A Presentation on Consumer Preferences towards Cadbury Chocolates

Click to edit Master subtitle style Presented By:- Anshu Saluja 5/3/12

Introduction of the Topic

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. 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.
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Factors influencing Consumer buying behaviour:

1. 2. 3.

Personal Factors Psychological Factors Social Factors

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CADBURY INDIA

Cadbury began its operations in 1948 by importing chocolates and then re-packing them before distribution in the Indian market. After 59 years of existence, it today has five companyowned manufacturing facilities at Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New Delhi, Mumbai, Kolkota and Chennai). The corporate office is in Mumbai.
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CADBURY BRANDS: Chocolates Snacks Beverages Candy SNACKS: Bytes BEVERAGES: Bournvita CANDY: Halls CHOCOLATES: Dairy Milk 5 Star Perk Celebrations Temptation Eclairs Gems
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Some Major Achievements

In 2004, the `Kuch Meetha Ho Jaaye campaign was launched, seeking to increase CDM consumption by making it synonymous with traditional sweets (Mithai). With Amitabh Bachchan as the face and voice of the brand, the campaign went on to become a huge success. People could relate to the commercials that were aired to promote Cadbury Dairy Milk. In 2009, we aired another commercial under the `Kuch Meetha Ho Jaaye platform, called the `Pay Day commercial. Launched in January 2010, with a tantalizing taste that tempts the taste buds, CDM Silk delivered an exquisite chocolate eating experience in the Indian market. A. P. P. I. E. S. Awards (Gold Standard) in 2011 for the campaign of the "Shubh Aarambh" of Cadbury Dairy Milk.
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Indias Most Respected Companies as per the survey of

OBJECTIVES OF THE STUDY

The main objective of the study is to know about the customer preferences towards Cadbury chocolates. To fulfill the main objective the others objectives are as follows:

To study the factors affecting the consumption pattern. To know the customers expectations regarding various attributes of Cadbury chocolates. To find out the customers opinion, regarding various aspects of the Cadbury chocolates. To know the mode of advertisement influence the customers for purchasing chocolates.
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RESEARCH METHODOLOGY
Research Design:- Exploratory Research Design. Sampling Technique :- Convenience Sampling Technique. Sample Size :- 150 Respondents. Sample Area :- Charkhi Dadri and Bhiwani . Collection of Data :- Primary and Secondary.

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Analysis of the Study

Que 1: Do you eat Chocolate?
Response No. of Respondents Percentage

Yes

120

80

No

30

20

Total

150

100

Liking for the Chocolates

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Que2. Which brand of Chocolate do you eat?

Brand Cadbury Nestle Amul Other Total No. of Respondents 90 15 10 5 120 Percentage 75 12.2 8.3 4.1 100

Brand Prefrences

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Que3. What is the frequency of consumption of Cadbury chocolates?

Consumption of Chocolates Daily Once in a week 2 times in a week More than 2 times in a week Occasionally Total No. of Respondents 10 20 5 35 20 90 Percentage 11.1 22.2 5.5 39 22.2 100

Consumption of Chocolates

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Que4. From where you buy Cadbury chocolates?

Options Super Stores Retail Stores Restaurants Other Total No. of Respondents 25 40 20 5 90 Percentage 28 44.4 22.2 5.5 100

Source of purchase of Cadbury Chocolates

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Que5. Which factor would you consider while purchasing the Cadbury chocolates? Factors No of Respondents Percentage
Brand name Taste Easy availability Packaging Price Total 30 40 10 7 3 90 33.3 44.5 11.1 7.8 3.3 100

Factors affect when purchase Cadbury Chocolate

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Que6. Which Cadbury Chocolates brand do you usually prefer?

Cadbury Brand Dairy Milk 5-Star Perk Fruit-Nut Other Total No. of Respondents 45 20 10 10 5 90 Percentage 50 22.2 11.1 11.1 5.6 100

Preference of Cadbury Chocolates Brand

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Que7. Do you think Cadbury Chocolates easily available in market?

Response Yes No Total No of Respondents 70 20 90 Percentage 77.8 22.2 100

Cadbury Chocolates availability in the Market

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Que8. Which promotional offers of Cadbury Chocolates attract you most?

Options No. of Respondents 26 21 35 8 90 Free Gifts Price offer Extra Quantity Other Total

Percentage 28.9 23.3 38.9 8.9 100

Promotional offers

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Que9.Which of these factors affect your purchase?

Factors Advertisement Friends and relatives Attractive Display Brand Ambassadors Ingredients Total No. of Respondents 39 18 16 12 5 90 Percentage 43.3 20 17.8 13.3 5.5 100

Factors affecting when purchasing Cadbury chocolates

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Que10. Are you aware of campaign of the Cadbury brands?

Response Yes No Total No. of Respondents 75 15 90 Percentage 83.3 16.7 100

Awareness of Campaign of Cadbury Chocolate Brand

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Que11.Which media of advertisement of Cadburys Chocolates influence your purchase?

Media of Advertisement Television Newspapers Brochures Hording / Display Other Total No. of Respondents 32 14 12 24 8 90 Percentage 35.6 15.5 13.3 26.7 8.9 100

Media of Advertisment influencing the purchase decision of Cadbury Chocolates

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Que12. Suppose, if you are unable to buy preferred brand of Cadbury Chocolates than what you will do?
Brand Loyalty Actions Go to Another Shop Will not Buy Buy another Brand Wait till when it will available Total No. of Respondents 40 22 15 13 90 Percentage 44.4 24.4 16.7 14.4 100

Brand Loyalty Actions

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Que13. Do you prefer to change your brand continuously?

Response Yes No Total No. of Respondents 25 65 90 Percentage 27.8 72.2 100

Change Brand

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Que14. How would you rate the overall satisfaction of Cadbury Chocolates? Option No. of Respondents Percentage
Highly Satisfied Satisfied Average Dissatisfied Highly Dissatisfied Total 51 16 12 7 4 90 56.7 17.8 13.3 7.8 4.4 100

Satisfaction level for Cadbury Chocolates

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FINDINGS OF THE STUDY

It is found that out of 150 people 80 % people likes to eat chocolate while only 20% people dont prefer to eat chocolate. It is found that mostly people likes to eat Cadbury chocolates i.e. 75%. It is found that mostly people consume chocolates more than 2 times in a week i.e. 39%. It is found that more than 40% people purchase Cadbury Chocolate from Retail Stores or we can say that Kirana Stores. For 45% people the most important factor which is considered while purchasing any Cadbury chocolate is taste of that chocolate. They give preference to other factors also, but most important thing is taste. It is found that 50% people prefer Dairy Milk Chocolate. More than 75 percent people said that Cadbury Chocolates easily available in the market. Mostly people consider the extra quantity promotional offer i.e. 39%. In this study 43% people purchase decision affect through advertisement. Mostly people are aware about the campaign of Cadbury Chocolate Brand i.e. 83%. Consumer preference is also affected by the different type of advertisements. And the most influencing media i.e. television .

5/3/12 85 percent people are brand loyal while 15% people are go to another shop for purchase the

CONCLUSION & SUGGESTIONS Cadbury have more A survey of the people has been conducted to know that
market share into the market, second Nestle and after that Amul have minimum market share into the market. All people like to eat chocolates. A survey of the people has been conducted to know the liking pattern of Cadbury chocolates. It is observed that overall people like to eat Cadbury brand rather than Nestle, Amul. It is concluded that mostly people preferred Dairy Milk of Cadbury due to its flavor/taste and quality. It is thus concluded from the facts collected that mostly people refer to their favorite chocolate and sometimes some of them go to another brand. Suggestions:

Company should concentrate more on television for advertisement, as mostly people get attracted through television. Company should put more & more emphasis on the taste so as to gain brand loyalty. Because most of the consumers consider the taste of the chocolates. Company should concentrate on availability of Cadbury Chocolates for increasing the market share. Company should think on the matter that why the consumer switch over to the 5/3/12 other brands.