CONSUMER BEHAVIOUR

ON CADBURY CHOCOLATE

Submitted by:
 
PYNDAPLIN MAGREENA
KHONGWAR
S.PREETHI
PURBALI GOGOI
INTRODUCTION
•The aim of marketing is to meet and statisfy target customer’s needs
and wants better than competitors.

• Consumer behaviour is the study of how individuals,groups and,

organisation select,buy,use,and dispose of goods, service,idea,or
experience to statisfy their need and wants .

•Studying consumers provides clues for improving or introducing

products or service, setting prices,devising channels, crafting
messages,and developing other marketing activities
CADBURY’S COMPANY PROFILE:
•Milk chocolate for eating was first made by Cadbury in 1897 by adding milk
powder John paste to the dark chocolate recipe of cocoa mass, cocoa butter and
sugar which was was coarse and dry and not sweet or milky enough for public
tastes

•There was a great deal of competition from continental manufacturers, not only
the French,but also the Swiss, renowned for their milk chocolate

•Led by George Cadbury Junior, the Bournville experts set out to meet the
challenge

•A recipe was formulated incorporating fresh milk, and production processes were
developed to produce a milk chocolate 'not merely as good as, but better than' the
imported milk chocolate'.
•Four years of hard work were invested in the project and in 1905
what was to be Cadbury's top selling brand was launched

•Three names were considered: Jersey, Highland Milk and Dairy Maid

•Dairy Maid became Dairy Milk, and Cadbury's Dairy Milk, with its
unique flavour and smooth creamy texture, was ready to challenge
the Swiss domination of the milk chocolate market.

•By 1913 Dairy Milk had become the company's best selling line and
in the mid twenties Cadbury's Dairy Milk gained its status as the
brand leader, a position it has held ever since.
•Cadbury is the world's largest confectionery company and have a
strong regional presence in beverages in the Americas and Australia.

•It employ 60,000 people in over 200 countries

•Worlds No 1 Confectionery company

•World's No 2 Gums company

•World's No 3 beverage company

CONSUMER PREFERENCE
•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

“Consumer is the supreme in the market”

Preference (or "taste")
•It assumes a real or imagined "choice" between alternatives based on
happiness, satisfaction,gratification, enjoyment, utility they provide

•More generally, it can be seen as a source of motivation

•The study of the consumer preference not only focuses on how and why
consumers make buying decision, but also focuses on how and why
consumers make choice of the goods they buy and their evaluation of these
goods after use

•So for success of any company or product promotion it is very necessary to

depart its concentration towards consumer preference
OBJECTIVES OF THE STUDY
•The main objective is to know about the customer satisfaction,
• level associated with the product and the customer preference level

•To increase customer satisfaction and capture the market share by

fulfilling the customer needs

•To study the factors affecting the consumption pattern

STAGES OF Decision Process:
The decision-making process consists of a series of steps which the
consumer undergoes

1. Problem Recognition(need Recognition)

2.Information search external and internal
3. Evaluation of alternatives
4. purchases decision
5. Post-purchase Behaviour
 

 
 
Consumer purchases are influenced
strongly by four factors. :

•Cultural Factor
•Social Factor
•Personal Factor
•Psychological Factor
Cultural Factor :
•Culture
• Sub Culture
• Social Class
Social Factors:
•Groups
•Family
•Roles and
status
Personal Factors :
Personal Factors It includes
Age and life cycle stage
Occupation
Economic situation
Life Style
Personality and self concept.

Psychological Factors
Motivation
Perception
Learning
Beliefs and attitudes
 
BUYING BEHAVIOUR
•COMPLEX BUYING BEHAVIOUR
•DISSONANCE REDUCING BUYER BEHAVIOUR
•HABITUAL BUYING BEHAVIOUR
•VARIETY SEEKING BUYING BEHAVIOUR
PURCHASE OF CADBURY CHOCOLATE
SUB BRANDS NO OF RESPONDANTS
DAIRY MILK 69
5 STAR 64
PERK 61
CELEBRATIONS 49
TEMPTATION 41

FACTOR INFLUENCING DURING PURCHASE OF CADBURY

CHOCOLATE
•FLAVOUR/TASTE
•PRICE
•QUALITY
•PACKAGING
•FORM
•BRAND
•IMAGE
•COLOUR
•QUANTITY
FORM PREFERENCE
FORM OF CHOCOLATE NO OF RESPONDANTS
HARD 33
NUTTIES 25
CRUNCHY 29
CHEW 20

PACK OF CHOCOLATE PREFERRED

PACK SIZE NO OF RESPONDANTS
SMALL 28
BIG 48
FAMILY PACK 19
PROMOTIONAL OFFERS
ADVERTISEMENT 65
SUGGESTIONS FROM FRIEND AND RELATION 16
ATTRACTIVE DISPLAY 11
DOCTORS ADVICE 15
BRAND AMBASSADORS 9
INGREDIENTS 25

FACTOR AFFECTING PURCHASE

FREE GIFTS 52
PRICE OFFER 23
ANY OTHER 20
 CONCLUSION
Most people preferred Dairy Milk of Cadbury due to its
flavor/taste, quality and image and due to its hard form.