INTRODUCT

ION

EXECUTIVE SUMMARY
Cadbury is the world leader in marketing of chocolate and it commands about 70 percent of
the Indian chocolate market. The objective of this marketing plan is to successfully introduce
the brand in the Indian market for young as well as adults. A business firm should have a
proper marketing plan to expand the business .i. e. target marketing.
The consumers a company wants to sell its products and services to, and to whom it directs
its marketing efforts. Identifying the target market is an essential step in the development of a

marketing plan. A target market can be separated from the market as a whole by geography,
buying power and demographics, as well as by psychographics.

A target market or target audience is a group of people that will basically need or want your
products and services. Target market is defined in terms of age, sexual orientation, gender,
economic class, religion, ethnicity, or location. This socio-economic grouping process
actually allows businesses to create profiles of the typical consumers who will likely buy the
products of your company.
It is very difficult to go ahead and take steps in connecting and building relationships with
your potential customers if you dont have a clear and full understanding of who is going to
be interested in buying the products that your company is offering. Once you start defining
the fundamental characteristics of your target audience and start identifying the different
ways wherein your company can meet these specific wants and needs, then the process of
creating a customer base becomes and easier task for you. The job of qualifying and
identifying a target audience is a current process for any businesses regardless of the size The
prospective customers of Cadbury dairy changed from kids to adults including every family
member to celebrate any occasion with Cadbury chocolate.

INTRODUCTION

The Cadburys India has taken the opportunity to offer us a broader view of chocolate category.
The CadburysIndiasno.1 Chocolate, is able to share their market insights based upon
unparalleled breath of chocolate experience Cadbury has grown from strength to strength
with new technologies being introduced to make the Cadbury confectionary business, one of
the most efficient in the world. The merger in 1969 with Schweppes and the subsequent
development of the business have led to Cadbury Schweppes
takintheleadinboth, the confectionary and soft drink market and becoming a major force inthe
international market. Cadbury Schweppes today manufactures product in60 countries and
trades in staggering 120.
The Cadbury story is a fascinating story of a family business that grew in one of the biggest,
most loved chocolate brandin the world.This project is a sincere effort to study the buying be
havior of consumers when they buy chocolates. A descriptive research procedure had been
applied to come to the conclusions of the project A detailed questionnaire had been prepared
and the responses of the samples had been collected for the analysis. The project later
concluded with analysis of the responses keeping the limitations under consideration.
In this research I have survey the product performance and buying behavior of famous brands
of chocolates Cadbury, which are consumed by people of all ages. During this research I
have interacted with people of Ghaziabad. After this research I came to know how people
perceives these products on the variables like price, quality, advertisement, satisfaction, taste,
packaging, brand loyalty etc. I also came to know which particular brand of chocolate is most
preferred by people of different age groups. In this research I have surveyed that how
frequently and how much chocolate they consume, whether they buy small, big or family
pack. Trend of ongoing changes in their likings has been shown in the report. In this report I
have tried to explain the entire research and facts product wise.

HISTORY

A chocolate product originally prepared by the native of Central America, until the
early1800s, the only product was a very fatty chocolate drink prepared from the whole
cocoa beans, sugar and spices. In 1828, Van-Houten Holland invented the cocoa press, which
removed parts of the cocoa fat from the bean, resulting in a powder with about 23% fat .This
made the drink easier to prepare & digest.
At the same time, the natural fat, cocoa-butter, was released, making it possible to produce a
fluid chocolate that could be moulded & also used to cover other confectionary products,
during the 1840, fry & later Cadbury, made chocolate bars.
Another major development was the invention of milk chocolate by Daniel peters
of Switzerland in 1876. The ground cocoa nib was processed with sugar & milk solids & the
result was developed in the early days, the processing of milk for chocolate needed a method
that would ensure the development of flavor & good shelf life. For it Cadbury developed the
CRUMB process. In the U.S. Hershey & chocolate are synonymous .

GENERAL INTRODUCTION OF THE COMPANY

Cadbury international began as one man venture in Birmingham, UK in 1824, a young
entrepreneur john Cadbury set-up a shop in Birmingham to sell, among other things, a cocoa
concoction of his own. Form such modest beginnings; it has grown to be the leading
manufacturer of food, beverages and confectionery in the UK. It has revolutionized eating
habits worldwide and the name. Cadbury has become synonymous with cocoa products in
many countries.
Cadbury Schweppes employs people the around the world over and has 50principle,
subsidiary and associated companies in 21 countries. In India Cadbury was set up as a trading
in 1947 and gradually began in a small way by processing of imported chocolates and bournvita at colaba Mumbai. In 1948 the company was incorporated as Cadbury fry (India) private
limited. In 1956, the operations were shifting from colaba to Cadbury house. The first India
manufactured chocolates & bourn vita moved out of Cadbury house in 1956, with further
growth entire operations ware moved to our new locations at Thane. They now have
manufacturing facilities at other location such as Induri, Malanpur, and some other third party
units.

COMPANYOVERVIEW
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
company-owned manufacturing facilities at Thane, Induri (Pune) and Malanpur (Gwalior),
Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New Delhi,Mumbai, Kolkata
and Chennai). The corporate office is in Mumbai.Our core purpose "Working together to
create brands people love" captures the spirit of what we are trying to achieve as a business.
We collaborate and work as teams to convert products into brands. Simply put, we spread
happiness! Currently Cadbury India operates in three sectors viz. Chocolate Confectionery,
Milk Food Drinks and in the Candy category.

In the Chocolate Confectionery business, Cadbury has maintained its undisputed leadership
over the years. Some of the key brands are Cadbury Dairy Milk , 5 Star ,Perk ,clairs and
Celebrations. Cadbury enjoys a value market share of over 70% - the highest Cadbury brand
share in the world! Our flagship brand Cadbury Dairy Milk is considered the "gold standard"
for chocolates in India. The pure taste of CDM defines the chocolate taste for the
Indian consumer

CHOCOLATE
The very word makes your mouth water.
Chocolate is more than just a food: its a state of
mind.
Chocolate as we know it :The first mention of chocolate being eaten in solid form is when bakers in England began
adding cocoa powder to cakes in the mid 1600s. Then in 1828 a Dutch chemist, Johannes
van houten, invented a method of extracting the bitter tasting fat or cocoa butter from the
roasted ground beans, his aim was to make the drink smoother and more palatable, however
he unknowingly paved the way for solid chocolate as we know it.
Chocolate as we know it today first appeared in 1847 when fry & sons of Bristol, England
mixed sugar with cocoa powder and cocoa butter (made by the van houten process) to
produce the first solid chocolate bar then in1875 a Swiss manufacturer,
Daniel peters, found a way to combine (some would say improve, some would say ruin)
cocoa powder and cocoa butter with sugar and dried milk powder to produce the first milk
chocolate.

CADBURY INDIA
In India Cadbury began its operations in 1948 by importing chocolates.
Its today has 5 company-owned manufacturing facilities and 5 sale office in 5 metros.
The corporate office is in Mumbai.
Cadbury enjoys a value market share of over 70%-the highest Cadbury brand share in the
World .the brand Cadbury dairy milk is considered the GOLD STANDARD for
Chocolates in India.

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Cadbury was set-up as a trading concern in India in 1947 and gradually began in a small way
by processing of imported chocolates an d bourn vita at Colaba Mumbai. In 1948 the
company was incorporated as Cadbury fry (India) private limited .In 1956, the operations
were shifting from colaba to Cadbury house. The first India manufactured chocolates &
bourn vita moved out of Cadbury house in 1956, with further growth entire operations ware
moved to our new locations at Thane. Today Cadbury ltd is a 51% subsidiary of Cadbury
Schweppes and employs around the2050 people throughout the country. We now have owned
manufacturing facilities in Thane (Mamba), Induri (Pune), and Malanpur (Gwalior).

LIFE FULL OF CADBURY: Cadbury is an organization which impact and interacts with the consumers.
Cadbury is present in most happy occasion in the life of our consumers.
Our brands excite our consumers.
Cadbury is an expression of a consumers life.

CADBURY FULL OF LIFE:-

Cadbury is a fun and energizing workplace.

Cadbury is a robust and alive.
Cadbury as a company is vibrant

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CADBURY BROTHERS BIRMINGHAM

John Cadbury
As the enterprise prospered, in 1847 John Cadbury rented a larger factory in Bridge Street,
off Broad Street, in the centre of Birmingham and went into partnership with his brother
Benjamin - trading as Cadbury Brothers of Birmingham.
The retail side of the business in Bull Street was passed to a nephew, Richard Cadbury
Barrow in 1849. Barrow Stores, as it became, traded in Central Birmingham until the 1960s.
A major turning point for the cocoa and chocolate industry came in the mid-1850s, when
taxes on imported cocoa beans were reduced by Prime Minister William Gladstone. The
previously prohibitive chocolate products were now within the reach of the wider population.
Cadbury Brothers received their first Royal Warrant on February 4, 1854 as 'manufacturers of
cocoa and chocolate to Queen Victoria.' The company continues to hold royal warrants of
appointment.
During the 1850s business began to decline. The partnership between the first Cadbury
brothers was dissolved in 1860, a difficult time in the company's history.
John Cadbury's sons Richard and George, who had joined the company in the 1850s, became
the second Cadbury brothers to run the business when their father retired due to failing health
in 1861.
John Cadbury devoted the rest of his life to civic and social work in Birmingham until his
death in 1889.
Although they had worked in their father's business for some years, the prospects for Richard.
25, and George, 21, were daunting. Their first five years were a period of unremitting toil
with few customers, long hours and very frugal living. Both seriously considered taking up
other vocations - Richard as a surveyor in England and George as a tea planter in India.
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George was focused on manufacturing, and Richard with sales, but in the early days both
brothers went out and promoted their goods. Due to their dedication, sheer hard work and
improvements in the quality of Cadbury cocoa products, the business survived and prospered.

The legend called Cadbury

1824
A business was opened in 1824 by a young Quaker, John Cadbury, inBull street Birmingham
which was to be the foundation of Cadbury Limited ,now one of the worlds largest producer
of chocolate.
1831
By this year the business had changed from a grocery shop and John Cadbury had become a
manufacturer of drinking chocolate and cocoa. This was the start of Cadbury manufacturing
business as it is known today. A larger factory in Bridge Street Birmingham was rented in
1847, John Cadbury was joined by his brother Birmingham and the business became Cadbury
Brother of Birmingham.
1861
John Cadbury resigned his business and handed over to his sons, Richard,25 and George,
21 who after 5 difficult years almost shut down the business to take up other vocation.
Fortunately for generation of chocolate lovers, the didnt.
1866
Saw a turning point for the company with the introduction of a process for pressing the
cocoa butter from the coca beans. This not only enabled Cadbury Brothers to produce pure
coca essence, but the plentiful supply of coca butter remaining was also used to make new
kind of eating chocolate. The essence was advertised as Absolutely pure, therefore best.
1879
Business prospered from this time and Cadbury Brother outgrew the Bridge Street factory,
moving in 1879 to a Greenfield site some miles from the center of Birmingham
which came to
call Bourneville. The opening of the Cadbury factory in a garden also heralded a new era in i
ndustrial relationsand employee welfare with joint consultation being just one of the
introduced by the pioneering Cadbury Brothers.

1899
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In this year the business private limited company Cadbury Brothers Limited. Progress since the start
of the century through the inter war years on wards has been rapid. Chocolate has moved being a
luxury item to well with in the financial reach of everyone.

1905
Cadbury has many famous brands with one of major success story being Cadburys Dairy Milk
chocolate launched in 1905, today Britains favourite module chocolate bar. Cadbury today is the
market leader in the U.K chocolate confectionary market, employing the most advanced
processing technology and management information and control techniques. The company is the
confectionary division of Cadbury Schweppes plc which is major force in the confectionary and soft
drinks international market. World - wide Cadbury is one of the permanent names in confectionary
with impressive range of famousbrands.Quality has been the focus of the Cadbury business from the
very beginning asgenerations have worked to produce chocolate with that very special taste,smoothne
ss and snap, so characteristics of Cadburys chocolate.

Cadburys Dairy Milk Story

Chocolate has been enjoyed by successive generation since the manufacturing process was
developed in the Victorian Times. Good chocolatiers is an art form depending on recipe
traditions, which havegrown over theyears.Chocolatiers have use theirskills to make balanced
recipe in which all theingredients combine to produced chocolate with all the characteristics
full delicious taste to be enjoyed by the consumers. By todays standards the first chocolate
for eating would have been Considered quite unpalatable.
It was the introduction of the Van Houten cocoa press from Holland that was the major
breakthrough in the chocolate production as it provided extra cocoa butter needed to make a
smooth glossy chocolate.

Cadburys Milk Tray

Milk Tray has maintained its popularity in the changing world since the milk chocolate
assortment made with the famous Cadburys Dairy Milk chocolate was first introduced in
1915.The name tray derived from the way in which the original assortment was delivered to the
shops. Originally Milk Tray was packed in five and as half pound boxes, arranged on
trays from which it was sold loose customers. The half pound deep lidded box
with the traditional purple
background gold scriptwas introduced in 1916, followed by one pound box in 1924.

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With its stylish, without frills presentation Milk Tray was theassortment for everyday, not just
special occasion and it represented the best buying the chocolate for millions of people. The
pack design has been regularly updated and the assortment itself has changed in line with
consumers taste and preferences By the end mid thirties the Cadburys Milk Tray assortment out all
its competitions and today it is still one of the most popular boxes of chocolates in this
country.

The secret of Cadburys success

What is the secret of Cadburys continuing success first theres the careful selection of the
finest coca beans from west Africa, as well as tasty hazel nuts from Turkey and the fine sheet
and choicest natural ingredient available to us anywhere. Finally heres skillful marketing
Cadbury always takes extreme care in selecting and marketing the right range of product in
every cause. The right product, the right partners, the right marketing, the promotional back
up and the right employees. These are the ingredients in Cadburys latest recipes for success.
Right from the stand Cadbury Dairy Milk Chocolate success has been based on 3factors;1) Quality
2) Value for money
3) Advertising

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16

Cadbury Schweppes
Cadbury Schweppes plc, a global beverage and confectionary giant with annual sale of Rs
20,000 crores, is the worlds number one non cola soft drink company having bottling
and partnership operations in 14 countries and franchises of its brand in a further
86 countries around the world. Its Hundred Percent subsidiary in India
named Cadbury Schweppes Beverage India (private) Limited (CSBIL) started operation in
March 1995.
The first brand was the beverages company only supplies the concentrate and the marketing
support to build brand equity. The otheraspects like machinery, bottling line, land and
distribution is the responsibility of the bottler. As its CEO Mr. Ashok Jain says, we are the
software, they are the hardware.

Cadburys Market Segment

Market place for any product is comprised of many different segments of consumers,
each with different needs and wants. Markets segmentation can be defined in a number of
ways such as:
Demographic variables (e.g. Consumers are groups, gender, material states income etc)
The lifestyle of consumers (i.e. their interests and activities) the benefits
which consumers look for in a product or on the occasions when the product might be
consumed.
Cadbury takes into account all these factors when producing a range of products. It
targets different segments within the market, such as the.
Break segment which are normally consume as a snatched
break and often with tea and coffee, for example Cadburys Perk and snack range.
Impulse segment these products are often purchase on impulse, eating these and then. They
include product such as Cadburys Dairy Milk..
Take home segment this describes product that are normally purchase din supermarkets,
taken home consumed at a later stage.
To meet the objectives of our project, we segmented the market on the basis of age and focused on age group 5
o 35 yrs

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OBJECTIVE

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This project is based on the comparative study consumer behavior towards Cadbury
chocolates. Objectives of the study are:
The other objective is to know about the customer satisfaction level associated with the
product and the customer preference level.
To increase customer satisfaction and recapture the market share by fulfilling the customer
needs.
To study the factors affecting the consumption pattern.

"To be the worlds, biggest and best confectionery company"

To develop differentiated product, while exploiting a smart variety, to achieve their profitable
growth in confectionery and beverages. Another objective is to further take advantage of
technology in order to increase growth, quality and productivity .By Working together with
global supply chain Cadbury have a competitive advantage while attaining their ethical and
cost-reduction goal .By competing on quality this gives Cadburys a USP that allows them
to lay an emphasis on total consumer and customer perceived value. As Cadbury have a

19

highly motivated Global Science & Technology Team that is admired internally and
externally for delivering superior results.

Cadburys mission statement says simply: Cadbury means quality'; this is our promise. Our
standing is build ahead quality; our promise to continuous improvement will guarantee that
our promise is delivered. The organization makes the maximum consumption of the
competencies and correlates them to new opportunities in the market. Resources and
capabilities are the building blocks on which an organization builds and executes a valueadded strategy.
Our core Behaviours we promote partnership, networking and cooperation.
We are leaders and business partners
We are champions of our products, consistently finding ways to achieve and maintain
competitive superiority
We live our Values and Principles.
To increase customer satisfaction and recapture the market share by fulfilling the product
and the customer preference level.
To study the factors affecting the consumption pattern.
To get familier with there marketing strategies separatly.
To view the segments being targeted by these brands in the markets.
Up to what extent to the puplic respond to their products
To prepare a marketing plan for any brand that is planning to enter the india chocolate
market.
To be a relevant guide for any brand launch in india.
To find out the famous products of cadbury among the consumer.
To find out the consumer behavior towards cadbury.
To find out the range which is mostly preferred by the customer?
To find out the features which are most favorable?
To increase customer satisfaction and recapture the market by fulfilling the customers need
.To position itself as an all time favorite chocolate for all groups of people irrespective of
age gender,and class.
.To make the sweets affordable with several variants.
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21

RESEARCH
METHODOLO
GY

22

This chapter describes the methodology of the study. This project is based on
information collected from primary sources. After the detailed study, an attempt has been
made to present comprehensive analysis of consumption of Cadbury chocolates consumed by
the people. The data had been used to cover various aspects like consumption, consumers
preference and customers satisfaction regarding Cadbury chocolates. In collecting requisite
data and information regarding the topic selected, I went to the residents of Ghaziabad and
collected the data.

Survey design:
The study is a cross sectional study because the data were collected at a single point of time.
For the purpose of present study a related sample of population was selected on the basis of
convenience.

Sample Size and Design:

A sample of 100 people was taken on the basis of convenience. The actual consumers were
contacted on the basis of random sampling.

Research Period:
Research work is only carried for 2 or 3 weeks.

Research Instrument:
This work is carried out through self-administered questionnaires. The questions included
were open ended, dichotomous and offered multiple choices.

Sources of secondary data

Used to obtain information on, Cadbury and its competitor history, current issues,
policies, procedures etc, wherever required.
# Internet
# Magazine
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# Newspaper

Marketing methods about Cadbury chocolates

Cadbury chocolates would like to introduce a new slimming chocolate bar onto the Australian
market. Which type of research methods would you recommend Cadbury chocolates use? Is
primary data or secondary data more important?
The biggest challenge facing existing companies globally is sustaining continued growth and
expansion. The two main methods that can be adapted by companies to expand their
operations are the introduction of new products in the market or expanding organically by
updating on the already existing product. The Cadbury Chocolate Company has decided to
use the former method whereby the company wants to introduce a new slimming chocolate
bar into the Australian market. The Cadbury Chocolate Company was founded in 1932 and it
remains the biggest manufacturer of chocolate in products in the world. The company has
other product portfolios and other famous brands like snack, dairy milk range, time out bars,
milk tray, crme egg and crunchie. To ensure that the customers become aware of the new
slimming chocolate bar that the company is introducing in the market, intensive market
research need to be carried out(Stone & Desmond,).

The type of market research methods

Market research is simply the collection and analysis of data to ensure that the customer
needs and wants are satisfied. Market research helps in decision-making and reduces the risk
the Cadbury Chocolates Company may encounter when introducing the new slimming
chocolate bar. Market research is vital in every business because the marketing executive
learn about potential customers, potential competitors, consumer wants and consumer needs.
Consumers have different tastes and preferences, which determine the needs and wants.
Carrying a market research will help the company to establish a target market hence
providing a focus for marketing activities. The company will also be able to estimate the
correct amount of the new slimming chocolate bar to manufacture and supply in the market.
The type of research methods that would be the most appropriate for the Cadbury chocolates
to use will be the primary data. Primary data collection method is more focused and effective
than the secondary research method. Primary research can be conducted by use of
questionnaires, contacting consumers directly and carrying out general market observation
(Grbich, 2004). There are various methods that can be used to conduct a primary market
research and they are discussed below.

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Conducting Interviews
This is the most common method that is associated with market research. The interview can
be face-to-face, telephone or over the internet. The advantage of telephone interviews is that
it can cover a wide geographical area and it is cheaper than face-to face interviews.
On the other hand, face-to-face interviews are conducted between a market researcher and a
respondent. Conducting market research using this method ensures that the researcher gets a
lot of information. Face-to-face also allows the use of pictures and products that need to be
introduced in the market. The Cadbury chocolate company can also use internet whereby
individuals who access the companys website are requested to fill electronic questionnaires.

Mail survey
In most countries, the most appropriate method to use for the collection of primary data is
mail survey. The Cadbury chocolate company can design questionnaires and mail them to a
number of respondents. To improve the level of response from the respondents the company
may prompt or remind the respective respondents.

Focus group
A focus group is made up of respondents who are based together in the same room. The
market researchers from the Cadbury chocolate company should work with the focus group
to gather in depth qualitative feedback. The focus group can be composed of 20 to 30
respondents. Personal opinions, discussion...T Many businesses are Product Orientated. This
means that they design and make a product, and then try and convince consumers to buy it.
Business can also be "Market Orientated". This is where they try to find out what consumers
want before making the final product. Finding out about what consumers want and need, and
what makes them buy, is called "Market Research".
Businesses which are mainly product orientated risk spending a large amount of resources
launching a product which proves to be a failure. Researching the market helps reduce this
risk. It should focus research and design effort onto products which have a chance of success
in the market place. When the product is launched, a carefully researched product stands less
chance of failing.
Market research attempts to find the answers to questions a business might have about its
market. A market researcher must then decide what information might help answer the
question brought forward. The market researcher then decider how best to collect this
information. There are two ways of doing this, desk research and field research. The
information is then collected and analysed. Finally, the business has to make a decision about
what to do in the light of the information formed.
Desk research involves the use of secondary Data. This is information which is already
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available, both within and outside the business. Information within the business is
information collected routinely. Invoices, for instance, will tell them how much they sell and
who they are selling to. Accounts will give information about the value of sales and costs of
production. Businesses can also collect information which is available from sources outside
the business e.g. Government, the media, Trade associations etc.
The results of that research are given in a table.
Field research involves the collection of Primary Data information which no one has yet
collected. It is collected specially for the particular piece of...
READ FULL DOCUMENT

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RESEARCH DESIGN
DESIGN:The design would be descriptive research design because this study focuses on image
building of the Cadbury. The research relies on the secondary source of information.
descriptive research major objective: the descriptive of something- usually market
characteristics or functions. it includes studies on the market, market share, sales analysis,
image, product, usage ,distribution ,pricing, advertising.

VARIABLES AND MEASURES:1 communication methods

2 Advertising campaigns
3 Brand positioning strategies

DATA GATHERING:For the purpose of this study, secondary data is collected and analysis from various sources
such as websites, annual report, books, journals, articles, newspaper, magazines, case studies
etc.
The data gathering is aimed as extracting the information regarding image building strategies
adopted by Cadbury to become a successful brand.
This research entitled A Survey On The Monthly Income Of The Residents Of Brgy. 788
uses a quasi-experimental research design in which the surveys given were assigned to the
residents of the said barangay in a certain wave of measurement. Along with the quasiexperimental design, the research also uses a regression-discontinuity design in where the
respondents are classified among the monthly income they receive, how many family
members they have and if they either think their income is enough for their needs or not.
In general, this baby thesis used a quasi-experimental design, which means that the survey
given was assigned only to selected working residents of Brgy. 788. But the respondents that
were chosen were randomized when it came to the occupations and monthly income that they
have. This kind of design is preferred rather than using a design that only focuses on one type
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of group because the study implies on all types of jobs, since the main idea of this research
focuses on the different amounts of monthly income the respondents have, and how it affects
the balance between choosing a certain community, respondents their lives. The design used
is accurate enough for the purpose of this study since it.

TYPES OF DATA
PRIMARY DATA: it is the actual information which is received by researcher for study from the actual field of
research. These data are attained by means of questionnaire and schedules. In some fields
primary data are collected through interview and observation methods. The observation
method, for collecting primary data, may be both participant and non-participant. Such data
are known as primary because they are attained by researcher from the field of research
directly and for the first time. Primary data are generally attained through observation such as
the life of the group, traditions and customs and differently aspects of daily life. Participant
observation sometimes unravels such primary data which cannot be known by any other
means.
Primary data
Questionnaire, personal meetings, interview method with the concerned persons will be used
to collect data.
1 Direct observation
2

Questionnaire

SECONDARY DATA: It is the information which is attained indirectly. There searcher does not attain them directly.
Such data are gathered from published and unpublished material. Secondary data are gathered
from the information collected from the individuals and institutions through personal diaries;
letters and survey documents etc. The secondary data again, are gathered through two types
of sources. The first source are the public documents such as books, manuscripts, records,
census reports of surveys by private institutions and various information published in
newspapers and magazines.
The nature of the data that has been used in the project under study is both primary and
secondary in nature.
Secondary data
Offer documents, fact sheets, news papers, magazines published from time to time and
Internet, Company sources. A
1 Cadbury manual
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SAMPLING DESIGN
Sampling involved selecting units from a population of interest so that by studying the
sample we can fairly generalize the results back to the population from which they were
chosen. In the present course work, convenience sampling was used and an aggregate sample
size Was 60.

Sampling procedureWe have taken simple random sampling.

Data analysis
The data collected through survey was analyzed with help of simple percentages. Tabular and
graphic methods, which included pie charts and bar graphs, were used to analyze data

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SAMPLIN PLAN

One can understand the importance of sampling plan. Its the best way to use marketing
dollars. It is the most effective way to ensure throwing away marketing dollars and wasting
time marketing to people who wont buy from you. To acknowledge the importance of target
marketing is a must in the online business environment.
One cannot succeed and one cannot find financial freedom if one does not focus on target
marketing. Ti should be focused and market specific. One has to use sampling plan stay afloat
in the online business environment .Without target marketing will be a small business lost
in a sea of competition.
Organisation can use similar kind of strategies to promote their product within target market.
They can adopt a mere focused approach in case of sampling plan. They know their customer
well thus can reach out to their target audiences in the most effective way.
The beauty of plan is that it make the promotion pricing and distribution of you products
and/or services easier or more cost-effective. Sampling plan provide a focus to all of your
marketing activity.

Basis of sampling plan

Age
Gender
Interest
Geographical location
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 Need
Occupation
target marketing is the better use of resources:Organisation can use similar kind of strategies to promote a product within target market.
The marketing budget is going to be most effective when it reaches the selected target
market. When one look at the being picture and sort through the marketing jargon, the benefit
of target marketing simple efficiency solid target.

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DATA COLLECTION INSTRUMENT

Data collection
Research is based upon various types of information. It is not possible without different kinds
of information. In order to carry out research successfully; information should be gathered
from the proper sources. The more valid is the source of information, the more reliable are
conclusions.
The data, which is collected for the purpose of study is divided into 2 basis: PRIMARY SOURCES: The primary data comprises information survey of comparative
study of consumer behaviour towards Cadbury chocolate. The data has been collected
directly from respondent with the help of structured questionnaires.
SECONDARY SOURCES: The secondary data was collected from internet. References
from library .

Data analysis

The data is analysis on the basis of suitable table by using mathematical techniques. The
techniques that i have used in bar technique.

FACTS FIGURES ABOUT THE CADBURY

Global market of chocolate:-

Size of USD 110 billion

Growth rate of 25%
Nestle is the global market leader followed by mars
Market getting stagnant in mature western market
Asia eastern Europe and southern American have greatest growth prospects.

35

INDIAN MARKET
Size of Rs 8 billion in value and around 33000 tons in volume
Low per capita consumption of around 160 gm as compound to 8 kg in UK
Very low penetration level
Growth rate of 11.5%

36

37

GEOGRAPHICAL AREA COVERED

Geographic Location
Potential users of your product may live in a specific area, which can affect how you market
and distribute your product. For example, to operate the business in a warm-weather area but
the product appeals to those who live in colder climates, it is necessary to decide whether it's
better to relocate to that area or perhaps offer the products by direct mail or the Internet.
Psychographics
Psychographics identify lifestyle choices that can influence whether individuals are potential
users of your product. For example, to determine that the product appeals to people who are
physically fit, one can promote an aspect of your product that encourages fitness. If potential
users are fishermen, one can advertise that your snack product is convenient to carry along on
a fishing trip.

Usage
One also wants to know the type and frequency of usage for your product. You may
determine that customers are most likely to use your product only in certain situations, such
as when attending a social gathering. Advertising can create a scenario in which a customer is
at a party and a need for your product arises.

Benefits
One wants to identify a common benefit that customers hope to obtain by using your product.
Users of a cologne or perfume may want a fragrance that appeals to the opposite sex. Buyers
of an automobile may want luxury or prestige. People who buy life insurance likely seek the
peace of mind that comes from knowing their families are provided for if they die
prematurely.

38

Market Segmentation:
It means divide the market into group of potential customers on the basis of occupation as
well as the age group of the in the market.
It means all marketing process depends on marketing segmentation and it is the foundation of
all the marketing processes.
Cadbury dairy milk also divides the market into different group of customers. We can
understand it by following discussion.
Identify Market Segment of Cadbury Dairy milk
Targeting a group of customers who share a similar set of needs and wants.
Geographical Segmentation:
It can be understand from the following points.
Age and life cycle:
Under this type of segmentation the buyers who mostly prefer the Cadbury dairy milk comes
under the age group of 4 to 50 years.
Gender:
For purchasing Cadbury dairy milk gender does not matter. Cadbury dairy milk are for all
type of persons whether male or female.
Income:
The price of Cadbury dairy milk is reasonable and affordable, so a person does not need to
much think before purchasing. They can easily buy it any time when they want to buy.

Generation:
Cadbury dairy milk will not be much affected by the generation differences. All type of
people like to purchase the Cadbury dairy milk when they want to buy it.
Behavioral Segmentation of Cadbury dairy Milk:
We can understand it by the following points.
Decision roles:
The decision role is played by the children and youngsters. They play an important role in
taking the decision of when to buy the Cadbury dairy milk.
39

Occasion:
For purchasing the Cadbury dairy milk no specific occasion are required. People can easily
purchase it on regular bases also if they needed.
Benefits;
Cadbury dairy milk is easily available anywhere when we need it. The supply chain of
Cadbury dairy milk is very good also it a quality conscious. So there are two main types of
benefits given by Cadbury dairy milk are supply chain and quality.
User status:
There are mainly the regular users found in the user status of Cadbury dairy milk.

40

Data
Analysis &
Interpretati
on
41

ANALYSIS OF THE STUDY

Age

Between 0-10
Between 10-20
Between 20-30
above 30

According to the above analysis it is concluded that I have surveyed 100

respondents out of which 14, 42, 33, 11 belongs to age group 0-10, 10-20, 20-30,
above30 respectively.

42

Gender

Male
Female

43

Which of the following do you prefer?

Plain Chocolate
White nuts
With fruit (Raisins)
With fruit and nuts
With caramel

Acc
ording to the above analysis it is concluded that most of the people like to eat
fruits and nuts as compare to other segment of dairy milk chocolate

If there was a discount on Cadbury Dairy Milk Silk, you think you would be more likely to buy it?

yes
No

According to the above analysis it is concluded that out of sample of 95 people

who eat chocolate 72 are attracted to buy chocolate on discount and 23 were
attracted by some other reasons

44

 Approximately, how many chocolate bars would you purchase in one week?

Less than 5
5 or 10
More than 10

According to the above analysis it is concluded that mostly people purchase

chocolates weekly.

When you think of Cadbury, which chocolate comes to your mind?

Diary milk
Five stars
Perk
Silk
Any other

To the above analysis it is concluded that most of the people like to eat new
cadbury dairy milk silk.

45

46

Can you give your favorite chocolate one adjective?

Yummy
Tasty
Crunchy
Chew

According to the above analysis it is concluded that most of the people likes to
eat yummy hard chocolate and chew form of a chocolate is least preferred.

Do you think Cadbury Silk is a commodity consumed by children only?

Yes
No
May be

According to the above analysis it is concluded that the chocolate is not only
consumed by children only its consumed by every age group of people

47

According to you, which is the most preferred chocolate after Cadbury?

Amul
Nestle
Campco

The above analysis of given sample of 93 respondents who eat chocolates it is

concluded that only 73 people likes to eat Cadbury chocolates and after Cadbury
they would like to preferred Nestle or more.

Do you think now people have become more health conscious that the need for chocolate has declined?

Yes
No
May be

48

Acco
rding to the above analysis it is concluded that most of the people now become
health conscious so Cadbury should introduced sugar free Cadbury chocolate to
attract health conscious people.

INFLUENCING FACTORS DURING PURCHASE OF CADBURY CHOCOLATES

FACTORS

GRAND TOTAL

AVERAGE

RANK

335

4.6

PRICE

235

3.2

QUALITY

307

4.2

PACKAGING

277

3.79

FORM

231

3.16

BRAND

271

3.71

IMAGE

262

3.59

COLOR

224

3.07

SHAPE

213

2.92

10

262

3.59

FLAVOR/TASTE

QUANTITY

According to the above analysis it is concluded that on an average mostly people

are influenced by flavor/taste followed by quality, packaging and brand. Here
colour and shape are not all influencing people while purchasing Cadbury chocolate.

REASONS FOR NOT SWITCHING OVER TO OTHER BRANDS

49

All the consumers why they continue to buy the old brand gave various important reasons.
The most important reasons given by the consumers were:
Taste/Flavor
Brand
Image
Quality
Packaging

50

FINDING

51

After doing the survey in the various department of Cadbury India Ltd. Result showed that
some of the department heads and the Top management are satisfied are the Welfare policies.
The result was calculated by using Questionnaire.
Conclusion is based on the attributes that are condition, working hours, Welfare scheme etc.
By seeing and search all the above salient features , the conclusion is that some
department heads and top management is satisfied with the welfare policies process which
uses in Cadbury India Ltd.
CONSUMER RESEARCH: Consumer research deals with consumer and their problems and
solution to the problems. In this I came to know about the consumers need and expectation
levels regarding products and ascertainable levels of consumer satisfaction.

PRODUCT RESEARCH: Under product research I came to know about the modification
which consumers wants as to the quality, packing, shape, colour, and quantity etc of their
favorite chocolate.

PRICING RESEARCH:This includes ability to consume, to pay for the product,

how much a person can spend on his/her favorite chocolate. In this I have tried to find out
consumers price expectations and reactions.

ADVERTISING RESEARCH:Under this I have concluded that whether the

advertisement appeals the consumers or not. This also includes evaluating and
selecting the proper media-mix and measuring advertising effectiveness.

52

53

54

LIMITATION

55

In attempt to make this project authentic and reliable, every possible aspect of the topic was
kept in mind. Never the less, despite of fact constraints were at play during the formulation of
this project. The main limitations are as follows:

Due to limitation of time only few people were selected for the study. So the sample
of consumers was not enough to generalize the findings of the study.
The main source of data for the study was primary data with the help of selfadministered questionnaires. Hence, the chances of unbiased information are less.
People were hesitant to disclose the true facts.
The chance of biased response cant be eliminated though all necessary steps were
taken to avoid the same.

56

SUGGESTION

57

 Company should concentrate more on television for advertisement, as mostly people

get attracted through television only.
For promotional offers, company should go for free gifts rather than going for other
ways.
Cadbury should concentrate on the shape of a chocolate.
People are unsatisfied with the price and quantity of chocolate so companies should
concentrate in this regard also.
Bring out new products for health conscious people.
Continue to promote itself as substitute to mithai.
Choco -biscuits should be introduced.
Should use Indian ads and avoid global ads in India.
Consider attractive display or its own Chocolate boutique(retail store).
Special chocolates for Christmas should be introduced e.g. champagne flavoured.
New flavoured like strawberry, orange, vanilla etc.

58

BIBLOGRAPH
Y

59

 http://www.aphrodite-chocolates.co.uk/history_chocolate.html
http://www.google.com.in
http://www.cadbury.co.nz/carnival/index.html
http://www.packaging-technology.com//cadbury4.html
http://www.chocolatereview.co.uk
http://en.wikipedia.org/wiki/preference
http://answers.yahoo.com

60

ANNEXURE
61

62

SURVEY ANALYSIS
Questionnaire

1. Name: -
2. Age: -
3. Gender:[ ] Male

[ ] Female

4. Do you like to eat Cadbury chocolate?

[ ] Yes
[ ] No
5. Which of the following do you prefer?
Plain Chocolate
[ ]
White nuts
[ ]
With fruit (Raisins) [ ]
With fruit and nuts [ ]
With caramel
[ ]
6. If there was a discount on Cadbury Dairy Milk Silk, you think you would be more
likely to buy it?
[ ] Yes
[ ] No
7. Approximately, how many chocolate bars would you purchase in one week?
Less than 5
[ ]
5-10
[ ]
More than 10
[ ]
8. When you think of Cadbury, which chocolate comes to your mind?
Diary milk
[ ]
Five stars
[ ]
Perk
[ ]
Silk
[ ]
Any other
..
9.

Do you think that chocolate is a luxury purchase or necessity?

..................

10. Can you give your favorite chocolate one adjective?

Yummy
[ ]
Tasty
[ ]
Crunchy
[ ]
Other
.

63

11. Which variants you like most Cadbury Dairy Milk Silk?
Milk Chocolate
[ ]
Roast Almond
[ ]
Fruit &Nut
[ ]
Orange Peel
[ ]
12. Do you think Cadbury Silk is a commodity consumed by children only?
[ ] Yes
[ ] No
[ ] May be
13. According to you, which is the most preferred chocolate after Cadbury?
[ ] Amul

[ ] Nestle

[ ] Campco

14. Do you think now people have become more health conscious that the need for
chocolate has declined?
[ ] Yes

[ ] No

[ ] May be

15. Do you think sugar free Cadbury chocolate should be more introduced to attract health
conscious people?
[ ] Yes
[ ] No
[ ] May be

64

Do you think that chocolate is a luxury purchase or necessity?

..................
16. Can you give your favorite chocolate one adjective?
Yummy
[ ]
Tasty
[ ]
Crunchy
[ ]
Other
.
17. Which variants you like most Cadbury Dairy Milk Silk?
Milk Chocolate
[ ]
Roast Almond
[ ]
Fruit &Nut
[ ]
Orange Peel
[ ]
18. Do you think Cadbury Silk is a commodity consumed by children only?
[ ] Yes
[ ] No
[ ] May be
19. According to you, which is the most preferred chocolate after Cadbury?
[ ] Amul

[ ] Nestle

[ ] Campco

20. Do you think now people have become more health conscious that the need for
chocolate has declined?
[ ] Yes

[ ] No

[ ] May be

21. Do you think sugar free Cadbury chocolate should be more introduced to attract health
conscious people?
[ ] Yes
[ ] No
[ ] May be

65

CONCLUSION

Cadbury is the most preferred brand than other brands in India and Dairy Milk is the most
preferred product from Cadbury.
Flavor and packaging are most important factors that affect the buying behavior of customer.
57% of customer recalls advertisement before buying the product. So by our research it is
concluded that advertisement affects the buying behavior.
41% people like crunchy and 32% people like nutties chocolate. And most of the people like
small packs. Free gift are more attracting for children and price offer schemes attracts middle
group more.

66