, it is inferred that 44% of the respondents are
satisfied with the taste of Cadbury dairy milk chocolate and 56% of the
respondents are not satisfied with the taste of Cadbury dairy milk chocolate.

Thus, most of the respondents are not satisfied with the taste of Cadbury
dairy milk chocolate.

CHART 4.9

SATISFACTION WITH TASTE

34
 opinion

43

57

yes no

TABLE 4.10

SATISFACTION WITH AVAILABILITY

35
 Opinion No. of Respondents Percentage
Yes 40 45
No 50 55
Total 90 100

Source: Primary data

From the above table, it is inferred that 44% of the respondents are
satisfied with the availability of Cadbury dairy milk chocolate and 56% of the
respondents are not satisfied with the availability of Cadbury dairy milk
chocolate.

Thus, most of the respondents are not satisfied with the availability of
Cadbury dairy milk chocolate.

CHART 4.10

SATISFACTION WITH AVAILABILITY

36
 opinion

45

55

yes no

TABLE 4.11

SATISFACTION WITH PACKAGE

37
 Opinion No. of Respondents Percentage
Yes 40 45
No 50 55
Total 90 100

Source: Primary data

From the above table, it is inferred that 40% of the respondents are
satisfied with the package of Cadbury dairy milk chocolate and 60% of the
respondents are not satisfied with the package of Cadbury dairy milk chocolate.

Thus, most of the respondents are not satisfied with the package of
Cadbury dairy milk chocolate.

CHART 4.11

SATISFACTION WITH PACKAGE

38
 opinion

45

55

yes no

TABLE 4.12

SATISFACTION WITH ADVERTISEMENT

39
 Opinion No. of Respondents Percentage
Yes 40 45
No 50 55
Total 90 100

Source: Primary data

From the above table, it is inferred that 40% of the respondents are
satisfied with the advertisement of Cadbury dairy milk chocolate and 60% of
the respondents are not satisfied with the advertisement of Cadbury dairy milk
chocolate.

Thus, most of the respondents are not satisfied with the advertisement of
Cadbury dairy milk chocolate.

CHART 4.12

SATISFACTION WITH ADVERTISEMENT

40
 opinion

45

55

yes no

TABLE 4.13

41
 FACTORS INFLUENCING TO PURCHASE CADBURY DAIRY MILK
CHOCOLATE

Factors No. of Respondents Percentage

Ingredients 17 19
Smell & Taste 50 55
Packing 14 15
Nutrition 9 11
Total 90 100

Source: Primary data

From the above table, it is inferred that 19% of the respondents are
influenced by ingredients, 54% of the respondents are influenced by smell &
taste, 16% of the respondents are influenced by packing and 11% of the
respondents are influenced by nutrition.

Thus, most of the respondents are more influenced by smell & taste as
one of its factors.

CHART 4.13

42
FACTORS INFLUENCING TO PURCHASE CADBURY DAIRY MILK
CHOCOLATE

factor

11
19

15

55

ingredients smell & taste packing nutrition

TABLE 4.14

43
 OCCASIONS IN WHICH RESPONDENTS BUY DAIRY MILK
CHOCOLATE

Occasions No. of Respondents Percentage

Festivals 05 05
Birthdays 23 26
Special days 40 45
Others 22 24
Total 90 100

Source: Primary data

From the above table, it is inferred that 5% of the respondents buy dairy
milk chocolate during festivals, 28% of the respondents buy dairy milk
chocolate at the time of birthdays, 42% of the respondents buy dairy milk
chocolate at special days and 25% of the respondents buy dairy milk chocolate
during other occasions.

Thus, most of the respondents buy dairy milk chocolate at special days.

44
 CHART 4.14

OCCASIONS IN WHICH RESPONDENTS BUY DAIRY MILK

CHOCOLATE

occasions

24

26

45

festivals birthday special days others

45
 TABLE 4.15

VARIANTS PREFFERED SBY RESPONDENTS

Variants No. of Respondents Percentage

Bubble 13 14
Silk 60 67
Shots 11 12
Others 06 07
Total 90 100

Source: Primary data

From the above table, it is inferred that 14% of the respondents prefer
dairy milk bubble, 69% of the respondents prefer dairy milk silk, 11% of the
respondents prefer dairy milk shots and 6% of the respondents prefer other dairy
milk variants.

Thus, majority of the respondents prefer dairy milk silk.

46
 CHART 4.15

VARIANTS PREFERRED BY RESPONDENTS

variants
12 14
7

67

bubble silk shots others

47
 TABLE 4.16

EXPENDITURE ON DIARY MILK

Expenditure No. of Respondents Percentage

Rs.5 08 08
Rs.10 36 40
Rs.20 18 20
Rs.60 28 32
Total 90 100

Source: Primary data

From the above table, it is inferred that 8% of the respondents buy dairy
milk chocolate for Rs.5, 41% of the respondents buy dairy milk chocolate for
Rs. 10, 18% of the respondents buy dairy milk chocolate for Rs.20 and 33% of
the respondents buy dairy milk chocolate for Rs.60.

Thus, most of the respondents buy dairy milk chocolate for Rs.10.

48
 CHART 4.16

EXPENDITURE ON DIARY MILK

expenditure
8

32

40

20

rs: 5 rs: 10 rs: 20 rs:60

49
 TABLE 4.17

SATISFACTION WITH SIZE

Opinion No. of Respondents Percentage

Yes 52 58
No 38 42
Total 90 100

Source: Primary data

From the above table, it is inferred that 57% of the respondents are
satisfied with the size of Cadbury dairy milk chocolate and 43% of the
respondents are not satisfied with the size of Cadbury dairy milk chocolate.

Thus, most of the respondents are satisfied with the size of Cadbury dairy
milk chocolate.

CHART 4.17
50
SATISFACTION WITH SIZE

opinion

42

58

yes no

51
 TABLE 4.18

DIARY MILK AS A GIFT

Presentable No. of Respondents Percentage

Yes 70 78
No 20 22
Total 90 100

Source: Primary data

From the above table, it is inferred that 80% of the respondents are
present dairy milk chocolate for their beloved one as a gift and 20% of the
respondents are not present dairy milk as a gift.

Thus, majority of the respondents are present dairy milk chocolate as a

gift.

52
 CHART 4.18

DIARY MILK AS A GIFT

presentable

22

78

yes no

53
 TABLE 4.19

HEALTH CONCERN

Opinion No. of Respondents Percentage

Healthy 59 65
Not healthy 31 35
Total 90 100

Source: Primary data

From the above table, it is inferred that 64% of the respondents are
opined that they have not faced any health issues related to consumption of
chocolate and 36% of the respondents are opined that consumption of chocolate
is not healthy.

Thus, majority of the respondents are opined that consumption of dairy

milk chocolate is healthy and they have not faced any health issues.

54
 CHART 4.19

HEALTH CONCERN

opinion
35

65

healthy not healthy

55
 TABLE 4.20

SUGAR FREE CHOCOLATE

Opinion No. of Respondents Percentage

Yes 45 50
No 45 50
Total 90 100

Source: Primary data

From the above table, it is inferred that 45% of the respondents want
dairy milk to produce sugar free chocolates and 55% of the respondents are not
want dairy milk to produce sugar free chocolates.

Thus, most of the respondents are not want dairy milk to produce sugar
free chocolates.

CHART 4.20
56
SUGAR FREE CHOCOLATE

opinion

50 50

yes no

57
 CHAPTER – V

FINDINGS AND SUGGESTIONS

5.1 FINDINGS

 Most of the respondents are belongs to the age group of between 20 to 40 years.
 Most of the respondents are female.
 Majority of the respondents are aware of Cadbury dairy milk chocolate.
 Most of the respondents are buying chocolate from super market.
 Most of the respondents prefer price offer.
 Most of the respondents prefer family pack.
 Most of the respondents are satisfied with the price of Cadbury dairy milk chocolate.
 Most of the respondents are not satisfied with the quality of Cadbury dairy milk
chocolate.
 Most of the respondents are not satisfied with the taste of Cadbury dairy milk
chocolate.
 Most of the respondents are not satisfied with the availability of Cadbury dairy milk
chocolate.
 Most of the respondents are not satisfied with the package of Cadbury dairy milk
chocolate.
 Most of the respondents are not satisfied with the advertisement of Cadbury dairy
milk chocolate.
 Most of the respondents are more influenced by smell & taste as one of its factors.
 Most of the respondents buy dairy milk chocolate at special days.
 Majority of the respondents prefer dairy milk silk.
 Most of the respondents buy dairy milk chocolate for Rs.10.
 Most of the respondents are satisfied with the size of Cadbury dairy milk chocolate.
 Majority of the respondents are present dairy milk chocolate as a gift.
 Majority of the respondents are opined that consumption of dairy milk chocolate is
healthy and they have not faced any health issues.
 Most of the respondents are not want dairy milk to produce sugar free chocolates.

58
5.2 SUGGESTIONS
 The Company should provide more varieties of a product.
 The Company should reduce the cost and increases the offers.
 The company need to introduce more varieties and flavours in chocolates.
 The company should maintain awareness among the Cadbury chocolates.
 The price of the chocolates to be reduces and quantity of the chocolate to be increase.

5.3 CONCLUSION

The study concludes that all the chocolates brand of Cadbury dairy milk should take
necessary promotional activities to increase their demand by introducing new flavours in
small pack. The cost of the product should be reasonable to purchase, the producer can with
stand the chocolates market in the Sathyamangalam town. The different varieties of
advertisements through television media will increase the marketability of Cadbury dairy
milk chocolate. Quality is the main motivational factor for the consumers to buy the
chocolates of Cadbury dairy milk.

After the survey, collection of data, analysis and interpretation it was found many
aspects about Dairy milk product as a chocolate. As a researcher, I have analysed how far the
consumers are satisfied with the product, what are the influencing factors for the consumption
of the chocolate. Consumers also plead for the sugar free chocolates as they want the product
to benefit them when concerned with the health. Many on the side also feel good about the
quality of the Dairy milk chocolate, the variants are one of the most fascinating aspect of the
product as they come out with something new and in innovativeness is always involved in it
may it be the product, advertisement, theme song so on. This study has enabled us to come
out with the insights of the product and more importantly understand the consumer behaviour
of the Dairy milk consumers.

59
5.4 BIBLIOGRAPHY

References

[1] Consumer behaviour, www.newagepublisher.com

[2] Mamoria C.B (2005). “Marketing Management”, Published By: Kitab Mahal: 22-A,
Sarojini Naidu Marg, Allahabad.
[3] Subhash. B. (2009) “Rural Marketing FMCGs Tapping Rural Markets in India “,
Marketing Mastermind, pp. 59-61.
[4] Selvaraj A.(2007), “ Rural Consumer’ Behaviour regarding non-durable goods: a study in
erode district of Tamil Nadu”, Indian Journal of Marketing, Vol XXXVII, No 12, pp 35-42.
[5] Nagaraja, (Dr.) B. (2004). “Consumer Behaviour in Rural Areas: A Micro Level Study on
Buying Behaviour of Rural Consumers in Kavali Mandal”, Indian Journal of Marketing,
Vol.XXXIV, No.11, PP.30-39.

60
 A STUDY ON CONSUMER BEHAVIOUR TOWARDS CADBURY
DAIRY MILK CHOCOLATE WITH SPECIAL REFERENCE TO
BHAVANI TOWN

QUESTIONNAIRE

1. Name: ________________________

2. Age

(a) Below 20 years (b) Between 20 – 40 years (c) Above 40 years

3. Gender

(a) Male (b) Female

4. Are you aware of Cadbury dairy milk chocolate?

(a) Yes (b) No

5. From where do you buy Cadbury dairy milk chocolate?

(a) Departmental stores (b) Super market (c) Retail shop (d) Others

6. Which kind of offers do you prefer?

(a) Free gifts (b) Price offer (c) Buy 1 get 1 (d) Size offer

7. Which kind of pack do you prefer?

(a) Small (b) Big (c) Family pack

8. Are you satisfied with the price of Cadbury dairy milk chocolate?

(a) Yes (b) No

9. Are you satisfied with the quality of Cadbury dairy milk chocolate?

(a) Yes (b) No

10. Are you satisfied with the taste of Cadbury dairy milk chocolate?

(a) Yes (b) No

11. Are you satisfied with the availability of Cadbury dairy milk chocolate?

(a) Yes (b) No

12. Are you satisfied with the package of Cadbury dairy milk chocolate?

61
(a) Yes (b) No

13. Are you satisfied with the advertisement of Cadbury dairy milk chocolate?

(a) Yes (b) No

14. Which factor influences you to buy Cadbury dairy milk chocolate?

(a) Ingredients (b) Smell & Taste (c) Packing (d) Nutrition

15. In which occasions do you buy Cadbury dairy milk chocolate?

(a) Festivals (b) Birthdays (c) Special days (d) Others

16. Which variants do you like most?

(a) Bubble (b) Silk (c) Shots (d) Others

17. How much amount do you spend for Cadbury dairy milk chocolate?

(a) Rs.5 (b) Rs.10 (c) Rs.20 (d) Rs.60

18. Are you satisfied with the size of Cadbury dairy milk chocolate?

(a) Yes (b) No

19. Do you present Cadbury dairy milk chocolate as a gift?

(a) Yes (b) No

20. What is your opinion about the consumption of Cadbury dairy milk chocolate?

(a) Healthy (b) Not healthy

21. Do you want Cadbury dairy milk chocolate as sugar free?

(a) Yes (b) No

22. Give your valuable suggestions to attract consumers of Cadbury dairy milk chocolate.

___________________________________________________________________________
___________________________________________________________________________
__________________________________________

62