INTODUCTION

Cadbury, formerly Cadbury's and Cadbury Schweppes, is a British multinational confectionery company
wholly owned by Mondelez International since 2010. It is the second largest confectionery brand in the
world after Mars. Cadbury is internationally headquartered in Uxbridge, west London, and operates in more
than 50 countries worldwide. It is known for its Dairy Milk chocolate, the Creme Egg and Roses selection
box, and many other confectionery products. One of the best-known British brands, in 2013 The Daily
Telegraph named Cadbury among Britain's most successful exports.

Cadbury was established in Birmingham, England in 1824, by John Cadbury who sold tea, coffee and
drinking chocolate. Cadbury developed the business with his brother Benjamin, followed by his sons
Richard and George. George developed the Bournville estate, a model village designed to give the
company's workers improved living conditions. Dairy Milk chocolate, introduced in 1905, used a higher
proportion of milk within the recipe compared with rival products. By 1914, the chocolate was the
company's best-selling product. Cadbury, alongside Rowntree's and Fry, were the big three British
confectionery manufacturers throughout much of the nineteenth and twentieth centuries.

Cadbury was granted its first Royal Warrant from Queen Victoria in 1854. It has been a holder of a
Royal Warrant from Elizabeth II since 1955. Cadbury merged with J. S. Fry & Sons in 1919, and Schweppes
in 1969, known as Cadbury Schweppes until 2008, when the American beverage business was split as Dr
Pepper Snapple Group; the rights ownership of the Schweppes brand had already differed between various
countries since 2006. Cadbury was a constant constituent of the FTSE 100 on the London Stock Exchange
from the index's 1984 inception until the company was bought by Kraft Foods in 2010

Cadbury has its head office at Cadbury House in the Uxbridge Business Park in Uxbridge, London
Borough of Hillingdon, England. The company occupies 84,000 square feet (7,800 m2) of leased space
inside Building 3 of the business park which it shares with Mondelez's UK division. After acquiring
Cadbury, Kraft confirmed that the company would remain at Cadbury House.

Cadbury relocated to Uxbridge from its previous head office at 25 Berkeley Square in Mayfair, City of
Westminster in 2007 as a cost-saving measure. In 1992, the company leased the space for £55 per 1 square
foot (0.093 m2) by 2002 this had reached £68.75 per square foot.
 In 1948, Cadbury India began its operations in India by importing chocolates. On 19 July 1948, Cadbury
was incorporated in India. It now has manufacturing facilities in Thane, Induri (Pune) and Malanpur
(Gwalior), Hyderabad, Bangalore and Baddi (Himachal Pradesh) and sales offices in New Delhi, Mumbai,
Kolkata and Chennai. The corporate head office is in Mumbai. The head office is presently situated at
Pedder Road, Mumbai, under the name of "Cadbury House". This monumental structure at Pedder Road has
been a landmark for the citizens of Mumbai since its creation. Since 1965 Cadbury has also pioneered the
development of cocoa cultivation in India. For over two decades, Cadbury has worked with the Kerala
Agricultural University to undertake cocoa research.

Currently, Cadbury India operates in five categories – Chocolate confectionery, Beverages, Biscuits,
Gum and Candy. Its products include Cadbury Dairy Milk, Dairy Milk Silk, Bournville, 5-Star, Temptations,
Perk, Eclairs, Bournvita, Celebrations, Gems, Bubbaloo, Cadbury Dairy Milk Shots, Toblerone, Halls,
Bilkul, Tang, and Oreo.

It is the market leader in the chocolate confectionery business with a market share of over 70%. On 21
April 2014, Cadbury India changed its name to Mondelez India Foods Limited. In 2017, Cadbury/Mondelez
agreed to pay a $13 million FCPA penalty for making illicit payments to government officials to obtain
licences and approvals to build a factory in Baddi.

Major chocolate brands produced by Cadbury include the bars Dairy Milk, Crunchie, Caramel, Wispa,
Boost, Picnic, Flake, Curly Wurly, Chomp, and Fudge; chocolate Buttons; the boxed chocolate brand Milk
Tray; and the twist-wrapped chocolates Heroes which are most popular around holidays, such as Christmas
and Halloween.

As well as Cadbury's chocolate, the company also owns Maynards and Halls, and is associated with
several types of confectionery including former Trebor and Bassett's brands or products such as Liquorice
Allsorts, Jelly Babies, Flumps, Mints, Black Jack chews, Trident gum, and Softmints. Global sales of
Cadbury products amounted to £491M in the 52 weeks to 16 August 2014.
 SCOPE AND SIGNIFICANCE

The scope of my study restricts itself to the analysis of consumer preferences, perception and consumption
of Cadbury and Chocolates. There are many other brands of chocolates available but my study is limited to
major players of chocolates leaving behind the others. The scope of my study is also restricts itself to
MUMBAI region only.

1. Marketing research has its importance not only for consumers market but also it surveyeffectively to the
producer of goods and services. The use of marketing research inconsumer market may be explained on
the basis of following services rendered by it.
2. It ascertains the position of a company in specified Industry.
3. It indicates the present, future trend of Industry and point out how the company’s affairsare being turned
up.
4. It helps in development and introduction of new product.
 OBJECTIVE

1. To find out the famous products of Cadbury among the consumers.

2. To find out the consumer behavior towards Cadbury.

3. To find out the range which is mostly preferred by the customers?

4. To find out the features which are most favorable?

5. To increase customer satisfaction and recapture the market by fulfilling the customers need.

6. To position itself as an all-time favorite chocolate for all groups of people irrespective of age, gender
and class.

7. To make the sweets affordable with several variants.

8. To decide on the measures to maintain and improve brand awareness and marketing strategies.

9. To see whether buying behavior is influenced by brand awareness.

10. To know the source of awareness of the product.

1. McConnell (1968) tried to find out the correlation between advertising spending and GNP, industrial
production.

2. Verdon and McConnell (1968) studies the relationship between advertising and aggregate demand, they
found that advertising have a positive relation with aggregate demand.

3. Ekelund and Gramm (1969) analyzed the relationship between advertising and aggregate consumption
and they could not establish the positive relationship between advertising and consumption.

4. Tylor and Weiserbs (1972) found that there is a positive relationship between aggregate demand and
aggregate consumption.

5. Farquhar (1991) deals with the study of Customer-based brand equity and concluded that Customer-
based brand equity is evaluating the consumer’s response to a brand name

6. Chowdhury (1994), a more closely related study considered the relationship between advertising and
several macro-economic factors during the period of 1960-91 in U.K. He could not able to find the
relation between advertising and consumption, while he could able to find relation between advertising
and employment.

7. 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

8. Kotler (2000) A traditional definition of a brand was: “the name associated with one or more items in
the product line, that is used to identify the source of character of the item(s)”.

9. 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
 HYPOTHESIS

1. Sales of different brand of Chocolates are uniformly distributed i.e. there is no significant difference in
the sales of different Chocolates brands.
2. There is no significant difference among the consumers of Chocolates on the factors like age, gender etc
towards their attitude about the usage of chocolate.
3. Different factors which are important in the purchase decision of Chocolates for consumers do not differ
significantly.
4. There is no significant difference in the ranking of different chocolate brands by consumers.