MBA PROGRAMME BATCH 2012-14, SEMESTER 2nd SUBJECT: RESEARCH METHODOLOGY FOR MANAGEMENT

Prepared by: Chauhan Shiney Gandhi Happy Joshi Dhaivat Patel Nirav Patel Sodam Sapra Dhwani 12MBA015 12MBA022 12MBA030 12MBA073 12MBA078 12MBA087

SUBMITTED TO:

DR. GOVIND DAVE

CHAROTAR UNIVERSITY OF SCIENCE AND TECHNOLOGY (CHARUSAT) INDUKAKA IPCOWALA INSTITUTE OF MANAGEMENT (I2IM) T. ANAND, GUJARAT AT. & PO. CHANGA 388 421 TA: PETLAD

A STUDY ON INFULENCE OF CADBURY ADVERTISEMENT ON CONSUMERS

ABSTRACT:In this research we are going to study how the advertisement of Cadbury creates an impact on consumers and influence them to purchase the particular product. The factors that attracts the customers of different age groups to buy the product. This will also give us the information about the market share and market growth of the Cadbury. Different products of Cadbury are to be studied and what impact its products creates on the customers taking into consideration the different festival advertisement promoted by the company. To have chocolates people dont need a reason, because they can have it anytime, any season.

INTRODUCTION:Advertising of Cadbury are attractive and attached with some emotions and love. This has created change in buying Cadbury chocolates like preferring on festivals, occasions, achievements, etc. This Research is about the various advertisements by Cadbury Dairy Milk at different point of time to achieve certain objectives. Cadbury is the market leader in chocolates in India and it also is a very popular brand which enjoyed the trust of its consumers. Cadbury came up with a series of campaigns to target the adult group, starting with the 'Real taste of life' campaign, to encourage people to bring out the child in them. Some of the famous tag lines of Cadbury are: KUCH MEETHA HO JAYE, MEETHE MEIN KUCH MEETHA HO JAYE, PAPPU PASS HO GAYA ,SHUBH AARAMBH These tag line also become a factor to attract customers with the brand ambassador like AMITHABH BACCHAN.

 LITERATURE REVIEW:Television is the most effective media used in advertising a product. In view of this more consideration should be given to television as a media of advertisement because of motion, sound, special visual effect, geographic coverage also the product can be demonstrated and described on TV. (Faziollah Kazemi, 2000) Many researchers including Brassington and Pettitt (2003), Erdogan and Baker (2000) and Redenbach (2000) have found that brands are sensitive to the communication and anchors which catalyze consumer behavior. Baldinger and Robinson (1996) have observed that, brand managers are supplementing their mass-media advertising with more direct communications, through direct and interactive methods to build and maintain consumer loyalty.

RESEARCH GAP:This study is not yet done in the charusat campus. So we will make the survey in CHARUSAT campus and know the influence of Cadbury advertisement on students of CHARUSAT.

RESEARCH OBJECTIVES: To understand the role of media on consumer purchase behavior. To find out the response of consumers towards Cadbury advertisement. To find out influence of Cadbury advertisement on consumer.

 RESEARCH MODEL:INDEPENDENT VARIABLE DEPENDENT VARIABLE Age Tastes and preferences Festivals and occasion Influence of Cadbury advertisement on consumers.

CONCEPTUAL DEFINITION: Chocolate Consumption of Cadbury chocolate makes us feel carefree, special, spontaneous, and delighted. Advertisement An advertisement is the activity to do familiarity of products to customer and thereby to attract them towards it. It may be through medium of television, internet, radio, hoardings etc and negative or positive impact of an advertisement is known as an influence of advertisement. Consumers
A consumer is a person or group of people who are the final users of products and or services generated within a social system. OPERATIONAL DEFINITION: Influence of an advertisement

Advertisement of Cadbury relates a person with Emotions and Love, festivals, occasions, achievement and this create an influence on people and make them to buy and eat Cadbury dairy milk Chocolate.

 HYPOTHESIS There is a significant influence of Cadburys advertisement on consumers buying. There is a significant influence of Cadburys advertisement on age of consumer. There is a significant influence of Cadburys advertisement on tastes and preferences of consumer. RESEARCH DESIGN/METHODOLOGY: Research Design: The research design adopted in this research is descriptive research method. Sources of Data: The sources from which we have collected the data are primary and secondary sources. Data Collection method and Instrument: We have used questionnaire as a medium to collect the data.

SAMPLING PLAN: Sampling Frame: CHARUSAT Campus Sampling Size: 50 Respondents Sampling Unit: Age Group 18 to 25 Sampling Method: Non Probability sampling

A study on Influence of CADBURY advertisement on Consumers

QUESTIONNAIRE: For each statement given below please mark {} in the Box to indicate your opinion regarding statement:

NO. 1 2

STATEMENTS I like the advertisement of the Dairy Milk I like the Dairy Milk advertisements in comparison with other chocolate advertisements Advertisement of Dairy Milk influences me to buy it I watch Dairy Milk Advertisement with more interest than other advertisement I like the jingle of Dairy milk I never changed the channel when it showed Dairy Milk advertisement I like to buy the Dairy Milk for my friends on occasion or celebrations I prefer Dairy Milk on festivals than Indian Sweet I believe the product is reliable as shown in advertisement I like the concepts shown in Dairy Milk advertisement

Strongly Agree Agree

Moderate

Disagree

Strongly Disagree

3 4 5 6 7 8 9 10

Your Suggestions If any _____________________________________________________________________________________ _____________________________________________________________________________________ _____________________________________________________________________________________

 REFERENCES:-

Bibliography
Ashworth, j. (2009). Taste factor affect on selection of cadbury chocolates. Badinger& Robinson. (1996). Brassington and pettitt. (2003). director, c. (2000). cadbury overview. Erdogan and Baker. (2003). Faziollah Kazemi. (2003). Jones, G. (1884). Advertisement factor affect much more in marketing. Shendge, D. (2011). A comparative study of consumer preference towards cadbury. solapur: 10.