Professional Documents
Culture Documents
Jenifer Horlicks (1) 2
Jenifer Horlicks (1) 2
A PROJECT REPORT
Submitted to
UNIVERSITY OF MADRAS
MASTER OF COMMERCE
SUBMITTED BY
J. JENIFER
(532200375)
Department of commerce
MELROSAPURAM
APRIL-2024
BONAFIDE CERTIFICATE
H. O.D PRINCIPAL
I hereby declared that the project work on the topic entitled “A STUDY
ON CONSUMER PREFERENCE TOWARDS HORLICKS”
is an original work done by me. The project is submitted in partial fulfillment
of the requirements of the award of M.com (General), University of Madras,
Chennai.
DATE:
PLACE:
SIGNATURE
(J. JENIFER)
ACKNOWLEDGEMENT
Primarily, I would thank God for being able to complete this project
with success. Then I would like to thank our Principal
and Guide Mrs. LINTA JOSEPHINE M.com, M. phil, B.Ed,SET whose
valuable guidance has been the one that helped me patch this project and
make it full proof success. Her suggestions and her instructions have
served as the major contributor towards the completion of the project.
Then I would like to thank my parents and friends who have helped me
with their valuable suggestions and guidance has been very helpful in various
phases of the completion of this project.
BLE OF CONTENT
List of Tables
List of Figures
CHAPTER 1 INTRODUCTION
CHAPTER 2 REVIEW OF
LITERATURE
CHAPTER 3 INDUSTRIAL PROFILE
APPENDIX
LIST OF TABLES
TABLE NO TITLE PAGENO
4.1 Age group of the respondents 1
5
4.2 Gender of the respondents 1
6
4.3 Purchase rate of Horlicks 1
7
4.4 Most preferred Horlicks 1
8
4.5 Factors affecting habit of purchase of 1
people 9
4.6 2
Number of Horlicks products purchased in 0
a week
4.7 Most preferred Horlicks 2
1
4.8 Best Horlicks chocolate 2
2
4.9 Health conscious behaviour of people 2
3
4.10 Satisfaction rate of Sugar-free Horlicks 2
4
4.11 2
Consumer’s mode of knowing about 5
Horlicks products
4.12 Satisfaction level regarding Horlicks 2
products 6
4.13 Effect of price 2
7
4.14 Whether Horlicks products are highly 2
priced 8
4.15 Repeatness of purchase 2
9
4.16 Reasons to buy more products 3
0
4.17 Marketing behaviour influencing buying 3
1
Behavior
4.18 3
Whether festive season advertisements are 2
better than normal ones
4.19 Most appealing mode of Horlicks 3
3
Advertisements
4.20 Interest of customers in recommending 3
Horlicks products for their friends and 4
Relatives
4.21 Future purchase of Horlicks products
INTRODUCTION
1.INTRODUCTION:
Horlicks is the leading Health Food Drink in India and as the 'Most Trusted Drinks
Brand' (Economic Times Survey, 2004) in India. Horlicks enjoys more than half of
the Health Food Drink market.
Although it has been a popular brand in the Indian market since the 1930s, Horlicks
underwent a revamp in 2003 to further increase its relevance. The modern &
contemporary Horlicks offers 'pleasurable nourishment' with a delicious range of
flavors including Vanilla, Toffee, Ela chi and Chocolate.
Horlicks is made from wheat, milk and malted barley. Horlicks is widely known as an
easy to prepare malted food drink. It is fortified with iron and eight essential vitamins
with twice as much as calcium in fresh milk.
Horlicks is still the world's most widely consumed malted milk product. For over 50
years, generations after generations of children wakeup to amug of Horlicks prepared
by mothers in their own special way, yet providing the same nourishing goodness
unrivalled by any competitive products.
Horlicks is a nourishing malted food drink which combines the wholesome goodness
of malted barley, wheat and dairy ingredients. The malting of barley through the
natural process of germination releases enzymes.
9
These enzymes break down complex carbohydrates to simple sugars that are easily
assimilated by the body, making Horlicks easily digestible. Horlicks drinks provide a
modicum of vitamins A, C, D, B12, plus calcium, iron, thiamine, riboflavin, niacin,
folate, and dietary fibre. As fresh milk.
10
1.1 SCOPE OF THE STUDY:
In this research, investigation was conducted to know the position of
consuming habits towards Horlicks products. The scope is to analysis the
consumer preference the products concentrated with special reference to
Chengalpattu area.
1.2OBJECTIVES:
1.4 METHODOLOGY:
11
1.5 DATA COLLECTION:
Primary Source:
Primary data collected through questionnaires.
Secondary Source:
It has been collected from magazines, journals, websites, report,
research studies, etc.
The analysis of the data done by using percentage analysis and Chi square
test (approach statistical tool).
12
1.8. LIMITATIONS :
Sample group was restricted to Chengalpattu area only.
Only the consumers view point was considered and not of any
shop keepers, companies were taken.
1.9 CONTENT:
Chapter 1- Introduction
13
CHAPTER – 2
REVIEW OF LITERATURE
14
REVIEW OF LITERATURE
15
2.1.1 FACTORS AFFECTING CONSUMER PREFERENCE:
a) Advertising:
For example:
A consumer may not have wanted a new cell phone until he saw
flashy new phones on TV.
b) Social Institution:
It includes parents, friends, schools, religion and television shows
which influence consumer preference.
c) Cost:
Consumers usually choose to purchase more of a good if the price
falls.
For example:
A sale or reduced prices may increase consumption of a good. On the
other hand, an increase in price may cause reduced consumption,
especially if the good has available institutions.
d) Consumer income:
Consumers often desire more expensive goods and services when their
income increases. If they suffer a decrease in income, they are more
likely to choose less expensive goods and services.
For example:
A business selling luxury goods, such as jewelry, will probably be
more successful in a high-income area than a low-income area.
16
e) Available Substitutes:
If a product has several substitutes, consumers will be more sensitive
to changes in price. However, if consumers do not perceive similar
products to be effective substitutes, they will be less likely to switch to
a substitutes based on price ( For example, consumers who do not
think Coke and Pepsi are equally delicious).This concept is called the
price elasticity off demand.
f) Navigation:
Navigating and browsing your store should be a straight forward and
simple process. This includes providing users who know what they
want with an effective keyword search or filters but also integrating
solutions that guide ensure shoppers to help them identify suitable
products quickly. A website that's difficult to navigate will only lead
to customer frustration and loss of potential customers.
g) Accessibility:
You need to ensure that customers are able to find and access your
product and services efficiently, without barriers and friction, on their
preferred channel. Also make sure they can reach your company and
obtain good service whenever they have a question or need assistance
to make a purchase decision.
h) Language:
Speaking to your customers in their preferred language is pivotal for
your business more than 50% of customers won't make a purchase if
information about a product isn't available in their language i.e.
without great communication there can't be no great customer
experience.
17
i) Convenience:
It is an essential element of a positive customer experience. It
influences how customers make decisions about what to buy, what
services to use, where to go, and with whom to engage.
j) Personalized:
It's kind of shoppers want personalized experience in a sphere in
which so many business and personal interactions can be anonymous.
By personalizing the experienced sharing the right content, at the right
time with the right people, you can make interactions faster, easier and
more efficient for your customers. This results in increased customer
satisfaction and the likelihood of repeat visits.
k) Real time:
If you want to capture the attention of your audience think about how
you can take average of real-time experiences. It's about showing
increasingly important to the modern customer. They expect real time
response and faster solutions.
l) Logic:
There is a difference between emotional customer satisfaction and
logical customer satisfaction. Emotionally satisfied customers are
extremely satisfied with the product and services the company
provides and have a strong emotional attachment to the company.
Logically (or rationally) satisfied customers may be extremely
satisfied with the company but lack the strong emotional connection
of customers who are emotionally satisfied. They have no reason to
remain loyal.
18
m) Choice:
The more choices you can give your customers during the buying
process, the more likely they are to free in control of the experience
that they have with your brand. However, when offering choices make
sure to support your customers and enable them to figure out the
optional choice that is right for them.
n) Community:
Today customers do more and more research online before they make
a purchase. It's important to consider the community that exists around
your brand. Even if you don't have an active part in building your
community on social media, and review forms.
19
CHAPTER – 3
20
INDUSTRIAL PROFILE & COMPANY PROFILE
The health drink is oral liquids which are classified as elixirs or lemonades and so on,
which are peculiar to Japan and differ from other liquids to glass a dose of drug. It has
mainly been divided into two classes by glassed volume (dosage) in the bottle.
One class is the drink tonic which is the capacity of 100 ml and another is the mini-
drink tonic which is 50 ml endless. In addition, oral liquid glassed with an ampule is
called the ampule tonic. Such drugs were thought to appear after World War II and
have been widely known since 1960.However, tonics which had consisted of recipes
like the present health drink were shown to exist before World War II. Thus, it was
considerable that such prescription formulas were also applied to the ampule tonic and
drink tonic. On the other hand, one of the important problems with health drugs was
how to make their taking easy in its development. Further, it was necessary to add to
acid antiseptic and high content of sugar etc., because the liquids generally had been
putrescible. It might be one of the reason for their appearances that it was allowed to
produce a liquid which was stable and made its taking easier to be released from the
above limit by the introduction of a dose-glassed liquid. In 1960, the Ampule tonic
quickly became popular and the drink tonic followed. It was probably caused by
changes on the standard and style of living involved the enhancements of the labour
time, purchasing power and sense on the health and
active propaganda of the manufacturers. In this way, the market has satisfactorily exp
anded. However, because such medicines liked beverages appeared, it was difficult to
distinguish their differences since 1965. Therefore, the Ministry of Health and
Welfare has performed some administrative guidance. In 1978, it regulated new
approval of the production of 100 ml drink tonics, which led to the appearance of the
mini-drink tonic. Its market rapidly expanded since 1985.In 1991, its scale reached
about 200 billion yen on both drink tonics and the sale volume was 20% at drug stores
in Japan. The health drink is supporting the economic foundation of drug stores at
present.
In 1873 James Horlick, a pharmacist with his brother William established a company
& W Horlicks in Chicago, USA to manufacture
a “malted milk drink”, which claimed to
promote sleep. In 1883 they got patent for this product. Horlicks was thus the first
invented to substitute milk baby food. In 1890 the product was imported to the United
Kingdom and latera factory was established in slough, Berkshire, England
21
3.2 COMPANY PROFILE:
Further information:
Glaxo Wellcomeandcompanies Burroughs Welcome & Company was founded in
1880in London by the American pharmacistsHenryWellcomeand Silas
Burroughs. The Welcome Tropical Research Laboratories opened in 1902.
In 1959 theWellcome Company bought Cooper, McDougall &Robertson Inc.
New York to North Carolina in 1970, and the following year another research centre
was built.
Glaxo was founded inBunnythorpe, New Zealand, in 1904.
It was originally a baby food manufacturer processing milk into a baby food of the
same name: the product was sold under the slogan "Glaxo builds bonny babies" from
1908.
Still visible on the main street inBunnythorpe is a dairy factory (factory for drying and
processing cows' milk into powder) with the original Glaxo logo clearly visible; it is
now a car repair shop.
Glaxo became Glaxo Laboratories and opened new units in London in 1935. Glaxo
Laboratories bought two companies, Joseph Nathan and Allen & Hanburysin 1947
and 1958respectively. After the company bought Meyer Laboratories in 1978, it
started to play an important role in the US market. In 1983 the American arm, Glaxo
Inc., moved to Research (US headquarters/research) and Zebulon (US manufacturing)
in North Carolina. BurroughsWellcome and Glaxo merged in 1995 to form
GlaxoWellcome, which opened its Medicine Research Centre that year in
Stevenage England. Three years later GlaxoWellcome bought Company in Poland.
22
GSK - A Flashback
1875: Business moved to Racine, Wisconsin for its supply of spring water
1883: William was given a US patent for Horlicks being the first Malted milk drinks
mixing powder
1909: Horlicks became popular in north pole and south pole expeditions as provision
1921: Death of James led the company to split, William having the AmericasAnd the
sons of James the rest of the world
1931: “Night Starvation” was a story developed to promote Horlicks as a bed time
drink
1952: Horlicks was said to cure gastric ulcers and some forms of diabetes
1975: factory built in Andhra Pradesh 2000: Glaxo and Smith line merger
23
PRODUCT PROFILE
24
HORLICKS MISSION STATEMENT:
HORLICKS VISSION:
Horlick’s vision statement is “Working together to create brands people
love”. The company’s vision outlines that they value everyone they are
associated with, from stakeholders to consumers. They are passionate
about winning the hearts of the people by continuously improving.
Being close to people’s heart.
Valuing people
CORE VALUES:
They believe in ethical business practices and work with
integrity to remain the people’s favorite and a top giant of the
health food drink industry.
Horlicks comprises calcium that helps keep the bones and gums
healthy and strong.
The iron material at Horlicks enhances the flow of red blood
cells within the human body and increases hemoglobin level.
The pantothenic acid that's within Horlicks helps release energy
in the food.
Horlicks promises to make improvements to suit the changes in
people’s mindset and the market demands.
The company believes in spreading happiness, joy, and bliss
through the sweetness of healthy drink.
25
3.2.1 STRENGTH
Above are the strengths in the SWOT Analysis of Horlicks. The strengths of Horlicks
look at the key internal factors of its business which gives it competitive advantage in
the market and strengthens its position
3.2.2 WEAKNESS:
26
3.2.3 OPPORTUNITIES:
3.2.4 THREATS:
The threats in the SWOT Analysis of Horlicks are as mentioned above. The threats
for any business can be external factors which can negatively impact its business
27
3.2.5 MARKETING STRATEGY OF HORLICKS:
The malt based beverage & food is the nutritional brand of GlaxoSmithKline plc
introduced in the year 1919. The brand has associated itself with the health benefits
and increasing growth hormones thereby helping in essential vitamins and reducing
mineral deficiency.
The Horlicks was invented as a substitute for milk as a baby food by William &
James Horlick, the British brothers. The flagship brand of GlaxoSmithKline is
present in various flavours in the market and with different product lines like biscuits,
Noodles, growth supplements, and beverage.
Based on the nutritional requirement of the different age groups and product usage
such as that of malt beverage is for toddlers & pre-schoolers, growing kids and for
adults including mothers & women.
Since the brand is present in different product categories like healthy biscuits,
noodles, nutritional drinks, and energy drinks, therefore, it uses differentiated
targeting strategy
The brand has been positioned as a healthy nutritional food for every life stage and
for consumers of every age. It is being liked so much India that approx. 30 million
Cups is being drunk in India every year
28
3.2.6 TYPES OF HORLICKS PRODUCT:
Lite Horlicks has High Protein content – Protein is known to help cell maintenance
and repair.
Lite Horlicks has No Added Sugar* and Zero Cholesterol^ for Active adults. High
Cholesterol^ intake may increase blood lipid content. Zero Cholesterol intake can
contribute to a healthy diet.
29
An expecting mother’s nutritional needs during pregnancy are significantly higher
than before. Keeping this in mind, Horlicks Mother’s Plus has been scientifically
designed to meet the nutritional requirements of expecting mothers. It contains 25
vital nutrients~ that are important to provide the right nutrition for the mother’s
health and baby’s growth.
Horlicks Mother’s Plus contains DHA and Choline which are important for the brain
development and brain function of the baby.
Horlicks Mother’s Plus is high in protein. It has a 100% amino acid score, which
indicates that it contains protein of high quality!
Specially designed nutritional health drink for children in the age of 2 – 6 years
Ensures right nutrition at the right stage of growth
DHA, Iron, iodine, folic acid and choline for healthy brain development and its
functions
Provides balanced micro & macro nutrients for steady growth
Has essential nutrients to support immunity, boost energy and metabolism
Promotes healthy bone growth and helps in gaining height and weir
30
Horlicks Women’s Plus contains 100% of your recommended daily Calcium
requirement – an essential nutrient for strong bones
31
CHAPTER – 4
DATA ANALYSIS AND INTERPRETATION
32
The Chapter shows Data analysis &Interpretation of the information collected
Table 4.1 Figure Showing the age of the respondents
18-25 39 39%
25-32 18 18%
32-39 11 11%
39 &above 32 32%
Out of the surveyed 100 respondents, 39% respondents belong to the age
group 18-25 years, 18% respondents belong to age group of 25-32 years, and
11% respondents belong to the age group 32-39, 32% of them belong to 39& above
33
Chart Title
No. of Respondents Percentage
45
40
35
30
25
20
15
10
0
Always Very often Occasionally Never
From the above table, 76% of respondents are male and 24%of the respondents are female.
34
Chart Title
45 45%
40 40%
35 35%
30 30%
25 25%
20 20%
15 15%
10 10%
5 5%
0 0%
Always Very often
35
Table 4.3 showing the purchase rate of
Horlicks chocolate
Always 20 20
Very often 40 40
Occasionally 34 34
Never 6 6
Total 100 100
The given analysis shows that 20% of the respondents always purchase the horlicks
chocolates,40% of the respondents purchase very often, 34% purchase occasionally while
Chart Title
45
40
35
30
25
20
15
10
0
Always Very often Occasionally Never
36
37
Table 4.4 Showing most preferred horlicks flavor
From the above table,26% of the respondents prefer Horlicks chocolate,34% prefers
Classic malt, 20%, prefers Elaichi horlicks, 8% Kesar badam, horlicks, Others 12%
Prefers other horlicks.
No.of.respondents
12%
Classic malt
8% Chocolate
34%
Elaichi
Kesar badam
Others
20%
26%
38
39
Table 4.5 showing the factors affecting the habit of purchase
of horlicks products
From the given table, taste affects 44% of the respondents, 20% of the respondents are
affected by both Price and Quality of the Product where as16% is affected by the
appearance.
Chart Title
50 50%
45 45%
40 40%
35 35%
30 30%
25 25%
20 20%
15 15%
10 10%
5 5%
0 0%
Taste Price Quality Appearance
40
41
Table 4.6 showing people’s weekly purchase of Horlicks Products
From the above table,60% of the respondents purchase less than 5 horlicks
products, 26% purchase 5to10 products, 10% of the respondents purchase 10to15
products and 4% purchase more than 15 per week.
Chart Title
No.of respondents percentage
70
60
60
50
40
30
26
20
10
10
0 4
60%
Less than 5 26%
5to10 10%
10to 15 4%
more than15
42
Table 4.7 showing most preferred horlicks
From the above table,38% of the respondents prefers Hershey’s chocolate, 28% prefers
Nestle, 20% of the respondents prefers Ferraro and 14% prefers Mars.
40
35
30
25
20
15
38% 28% 20% 14%
10
0
Hershey's Nestle Ferraro Mars
Chocolate
43
Table 4.8 showing the best horlicks as per Consumer’s preference
Brand No. of respondents Percentage
Horlicks 56 56%
Bournvita 20 20%
Maltova 14 14%
Complan 10 10%
Other 6 6%
Total 100 100
Chart Title
Horlicks Bournvita Maltova Complan Other
60 60%
50 50%
40 40%
Axis Title
30 30%
20 20%
10 10%
0 0%
Horlicks Bournvita Maltova Complan Other
Axis Title
44
Table 4.9 Showing whether people are health conscious towards
their purchase
From the table,60% of the respondents are health conscious towards their purchase
while 40% of the respondents are not health conscious regarding their purchase
No.of.respondents
40% Yes
No
60%
45
Table 4.10 showing satisfaction rate of Sugar-free
horlicks
From the figure, 64% of the respondents have the opinion that sugar free horlicks can satisfy
the health conscious people whereas 32% of the respondents does not agree with it.
Chart Title
70
60
50
40
30
20
10
0
Yes No
No.of.respondents Percentage
46
Table 4.11 showing customer’s mode of knowing about
horlicks Products
From the above table, 20% of the respondents know horlicks through dealers, 52% knows
through ads, 30% of the respondents know through Internet whereas 20% know through
other sources.
Chart Title
60
50
40
30
20
10
0
Dealers Ads Internet Others
No.of.respondents Percentage
47
48
Table 4.12 showing Satisfaction level regarding horlicks Products
From the above table 28% of the respondents are Highly satisfied, 40% of the
respondents are satisfied, 24% of the respondents have a neutral effect, 8% are
dissatisfied and 0% are dissatisfied regarding horlicks Products.
Chart Title
45
40
35
30
25
20
15
10
0
Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied
No.of.respondents Percentage
49
Table 4.13 showing the effect of price in purchase decision
From the above table, 50% of the respondents agrees that increase in the product
price can affect their purchase,18% disagrees with it while 32% of the respondents have a
neutral effect with the statement.
Chart Title
Yes No Sometimes
2500%
1600%
900%
50
Table 4.14 showing whether the horlicks Products are
highly priced
From the table, 56% of the respondents agree that horlicks product is highly priced, 24%
disagrees with it and 20% of the respondents are with neutral opinion.
Chart Title
60 5600%
50
40
30
2400%
2000%
20
10
Yes No Sometimes
51
Table 4.15 showing repeatedness of the Purchase
From the table, 34% of the respondents repeatedly purchase horlicks Products
whereas 30% does not purchase repeatedly and 36% sometimes purchase repeatedly.
No.of.respondents
Yes
36% 34%
No
Sometimes
30%
52
Table 4.16 showing the reason to buy more horlicks Products
From the table above, 24% of the respondents buy the product due to its quantity, 50% of
the respondents buy due to their level of satisfaction towards the product, 18% are due to
the brand preference while 8% of the respondents buy due to the competitive price.
Chart Title
Quantity Level of satisfaction Brand preference Competitive price
5000%
2400%
1800%
800%
53
Table 4.17 showing marketing element that influence respondent’s buying
Behavior
From the table, 46% of the respondents are influenced by the Product, 24% are
influenced by the price of the product, 10% chose place and 20% of the respondents are
influenced by Promotion of the product.
Chart Title
50
45
40
35
30
25
20
15
10
5
0
No.of.respondents Percentage
54
Table 4.18 showing whether festival season advertisement are better
than normal ones
From the table 32% of the respondents agree that horlicks advertisement
campaigns shown during festival season are better than the ones shown during the rest of
the year while 52% do not agree with it and 16% have a neutral opinion regarding the
statement.
No.of. Respondents
16%
32% Yes
No
Sometimes
52%
55
Table 4.19 showing the most appealing mode of horlicks
advertisements
As per the table above, 64% of the respondent chose Television mode, 18% chose
Social media,12% selected outdoor mode and 6% of the respondents chose other mode
of horlicks advertisements as most appealing.
Chart Title
Television Social media Outdoor Others
6400%
1800%
1200%
600%
64% 18% 12% 6%
No.of.respondents Percentage
56
57
Table 4.20 showing the interest of customers in recommending
horlicks products for their family& relatives
From the table,44% of the respondents strongly agreed in recommending the product to
their family and relatives, 36% agreed on that, 14% neutrally agreed,4% disagreed and
2% strongly disagreed
Chart Title
50
45
40
35
30
25
20
15
10
5
0
Strongly agree Agree Neutral Disagree Strongly dis agree
No,of.respondents Percentage
58
Table 4.21 showing the purchase of horlicks product in future
From the table, 66% of the respondents consider in buying horlicks products in
future,4% does not consider in buying the product in future while 30% of the respondents
aren’t sure regarding their future purchase.
No.of.respondents
30% Yes
No
Maybe
4% 66%
59
Table 4.22 showing the Brand preference of horlicks
From the above analysis of given sample of 100 respondents who health drink horlicks it is
bournvita that only 25% people prefer to health drink horlicks while 75% people likes to eat
horlicks health drink.
No.of.responsdents
25%
Horlicks
Bournvita
75%
60
Table 4.23 showing the form of chocolate do you like
61
4.22 CHI SQUARE ANALYSIS:
H0: There is no significant relationship between gender and level of customer satisfaction
of Cadbury product.
H1 : There is significant relationship between gender and level of customer satisfaction
of Cadbury product.
63
5.1FINDINGS:
6. 4% of the respondent’s opinion of the regarding horlicks Quality is poor. 46% of the
respondents chose product as the most influenced marketing element in buying
behavior.
64
5.2SUGGESTION:
Though on an average basis Horlicks product has better market among the consumers, it
needs some of the following are is too improved.
• Create awareness about the horlicks products
. • Consumer can expect Prices of the product may be brought to constant position
• Quality of this product may be concentrated for getting more consumers yet
. • Discounts and offers may be provided yet more for increasing the sales.
• Provide these products in small packages like RS.5, RS.10 etc….
• Increasing the durability of the product.
• Increasing the concentration on Kids and provide free gifts, pencils, spoon, box etc…
• Increasing the health nutrients.
65
5.3CONCLUSION:
66
Bibliography
QUESTIONNAIRE:
Name:
Age:
1. Gender
Male Female
Others
Occasionally Never
Caramel Oreo
Other
Taste Price
Quality Appearance
5. How many Cadbury Products do you purchase in a week?
Lessthan5 5-10
10-15 Morethan15
6.Your most preferred chocolates after Cadbury is?
Hershey’s Nestle
Ferraro Mars
Other
7.Which among the following Cadbury chocolates are best according to you?
Yes No
Sometimes
15. Which among the following marketing element will have a tendency to influence
your buying behaviour?
Product Price
Place Promotion
16. Do you think Cadbury advertising Campaigns shown during festival season are
better than the ones shown during the rest of the year?
Yes No
Sometimes
17.What mode of Cadbury advertisements are most appealing?
Television Social Media
Outdoor Others
18. Do you consider in recommending Cadbury products for your family and
friends?
Agree Strongly Agree
Neutral Strongly disagree
Disagree
19.Do you consider to buy Cadbury products in future?
Yes No
Maybe
20. What makes you to buy more Cadbury products?
Quantity Level of satisfaction