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Session 2023-2024
Project Guide
ACKNOWLEDGEMENT
I would like to express my special thanks of gratitude to my guider “Ojashwini
Srivastava” for their able guidance and support in completing my project .
I would also like to extend my gratitude to the Principal AIHE “Dr. Neetu Singh” for
providing me all the facility that was required.
I would also like to thank my parents and friends who helped me a lot in finalizing this
project within the limited time frame.
Submitted By:
Rani Bano
I hereby declare that the Market Survey Project Report entitled “Consumer Behaviour
Towards Dairy Milk Chocolate” submitted to Axis Institute of Higher Education,
Kanpur in partial fulfilment of Degree of Bachelor of Business Administration is the
original work conducted by me. The information and data given in the report is
authentic to the best of my knowledge.
This Market Survey Project Report is not being submitted to any other University for
award of any other Degree, Diploma and Fellowship.
1} Introduction 1
7} References 51
8} Annexures 53
CHAPTER-1
INTRODUCTION
1
INTRODUCTION
Consumer Satisfaction:
A study on consumer usage and satisfaction regarding Cadbury Dairy Milk Chocolate
in Kanpur Town, Businesses survey because they have consumer that are willing to buy
their product or service. However, many times businesses fail to "check in" with their
customers to determine whether they are happy or not and what it will take to make or
keep them happy.
Consumers are the best source of business information whether it's to improve an
existing product or service or whether you're planning to launch something new. There's
no substitution for "getting it from the horse's mouth." When you open up the lines of
communication, you are able to align your resources to best advantage, and you often
can make changes or launch products more quickly.
Market Survey:
2
COMPANY PROFILE
Cadbury's was the brand leader in the United Kingdom. In 1928, Cadbury's introduced
the "glass and a half slogan to accompany the Dairy Milk bar Production. Many of the
newer Dairy Milk varieties are now manufactured in the Republic of Ireland, France
and Poland. Aficionados complain that the product no longer tastes as good and has lost
its creamy texture. Dairy Milk itself is also manufactured in France and these products
are sold in the UK. Several reformulated versions are sold in the United States as the
U.S. Food and Drug Administration does not allow products that replace cocoa butter
with vegetable fat to be called chocolate,
In June 1905, Cadbury launched its first Dairy Milk bar, with a higher proportion of
milk than previous chocolate bars, and it became the company's best-selling product by
1913. George Cadbury Junior, responsible for the development of the bar, has said "All
sorts of names were suggested: Highland Milk, Jersey and Dairy Maid. But when a
customer's daughter suggested Dairy Milk, the name stuck.". Fruit and Nut was
introduced as part of the Dairy Milk line in 1928, soon followed by Whole Nut in 1933.
In 1933 dairy milk went out of production briefly then came back in 1934. By this point,
Cadbury's was the brand leader in the United Kingdom. In 1928, Cadbury's introduced
the "glass and a half slogan to accompany the Dairy Milk bar.
In Australia, Cadbury Dairy Milk was reformulated in 2006 and again in 2009, with the
addition of palm oil as a replacement for some cocoa butter. This occurred in
conjunction with a weight reduction of the standard block from 250g to 200g. There
has been some outcry over the reduction in block size while the price stayed the same,
although Cadbury states that the wholesale cost per gram should be the same and the
retailers may not have adjusted their prices. In August 2009, Cadbury announced it
would return to a Cocoa Butter only formula due to a poor response from consumers.
Dairy Milk is sold in the United States under the Cadbury label, but it is manufactured
by The Hershey Company in Pennsylvania Fairtrade Cadbury secured Fairtrade
certification for solid-chocolate Dairy Milk bars in the UK and Ireland in 2009, with
the first bars bearing the Fairtrade Mark produced on 21 July 2009.
3
Dairy Milk is a brand of milk chocolate currently manufactured by Cadbury; except in
the United States where it is made by The Hershey Company. 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.
History:
In 1824, John Cadbury began selling tea, coffee, and drinking chocolate, which he
produced himself, at Bull Street in Birmingham, England. He later moved into the
production of a variety of cocoa and drinking chocolates, made in a factory in Bridge
Street and sold mainly to the wealthy because of the high cost of production. John
Cadbury became a partner with his brother Benjamin and the company they formed
was called 'Cadbury Brothers of Birmingham'.
The brothers opened an office in London and in 1854 they received the Royal Warrant
as manufacturers of chocolate and cocoa to Queen Victoria. In the 1850s the industry
received a much-needed boost, with the reduction in the high import taxes on cocoa,
allowing chocolate to be more affordable to everybody. Due to the popularity of a new
expanded product line, including the "Cadbury's Cocoa Essence".
The company decided to cease trading in tea in 1873. Master confectioner Frederic
Kinchelman was appointed to share his recipe and production secrets with Cadbury,
which led to an assortment of chocolate covered products.
1900-2007:
In 1905, Cadbury launched its Dairy Milk bar, with a higher proportion of milk than
previous chocolate bars, and it became the company's best-selling product by 1913.
Fruit and Nut was introduced as part of the Dairy Milk line in 1928, soon followed by
Whole Nut in 1933. By this point, Cadbury was the brand leader in the United
Kingdom. These were accompanied by several other products: Flake (1920), Cream-
filled eggs (1923), Crunchie (1929) and Roses (1938).[9] Cadbury's Milk Tray was first
4
produced in 1915 and continued in production throughout the remainder of the First
World War.
More than 2,000 of Cadbury's male employees joined the Armed Forces and to support
the war effort, Cadbury provided clothing, books and chocolate to soldiers. After the
war, the Bournville factory was redeveloped and mass production began in earnest. In
1918, Cadbury opened their first overseas factory in Hobart, Tasmania and in 1919
undertook a merger with J. S. Fry & Sons, another chocolate manufacturer, resulting in
the integration of well- known brands such as Fry's Chocolate Cream and Fry's Turkish
Delight. [6] During World War II, parts of the Bournville factory were turned over to
war work, producing milling machines and seats for fighter aircraft. Workers ploughed
football fields to plant crops. As chocolate was regarded as an essential food, it was
placed under government supervision for the entire war. The wartime rationing of
chocolate ended in 1949, and normal production resumed. Cadbury subsequently built
new factories and had an increasing demand for their products.
5
Production History:
Many of the newer Dairy Milk varieties are now manufactured in the Republic of
Ireland, France and Poland. Aficionados complain that the product no longer tastes as
good and has lost its creamy texture. Dairy Milk itself is also manufactured in France
and these products are sold in the UK, several reformulated versions are sold in the
United States as the U.S. Food and Drug Administration does not allow products that
replace cocoa butter with vegetable far to be called chocolate.
In June 1905, Cadbury launched its first Dairy Milk bar. with a higher
proportion of milk than previous chocolate bars, and it became the company's
best-selling product by 1913.
1933 dairy milk went out of production briefly then came back in 1934. By this
point, Cadbury's was the brand leader in the United Kingdom. In 1928,
Cadbury's introduced the "glass and a half slogan to accompany the Dairy Milk
bar.
Cadbury secured Fairtrade certification for solid-chocolate Dairy Milk bars in
the UK and Ireland in 2009, with the first bars bearing The Fairtrade Mark
produced on 21 July 2009.
On 14 September 2007, Cadbury Schweppes investigated a manufacturing error
over allergy warnings, recalling for the second time in two years thousands of
chocolate bars.
A printing mistake at the Keynsham factory resulted in the omission of nut
allergy labels from 250g Dairy Milk Double Chocolate bars.
On 5 September 2008, the Gorilla advert was relaunched with a new soundtrack
- Bonnie Tyler's "Total Eclipse of the Heart" - a reference to online mash-ups of
the commercial. Similarly, a version of the truck advert appeared, using Bon
Jovi's song "Livin on a Prayer".
Both remakes premiered once again during the finale of Big Brother 2008.
In June 2010 the Polish division, Cadbury-Wedel, was sold to Lotte of Korea,
The European Commission made the sale a condition of the Kraft takeover. As
part of the deal Kraft will keep the Cadbury.
6
Hall's and other brands along with two plants in Skarbimierz, Lotte will take
over the plant in Warsaw along with the E Wedel brand.
OPERATIONS
United Kingdom:
The confectionery business in the UK is called Cadbury UK (formerly Cadbury Trebor
Bassett) and, as of August 2004, had eight factories and 3,000 staff in the UK. Biscuits
bearing the Cadbury brand, such as Cadbury Fingers, are produced under license by
Burton's Foods. Cadbury also owns Trebor Bassett, Fry's. Maynards and Halls. Ice
cream based on Cadbury products, like 99 Flake, is made under license by Frederick's
Dairies. Cadbury cakes and chocolate spread are manufactured under license by
Premier Foods, but the cakes were originally part of Cadbury Foods Ltd with factories
at Blackpole in Worcester and Moreton on the Wirral with distribution depots
throughout the UK.
Ireland
Cadbury Ireland Limited is based in Coolock in Dublin. Cadbury opened their first Irish
factory in Ossary RD., Dublin in 1933, when the company manufactured and sold just
three products. Today, it exports over 200 of its products to 30 countries worldwide,
making a contribution of €110 millions of Irish trade. Cadbury Ireland uses local
ingredients. More than €250 million worth of Cadbury chocolate is produced in Ireland,
is exported every year, bringing Ireland valuable earnings from abroad,
Cadbury Ireland operates three factories in Ireland with two in Dublin, in Coolock
(where the headquarters of Cadbury Ireland are located) and Tallaght. The third is in
Rathmore, County Kerry. Products made by Cadbury in Ireland include Cadbury Dairy
Milk, Wispa, Flake, and Crunchie.
United States
Cadbury Adams produces candy, gum, breath mints and cough drops. It is
headquartered in Parsippany, New Jersey. The company was formed after the then
Cadbury Schweppes purchased the Adams brand from Pfizer in December 2002 for
US$4.2 billion. In Canada, Cadbury Adams also produces hydrogenated oil products
and chocolates such as the Caramilk bar, Cadbury Mr. Big, Dairy Milk, Cadbury Mini
Eggs and Wunderbar.
7
PRODUCT PROFILE
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 and production methods.
By June 1904, the recipe was perfected and a delicious rich and creamy new milk
chocolate was ready for production.
Launched in 1905, Cadbury proudly boasted that its new milk chocolate was not only
"as good as," but better than the European milk chocolate. With its now-famous glass
and a half of full-cream milk in every 200gms, it contained far more milk than any
previously known chocolate.
The special flavours produced when fresh milk, cocoa mass and sugar are cooked
together in the first stages of the chocolate crumb making process give Cadbury Dairy
Milk its unique taste.
While advertising and packaging designs have evolved over the years, along with
considerable technological advances in production, the Cadbury Dairy Milk recipe is
still basically the same as it was in 1905.
Cadbury Dairy Milk blocks comes in a range of sizes suitable for all ages and occasions
from a quick snack, a self-indulgent treat, something to share with family or friends or
a gift.
8
Cadbury Dairy Milk is sold with a similar design worldwide the centerpiece of all
packaging is the iconic "glass and a half" image showing the famous glass and a half
of pure full cream milk flowing into a delicious chunk of Cadbury Dairy Milk
chocolate.
Cadbury Dairy Milk chocolate is one of the major success stories for Cadbury and one
of the world's most famous chocolate brands.
Cadbury Dairy Milk milk chocolate block is Australia's favourite chocolate. It has 'the
equivalent of a glass and a half of pure full-cream dairy milk in every 200g of Cadbury
Dairy Milk, Milk Chocolate'.
Cadbury Dairy Milk milk chocolate is the defining taste of chocolate in Australia and
is perfect for treating yourself and sharing among family and friends.
9
Cadbury Hazelnut Block
Cadbury Dairy Milk Hazelnut block has hazelnuts surrounded by Australia's favourite
Dairy Milk, milk chocolate.
The roasted hazelnuts provide a delicious combination of chocolate and hazelnut taste
and texture, perfect for any nut lover.
10
Cadbury Dairy Milk Boost
Cadbury Dairy Milk Boost contains Dairy Milk milk chocolate with choc flavoured
creme, smooth flowing caramel & biscuit pieces.
Cadbury Dairy Milk Moro contains Dairy Milk milk chocolate with choc malt
flavoured creme & smooth flowing caramel.
11
Cadbury Dairy Milk Freddo Rice Crisps Block
12
Cadbury Dairy Milk with Oreo Block
Dairy Milk milk chocolate with smooth vanilla flavoured crème and Oreo biscuits
pieces.
Cadbury Dairy Milk milk chocolate with a flowing peppermint flavoured centre.
13
Cadbury Top Deck Block
Cadbury Dairy Milk Top Deck block is Cadbury Dairy Milk milk. chocolate with a
layer of creamy white chocolate on the top deck.
Cadbury presents Cadbury Dairy Milk Marvellous Creations Jelly Popping Candy
Beanies.
Flavoured Jelly Beanies and Popping Candy pieces covered in delicious Cadbury Dairy
Milk milk Chocolate.
14
CHAPTER-2
IMPORTANCE AND SIGNIFICANCE
OF THE STUDY
15
IMPORTANCE
Consumer behavior towards Dairy Milk chocolate is crucial for several reasons:
Brand Loyalty: Positive consumer behavior, such as repeat purchases and brand
advocacy, contributes to building strong brand loyalty. Consumers who have a
favorable experience with Dairy Milk are more likely to choose it over competitors,
even when faced with other options.
Price Sensitivity: Consumer behavior also influences pricing decisions. Cadbury needs
to understand how price changes affect demand for Dairy Milk and whether consumers
are willing to pay a premium for certain features or benefits.
Overall, monitoring and analyzing consumer behavior towards Dairy Milk chocolate
allows Cadbury to stay competitive, innovate, and maintain customer satisfaction in a
constantly evolving market.
16
SIGNIFICANCE
Consumer behavior towards Dairy Milk chocolate is significant for several reasons:
Overall, consumer behavior towards Dairy Milk chocolate is crucial for the success and
growth of the brand, as it influences various aspects of business strategy, from product
development to marketing and supply chain management.
17
CHAPTER-3
OBJECTIVES OF THE STUDY
18
OBJECTIVES
Primary Objectives:
To find out the consumer satisfaction level of the Cadbury Dairy Milk Chocolates in
Kanpur Town.
Secondary Objectives:
To know consumer preference about the purchase of the Cadbury Dairy Milk
Chocolates.
To survey about people's expectations, pricing factors, price variations of
Cadbury Dairy Milk Chocolates.
To find the consumer satisfaction level of Cadbury Dairy Milk Chocolates.
To know the product usage and availability in the market.
To make suitable suggestions for the improvement of production and marketing
of a Cadbury Dairy Milk Chocolates.
Consumer behavior towards Dairy Milk chocolate can vary based on various factors
such as demographics, psychographics, cultural influences, and marketing strategies.
Some objectives related to understanding consumer behavior towards Dairy Milk
chocolate could include:
19
To Examining Buying Patterns for analyze consumer purchasing habits
regarding Dairy Milk chocolate, including frequency of purchase, channels
used (e.g., supermarkets, convenience stores, online), and seasonal variations.
By addressing these objectives, marketers can gain valuable insights into consumer
behavior towards Dairy Milk chocolate and develop strategies to attract and retain
customers effectively.
20
CHAPTER-4
COMPANY AND MARKETING
STRATEGY
21
COMPANY AND MARKETING STRATEGY
To influence consumer behavior towards Dairy Milk chocolate, a company could focus
on several strategies:
Product Quality and Innovation: Continuously improving the quality of the product
and introducing new flavors or variations can attract consumers and encourage repeat
purchases.
Brand Image and Positioning: Establishing Dairy Milk as a premium chocolate brand
associated with indulgence, quality ingredients, and tradition can appeal to consumers
seeking a high-quality treat.
Marketing and Advertising: Utilizing various marketing channels such as social
media, television, and influencer partnerships to create engaging campaigns that
highlight the unique selling points of Dairy Milk, such as its creamy texture and
distinctive taste.
Price and Value Perception: Offering competitive pricing and occasional promotions
or discounts can make Dairy Milk chocolate more accessible to a wider range of
consumers while maintaining its perceived value.
Distribution Channels: Ensuring wide availability of Dairy Milk chocolate through
various distribution channels, including supermarkets, convenience stores, and online
platforms, can make it convenient for consumers to purchase.
Health and Wellness Messaging: Incorporating messages about the health benefits of
consuming chocolate in moderation, such as its mood-enhancing properties or
antioxidant content, can appeal to health-conscious consumers.
Customer Engagement: Building a strong relationship with consumers through
loyalty programs, interactive websites, and responsive customer service can foster
brand loyalty and encourage repeat purchases.
22
CHAPTER-5
METHODOLOGY AND DATA
ANALYSIS BASED ON THE SURVEY
23
RESEARCH METHODOLOGY
Introduction:
The essential purpose of marketing research is to provide information, which will
facilitate the identification of an opportunity or problem situation and manager in
arriving the best possible decision when such situations are encountered.
Research methodology is a basic plan, which guides the data collections and analysis
phases of the research project. It is a framework, which specifies the type course of the
data and the data collection periods.
Primary Data:
These are data generating when the researcher investigates at a particular problem at
hand. Following methods can collect primary data,
Observation Method
Experimental Method
Survey Method
The primary data for the report is collected through survey method with proper
questionnaire.
Secondary Data:
Secondary data are those data, which are collected from some earlier research work,
they are in the printed nature, Booklets, Statistical information etc., The secondary data
for this survey is collected from Internet, Printed booklets.
24
Sampling:
Sampling means where only a few units of population under study are considered for
analysis is called sampling.
Sample Unit:
I chose my sampling area at Kanpur Town for market survey of the Cadbury Dairy Milk
Chocolates.
Sample Size:
The sample size taken for the survey is 100 respondents.
25
DATA ANALYSIS AND INTERPRETATION
Such as percentage averages and dispersions since most marketing data are collected
through the use of samples, the reliability of the summary estimates is required to be
determined. In this survey the collected data are analyzed and interpreted by the
percentage analysis method.
Research Design:
A marketing research design specifies the procedure for conducting and controlling the
research project. The choice of particular research design would follow from the
problem. As such there is no single best design. However, any marketing research study
must explicitly state its plan about collection and analysis of data.
26
TABLE-
27
TABLE-
28
TABLE-
29
TABLE-
30
TABLE-
Source:
Primary Data
Among the 30 Respondents:
60% of Respondents Rank Cadbury Dairy Milk Chocolate in the First Place.
20% of Respondents Rank Cadbury Fivestar Chocolate in the Second Place.
10% of Respondents Rank Cadbury Munch Chocolate in the Third Place.
10% of Respondents Rank other Cadbury Chocolate in the Fourth Place.
31
TABLE-
32
TABLE-
33
TABLE-
34
TABLE-
35
TABLE-36
36
TABLE-37
37
TABLE-38
38
TABLE-39
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TABLE-40
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TABLE-41
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TABLE-42
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TABLE-43
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TABLE-44
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TABLE-45
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TABLE-46
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FINDINGS
47
CHAPTER-6
CONCLUSION AND SUGGESTION
48
CONCLUSION
From the field survey, I know about that consumer's difference and their needs on
Cadbury Dairy Milk Chocolate. This survey method is the best method for collection
information regarding the product and opinion of the consumer. A survey is essential to
start any business. So, each and every graduate should have throughout knowledge
about the market condition.
I gained a broad knowledge during this survey. I hope Study experience will be a step
to build up my carrier in the future.
After the survey, collection of data, analysis and interpretation we have found many
aspects about Dairy milk product as a chocolate. We have analyzed 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 aspects 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 behavior of the Dairy milk consumers.
49
SUGGESTIONS
The company should consider on the price of the product to increase the sales. If the
company gives more Advertisements, it may increase the sales volume. Useful
compliment should be given to attract consumer.
The Company can produce different types of Dairy Milk Chocolate to the target persons
like, children, adults, youngsters, and aged people. The company should concentrate
more on its market as the number of alternative products is increasing.
LIMITATION
50
CHAPTER-7
REFERENCES
51
REFERENCES
https://www.academia.edu/14546227/A_PROJECT_REPORT_ON_CADBUR
Y_
https://gscen.shikshamandal.org/wp-content/uploads/2022/sp/BBA20-
21/17.pdf
http://117.211.166.25:8082/jspui/bitstream/123456789/330/1/SR-PG%20-
%20CDM%20FULL%20PROJECT.pdf
https://www.researchgate.net/profile/Ajil_Aman/publication/342145372_On_
A_STUDY_ON_CUSTOMER_PREFERENCE_TOWARDS_CADBURY'S_
AND_NESTLE_CHOCOLATES_IN_LUCKNOW_Towards_partial_fulfillme
nt_of_Bachelor_of_Business_Administration_BBA_School_of_Management_
Babu_Banarasi_Das_Unive/links/5ee47edf299bf1faac526a2c/On-A-STUDY-
ON-CUSTOMER-PREFERENCE-TOWARDS-CADBURYS-AND-
NESTLE-CHOCOLATES-IN-LUCKNOW-Towards-partial-fulfillment-of-
Bachelor-of-Business-Administration-BBA-School-of-Management-Babu-
Banarasi-Das-Univer.pdf
https://pdfcoffee.com/on-a-project-report-on-cadbury-marketing-strategy-pdf-
free.html
http://www.dspace.dtu.ac.in:8080/jspui/bitstream/repository/16982/1/osho_fin
al_report.PDF
https://www.bsssbhopal.edu.in/uploads/naac/criteria_1/students_projects/209
%20Priyanshu%20Pandiya.pdf
https://www.static-contents.youth4work.com/y4w/d94afcd1-adfc-424d-ad3c-
220a6bbbaeb5.pdf
52
CHAPTER-8
ANNEXURES
53
A MARKET SURVEY ON CONSUMER USAGE AND
SATISFACTION REGARDING CADBURY DAIRY MILK
CHOCOLATE IN KANPUR
TOWN
Name : Occupation :
Gender : Male/Female Age :
Qualification :
Address :
54
5. Rank the following Cadbury Chocolates is Chronological order according to you
A. Cadbury Dairy Milk
B. Cadbury Munch
C. Cadbury fivestar
D. Other Cadbury Product
55
11. How do you about the Dairy Milk Cholcolate?
A. T.V
B. Newspaper
C. Magzine
12. Do you think, is more advertisement needed for this Dairy Milk Chocolate?
A. Yes
B. No
13. To compare with the quality about dairy milk chocolates- it better than other
chocolate?
A. Yes
B. No
16. If yes, what kind of improvement do you prefer in Dairy Milk Chocolate?
A. Biscuit Type
B. Cream Type
C. Cake Type
17. What chocolate will you prefer in the absence of dairy milk chocolate?
A. Fivestar
B. Munch
C. Kitkat
D. Others
56
18. If the chocolate are introduced with a low price by other brand, will you buy that
product?
A. Yes
B. No
19. If no, why you don’t prefer buying the other branded chocolate?
A. Brand Name
B. No substitutes can be make it
20. How much are you satisfied with dairy milk chocolate?
A. Highly Satisfied
B. Satisfied
C. Satisfied to some eaten
57