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CHAPTER 4

INTERPRETATION AND ANALYSIS


Interpretation and Analysis:
The questionnaire that was prepared by the team was circulated among 50 people and
conclusions were drawn out of the answers given by them.
We could conclude the marketing strategies and brand awareness used by Cadbury by taking
into consideration the answers given by these 50 respondents.
We have created pie charts with the help of the answers given by these 50 respondents and
maintained consistency with our analysis.

The following pie charts will help us understand the marketing strategies and brand
awareness adopted by Cadbury:

Gender

Fig.1.1
Interpretation
In the above pie chart (Fig 1.1), it is clear that the consumption of Cadbury is higher among
females when compared to males. The chart shows that on the whole 57.1% of women of the
total sample size consume Cadbury.
Debra A Zellner (February 2004, pages 119-121) In this article the writer has concluded that
women crave more for chocolates during their menstrual cycle. The writer has also concluded
that consumption of chocolates is a cultural origin rather than a physiological basis for
chocolate craving.
It is believed that women are comparatively more attracted towards chocolates and it is
justified that Cadbury has won the heart of women.

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Category

Fig.1.2
Interpretation

In the above pie chart (Fig.1.2), we can see that the consumption of Cadbury is
more in youth when compared to other categories. Approximately 87% of the
total sample size prefers Cadbury. It is also seen that old aged people do not
prefer to consume Cadbury and contributes only 1.8% of the total sample size.
Moreover, Old aged people refuse to consume chocolates due to health
problems like fatigue and diabetes whereas, youth consume chocolates because
it is scientifically proved that dark chocolates is good to improve the skin tone
and helps to reduce cholesterol, reduces risk of stroke and is considered to be
one of the best treats.

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Is Cadbury a Market Leader in Chocolate?

Fig.1.3
Interpretation

Based on the above figure (Fig.1.3), we can conclude that 28.6% of the total
sample size strongly agrees that
Cadbury is a market leader when compared to its competitors.
Although the majority of the respondents (57.1%) agree that Cadbury is the
Market Leader.
However, 8.9% of the respondents neither agree nor disagree that Cadbury is
the Market Leader.

There involves a great deal to be successful in the market and more than half the
respondents agree that Cadbury is the market leader when compared to other
brands. The company is optimistic about India and its opportunities and also
understands that packaged food market is dominated by Indian Companies
according to the local tastes of the consumers.

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Source of awareness

Fig.1.4
Interpretation
In the above pie chart (Fig.1.4) it is clear that majority of the consumers are
aware of the product through advertisement, mainly concentrating on television.
75% of the respondents agree that advertisement is the best source of
communication. This shows that Cadbury uses effective and creative advertising
strategies to market its products.
Despite this, 12.5% of the respondents agree that they are aware of the product
through Word of Mouth mainly in the form of friends and family.
8.9% of the respondents agree that they are aware of the product through
advertisement in retail and departmental stores.

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Is the price fixed fairly?

Fig.1.5
Interpretation
The price of a product is of vital importance to any company. The price of the
product determines its selling price the company charges on its customer and
this will have a direct effect on the success of the business. Before setting the
price of the product, the company should make sure that it covers all the costs or
expenses the company incurs in producing the product.
In the above pie chart (Fig.1.5) it is evident that close to half (50%) the
respondents agree that the price of the product is fixed fairly. However, 12.5%
of the respondents disagree to this context. Of the total respondents, 21.4%
neither agree nor disagree to this situation.This indicates that the consumers are
satisfied with the price and are willing to purchase the product and also
indicates that price is related to consumer purchases.

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Discount on price of Cadbury would make more likely to buy it

Fig.1.6
Interpretation

Marketing activities and strategies result in making products available that satisfy
customers, one of the most important strategy is the pricing of the product and
discount on such products impact majorly on purchasing decisions of the consumers.
In this above pie chart (fig.1.6) it can be interpreted that basically 76.8%respondents
agree that discount on price of Cadbury would make more likely to buy it.Where as
12.5% neither agree nor disagree on this context.
This indicates a discount on price of Cadbury would make it affordable and
satisfactory for the consumers to spend on their preferred chocolate- Cadbury
Focus on what the consumers wants is essential to increase in demand for the
product depends on the consumer orientation and maintain a profitable volume of
sales in order for the company to continue to do business.

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How often do you consume or purchase Cadbury Chocolates

Fig.1.7

Interpretation

Consumption of chocolate consumption has been scientifically linked to a longer life.


A few pieces of chocolate every month may make your life both sweeter and longer.
Chocolate is considered as a major source of dietary copper, which is required for a
healthy life-style as chocolates are rich in minerals. More number of populations
consumes chocolate with urge for taste.
Similarly in our study we can find that in this above pie chart it is clear that 62.5%
respondents occasionally and 37.5% respondents usually consume or purchase
Cadbury chocolates. This clearly indicates higher percentage of respondents
purchase or consumes chocolate occasionally, which can also be a disadvantage for
the marketing condition of the product

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

Fig.1.8
Interpretation

From the above graph it is clear that 76.8% of the respondents purchases less
that 5 chocolates in a week. And only 19.6% respondents purchases 5 to 10
chocolates in a week. So it clearly evident that weekly consumption of Cadbury
is lower. This basically shows respondents tend to be health conscious and
restraint themselves from buying less than five bars in a week. As an indirect
suggestion, Cadbury can initiate on health bars too. Making it more convenient
to the consumers and also retaining the marketing condition.

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Do promotion scheme, like free gifts or contests, change your
decision to buy Cadbury Chocolates?

Fig.1.9
Interpretation

From the above graph it is clearly evident that majority of the customer are
agreed with the promotion strategy taken by the company .And 21.4% are
disagreed with the promotion strategy taken by the company. So it is clearly
evident that majority of the customers are satisfied with the promotion strategies
of the Cadbury. And it can also be interpreted that free gifts or contests would
attract new consumers and also retain the old consumers. Promotion schemes
will always hold the brand loyalty on a positive note. Therefore, increasing
brand loyalty and also marketing condition of the product.

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Are you satisfied with the available quantity or size of Cadbury?

Fig.1.10
Interpretation

In the above pie chart (Fig.1.10) it is clear and evident that 28.6% of the
respondents agree that consumers are satisfied with the available price and
quantity of the product whereas, equal number of respondents neither agree nor
disagree to this situation.
It is also noted that close to 12.5% of the respondents strongly disagree to the
available price and quantity of the product which means that the consumers are
not happy and they think that they are paying more for a lesser quantity which is
not worth it.
With this in the context, there are possibilities that consumption rate can
decrease further than the current rate and the company might have to consider
this in order to satisfy its consumers. It is always the best choice for a company
to go with customer satisfaction.

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Have you ever been disappointed with the product in terms of
price and quantity?

Fig.1.11
Interpretation

In the above figure (Fig.1.11) 34.5% of the total respondents agree


that they have been disappointed with the product in terms of price
and quantity. This means that consumers give more money for less
quantity which disappoints their purchase. It is important for a
company to understand that determining the right price with right
quantity is one of the main components in decision making process.
23.6% of the total respondents stay neutral to this situation and 29.1%
say that they disagree and that they are satisfied with the current price
and quantity of Cadbury.

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Importance to brand ambassador use in advertisement and
publicity of the product

Fig.1.12
Interpretation
 In this situation, there are mixed responses. While 40% of the respondents
agree that a brand ambassador is important, 14% of the respondents disagree,
with 27% choosing to remain neutral. 
This shows that a brand ambassador does not affect Cadbury to that extent, as
Cadbury has established itself as a market leader, a position in which
advertisements aren't needed as much as other young companies.
However Brand Ambassadors is a great option in marketing to students as it can
be strategically placed in college campuses to reach as many potential
consumers as possible also they make the product more appealing to the
consumers.
Brand ambassadors can be a powerful resource if they are used appropriately as
a part of the marketing strategy.

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Cadbury has leading advantage over other brands in chocolates

Fig.1.13
Interpretation

In the above pie chart it is clear that a majority (almost 76%) of the respondents
agree that Cadbury has a certain advantage over other companies. 16.1% of the
respondents neither agree nor disagree to this question. 
This clearly shows that Cadbury still does successfully maintain it's position as
market leader in the sector.
Since the overall costs in chocolate products are increasing everywhere, it
should be priced in a way that it is affordable to each and everyone in the
society therefore Cadbury should price its products in such a way that it has a
leading advantage in the market. 
Therefore from the above pie chart, majority of the respondents agree that
Cadbury is successful because of its taste, quality, image, and price thus making
it a leader in the market.

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There existsa customer complaint handling system for Cadbury

Fig.1.14
Interpretation

The report highlights that, both in principle and in prctice, complaint handling
should not simply be regarded as a cost, for instance, it costs more to replace
dissatisfied customer than to retain an existing customer. There is a small
stream of research that shows that good complaint culture and processes may
lead to improved performance. The above fig indicates that 52.7% of the
consumers perception is that, information from complaints data can be used to
identify and help tackle problems in customer handling system of Cadbury

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Do you feel that Cadbury is successful during the festival season
in India?

Fig.1.15
Interpretation

Cadbury’s brands are available in over a million outlets across the country.
Cadbury is also focusing intensively on achieving distribution equity which has
shown a majority of 48% of the consumption during festive seasons and
12.5%of the respondents believe that its more or less the home made sweets
also which are preferred over chocolates during festivals.

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CHAPTER 5

FINDINGS CONCLUSIONS

SUGGESTIONS

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5.1 FINDINGS

1. Consumption of Cadbury chocolates by women are more than consumption


of the same by men. 
2. Youth consume Cadbury chocolates more than any other age category.
3. Based on the survey, it was also derived that only very few percentage of old
aged people prefer Cadbury chocolates, as they tend to be health conscious.
4. According to our survey it was derived that, Cadbury is the market leader
when compared to other brands.
5. According to the survey, one of the findings was that, even though
respondents felt affordable to buy the product at fixed price, it was evident that
a discount on price of the product would make it more likely to buy it.
6. One of the findings during the research was disappointment of consumers
with the product in terms of price and quantity of Cadbury, even though
consumers could not stop buying there most preferred chocolate - Cadbury.
7. According to the research, Cadbury is very much successful during the
festival season in India. Through which it can also be derived that, the family
preferred chocolate be- Cadbury. Hence proving brand loyalty.
8. According to the research, most of the consumers consume Cadbury
chocolates occasionally, which also show a drawback in the marketing
condition of the product. 
9. According to the research, it was also derived Cadbury holds a leading
advantage over other chocolate brands. Hence, again proving positive brand
loyalty.
10. According to the research, it was also derived people are more impressed
and trust the brand more by the source of awareness- advertising.

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SUGGESTIONS

The overall data across the background characteristic categories show that
across the background categories the preference for Cadbury chocolate and milk
products is better than any other brand. Most of the respondents would purchase
both Chocolate and Milk products of Cadbury for its Taste and improvised
price. It can be seen that more percentage of respondents has seen the
advertisement of Cadbury which has been influencing the people to buy the
chocolate. Companies have been using the promotion media to enhance the
message to the target audience. The overall effectiveness of the Cadbury
products has been rated higher. It is observed that for Chocolate and Milk
products of Cadbury, most of the respondents take festive season or mood and
Word of mouth communication respectively as more important factors affecting
their buying individually. Whereas packaging as a factor affects the decisions in
Cadbury. It can be seen that across all the predefined background characteristic
categories, more percentage of respondents are more likely to buy Cadbury
chocolates because of the attractive packing and the goodies the kids get along
with the chocolate, satisfies with the availability of quantities or Size of Milk
products and Chocolate of Cadbury

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CONCLUSION

This project on Brand Awareness and Marketing Campaign of Cadbury was a


challenging and knowledge gaining experience for all the members of the team.
Though the sample size was small, it helped us to know the different views of
the consumers regarding Cadbury's Brand awareness and its marketing
campaigns.
Brand is a key feature in marketing a product which helps building consumer
confidence irrespective of the competition. Cadbury is a well known brand
among chocolates. Its advertising strategies have helped in reaching a large
crowd in an around Bangalore with the help of television and hoardings. But in
this tech savvy environment Cadbury should come up with attractive and
innovative marketing strategies to reach a relatively larger crowd and retain its
advantage in this competitive marketing environment. 

Future research

In our project we came out with some suggestions for future research:
1. Timeconstraints: Time period for conducting research work should be
increased, as we have taken only three months for doing this research, so it was
not possible for as to collect the sufficient data.  
2. Sample size can be increased in future for further research.
3. Try to collect true facts from the respondents by interviewing them face-to-
face.
4. Try to get opinion of the expert before starting the research.
5.Circulate questionnaire in different locality apart from Bangalore.

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