A PROJECT REPORT ON

A study on the Influence of humor advertising and its

impact on sales. A case study of Cadbury (Five star
chocolate bar)

A PROJECT SUBMITTED TO

UNIVERSITY OF MUMBAI for partial completion of the degree of

Bachelor of Management Studies
Under the faculty of Commerce

By
Mr. Parag Ramesh Meghani

Under the Guidance of

Prof. Samrat Srivastava

ROLL NO. 42

DIV - C

KES SHROFF COLLEGE

KANDIVALI (W), MUMBAI-400067

 (2019-20)

DECLARATION

I, the undersigned Mr. Parag Ramesh Meghani hereby, declare that the work
embodied in this project work titled “A study on the Influence of humor
advertising and its impact on sales. A case study of Cadbury (Five star
chocolate bar) ” forms my own contribution to the research work carried out
under the guidance of Prof. Samrat Srivastava is a result of my own research
work and has not been previously submitted to any other University for any
other Degree/ Diploma to this or any other University.

Wherever reference has been made to previous works of others, it has been
clearly indicated as such and included in the bibliography.

I, hereby further declare that all information of this document has been obtained
and presented in accordance with academic rules and ethical conduct.

Mr.Parag Ramesh Meghani

Certified by

Prof. Samrat Srivastava

Date: 12th FEB, 2020

CERTIFICATE

This is to certify that Mr. Parag Ramesh Meghani has worked and duly completed
his project work for the Degree of Bachelor of Management Studies under the
faculty of Commerce in the subject of MARKETING and his project is entitled
“ A study on the Influence of humor advertising and its impact on sales. A case
study of Cadbury (Five star chocolate bar) ” under my supervision.

I further certify that my entire work has been done by the learner under my
guidance and that no part of it has been submitted previously for any degree or
diploma of any University.

It is his own work and facts reported by his personal findings and investigations.

Signature of the Project Internal Guide

(Prof. Samrat Srivastava)

Date of Submission :
 ACKNOWLEDGEMENT

To list who all have helped me is difficult because they are so numerous and
depth is so enormous.

I would like to acknowledge the following as being idealistic channels and fresh
dimensions in the completion of this project.

I take this opportunity to thank the University of Mumbai for giving me chance
to do this project.

I take this opportunity to thank our Coordinator Prof. Sweta Mishra , for her
moral support and guidance.

I would also like to express my sincere gratitude towards my project guide Prof.
Samrat Srivastava whose guidance and care made the project successful.

I would like to thank my college library, for having provided reference books
and magazines related to my project.

Lastly, I would like to thank each and every person who directly and indirectly
helped me in the completion of the project especially my parents and peers who
supported me throughout my project.
 INDEX

CHAPTER TITLE PAGE NO.

6
1 INTRODUCTION

2 RESEARCH METHODOLOGY 58

LITERATURE REVIEW
3 61

DATA ANALYSIS, INTERPRETATION

& PRESENTATION
4 70

CONCLUSION & SUGGESTION

5 87

BIBLOGRAPHY &
6 94
ANNEXURE
 CHAPTER NO. 1 : INTRODUCTION

Many of the most memorable ad campaigns around tend to be funny. Advertisers use this strategy
to attract customers to their product. Audiences like to be entertained, but not pitched. People will
pay more attention to a humorous commercial than a factual or serious one, opening themselves
up to be influenced. The key to funny advertising is assuring the humor is appropriate to both
product and customer. The balance between funny and obnoxious can often be delicate; and a
marketer must be certain the positive effects outweigh the negative before an advertisement can
be introduced.

The best products to sell using humor tend to be those that consumers have to think the least about.
Products that are relatively inexpensive, and often consumable, can be represented without
providing a lot of facts, and that’s where there’s room for humor. Candy, food, alcohol, tobacco
and toys/entertainment related products have proven to benefit the most from humor in their
campaigns. One of the most important things to keep in mind is relevance to the product. An
example of an extremely successful humorous campaign is the series of, “Yo Quiero Taco Bell”
commercials. The star, a tiny talking Chihuahua who is passionate about his Taco Bell got people
repeating the company’s name across the country. The repetition of the company name and the
actual content of the commercial reinforce the message in a relevant manner. Taco Bell saw a
substantial rise in sales and their own mascot became a pop icon.

Another point to consider when using humor in advertising is that different things are funny to
different people. A commercial that may leave one person gripping their sides from laughter may
leave a bad taste in another’s mouth. The target market must always be considered. What’s funny
in a client presentation may not be funny on an airplane, at a country club or in a hospital. An
example of a recent humorous product introduction is Mike’s Hard Lemonade. These commercials
feature over exaggerated and comical violence with the underlining message that no one’s day is
hard enough to pass up a Mike’s. It failed, ranking as one of the year’s most hated campaigns by
both men and woman according to 2002’s Ad Track, a consumer survey. The series of commercials
are aimed at 21-29 year old males and the repetition of comical violence (such as a construction
worker being impaled on the job and a lumberjack cutting off his own foot) gets less and less funny
every time it’s viewed. Eventually the joke just wore out and the commercial became annoying
and offensive.

Humor in advertising tends to improve brand recognition, but does not improve product recall,
message credibility, or buying intentions. In other words, consumers may be familiar with and
have good feelings towards the product, but their purchasing decisions will probably not be
affected. One of the major keys to a successful humorous campaign is variety, once a commercial
starts to wear out there’s no saving it without some variation on the concept. Humorous campaigns
are often expensive because they have to be constantly changed. Advertisers must remember that
while making the customer laugh, they have to keep things interesting, because old jokes die along
with their products.

The Indian market has lot of potential to expand; it is very hard to survive in this kind of market.
The Indian market has cut throat competition may it be in FMCG sector or consumer durables.
Increasing growth can be achieved at the expense of competitors. This results in companies trying
to gain competitive edge through increasing differentiation in their brands emphasizing how they
meet the needs of customer.

A brand is a name, term, sign, symbol or design, or a combination of them, intended to identify
the goods or services of one seller or group of sellers and to differentiate them from those of the
competitors”. In other words we can say that, a brand is a distinguishing identity and promise
which benefits the customer

Brand Image is a set of feelings, emotions and experiences that are linked to the brand. It is
developed over time through advertising campaigns with a consistent theme, and is authenticated
through the consumers' direct experience. Brand image can deviate from the brand identity due to
different perceptions, unexpected events, and different interpretation of communicated messages.

The Cadbury’s Inc has taken the opportunity to offer us a broader view of chocolate category.The
Cadbury·s India·s no.1 Chocolate is able to share with 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 merge in 1969 with
Schweppes and the subsequent development of the business have led to Cadbury Schweppes taking
the led in both, the confectionary and soft drink market inside UK and becoming a major force in
the international market. Cadbury Schweppes today manufactures product in 60 countries and a
trade in staggering 120.The Cadbury story is a fascinating story of a family business that grew in
one of the biggest, most loved chocolate brand in the world. A story that you remember as the
story of The taste of life.
COMPANY OVERVIEW

Cadbury India is a fully owned subsidy of Kraft Foods Inc. The combination of Kraft Foods and
Cadbury creates a global powerhouse in snacks, confectionery and quick meals.
With annual revenues of approximately $50 billion, the combined company is the world's second
largest food company, making delicious products for billions of consumers in more than 160
countries. We employ approximately 140,000 people and have operations in more than 70
countries.

Cadbury India is a food product company with interests in Chocolate Confectionery, Milk Food
Drinks, Snacks, and Candy. Cadbury is the market leader in Chocolate Confectionery business
with a market share of over 70%. Some of the key brands of Cadbury are Cadbury Dairy Milk, 5
Star, Perk, Éclairs, Celebrations, Temptations, and Gems. In Milk Food drinks segment, Cadbury's
main product - Bournvita is the leading Malted Food Drink in the country.

HISTORY (CADBURY)

In 1824, John Cadbury opened a shop in Birmingham. This one-man business, trading mainly in
Tea & Coffee was to be the foundation of Cadbury Limited. For over 100 years Cadbury was a
family business. In 1943 non family directors were appointed. In 1847, the enterprise had
prospered to a large factory in Bridge Street, Birmingham. John Cadbury took his brother
Benjamin into partnership and the family business became Cadbury Brothers Birmingham. The
business moved to Bourneville after outgrowing the Bridge Street Factory. The Workforce had
risen up to 200 after 32 years at Bridge Street. After the death of two brothers in 1899, the company
was privatized. It entered the era of scientific management; it introduced new ideas for their
department like: Advertisement & Cost Analytical Laboratories Sales Department Offices
Education & Training for Works Committee Medical Department employees on 2nd February,
Kraft Foods took over 71% shares of Cadbury. They acquired it totally. But still Cadbury was on
top in the market. This acquisition did not changed people’s mind and their craze for Cadbury
Dairy Milk.

Cadbury began its operation in 1948 by importing chocolates and then re-packing them before
distributing it in the Indian market. After 62 years, it is having five companies at Thane, Induri
(Pune), Malanpur (Gwalior), Bangalore, Baddi (Himachal Pradesh) and 4 sales offices in (New
Delhi, Mumbai, Kolkata and Chennai). The corporate office is in Mumbai. Worldwide, Cadbury
employs 60,000 people in over 200 countries.

Cadbury's distribution network used to encompasses 2100 distributors and 450,000 retailers. To
avoid cannibalization of its higher priced products from lower priced ones, Cadbury is setting up
two separate distribution channels – one for Core business & other for Mass markets, with different
stockists, wholesalers and retailers. But today, Cadbury's distribution network reaches out to six
lakh outlets each for its chocolate & confectionery brands (i.e. total reaching12 lakh outlets).

The total confectionery market is valued at Rupees 41 billion with a volume turnover of about
223500 tonnes per annum. The category is largely consumed in urban areas with a 73% skew to
urban markets and a 27% to rural markets. Hard boiled candy accounts for 18%, Éclairs and
Toffees accounts for 18%, Gums and Mints and lozenges are at par and account for 13%. Digestive
Candies and Lollipops account for 2.0% share respectively. Overall industry growth is estimated
at 23% in the chocolates segment and sugar confectionery segment has declined by 19%. The Milk
Beverages industry is valued at Rupees 16.1 billion with an annual turnover of approx 63,000
tonnes. As per Nielsen estimates the industry is growing at 10.1%.

The company’s main purpose is “Working together to create brands people love" capture the spirit
of what we are trying to achieve as a business. We collaborate and work as team to convert products
into brand.
Simply, “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 kept up its undisputed authority throughout
the years. A portion of the key brands are Cadbury Dairy Milk, 5 Star, Perk, Éclairs and
Celebrations. Cadbury appreciates a worth piece of the pie of over 70% - the most elevated
Cadbury brand share on the planet! Cadbury is the "best quality level" for chocolates in India. The
unadulterated taste of CDM characterizes the chocolate taste for the Indian shopper.

In the Milk Food drinks portion Cadbury's principle item is Bourn vita - the main Malted Food
Drink (MFD) in the nation. Thus in the sedated sweet class Halls is the undisputed pioneer.

The Cadbury India Brand Strategy has gotten predictable help through straightforward yet
inventive augmentations to item classifications and dissemination. A genuine case of this is the
improvement of Bytes. Fresh wafers loaded up with coca cream as a stowed bite, Bytes is situated
as "The new idea of sweet nibbling". It conveys the flavor of chocolate as a light tidbit, and in this
manner proclaims the section of Cadbury India into the developing packed away Snack Market,
which has been ruled as of not long ago by Salted Bagged Snack Brands. Byte was first propelled
in Quite a while in 2003.

Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India. For over
two decades, Cadbury have worked with the Kerala Agriculture University to undertake cocoa
research and released clones, hybrids that improve the cocoa yield. Cadbury Cocoa team visits
farmers and advises them on the cultivation aspects from planting to harvesting. Cadbury also
conduct farmers meetings & seminars to educate them on Cocoa cultivation aspects. Cadbury
efforts have increased cocoa productivity and touched the lives of thousands of farmers.

CADBURY PRODUCTS: Chocolate

• Cadbury Dairy Milk

 • Cadbury Celebrations

• Bournville

• 5Star

• Perk

• Gems

• Toblerone

The Cadbury brand profoundly affects singular item marks. Brands have singular characters
focused on explicit objective markets for explicit needs for example Break, for instance, is a perfect
tidbit to have with some tea. These brands get advantage from the Cadbury parentage, including
quality and taste accreditations. To guarantee the accomplishment of item marks each part of the
parent brand is centered around. A Flake, Crunchy or Timeout are obviously unique and are
fabricated to speak to an assortment of shopper portions. Anyway the quality of the umbrella brand
bolsters the brand estimation of every chocolate bar. Purchasers realize they can believe a
chocolate bar that conveys Cadbury marking. The connection among Cadbury and individual
brands is advantageous with certain brands profiting more from the Cadbury relationship, for
example unadulterated chocolate brands, for example, Dairy Milk. Different brands have an
increasingly inaccessible relationship, as the purchaser inspiration to buy is fixings other than
chocolate, for example Crunchy. So also issues, for example, explicit publicizing or item nature of
a bundle of Cadbury rolls or a solitary Crème Egg will, thusly, sway on the view of the parent
brand. So also the umbrella brand has a solid brand esteem and a notoriety that must be upheld by
its individual brands .

CDM characterizes the chocolate taste for the Indian shopper :

In the Milk Food drinks fragment our fundamental item is Bournvita - the main Malted Food Drink
(MFD) in the nation. Essentially in the sedated treat class Halls is the undisputed pioneer. We as
of late entered the gums class with the dispatch of our overall prevailing air pocket gum brand
Bubbaloo. Bubbaloo is sold in 25 nations worldwide.
Since 1965 Cadbury has likewise spearheaded the improvement of cocoa development in India.
For more than two decades, we have worked with the Kerala Agriculture University to embrace
cocoa look into and discharged clones, half and halves that improve the cocoa yield. Our Cocoa
group visits ranchers and exhort them on the development viewpoints from planting to gathering.
We additionally direct ranchers gatherings and courses to instruct them on Cocoa development
perspectives. Our endeavors have expanded cocoa profitability and contacted the lives of
thousands of ranchers. Barely astounding then that the Cocoa tree is known as the Cadbury tree!

Today, as a consolidated organization with an unrivaled portfolio in sweet shop, nibbling and fast
suppers, we are ready in our jump towards quantum development. We are the world's No.1
Confectionery Company. What's more, we will proceed to "make today delightful"!

TARGET MARKET

• the indian chocolate market is valued at rs. 650 crores (i.e. rs. 6.50 billion) a year.
the indian chocolate bazaar is estimated to be in the region of 22,000-24,000 tonnes per annum,
and is valued in excess of us$ 80 million.

• india's metros proving to be the big draw clocking penetration in excess of 15

percent. next, comes the relatively smaller cities/towns where consumption lags at about 8 percent.
chocolates are a luxury in the rural segment, which explains the mere 2 percent penetration in
villages. the market presently has close to 60mn consumers and they are mainly located in the
urban areas.

MARKETING OBJECTIVES
• grow shareholder value...over the long term
• cadbury in every pocket
• marketing strategy is aimed at achieving this vision by growing the market, by appropriate pricing
strategy that will create a mass market and to have offerings in every category to widen the market

Who are We
Consumers Inspire us.

• To make today delicious, we begin with our consumers.

• We listen, we watch and we learn.

• We understand their joys and their challenges because we’re consumers too.

What we do.

• We make delicious foods you can feel good about.

• Whether watching your weight or preparing to celebrate, grabbing a quick bite or sitting down
to family night, we pour our hearts into creating foods that are wholesome and delicious.

Our reach.
• We believe we can make a delicious difference, everywhere.

• We’re constantly looking for fresh ideas to improve our workplace, our partnerships, our
communities and our world.

How we behave – Our Values

We understand that actions speak louder than words, so at Kraft Foods:

• We inspire trust.

• We act like owners.

• We keep it simple.

• We are open and inclusive.

• We tell it like it is.

• We lead from the head and the heart.

• We discuss. We decide. We deliver.

How we grow -

We focus on creating sustainable, profitable growth. And our strategies guide our efforts:

• Build a high performing organization

• Reframe our categories

• Exploit our sales capabilities

• Drive down costs ... without compromising quality

About our people.

It takes great people to make great brands. Our approximately 140,000 diverse employees around
the world are the reason we succeed.

Corporate Social Responsibility

Corporate Social Responsibility (CSR) is at the heart of our success

At Cadbury India we have always believed that good values and good business go hand in hand.
It's part of our heritage and the way we do things today. CSR is about growing our business
responsibly.
Cadbury India has a tradition of caring for the environment and enriching the quality of lives of
the communities we live and work in, through a variety of result-oriented programs

Our commitment to the Environment

We are committed to responsible environmental, health and safety management. We aim to look
after the health and safety of our people and minimize the environmental impact of our business
around the world.

MARKET SEGMENTATION

• Market segmentation is the process in marketing of grouping a market (i.e. customers) into
smaller subgroups. these markets are often termed niche markets or specialty markets

• The purpose of segmentation is to identify and target prime customer groups (eg the 20% that
acccount for 80% of your sales) so that you get maximum return from a limited marketing budget

PRODUCT VARIANTS

• Currently cadbury india operates in four categories viz. chocolate confectionery, milk food
drinks, candy and gum category
• Cadbury dairy milk, 5 star, perk,éclairs and celebra tions
• Candy category halls

Bubble gum brand bubbaloo

• bournvita - the leading malted food drink (mfd)

PRODUCT INNOVATIONS

• 5 star:
Consumer feedback suggested that the old 5 star was too chewy, and people complained of it
sticking to their teeth. it was made softer and melted easily in the mouth & introduced as 5 star
crunchy

• Perk:
Perk was made much lighter and the size of the bar increased to match nestle’s munch. perk had
been under fire from nestle’s deadly duo of kitkat and munch, butafter the relaunch, its marketshare
is two per centmore than kitkat’s. and, the five-year- old brand is nowalmost as big as the decades-
old 5star in size, both in the region of rs 50-55 crore.

Heroes:
Packaging innovation has played a vital role in revamping of various cadbury’s brands.heroes
brand is simply a multi-pack with miniatures of all its most popular brands in a singleouter case.

PACKAGING

The packaging was changed to include a sealed plastic wrapper inside the outside foil. cadbury’s
launched a new 'purity-sealed' packaging for its flagship product, cadbury dairy milk. over the next
few weeks cadbury will work towards introducing either a heatsealed or a flow-pack packaging
that offers a high level of resistance to infestation from improper storage. cadbury invested nearly
rs 25 crore (rs 250 million) thisyear on new machinery for the proved packaging.

STRATEGY

• Cadbury has followed a well-planned strategy of fuelling volume growth by introducing smaller
unit packs at lower price points. simultaneously, the company seems to have astutely juggled with
the larger pack sizes and raised prices to a degree higher than what appears at face. hires at kearney
to curb costs .

• Cadbury india appointed management consultancy firm at kearney to draw up a strategy to

control costs in several areas, including sourcing of raw materials and packaging.

• The consultancy firm will also look at the sourcing of direct and indirect materials like
renegotiating with suppliers for longer term contracts and vendor management. other costs
(indirectexpenses) like travel costs and hotelswere also being studied.

DISTRIBUTION

• chocolate needs to be distributed directly, unlike other fmcg products like soaps and
• detergents, which can be sold through a wholesale network. 90% of chocolate products are sold

• directly to retailers.
• cadbury's distribution network used to encompasses 2100 distributors and 450,000 retailers • to
avoid cannibalization of its higher priced products from lower priced ones, cadbury is
• setting up two separate distribution channels – one for core business & other for mass markets

NATURE OF RETAIL OUTLET

• chocolates are primarily sold through kirana stores, gift stores, medical stores, canteens,
• pan-bidi stores, bakeries, sweetshops etc. this is true for chocolates also. the space allocated for
• the chocolates was less when compared to the total area of the shop. of the space allocated for •
chocolates, cadbury brandsoccupied more than nestle brands.

DEVELOPING A BRAND

A brand identity is the message sent out by the brand through its name, product shape and design,
visual symbols (such as logos), advertising etc. This identity needs to be planned by brand
management, as this is key to gaining market acceptance and leadership.

A brand pyramid can help managers plan and analyze a brand’s identity. The top tier of the pyramid
consists of brand core. Brand core values are the
genetic code of the brand and remain the same overtime. Closely related to these values is the
brand proposition : the promise the brand makes to the consumer. This proposition should be easy
to understand and appeal to the target market. The middle tier represents the brands style or
elements of the brands’ identity that represents the self image of the brand of the brand and need
to be relatively stable over time. The base of the pyramid is formed by the brand themes which are
concerned with the brand currently communicate through its advertising, packaging, fashion,
technological developments and changing consumer tastes.

CADBURY: THE BRAND

The brand CADBURY enjoys a high level of brand equity. Researches show 90% of
the people recognizes the brand while 74% state that when it comes to chocolate only
CADBURY will do.

Individual brand names: There are three main brand name strategies:

Family brand names: The parent brand is also known as an “umbrella” brand. This term is given
to product ranges where the family brand name is used for all products. The advantage of this
approach is the positive associations with the parent brand will transfer to all sub brands. The risk
however is that that if one brand is unsuccessful or falls into disrepute, the reputation of the
complete family of brands can be tarnished. Cadbury is a family brand .

Individual brand names (multi brands): in this case each brand is created and named separately
and has separate identity. Using a family brand may not be that suitable as brand values may be
far apart.

Combination brand names: This approach allows for the optional use of the corporate brand
name, while allowing an individual brand to be identified, e.g. Cadbury Dairy Milk.

Cadbury uses a combination of brand strategies. The family brand ,Cadbury is linked with its
famous sub brands , i.e. Cadbury Crème Egg, Cadbury Roses and Cadbury Flake to name a few.
The family brand identity is style communicated by packaging with the Cadbury corporate purple
color and the distinctive Cadbury script logo. The sub brand is then distinguished by its own
individual livery.
Recently marketers have identified particularly strong family or corporate brands as
MASTERBRANDS. Cadbury is such a brand. However, a true Masterbrand is more than name of
the company – it incorporates the company’s mission, vision and values, representing them in a
way that is easily understood by consumers. IBM is another example of MASTERBRAND.

Cadbury’s core brand values include "life’s everyday pleasures that make us feel good and never
let us down. As a reward or a pick me up, we consumer s trust Cadbury chocolate to make us feel
better

BUILDING A MEGABRAND : CADBURY DAIRY MILK

In the last year there has been a major development in brand strategy at Cadbury y Ireland. The
Cadbury Dairy Milk brand has been stretched to become a family brand in its own right. Of all the
successful Cadbury brands, the one with the greatest loyalty is Cadbury Dairy y Milk. In 2002
more than 19 million Dairy y Milk products were sold. Cadbury y made a strategic marketing
decision to leverage the value of the Dairy Milk brand (i.e. optimize the market potential of the
brand ) by elevating it to a Megabrand or range brand.

A Megabrand or range brand spans an entire range of products, creating, relationships with
products which may have been previously unseen by customers.

The rationale for a mega brand:

1. The Megabrand concept can help provide structure and unity to a strategy.

2. A Megabrand strategy can add visibility to products and provide greater credibility to consumer
s for a variety of offers under the brand. In addition, it is easier for consumer to try new offers
from their trusted brand.

Megabrands provide economies of scale as the fixed costs of maintaining a brand name can be
spread across the sales of numerous product lines. Creating and maintaining brands has become
very expensive. Stand alone it increasingly difficult to compete with Megabrands.

Other factor s leading to the emergence of the Megabrand include growing Pressures and greater
global competition. Megabrands are better resourced and have a greater chance of success than
standalone brands.

SCOPE OF THE MEGABRAND

When developing a Megabrand, products are chosen for inclusion on the basis of their
compatibility with the brand’s identity. For Cadbury, the (blocks) chocolate brands were included
as they were perceived as variants of Dairy Milk. The core proposition of the new Dairy Milk
Megabrand could be described as ‘delivering recipes for lives upbeat occasions - i.e. no matter
what your humor or the occasion, Cadbury Dairy Milk will provide the perfect accompaniment’

Two products in the Cadbury range created a dilemma: Wispa and Caramel. Both were standalone
products with distinctive identities. Both had a loyal consumer base high should not be abandoned.
To incorporate these products into the Dairy Milk range called for a fresh strategy.

Both were blocking chocolate and provided a fit with the Dairy Milk Megabrand. Their inclusion
provided the opportunity to further leverage.
The Dairy Milk Megabrand without alienating loyal consumers. The new Dairy Milk Bubbly brand
benefited from a new name which better conveys the distinctive "mouth feel" of Wispa. The new
aerated chocolate product now in square form, which is also easier to break, proved popular. Test
showed that 85% of Wispa consumers were likely to buy Dairy Milk showed that 85% of Wispa
consumers were likely to buy Dairy Milk, while 89% of Caramel customers indicated their
likelihood to buy the new Dairy Milk Caramel.

Other range refreshment initiatives involved deleting some products such as Banoffi while
incorporating new variants like Cadbury Dairy Milk Orange Shots. This approach will keep the
range fresh!!!!!!!

CADBURY AND ITS PRODUCTS

Cadbury Boost is a chocolate bar made by Cadbury Ireland in the Republic

of Ireland, and sold in the UK by Cadbury UK and also sold in

Australia and South Africa. Its wrapper says that it consists of milk chocolate with caramel and
biscuit filling. The wrapper also states that Boost is "Charged with glucose."
Cadbury Brunch Bar is a bar of cereals (oats, bran flakes and crispies) bound with honey and
half covered in milk chocolate. They come in a variety of flavours: Raisin, Hazelnut, Apricot &
Almond, Cranberry & Orange, Fruit & Nut, Mixed Berry, Chocolate Chip and Toasted Coconut
and is made by Cadbury UK.

They are breakfast type bars that are quick to eat in, and ideally as a slightly healthier and more
wholesome snack option to chocolate bars.

Cadbury Caramilk is a caramel-filled chocolate bar made by Cadbury Adams in Canada. It was
first sold in 1968.

Variations available, some of them limited editions, include Caramilk made with dark chocolate
maple, chocolate, or cappuccino. "Chunky" (thicker) versions called Caramilk "Thick" and
cylindrical versions called "Caramilk Rolls" (similar to Rolo) have also been introduced.
Crispy Crunch is a hard chocolate bar with a crispy peanut flake inside that is made by Cadbury.
Crispy Crunch is sold in Canada. Crispy Crunches were sold in the United States for a brief time
in the 1990s by the food distribution arm of Pro Set, the collectible card company. Pro Set went
bankrupt, resulting in Crispy Crunch no longer being available in the United States. A lower-
calorie version of Crispy Crunch was available for a limited time in the mid-1990s. The original
manufacturers, Neilson, sold all their chocolate brands to Cadbury in 1996, though packaging
continued to feature the Neilson logo for a few years. Since Cadbury began manufacturing of the
chocolate bar, the recipe has changed in that it is less salty and more sweet as it has a more of the
crunchy topaz coloured candy coating around the centre.
EARNINGS SENSITIVITY FACTORS
• Cocoa bean prices: domestic as well as international prices of key raw material - cocoa have
significant impact on margins.

• Excise duties : changes in excise levied on malt and chocolate influences end product prices and
thereby volume growth as well as margins.

• Changes in custom duties and foreign exchange fluctuation: as 20% of raw material is imported,
changes in custom duties & foreign exchange fluctuations have significant impact on the final cost
of the product.

• Competition from mncs like nestle as well as imported brands. increasing competition puts
pressure on advertisement budget and margins. however on the positive side, it helps in
expanding the market.

Over the years, Cadbury 5 Star has entertained viewers with innovative campaigns and the brand’s
positioning has evolved to suit changing consumer behavior. With this ad, Cadbury 5 Star takes
forward the idea of getting ‘Lost in Taste’ by giving it additional emphasis to bring out the rich
extra caramel quotient of Cadbury 5 Star. Targeting the youth-segment, this new TVC aims to
build appeal and drive the enhanced chocolate eat experience of the refurbished Cadbury 5 Star.

Showcasing the idea ‘Jo Khaaye Extra Kho Jaaye’, the ad has given the iconic duo – Ramesh and
Suresh, much aspirational and cooler look as they get on a vacation. The TVC portrays Ramesh
and Suresh sitting on a bench, getting extra lost in the taste of new caramelly Cadbury 5 Star. Right
next to them is a thief, eyeing the purse of a lady sitting on the adjacent bench. While, Ramesh and
Suresh are engrossed in the immersive eat experience of the extra caramelly Cadbury 5 Star, the
robber attempts to steal the lady’s purse and run away, not realizing that Ramesh/Suresh had
accidentally tied his shoelaces with that of the robber, causing him to fall flat on the floor. The
film brings out the good in getting extra lost as the duo manage to save the day. The film once
again manages to showcase quirky behavior of the duo, bringing a smile to the viewers’ faces.
Prashant Peres, director- marketing (chocolates), Mondelez India: Being the market leader in the
overall chocolate portfolio, we are committed to paving the way for the growth of countline
category in the Indian market. Our lead brand, Cadbury 5 Star has been highly successful in the
youth segment. In alignment with growth vision of enhancing chocolate eating experience we have
refurbished the product to make it “More Caramelly”. The new cooler avatar of the product is
supported by a new TVC campaign which showcases a more immersive eat experience by
featuring the iconic Ramesh-Suresh duo bringing out the good of getting lost.” The creative agency
for the TVC is Ogilvy & Mather.

Hitesh Patel, executive vice president, Ogilvy & Mather, India: “Ramesh and Suresh have been
the stars of the ‘Lost in the taste of 5 star’ campaign and over the years consumers have come to
love them making them synonymous with the brand. For the new product launch, with more
caramel, we have added a new dimension of them being extra lost and inadvertently leading to a
positive outcome.”
SWOTS ANALAYSIS OF CADBURY

1) Strengths:-
• The company has an already large established business in the Indian market. Since1824, the
company has established itself as a world leader in the confectionary market. It has operated in
India since 1948. In India it has about 70% of the confectionary market. In line with its vision, the
company has been striving to Bethe world leader in the confectionary industry. Through
innovation and strategic marketing, the company has acquired about 10% of the world
confectionary market (Laura, 2008).

• The company has good market reputation. With strong brands in the market, the company is well
positioned in the market. In the Indian market Cadburys has strived to build a good market
reputation. This has worked positively for its products. It is on this good reputation

that the market can embark on introducing the new brand in the market. Cadbury India was ranked
the 5th most respected Indian company by Business world magazine in 2007 (Laura, 2008).

• The target market is also quite large. With the female population marketing more than 56 percent
of the Indian population, there is a wide target market for the product. The Indian chocolate market
has been recording growth in the recent past and there are future prospects of growth. Therefore
the target market is slowly expanding (Cadbury, 2008).

2) Weakness:-

• The target population is quiet large and there are fears the demand for the product may outdo the
capacity of the company to satisfy the demands of the market. It is still not clearly established the
rate of growth of the product in the market but there are expectation that the product will record a
high growth rate. This means that the company will need to increase its production capacity in
order to match the rate of growth of the market (Laura, 2008).

• The company has not been able to establish a distribution network in the country that matches
the demands of the market. In this case the company has not established a distribution network to
the interior due to infrastructural development issues (Cadbury, 2008).

• Banking on the success of the other brands in the market may have negative effects on the
introduction of the new brand in the market since the products will be targeting different markets
(Cadbury, 2008).

3) Opportunities:-

• There company is introducing the brand in a less competitive market. This is unique opportunity
for the company. A more competitive market becomes difficult to introduce a new brand because
there are already other companies’ which are likely to bring in competition (Cadbury, 2008).

• The company can introduce the product in the market in unique way. With the growing
importance of beauty shows, the company can host beauty competition in order to help the target
market identify with the product. This will introduce the product in the market in unique way. The
company can also host other events like sports or engage in corporate social responsibility
activities like girl child education to help the target market identify with the product more (Laura,
2008).

• The company can use a wide range of marketing strategies which will lead to the overall growth
of the product in the market. The Indian advertising market has been growing at a rapid rate which
means there will be an array of opportunities for the growth of the market. There are many
advertising strategies for the company in the Indian market (Cadbury, 2008).

4) Threats

• There is threat of entry of other products in the market. In this case there are threats of entry of
new products in the market which will increase the level of competition in the market. There are
other companies which are likely to introduce the same products in the market once there is success
of the initial product (Cadbury, 2008).

• There is a threat of change of the current external environment which is likely to alter the nature
of the market. For example change in the taxing regime, Government laws regulating the industry,
and other factors which are likely to impact negatively on the industry (Cadbury, 2008).

5 P’S Of Cadbury

1 - PRODUCT

The average company will compete for customer by conforming to his expectation consistently.
But the winner will surpass them by constantly exceeding his expectation, delivering to his door
step additional benefits which he would never have imagined. Cadbury’s offer such product. The
wide variety products offered by the company include: I. Chocolate & Confectionary

1) Dairy Milk

2) Fruit & Nut

3) 5 Star

4) Break

5) Perk

6) Gems
7) Éclairs

8) Nutties

9) Temptation

10) Milk Treat

II. Beverages

III. Food Drinks

1) Bourn vita

2) Drinking chocolate

3) Cocoa

2 – Pricing

Make no mistake. Second P of marketing is not another name for blindly lowering prices and
relying on this strategy alone to increase sales dramatically. The strategy used by Cadbury’s is for
matching the value that customer pays to buy the product with the expectation they have about
what the production is worth to them.

Cadbury’s has launched various products which cater to all customer segments. So every customer
segment has different price expectation from the product. Therefore maximizing the returns
involves identifying right price level for each segment, and then progressively moving through
them.
Dairy Milk Rs. 15

Perk Rs. 10

5 Star Rs. 10

Fruit and Nut Rs. 22

Gems Rs. 10

Break Rs. 5

Nutties Rs. 18

Bournvita (500 gm) Rs. 104

Drinking chocolate Rs. 50.

3 - Physical Distribution – “Place”

Distribution Equity: It takes much more time and effort to build, but once built, distribution equity
is hard to erode. The fundamental axiom of Indian consumer market is this: You can set up a state-
of –the-art manufacturing facility, hire the hottest strategies on the block, swamp prime television
with best Ads, but the end of it all, you should know how to sell your products.

The cardinal task before the Indian market in managing is to shoe-horn its product on retail shelves.
Buyers are paying for distribution equity not brand equity and market shares.

India – 1 billion people, 155 million household has over 4 million retail outlets in 5351 urban
markets and 552725 villages, spread cross 3.28 million sq. km. television has already primed and
population for consumption, and the marketer who can get to the to the consumer ahead of
competition will give a hard – to – overtake lead. But getting their means managing wildly different
terrains-climate, language, value system, life style, transport and communication network. And
your brand equity isn’t going to help when it comes to tackling these issues.
Own distribution network consist of clearing and forwarding (C&F) agents & distribution
stockiest. This network of distribution can either contact wholesalers and which in turn retailers or
the distributors can contact to the retailers directly.

Once the stock product reaches retailers, the prospective customers can have access to the product.
Cadbury’s distributes the product in the manner stated above. Cadbury’s distribution network has
expanded from 1990 distributors last year to 2100 distributors and 4,50,000 retailers. Beside use
of TI to improve logistics, Cadbury is also attempting to improve the distribution quality. To
address the issue of product stability, it has installed visit colors at several outlets. This helps in
maintaining consumption in summer when sales usually drops due to the fact that the heat affects
product quality and thereby off takes. Looking at the low penetration of the chocolate, a
distribution expansion would itself being incremental volume. The other reason is arch rival Nestle
reaches more than a million retailers.

This increase in distribution is going to be accompanied by reduction in channel costs. Cadbury’s

marketing costs, at 18% of total costs, is much higher than Nestlé’s 12% or even pure sugar
confectionery major Parry’s 11%. The company is looking to reduce this parity level. At Cadbury,
they believe that selling confectionery is it like selling soft drinks.

4 - Promotion

Effective advertising is rarely hectoring or loudly explicit.... It often both attracts and generates
arm feelings. More often than not, a successful campaign has a stronger element of the unexpected
a quality that good advertising shares with much worthwhile literature.

To penetrate into the inner recesses of customer memory, communication must first ensure
exposure, grab his attention evoke his comprehension, grab his acceptance and then extract
retention competing with thousands of other units of communication trying to do the same.

Finding showed that the adults felt too conscious to be seen consuming a product actually meant
for children. The strategic response addresses the emotional appeal of the band to the child within
the adult. Naturally, that produced just the value vacuum that Cadbury was looking to fill.
Thereafter it was the job of the advertising to communicate customer the wonderful feeling that he
could experience by re-discoursing the careful, unselfish conscious, pleasure – seeking child
within him – and graft these feeling onto the Ad campaign like “Khane Walon Ko Khane Ka
Bahana Chahiye” for CMD and “Thodi Si Pet Pooja – Kabhi Bhi Kahin Bhi” for Perk have been
sure shot winner with the audience.

Whirl with the new launched temptations with the slogan “Too To Share” the communication
resolves around the reluctance of a person who’s got their hand on a bar of temptation to let anyone
else to have a bite. As well as outdoor and radio ads, ad agency contract has created communication
for cinemas and even ATM machines for the brand.

All ICICI’s ATM a message flashes on the screen as soon as customer inserts his ATM card. It
tells the customer that this would be good time to get out of his temptation since he/she is bound
to be alone. Something familiar is planned for phone-book as well. In cinemas, Cadbury has a
message on-screen just before the lights are dimmed to give them a chance to get their temptations.
There will also be after dinner sampling in restaurants – to begin with, 30 catteries in Mumbai
have been selected.

The next round of activity will include the wafer-chocolate Perk and the Picnic bar, which has
faced problems with its taste, because of the peanut it contains. Milk treat has also been launched
in a module bar form, just in time of Diwali gifting market. Éclairs has got potential for much wide
distribution, in a small sweets that airlines, hostels, and up market retail outlet offer to guest and
customers.

Ad spend in 2000 was about 14% of sales and the management said that plans to maintain as spend
at this level in the current year also. Ad since any discussion today would be incomplete without
mention ‘e’ word, the management plans to tap this new channel of marketing. Beside three
company website (i.e.www.cadburyindia.com, wwww.bourvita.com, www.cadburygift.com) that
the company has launched, it had also entered into various marketing relationship with other
portals, specially targeted during festivals and events such as Valentines Day, etc....

It’s a combination of stiffing up its key brand, researching and improving the newer products that
haven’t taken off, supported with high ad – spends that Cadbury hopes will see it emerges stronger
after the current slowdown, as well as expand the market.

5 – Positioning
In the 1970s consumers were ready to pay “more for more”, and luxury goods flourished. In the
1980s, consumers began to demand “more for same”, and the discounting era grew strong. Today’s
consumer demanding “more for less”, and the winner will be that super value marketers.... Some
of today’s most successful companies recognize those customers are more educated and able to
recognize true customer value... Positioning is simply concentrating on an idea – or – even a word
defines that company in the mind of the consumer. It is more efficient to market one successful
concept to one large group of people than 50 product or service ideas to 50 separate group...
repositioning is a must when customer attitude have changed and product have strayed away from
the consumer’s long standing perception of them... Cadbury’s is an anchor in sea of confectionary
products. As a variety of competitive claims assails her senses, today customer uses complicated
decision making process to assess the alternative before making a purchase. Since Cadbury’s is
more clearly associated with a particular set of attributes in terms of benefits and prices, the quicker
becomes her search process.
ADVERTISING THEIR PRODUCTS IN DIFFERENT WAYS

The sales of product in the market depend upon advertising which is one of the factors that boosts
the sales of the product in the market. Advertising can be in the form of print advertising, banner
advertising, advertising on Television, radio advertising and of course advertisement on Internet.
Over the last several years internet has emerged as a strong and successful platform for advertising
a product by using different ways and methods to attract the attention of the customers. There are
various ways to capture the thought process, which runs in the minds of the customers, and it is
done on a regular basis through the medium of advertising. The purpose of running an advertising
campaign is to generate the interest of new customers into the product, and to sustain the interest
of regular customers in the product, so that there mind remains focused on the brand name and
image of the product.

Thus the advertisement of the same product can be seen simultaneously at many different places.
Cadbury's advertisement can be seen during the late evening hours when different soap opera are
broadcasted. Then on switching on the laptop to check the emails received during the day, the
advertisement of Cadbury can be seen again, but of course, this time the form of advertisement i.e.
size of advertisement is small, it looks like a teaser and the medium is different, here internet
playing an important role. At weekend while going through the shopping mall the same
advertisement of Cadbury can be seen highlighted in big posters and banners, giving more
prominence to brand name, the product name and in order to attract the customer's attention, theme
of the advertisement also been a part of the poster, which also gets highlighted.

Different brand names, different products and different ways of promoting the product.
For Example:-
When Sun feast biscuits were initially launched, there was an aggressive advertisement campaign
that was been done for the Sun feast biscuits by putting stalls at different places, where maximum
number of customers come regularly, like for instance there was a stall of Sun feast biscuit at an
exhibition which was been held on a ground, where there were number of different stalls and at
the end when the customers are about to leave the exhibition there are different food stalls and
refreshment stalls.

Amongst the various different stalls in the exhibition, one stall was that of Sun feast biscuits and
there were sizable number of customers, who were keen and eager to know more about Sun feast
biscuits and some were even purchasing the biscuits.

A few days later the same stall was seen at a shopping mall and now the number of customers were
more than before. The reason being advertisements of Sun feast biscuits been shown on TV. Later
on Shah Rukh was roped in for the advertisement of Sun feast biscuits and now Sun feast is a
known to a large number of customers. Thus initially for any brand name it is important to gauge
and know the customer's reaction, their opinion and views, and then slowly introducing the product
in the market for the customers on a regular basis.

So advertising here also plays a major role, banners and dangles must be attractive at the time of
initial launch of the product.

While advertising on the internet there are many customers, who visit the Cybercafe and obviously
they also comes across the advertisements. So there are different ways to grab the attention of these
customers. Many times prominent websites like MSN, Yahoo and other big names related to
websites are roped in and then there is a different format which is used to make sure that the
customers make a note of the advertisement and pay attention to the product details. Like for
instance there is a Contest which is been conducted wherein the customer will have to fill in the
small form which requires his Full Name, mobile number, Address and email ID. Once these
details are filled in the customer has to make sure that he has given the correct answer to the
question and then submit the form. This is where Cybercafe customers are concerned.
Many a times during movies and during cricket matches there are online contests, which are
conducted where the customer has to select the right answer by clicking on one of the four different
options provided to him i.e. A, B,C and D and then SMS the right answer on the given mobile
number. There are mobile compaines who have conducted these kind of contests, recently
MicroMax has done this contest during cricket matches.

Thus customers are always there, each individual customer has his own purchasing capacity, but
when it comes to decision making by the customer with respect to brand names many times
advertising plays an important factor in the process of purchasing the product. This happens at the
time when the customer makes a final decision.

Many brand names re-launch their products in the market depending upon the previous reaction
received and upon the fact that what were the additional features that were required in the product
because of which sales dropped.

It is important that the customer knows about different brand names irrespective of the fact, which
product, he buys at the end of the day. This is where advertising and promoting a product in the
market plays a dominant role.

Media Advertising- Use of available media channels, meaning cinema, TV, radio, press and the
internet. In other words the Cadbury should focus on the media through which it reaches its
primary target market-young people of age 16- 35. During the pre launch campaign Cadbury
should not address the controversy; however it should make it clear that

the product is not suitable for age below 15 and not advisable for pregnant women. This way the
competition will keep their mouth shut and their will be no post launch negativism in Singapore.
This will be done a month before the launch.

Segmentation, Targeting, and Positioning

Segmentation, targeting, and positioning together comprise a three stage process. We first

(1) determine which kinds of customers exist, then

(2) select which ones we are best off trying to serve and, finally,
(3) implement our segmentation by optimizing our products/services for that segment and
communicating that we have made the choice to distinguish ourselves that way.

Segmentation:-

It involves finding out what kinds of consumers with different needs exist. In the auto market, for
example, some consumers demand speed and performance, while others are much more concerned
about roominess and safety. In general, it holds true that “You can’t be all things to all people,”
and experience has demonstrated that firms that specialize in meeting the needs of one group of
consumers over another tend to be more profitable.

Generically, there are three approaches to marketing. In the undifferentiated strategy, all
consumers are treated as the same, with firms not making any specific efforts to satisfy particular
groups. This may work when the product is a standard one where one competitor really can’t offer
much that another one can’t. Usually, this is the case only for commodities. In the concentrated
strategy, one firm chooses to focus on one of several segments that exist while leaving other
segments to competitors. For example, Southwest Airlines focuses on price sensitive consumers
who will forego meals and assigned seating for low prices. In contrast, most airlines follow the
differentiated strategy: They offer high priced tickets to those who are inflexible in that they cannot
tell in advance when they need to fly and find it impractical to stay over a Saturday. These
travelers—usually business travelers—pay high fares but can only fill the planes up partially.

HUMOUR IN ADVERTISING

Many of the most memorable ad campaigns around tend to be funny. Advertisers use this strategy
to attract customers to their product. Audiences like to be entertained, but not pitched. People will
pay more attention to a humorous commercial than a factual or serious one, opening themselves
up to be influenced. The key to funny advertising is assuring the humor is appropriate to both
product and customer. The balance between funny and obnoxious can often be delicate; and a
marketer must be certain the positive effects outweigh the negative before an advertisement can
be introduced.

The best products to sell using humor tend to be those that consumers have to think the least about.
Products that are relatively inexpensive, and often consumable, can be represented without
providing a lot of facts, and that’s where there’s room for humor. Candy, food, alcohol, tobacco
and toys/entertainment related products have proven to benefit the most from humor in their
campaigns. One of the most important things to keep in mind is relevance to the product. An
example of an extremely successful humorous campaign is the series of, “Yo Quiero Taco Bell”
commercials. The star, a tiny talking Chihuahua who is passionate about his Taco Bell got people
repeating the company’s name across the country. The repetition of the company name and the
actual content of the commercial reinforce the message in a relevant manner. Taco Bell saw a
substantial rise in sales and their own mascot became a pop icon.

Another point to consider when using humor in advertising is that different things are funny to
different people. A commercial that may leave one person gripping their sides from laughter may
leave a bad taste in another’s mouth. The target market must always be considered. What’s funny
in a client presentation may not be funny on an airplane, at a country club or in a hospital. An
example of a recent humorous product introduction is Mike’s Hard Lemonade. These commercials
feature over exaggerated and comical violence with the underlining message that no one’s day is
hard enough to pass up a Mike’s. It failed, ranking as one of the year’s most hated campaigns by
both men and woman according to 2002’s Ad Track, a consumer survey. The series of commercials
are aimed at 21-29 year old males and the repetition of comical violence (such as a construction
worker being impaled on the job and a lumberjack cutting off his own foot) gets less and less funny
every time it’s viewed. Eventually the joke just wore out and the commercial became annoying
and offensive.

Humor in advertising tends to improve brand recognition, but does not improve product recall,
message credibility, or buying intentions. In other words, consumers may be familiar with and
have good feelings towards the product, but their purchasing decisions will probably not be
affected. One of the major keys to a successful humorous campaign is variety, once a commercial
starts to wear out there’s no saving it without some variation on the concept. Humorous campaigns
are often expensive because they have to be constantly changed. Advertisers must remember that
while making the customer laugh, they have to keep things interesting, because old jokes die along
with their products.

Humor can have many positive effects in advertising and can increase an ad's appeal. However,
humor must be used carefully because mistakes can turn off an audience and limit the impact of
the ad's message.

Emotional Connection

Tim Washer, a senior social media and marketing manager for Cisco Systems, says advertising
that makes people laugh can create an emotional connection between the consumer and a company,
product or service. As a result, the message becomes more meaningful and memorable, which can
pave the way for future sales. Humor can make consumers feel that they are being entertained as
opposed to being the recipient of a sales pitch, which may lessen their natural resistance to the
sales process.

Leveling the Playing Field

Humor in advertising can help smaller companies compete with their larger counterparts. Washer
indicates that smaller businesses that are willing to take a calculated risk by creating funny, edgy
ads that resonate with their target audience can stand apart from more conservative, image-
conscious major corporations. Consumers are affected by the content and quality of the ad, not by
the size of the company that produces it.

Negative Impact

While the effective use of humor can benefit the advertiser, its misuse can have the opposite
impact. The subjective nature of humor means that some people may find its particular use in an
ad annoying or even offensive, which can harm the advertiser's credibility. Humor that falls flat or
otherwise misses the mark can result in an awkward ad that fails to resonate with consumers and
serves as a source of embarrassment for the advertiser.

Appeal to Children

Humor can have an especially strong impact on advertising geared toward children. According to
the 2006 American Kids Study conducted by Mediamarket Research Inc., humor is the most
appealing element for children ages 6 to 11 in magazine, Internet, radio and television advertising.
However, using the right type of humor is important. Nearly 75 percent of the respondents said
they found funny animals or characters appealing, while only 18.7 percent found the use of sarcasm
in advertising humorous.
 OBJECTIVES OF STUDY

The objectives of this study are to:

• Identify the advertising strategies adopted by Cadbury for image building

• Find out the innovative advertising campaigns of Cadbury

• Identify the brand positioning strategies of Cadbury

• Understand the value of humour advertising which Cadbury has developed over the years.

LIMITATIONS OF STUDY

• The research is carried out on secondary data so the degree of validity and reliability is
completely depends upon the data used from different sources.

CHAPTER NO. 2 : RESEARCH METHODOLOGY

The purpose of methodology is to describe the process involved in research work. This includes
the overall research design, data collection method, the field survey and the analysis of data.

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 description of something - usually market
characteristics or functions. It includes studies on the market, market share, sales analysis, image,
product usage, distribution, pricing, advertising

SOURCES OF DATA COLLECTION

Primary:

For my survey primary data have been used as a questionnaire to collect the data.

SECONDARY:
The secondary data has been collected from the following modes:

· Magazines
· Books
· Newspaper
· Data through internet sources

VARIABLES & MEASURES:

a) Communications methods

b) Advertising Campaigns

c) Brand positioning strategies

DATA GATHERING:
For the purpose of this study, secondary data is collected and analyzed from various sources such
as websites, annual reports, books, journals, articles, newspapers, magazines, case studies etc.

The data gathering is aimed at extracting the information regarding image building strategies/
communications strategies adopted by Cadbury to become a successful brand.

SAMPLE SIZE

The sample size considered here is 100 responses from Mumbai division aged mostly teenagers
ranging from 16 - 30 age group.

SAMPLING TECHNIQUE

The selection of respondents were accordingly to be in a right place at a right time and so the
sampling were quite easy to measure, evaluate and co-operative. It was a randomly area sampling
method that attempts to obtain the sample of convenient.

AREA OF STUDY

• The following sample size according to area wise is as follows:

• 25 Malad

• 25 Kandivali

• 25 Andheri
• 25 Goregaon

TOOLS FOR DATA COLLECTION

I have collected the data through medium called questionnaire collecting the responses from 100
people in all. I had done my field work in the following area.
difficulty during my project in the process of explaining and taking there Malad , Andheri ,
Kandivali , Goregaon

I started my project very first educating the respondents about my entire project, and ask them to
co–operate with me. Mostly all the respondent were aware of this type of surveys. So I didn’t face
any type of responses on the questionnaire.

TOOLS FOR DATA ANALYSIS

• Secondary data

• Surveys

• Panels

• Observational and other data

• Internet

HYPOTHESIS

A hypothesis consists either of a suggested explanation for an observable phenomenon or of a

reasoned proposal predicting a possible causal correlation among multiple phenomena. The term
derives from the Greek, hypotithenai meaning "to put under" or "to suppose." The scientific
method requires that one can test a scientific hypothesis. Scientists generally base such hypotheses
on previous observations or on extensions of scientific theories. Even though the words
"hypothesis" and "theory" are often used synonymously in common and informal usage, a
scientific hypothesis is not the same as a scientific theory.

Hypothesis may be defined as a proposition or a set of proposition set forth as an explanation for
the occurrence of some specified group of phenomenon either asserted merely as a provisional
conjecture to guide some investigation or accepted as highly probable in the light of established
facts. Quite often a research hypothesis is a predictive statement, capable of being tested by
scientific methods, that relates an independent variable to some dependent variable.

NULL HYPOTHESIS

A null hypothesis is a hypothesis (within the context of statistical hypothesis testing) that might
be falsified on the basis of observed data. The null hypothesis typically proposes a general or
default position, such as that there is no relationship between two quantities, or that there is no
difference between a treatment and the control. The term was originally coined by English
geneticist and statistician Ronald Fisher.

The null hypothesis (often denoted by H0) formally describes some aspect of the statistical
"behaviour" of a set of data.

The Null Hypothesis is of this project report is that customers are highly satisfied.

ALTERNATE HYPOTHESIS

Alternative hypothesis is the "hypothesis that the restriction or set of restrictions to be tested does
NOT hold." Often denoted H1. Synonym for 'maintained hypothesis.' The Alternate Hypothesis of
this project report is that customers are not satisfied.
 CHAPTER NO. 3 : LITERATURE REVIEW

A review of literature is designed to identify related research, to set the current research work
within a conceptual and theoretical context. Review of literature is the important step in a research
work, which has to be done adequately in order to reveal the significance of the study. In this
chapter a detailed review of literature has been done by reviewing the previous studies relating to
the core area of the research.

Consumer perception of product value is central to all stages in the process of bringing products
to markets right from design, manufacture to distribution and retail. As a result, product strategy
needs to respect customer needs in order to achieve or retain competitive advantage in providing
innovative and differentiated products.

Lisa e. Bolton, Lukwarlop and Joseph W. Alba (2003) studied the consumer perceptions of price
unfairness among thirty five respondents and found that with rising prices over time, consumers
harbour suspicions about vendors. It was assumed that such beliefs would ultimately result in non-
purchase, bargaining, or search for alternative vendors. Consumer knowledge of prices, profits,
and costs contributed to perceptions of price unfairness in the marketplace. Cueing other costs
(e.g., more cost categories, more details about costs, and less obvious costs) prompts adjustment
in the appropriate direction; nonetheless, profit estimates appeared to be sticky and high, and some
costs (e.g., promotional costs) could stimulate feelings of unfairness.

Maximilian Teltzrow, Bertolt Meyer and Hans-Joachim Lenz (2007) in their study on multi-
channel consumer perceptions among one thousand and forty eight consumers used factor analysis
and identified perceived privacy concern as the strongest influence on trust in e-shop, followed by
perceived reputation and perceived size of the offline stores. Perceived privacy of the e-shop had
the highest influence on trust, followed by perceived reputation of the store network and perceived
store reputation on trust in the e-shop.

Consumers' perception of physical stores had a significant cross-channel influence on trust on an

e-shop. Anita Goyal and Singh N P (2007) in their study on consumer perception about fast food
in India among one hundred and seventy one respondents found that Cadburys was the most
favourite fast food outlet. Majority were influenced by friends as regards preference to visit a
particular fast food outlet.

Factor analysis revealed that service delivery dimension, product dimension and quality dimension
were the three important factors influencing the choice of fast food outlets. Service, speed, price,
hygiene, seating space, food taste, variety and ambience were the seven important attributes
considered for selecting fast food outlets. Majority felt that fast food outlets must provide
information on hygiene conditions and a nutritional chart giving details on all food items served.

Rachel Bryant and Lauren Dundes (2008) in their study on fast food perceptions among 89 students
from Spain and one hundred and seven students from the United States found that nearly one-
quarter of the Spanish respondents indicated that they never eat or buy fast food in contrast to only
3% of the American respondents. Preferences clearly drive market forces since more than 20% of
the Spanish sample do not frequent fast food establishments and almost half (49%) are unhappy
with the growth of fast food restaurants in their country.

Prakash Tiwari and HeMraj Verma (2008) in their study on consumer perception on fast food in
India among one hundred and nineteen youth respondents in Dehradun found that food habits of
youngsters were influenced by factors like environment at home, education, availability and
accessibility to fast food providers and social environment in their surroundings. 51% preferred
Cadbury Restaurant. 65% were influenced by friends as regards the selection of fast food outlet.
57% preferred eating out for a change. 26.9% preferred to go for lunch and snack once in a week.

Food quality, service, variety, ambience, price, location and parking space were the dominating
factors considered for selection of fast food outlet. Osmad Rahman (2011) in his study on
understanding consumer’s perception and behaviour implications for Denim Jeans Design among
three hundred and eighty respondents found that fit was the most significant attribute. It was
evident from the study that both aesthetic and functional attributes played a crucial role on the
consumption of denim jeans.

Azlina Samsudin, Kamaruzaman Jusoff, Zetty Madina Md. Zaini, Mushaireen Musa, Khazainah
Khalid, Norzaidah Ngali, Norazlina Rahmat, Noorazlin Ramli, Fatimah Abd Ghani and Munirah
Hamid (2011)in their study on customer’s perception towards Cadbury’s icon based nutritional
labels among three hundred and eighty five respondents found that majority of the respondents
agreed that Cadburys provided nutritional labels in their restaurants and it was easy to understand
and it influenced them in making food choices. Cadbury’s nutritional labels were printed on food
wrappers and were also available on Cadbury’s website. Majority of the respondents agreed that
the nutritional labels practiced by Cadburys encouraged people to practice healthy life style.
Salami C G E and Ajobo R T (2012) in their study on consumer perceptions about fast food
restaurants in Asaba, Nigeria that was undertaken among one hundred and twenty respondents
used ANOVA test found that there was significant relationship between consumer perception
about service quality and four dimensions of quality namely range of products, service and
cleanliness, courtesy and friendliness of employees, regularity and consistency of service and
caring and understanding the needs of customers. Among the various attributes quality of food
ranked first as regards consumer’s perception about fast food restaurants in Asaba.
Manisha and Sanathan Tiwari (2013) in their study on perception of one hundred and fifty college
students of rural villages in India on multinational food service brand used principal component
method of factor analysis that revealed the following factors dining environment, food service
quality, brand image and price range competency of employees, quality of menu and food
information.

The results of “t” test showed that there was significant difference between average meal
expenditure price and possibility of revising food service tables. There was negative correlation
between frequency to revisit branded food service and average meal expenditure. ANOVA test
showed that there was significant difference between food service quality and brand image.
Cleanliness ranked first among the important elements of brand in food service selection. The
results of t-test showed that there was no significant difference in perception of local and
multinational brand by gender. Rural college students were price conscious and preferred service
quality and that was the main reason to revisit the food brand. Benjamin L.

Campbell, Hayk Khachatryan, Bridget K. Behe, Jennifer Dennis, and Charles Hall, (2014) in their
study on U.S. and Canadian consumer perception of local and organic terminology among two
thousand five hundred and eleven consumers found that many consumers had accurate perception
of local and organic for characteristics that were heavily touted so that no synthetic pesticide was
used for organic that decreased miles for transporting to local area. There are differences in
perception between male and female and Caucasian versus other races. Purchasing behaviour also
played a key role in a consumer’s perception.

Kinnarry Thakkar, Mrunmayee R.Thatte (2014) in their study on consumer perceptions of food
franchise: a study of Cadbury’s and KFC among one hundred and thirty seven respondents in
Thane city found that consumers attached great importance to various factors such as quality of
food, facility layout, service quality – speed and cleanliness. But all factors were not equally
important while choosing a food franchise.

Good taste and good ingredients were most important factors whereas additional information was
least important factor for the consumers. There was moderate positive correlation observed
between satisfaction level of price of Cadbury’s products and the frequency of the visits to
Cadburys. The more the consumer was satisfied with the pricing, the more they visited the outlet.
According to most of the consumers, taste and quality of ingredients of the food items were the
most important factors. Yi Zhang (2015) in his study on the impact of brand image on consumer
behaviour found that, brand image not only influenced customer loyalty directly but also had
impact on other mediating factors. Even the traditional brand management pattern based on
customer perception had incorporated emotional branding into it.

Brand emotion was the bond between the brand and the customer. Tanima Kad and Aarti Narang
(2016) in their study on pragmatic analysis and prediction of consumer perception on life insurance
products and services found that the overall feedback of the life insurance sector was favoured and
there was scope of enhancement in services and practices. The organisation should embark on an
intensive awareness programme such as proper and timely information to the new ventures about
their rules and practices, which can be a good public relations tool.

As one of the most important emerging markets, India had attracted large number of international
brands. The dramatic changes within the economy had resulted in many new opportunities. There
had been a significant rise in consumer disposable income, a development of modern urban
lifestyles, and an increase in consumer awareness. These changes had affected buying behaviour
and consumer decision making process.

CONSUMER BEHAVIOUR

Consumer behaviour is the process and series of activities people engage in while searching for,
selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy
their needs and desires. The consumer behaviour is an important concept for marketers to identify
the behavioural pattern of present consumers, their changing trends, need, recognition and their
futuristic approach. These behaviour aspects are useful to the marketers to employ futuristic
strategies in order to maximize their sales.

Iqbal Zafar M, Saif – Ur-Rehman, Saif Abbasi, Aysha Chaudhry and Atif Riaz (2002) in their
study on consumer behaviour towards fast food among ninety respondents in Faisalabad city in
Pakistan found that majority of respondents preferred place of outing was restaurant. Good service
and appealing taste motivated the visitors to inform their friends and relatives through which fast
food business received free of cost publicity. The respondents agreed that the texture of the fast
food was crispy with pizza and was the preferred fast food item.
Padmavathy P and Murugananthi D (2007) in their study on consumer buying behaviour of bread
among one hundred households used chi square test that revealed that the number of working
persons in the family were positively influenced in the purchase of bread. Milk bread and sweet
bread were the most preferred type of bread. One third of the sample consumed bread for breakfast.
Majority of the respondents preferred bread in various forms other than raw bread. Majority of the
respondents bought bread from nearby bakery shops. One third of buyers purchased bread daily.
Larger pack size of bread was preferred by majority of respondents. Children were the main
decision makers followed by adult female 14 members when it came to the purchase of bread.
Factors like easy preparation, good taste, reasonable price, easy availability, advertisement and
package attractiveness were influenced the purchase of bread.

Yella Reddy D and Ramesh R (2007) in their study on attitudes towards packaged fruit drinks used
exploratory factor analysis among one hundred and thirty students in the age group of 18-24 in
Hyderabad and found that packaged fruit drinks was good for health and nutrition. There was
significant correlation between packaged fruit drinks was good for energy and taste of packaged
fruit drink was good. Principal component method of factor analysis revealed four factors namely
enjoyment, benefits, popularity and promotional effects. Occasional drinking, social acceptance
and individual initiative were the major factors that influenced purchase of packaged fruit drink.

Vinith Kumar Nair and Prakash Pillai R (2007) in their study on purchase pattern of cosmetics
among three hundred consumers in Kerala found that male consumers generally preferred to
purchase and made brand selection of cosmetics individually. Quality was the major factor
influencing the purchase decision of consumers. Chi-square test showed that there was significant
association between brand selection and age of the respondents. Male consumers spent more on
cosmetics: Rs.301-500 per month when compared to females due to the demand for men’s hair
care and deodorants.

Sreekumar, Sasmita Mishra and Swapna Menon (2008) in their study on consumers’ attitude
towards network marketing from thirty five users and ninety three non-users of Rourkela city
observed that 80.64% of non-users were aware of network marketing, 60% obtained source of
information from friends, maximum number of users were aware of Oriflame, most of them
expressed their opinion that network marketing was an easy way to earn money and get quality
products, 90% of consumers spent Rs.3000 pm on personal care products. The weighted average
score showed that the most important factor perceived by the user of network marketing was
quality and timely delivery. Brand name, good will and image were very important for network
marketing.

Syeedun Nisa (2008) in her study on the evolving food chains and consumer’s buying behaviour
studied among two hundred samples found that 78% of the respondents were working, 60% were
males, 40% were in the age group of 20-30years. Majority earned monthly income of Rs.10000-
20000. People preferred food retail centres as they got all their requirements in one stop shop.
Most of the respondents cited high price as the major factor for not visiting food retail centres.
Other factors were attractive features of food retail centres, customer friendliness, location and
parking place. Discount on bulk purchases was the favourite scheme for most of the respondents.

Most of respondent cited quality, freshness and price as the most important attribute for food.
Brand, quality, hygiene, ready to serve, attractive packing were the factors affecting purchase of
products from food retail out lets of which brand and quality were important.

Devasenathipathi T, Saleendran P T and Masilamani Jeevaraj J T (2008) in their study on

consumer’s approach towards bottled water among five hundred and thirty respondents of ten
major cities of Tamil Nadu found that 46% used drinking water for safety and 29% for its purity.
30% purchased pure drinking water from the nearest hotels. 23% preferred one litre bottle. Bisleri
was the most preferred brand of drinking water and it was competitive in terms of price. 25%
preferred Aquafina. 31% felt that brand name, package, quality, price were the factors that
motivated to purchase bottled drinking water and quality was the important factor.

Nuntasaree Sukato and Barry Elsey (2009) in their study on male consumer behaviour in buying
skin care products in Thailand among four hundred and twenty two respondents found that there
was positive relationship between self-image and normative influences, beliefs in product
attributes and consumer attitude toward applying skin care products. Multiple regression analysis
revealed that purchase intention was associated with actual purchase and was a significant
explanatory variable for male consumer’s purchase behaviour regarding skin care products.

Md. Muzakkeerul Huda and Tamima Hossain (2009) in their study on consumer attitude towards
restaurants in Dhaka city among fifty respondents in Gulshan area in Dhaka found that majority
felt that KFC offered hot and hygienic food and customers showed a higher positive evaluation for
food quality of KFC.The respondents felt that Pizza Hut gave importance to food quality and
reasonable pricing of foods at Pizza Hut had proximity to workplace.

Feeley A, Pettifor JM, Norris SA (2009) in their study on fast food consumption among six
hundred and fifty five, seventeen year old respondents found that there was no correlation between
the BMI and the number of fast food items. Majority ate more than one fast food item per week.
The three most frequently consumed fast food items for both genders was quarters, followed by
chips and most frequented fast food outlets were KFC and Cadbury’s and quarter meal was found
to be the cheapest.

Annunziata Azzurra and Pascale Paola (2009) in their study on behaviour and attitude towards
healthy food products among three hundred consumers living in three different cities of Italy used
principal component method of factor analysis and identified three factors namely healthy
conscious, trust in information and satisfaction. The success of healthy food relied on factors like
concern for general health, awareness and knowledge of food and ingredients that were beneficial.
Health was the major quality dimension for evaluating food products.

Jennifer L.Harris, John A. Bargh and Kelly D.Brownell (2009) studied the priming effects of
television food advertising on eating behaviour among one hundred and eighteen children and
rated the cookies and snack mix as very unhealthy and the vegetables as very healthy. Good taste
was rated for all foods, with lowest ratings for multigrain chips and highest ratings for vegetables
and cookies. Snack ads consumed more time than nutritional ads.

Neeraj Kaushik and Deepak Gupta (2009) in their study on buying pattern of cosmetic products
among one hundred and twenty five female consumers in South Haryana observed that 43.7% of
respondents were using cosmetics to look appealing, 30% rated quality and brand name as
important factor for buying cosmetics. Consumers of age group 15-20 used cosmetics daily. Urban
and rural respondents had similar usage patterns of cosmetics. 85.44% of consumers preferred skin
care products, 45% used non-herbal products and 36.2% claimed that products were good for their
skin.

Nilanjana Sinha and Rajkumar Dasgupta (2010) in their study among one hundred management
post graduate students on consumption of Bournville found that 90% consumed Bournville at least
once. 70% felt brand was gifted to them. 90% did not prefer to gift it to anyone. 70% did not like
the taste of the product due to its bitter taste. High price was another factor for low acceptance of
the brand. Only 10% traced the website details mentioned in the advertisement. 35% did not
understand the advertisement and 50% disliked the advertisement.

Paul T. Mburu and Koketso Paulos (2010) in their study on in- store cooked food retailing among
two hundred and eighty respondents in Botswana and Gaborone found that majority of respondents
preferred buying ready to eat meals. 53.4% considered that food area layout was an important
factor in food store choice decision. Food price, food choice, customer service, cleanliness,
crowded restaurant, food smell were important elements for choosing the food outlet. Respondents
felt that in store prepared food was unhealthy; it posed a risk of poisoning, and was of low quality.
Most of the respondents bought in store food only at work time.

Fan Shean Cheng, Cheng Soon Ooi and Ding Hooifing (2010) in their study on factors affecting
consumption behaviour of male grooming products among two hundred and eighty one
respondents investigated the effect of self image, social expectation and celebrity endorsement on
the consumption of metro sexuals towards male grooming products in Malaysia and found
moderating effect of perception on the relationship between the variables and consumer behaviour.
Many categories of male grooming products include aftershave, cosmetic, gel etc.

Caroline Sue Lin and Tan(2010) in their study on understanding consumer purchase behaviour in
the Japanese personal grooming sector demonstrated that complexity was involved in consumer
decision making process that was shaped by interaction of various forces like culture, self
perception, emotions and emotional and psychological state and needs of an individual. As
corporations seek to develop products and services that trigger purchase behaviour and
consumption, their focus was on understanding the driving forces behind consumer decision
making Manoj Patwardhan, Preeti Flora and Amit Gupta (2010) in their study on identification of
secondary factors that influence consumers buying behaviour for soaps and chocolate among one
hundred and sixteen respondents observed that first factor for soap “Attractive packaging and
schemes” had two variables packaging and schemes offered, the second factor “soap composition”
had three variables fragrance, ingredients and skin type and the third factor “seasonal availability
of a popular brand” had three variables namely season, availability and popularity.

Somnath Chakrabarti (2010) in his study on the consumer purchase behaviour of organic food in
Delhi NCR region carried out among one hundred and twenty respondents found that high price
and limited availability were the main reasons for the slow pace of expansion of the category of
organic foods in India. There was positive correlation between health, nutrition, taste, environment
and commitment for regular buyers. Brajeshkumar and Mintugogoi (2011) in their study on
consumer’s buying behaviour and brand loyalty with regard to processed liquid packed milk in
Guwahati, Assam among one hundred and eighty respondents found that people in Guwahati
mostly relied on Purabi brand of dairy milk in comparison to other competing brands (74%). Two
way ANOVA test revealed that there was significant difference across the brand. No significant
difference was noticed across occupation, income and age groups of consumers regarding brand
preference. There was little tendency amongst the consumer for brand’s preference switch over
unless there was some great motivation from other competing brands.

Amarnath B and Vijayudu G (2011) in their study on rural consumer’s attitude towards branded
packaged food products among one hundred rural respondents from ten villages of Chitoor district
of Andhra Pradesh found that health, mood, convenience, sensory appeal, natural content, price,
familiarity, weight control brand image, culture and safety were the major factors that influence
rural consumers attributes towards branded packaged food products. Convenience, good taste and
good value for money were the main factors that influence rural consumers’ attitude to branded
packaged food products.

Nadia Farhana and Shohana Islam (2011) in their study on exploring consumer behaviour in the
context of fast food industry in Dhaka city among one hundred and six respondents used ANOVA
and found that pressure of working life along with time constraints had resulted in increasing
number of consumers opting for convenience over price, taste and instant food. Respondents were
ready to travel further for favourite restaurant and to pay more. Quality and value related
perception was influenced by income.

Fouzia Ali, Ali Raza, Syed Usman, Izhar, Muhammad Shoaib, Waqas Amin, Muhammad Adnan,
Aamir Mehmood (2011) used correlation analysis and found that there was significant positive
correlation between deceptive beauty advertising and buying behaviour. University student’s
usage of beauty parlours also increased. Regression analysis showed that deceptive beauty
advertising had a positive and significant impact on buying behaviour of university students
towards beauty products. Government should frame some rules and regulations and policies as
regards advertising so that deception could be reduced.
Prialatha P and Malarmathi K (2011) in their study on factors influencing rural consumer buying
behaviour towards personal care products in Coimbatore District among one hundred customers
found that quality was the highly influencing factor. There was significant difference among
respondents with regard to influence of quality, nearness to selling point and retailer factors. There
was significant difference among age groups with regard to package, habitual and retail factors.
Female respondents were more influenced by income factor. Single respondents were influenced
by brand name and friends/ social groups than the married respondents.

Rina Makgosa and Nchenesi Mabalana (2011) in their study on fast food purchase behaviour in
Botswana found that the consumer perception of fast food restaurants varied according to age,
gender and education. The consumer’s perception towards fast food restaurants was categorized
into ten factors namely, hygiene, empathy, comfort, availability, nutritional value, unique
experience, price, reliability, social outing and nutritional awareness.

Consumers of Botswana held negative perception about health aspect of fast food
restaurants.Nilesh Neelmani (2011) in his study on consumer attitude towards FMCGs : a
comparative study of private labels and national brands among two hundred respondents used
paired t test to study the equality of means among the eight attributes namely quality, price, risk-
free, freshness, packaging, healthy, prestigious and image. National brands had better quality when
compared with private labels and health factor was not statistically significant among national
brand and private labels. As regards freshness, consumers did not differentiate between private
labels and national brands.

Shendge (2012) in his study on consumer preference of Cadbury and Nestle chocolates among
fifty respondents of NaviPeth area in Solapur City found that Cadbury was the preferred brand in
chocolate market and majority of the respondents preferred Dairy milk chocolate. Kit Kat was the
most preferred brand among Nestle chocolates. Taste, price, quality, packing, shape and quantity
were the factors that influenced purchase of Cadbury brand of chocolate and it was found that
quality was the most important factor responsible for brand preference.

Flavour and taste were the most important factors responsible for brand preference of Nestle
chocolate. Only 40% of respondents felt that celebrities/ brand ambassadors influenced their
buying decision. Television was the most preferred media of advertisement that influenced their
purchase. 38% of the respondents were loyal to Cadbury brand and would not shift to new brand
at any cost. Good quality and brand image were the main reasons for preferring Cadbury brand
while ingredient was the main attribute for nestle brand.

Alessandro Banterle, Alessia Cavaliere and Elena Claire Ricci (2012) in their study on food
labelled information among thirty six respondents in Milan, Italy found that origin of the product,
organic structure, energy, fat, sugar, recipes, vitamins and fibres influenced purchasing decision
of the respondents. Animal welfare, breeding, packaging, water saving, food properties, retailers
information and non-food uses were the additional information in food labels that attracted
respondents.

Deepa Ingavale and Thakar H M (2012) in their study on customer preferences for milk and milk
products among seven hundred respondents in Kolhapur district found that preference for
packaged (branded) milk increased over a period of time. Number of respondents purchasing
packaged (both branded and unbranded) curd, chakka, khoya, shrikhand, lassi, cheese and ghee
increased over a period of time. Respondents did not use branded panner as it was solely prepared
at home for consumption. Change in customer purchase decision was due to market related factors
such as advertisements, availability, quality and price.

Majority preferred grocery shops, bakeries and sweet marts for purchase of milk and milk
products. More than 80% got information on various milk and milk products from advertisement.
There was negative correlation between age and reasons for changing their preferred brand of milk
and milk products. There was poor correlation between education, age, occupation and reason for
changing their preferred brand of milk and milk products.

Patnaik CM and Pradeep Kumar Sahoo (2012) in their study on consumer behaviour towards
Cadbury’s India Ltd., and Nestle India Ltd among one hundred and twenty respondents in
Bhubaneswar and Cuttack in Odisha found that quality, price, taste, freshness, nutrition, flavour,
package, availability, regularity of supply and proximity of retail store were the major attributes
that influenced consumer behaviour towards Cadbury and Nestle brand of chocolates.

Dharmesh Motwani and Khushbu Agrwal (2012) in their study on customer behaviour in health
food drink product category among one hundred respondents found that Bournvita was ranked first
among various health food drinks. Nourishment was the most important factor considered for
purchase of health food drink.
Balaswamy M, Anil Kumar T and Srinivasa Rao K (2012) in their study on buying behaviour of
consumers towards instant food products among one hundred and eighty households in Hyderabad
city of Andhra Pradesh, found traditional usage, readily available. Saves time of preparation,
influence of friends or relatives, availability of products at reasonable price, necessary ingredient
for preparations and habitual usage were the factors considered for using instant food products.

Ramankumar K.P.V., Manojkrishnan C.G. and Suma S.R (2012) in their study on consumer
attitude towards green products of FMCG sector among one hundred and fifty samples found that
there was no significant difference between genders and environmental attitudes on green products
and there was no significant difference between men and women in environmental attitudes.
Consumers were ready to pay more prices for products that cause less environmental pollution.
Hema Patil and Bakkapa B (2012) in their study on consumer behaviour in Karnataka State
towards package of cosmetics among one thousand and twenty four women found that package
was the silent salesman. They also found that cosmetic package attracts customers, cosmetic
package develops dependability on the product and cosmetic packages were prestigious to
customers. These are the three factors responsible for consumer behaviour.

Paragi Kuntal Shah and Bijal Nishant Mehta (2012) in their study on effect of sales promotion on
buying behaviour, with special reference to personal care products among one hundred consumers
in five different areas of Ahmedabad city observed that sales promotion schemes and
advertisements equally played a very important role in influencing the consumers purchase
decision. Packaging did not influence but was considered as hygienic factor by the consumers.
‘Buy one get one free’ was at top of mind scheme in sales promotion, 80% were motivated to
purchase more during sales promotion schemes. 92% of homemakers made purchases once in a
month. The most popular reason for choosing a supermarket was availability of variety of products
and various schemes that were made available for customers.

Mahalingam S and Nandha Kumar P (2012) in their study on selected fast moving consumer goods
in Coimbatore city among four hundred consumers observed that 54% used Colgate brand of Tooth
Paste, 26.3% used Hamam Toilet Soap, 23.3.% used Dove shampoo. Brand name was assigned
first rank among factors influencing buying decision. Pearson chi-square analysis showed that age
of respondent and viewing advertisement had no relation with their perception about tooth paste,
soap and shampoo. Quality was the main motivating factor for buying FMCG products. FMCG
acquired a major share in the consumer goods market. To sustain in the market the manufacture
should provide quality goods at reasonable price.

Ujwala B (2012)in her study on consumer buying behaviour of personal Care products in “More”
Super Market, Chitoor district among one hundred and ten consumers used chi-square analysis
and found that factors like brand, price, quality ingredients, ease of use and availability affected
the buying decision of personal care products, 43% felt that advertisement influenced purchase
decision, majority preferred Head and Shoulders, 38% preferred Santoor, 62% preferred Colgate,
33% felt price was more important and majority spent 10%-12% of income on personal care
products.

Muhammad Sajid Rasool, Yasir Rafique, Akram, Naseem, Sana Javaid, Najeeb and Hannan
(2012) in their study on impact of advertisement on consumer behaviour of FMCG in Lahore city
among one hundred and fifty respondents used Chi-square test and found that people were aware
about the product but advertisement did not influence their behaviour. Income level affected
consumer buying behaviour. Advertisement influenced male consumers. Females changed their
brands when new products entered the market, Majority of consumers were aware about Colgate
and close-up brands of tooth paste. Smitha V.G. (2012) in her study on factors influencing buying
behaviour of organized retail consumers among two hundred samples in Visakhapatnam found
that 34.5% in 20-29 years age group visited organized outlets and were accompanied by their
spouse, children, friends, parents etc. 75% earned monthly income of Rs. 10000-20000. 68%
purchased food and grocery more than thrice in a month. Eighty three respondents purchased
packaged food items. The respondents who stayed close to outlets had tendency to spend more.
ANOVA test revealed that there was no significant difference in purchase of household cleaning
products and fruits and vegetables and distance between residence and outlets. There was
relationship between amount spent and frequency of purchase made by the respondents. ANOVA
showed that in case of packaged foods, there was no significant relationship between average
monthly household income of respondents and spending at organized retail outlets.

Sunil Giri and Vishal Sharma(2012) in their study on food product packaging among two hundred
and fifty respondents from Jammu and Kashmir found colour, endorser, logo, mood, price and
celebrity picture had highest loadings as first component and were named outlook and price factor.
Second factor stressed on information and labelling and it comprised variables like toll free
number, recipe information, non- vegetarian information, ingredients brand name and calorie
chart. Third factor was package promotion, tagline and contents. Fourth factor was packaging
technique and it dealt with type of packaging and place of manufacture. Fifth factor was product
labelling and information and it dealt with manufacturing date and expiry date. Sixth factor was
creativity and social message and it consisted of creative idea, eco-friendly messages and
experience by others. Seventh factor was flavour, eighth factor was size of package and the last
factor was age.
Josephine Lalitha J and Panchanatham N (2013) in their study on impulsive buying behaviour of
rural people: with reference to FMCG products among fifty respondents in Arasu village in
Coimbatore district assigned 1st rank to visual merchandising. Multiple regression model indicated
that explanatory variables had significant contribution to price and discount that motivated
impulsive behaviour, advertisement and sales promotion induced impulsive buying, visual
merchandising induced buying behaviour, emotional attachment on product was a motivational
factor and requirement of product during festival and special occasion prompted them to buy.
Kumudha A and Thilaga. S (2013) in their study on buying behaviour of soft drinks in Coimbatore
city among fifty respondents found that most of the consumers purchased due to influence of
advertisements. ANOVA revealed that there was significant relationship between the age groups
and brand preference. Henry Garrett ranking revealed sweetness as being accorded 1st rank.
Majority of the consumers preferred fresh fruit juice. People were more health conscious. Majority
of the respondents were aware of emergence of health issues like obesity and that diabetes would
occur if soft drinks were consumed.
Naheed Vaida (2013) in his study on prevalence of fast food intake among urban adolescent
students in Srinagar among eighty respondents found that parents were not in favour of
consumption of fast food by children. Consumption of fast food was high during pre lunch period.
Flavour or taste was the main attraction for consuming fast food. Influence of media was the major
cause of consuming fast food among adolescents in urban areas.
Deivanai P (2013) in her study on consumer behaviour towards fast food products with special
reference to Domino’s Pizza among one hundred and twenty respondents in Coimbatore district in
Tamil Nadu found that majority of the respondents preferred cash payment for purchasing pizza.
Majority of the respondents ranked visual attraction of the Domino’s Pizza centre as 1st , varieties
with 2nd rank and delivery ranked 3rd . Jacob Pratabaraj S and Sarprasatha Joe (2013) in their
study on consumer behaviour of branded fast food joints among ninety respondents from Chennai,
Coimbatore and Trichy used factor analysis and found that income was not important for frequent
visits to fast food joints. Multiple regression analysed the impact of factors like religion, location,
sex, income, economic status, language, age, designation and gender and found that age was
statistically significant and not location.
Minalkashyap, Komalkashyap and Anil Sarda (2013) in their study on the growth of fast food
industry with reference to shift in consumer’s buying habits in Nagpur city among thirty
respondents observed that there was correlation between age and frequency of visit to fast food
restaurants. There was high degree of correlation between income and spending habits of people.
Kulkarni N.M and Saket Bansod (2013) in their study of product attributes on consumer buying
behaviour among three hundred and twelve male cosmetic users in Nagpur City observed that
62.18% were below 30 years. Principal component method of factor analysis identified six major
factors responsible for consumer buying behaviour such as brand, quality, advertising, store
location and price value for money. Male consumers placed greater importance on looking good
and personal care aspects that improved health and wellness. Understanding male needs, attitude
and behaviour could help in opening up of new commercial avenues.
Syamala G (2013) in her study on consumer behaviour towards Lakme products among fifty
women in Pune found that 36% got attracted towards Lakme products for its quality, 70% liked as
it was affordable, 60% were satisfied with the products, 78% felt that Lakme products did not have
any side effects. Lakme products were preferred by women as it helped to enhance beauty. Large
sample test shows that 70% of Lakme users were satisfied with products. The cosmetic industry
in India should create an image and awareness among consumers and should emphasize on quality
and service factors to have competitive edge over others.
Rashmi (2013) in her study on buying behaviour of one hundred and ninety Indian Consumers in
hair care product market observed through t-test analysis that brand name, packaging, quality
price, advertisement, ambience, product safety, product trustworthiness, loyalty were considered
significant factors that influence buying decisions. Consumers looked at product features, and were
influenced by new launchers and sales persons while making decisions. Discounts and other
promotional offers also influence purchase decisions, consumers consider the herbal/ natural
claims of the product while making purchase decisions. Consumers changed their buying
behaviour by learning from earlier usage instances.
Sulekha and Kiran Mor (2013) in their study of consumer buying behaviour of FMCG of rural
Haryana among five hundred respondents used principal component method of factor analysis that
revealed six factors namely ‘product’ that had variables like package, quality and variety,
‘promotion’ had variables like brand endorsement, product demonstration, sales promotion and
relationship marketing, ‘value’ had variables like price, need, affordability and extra benefits,
attitude consisting of packaging, dignity and life style, interest had variables like retailers
recommendation, brand awareness and brand loyalty, and last factor ‘demographics’ had variables
like age, gender, income and education.
Karan Singh Thagunna and Garima Khanal (2013) in their study on dimensions affecting the
purchasing behaviour of one hundred Nepalese women used principal component method of factor
analysis that revealed six major factors value identification, life style and personality, price,
customer service, accurate information and brand familiarity. ANOVA showed that there was
significant difference in the buying behaviour of Nepalese women based on age group and there
was no significant difference in buying behaviour due to marital status, religious orientation,
occupation and income level respectively.
Vinith Dani (2013)in his study on urban consumer buying behaviour of tooth paste in urban area
of Pune city among two hundred and fifty respondents used Chisquare test that showed that
educational background influenced usage rate of tooth paste while gender did not influence choice
of tooth paste brand. 92% used toothpaste in various available forms while 8% used tooth powder
for oral care, 44% of respondents preferred to buy 250 grams pack for their family consumption,
Majority preferred to buy toothpaste once a month. Health benefits and prevention of tooth decay
were the major attributes preferred while buying a tooth paste brand. Pricing was not a major
selection criterion.
Sakthivel Murugan M (2013) in his study on factors influencing post purchase behaviour of
personal care products in Chennai city among five hundred customers, used principal component
method of factor analysis that extracted three factors `brand sensitivity’ that had variables brand
addiction, brand association, performance, enjoyment, suitability, spear heading, feeling of
disloyalty affectionate to use and delightfulness. The second factor brand image had variables like
positive attitude, frequent usage, favourite brand, unique and distinct, favourable image, trust
worthy and brand recognition. The third factor attraction had variables like special features, no
brand switching, loving to buy the brand, lovable features, attachment towards the brand and no
substitute.
Surj Kushe Shekhar and Raveendran P T (2013) in their study on chocolate packaging and
purchase behaviour among two hundred and forty respondents found that chocolate packaging
cues largely influenced all the three clusters. I cluster comprised 51% male respondents with 36%
school children (secondary / higher secondary) and 33% post graduates. II cluster comprised 67%
female respondents with 72% constituting graduates and post graduates taken together. III cluster
comprised 56% male respondents with 60% graduates and higher secondary categories taken
together. Variables like; look at expiry dates, colour and purchase decision, and shape and purchase
decision significantly differentiated across all the three clusters.
Variables like brand name and purchase influence, packaging material and purchase decision,
picture and purchase decision and size and purchase influence were significant for clusters one
and two. Ingredients, manufacturing unit’s address and nutritional information significantly
differentiated between clusters (1,3) and (2,3).
Ayan Chattopadhyay (2013) in his study on consumer shopping behaviour in the new era of
retailing on food and grocery and apparel purchase in East India among three hundred and twenty
nine customers analysed composite score of the respondents and found that location was the prime
consideration for food and grocery purchase for respondents. Ambience was the least important
parameter for all the respondents. The respondents from Bhubaneswar were found to be more price
sensitive than respondents from Kolkata. Respondents from Patna and Ranchi were least price
sensitive. Chi-Square test revealed that there was strong association between the respondents’
population from the four state capitals and consumer characteristics. Association was stronger for
food and grocery purchase as compared to apparel purchase. ANOVA test revealed that the
difference in the expenditure while purchasing food, grocery and apparel between the respondents
population from the four state capitals was significant. Respondents in Ranchi were more
consistent in terms of average duration of stay at the shopping outlet during food and grocery
purchase.
Kriti Dutta and Swati Singh(2013) in their study on healthy food behaviour and celebrity
endorsement for healthy food brands among one hundred and ten housewives in Delhi used factor
analysis as regards attitude of consumers towards health food that revealed five factors namely
healthy food brand, price, package, purchase intention and healthy brand life style. Factor analysis
for attitude towards celebrity endorsers for healthy food brands revealed three factors - health
consciousness, concern for families’ health and consumption behaviour respectively. Amitabh
Bachan was ranked first among preferred celebrity endorsers. Majority of the respondents felt that
Indian celebrities had the influencing power and they felt that celebrities used healthy food brands
to stay healthy and lead healthy life style. Respondents perceived healthy food brands that gave
value for money. Consumers of healthy food brands were perceived to be trendy, financially well
off and careerconscious women.
Vinit Dani and Vanishree Pabalkar (2013) in their study on exploring consumer behaviour towards
fast food industry among one hundred respondents in Pune used “t” test that revealed that fast food
restaurants provided consumer with convenience, easy accessibility and reasonable pricing. The
results of “t” test revealed that fast food was considered to be a healthier option of food and there
was greater awareness about health and hygiene conditions maintained in fast food restaurants and
revealed that kids and youngsters had major role in influencing the decision of the family to adopt
fast food. The results of “t” test also revealed that fast food restaurants located near the vicinity of
one’s home were more preferred.
Mohammad Ashraf A and Sharmin Akhter, Saad IMran Noor(2014) in their study on consumer
behaviour in fast food marketing in Bangladesh among three hundred and thirty nine under
graduates in a private university in Bangladesh used factor analysis that identified six factors
namely, quality, service, variety, environment, price, location and satisfaction. Inderpreet Kaur
and Sukdev Singh(2014) in their study on consumer behaviour of purchase of processed cereal
food products among thirty respondents from Ludhiana, Jalandhar and AMristar areas of Punjab,
used principal component method of factor analysis and found that external influence. health
awareness, increased quality consciousness, taste and nutrition, change in life style were the most
influencing factors.
Sarvamangala R (2014) in her study on consumer behaviour current trends in processed food
products among fifty consumers and fifty retailers in Bangalore found that all preferred non-
alcoholic beverage products. Effective and healthy advertisement attracted the consumers.
Attractive and quality packing attracted consumers and it helped in maintaining quality of
processed food products for a long period.
Annie Priyadharshini S (2014) in her study on consumer behaviour and the marketing strategies
of fast food restaurants in India found that marketing strategies adopted by Cadburys was focused
on 5P’s - Product, Price, Place, Promotion and People. Cadburys was the preferred fast food centre
among other fast food centres like KFC, Domino’s Pizza, Burger King and Pizza Hut. Cadburys
adopted the strategy, “Happy the consumer, satisfaction, Happy the Organization”. Nilesh Anute,
Anand Deshmukh and Anand Khdoandagale (2015) in their study on consumer behaviour towards
cosmetic products found that most of the respondents preferred domestic brand, organic products.
Most of them remained loyal to their products. Quality was an important factor for purchase
cosmetic products. Most of the male respondents preferred Axe followed by Wild stone, Adidas,
Park Avenue and Nivea while female respondents preferred Spinz followed by Dove, Nike and
Rexona. Manurag Garg, Digvijay Agarwal and Suprav Acharya (2016) in their study on sensory
advertising and impact on consumer behaviour found that there were various articles
understanding the width and length of sensory advertising. There were some advertisements that
used sensory nodes to elicit consumer behaviour and it had impact on consumer mind and had high
success rate in latest advertising trends. Consumer behaviour signifies how individuals make
decision to utilize their valuable resources such as time, money and effort or consumption related
matters such as what they buy, when they buy and how they buy. It refers broadly to the study of
individuals and consumers liked to search, select, use and dispose of products, services, experience
or ideas to satisfy their needs.

AWARENESS
Awareness is the ability to perceive, to feel, or be conscious of events, objects, thoughts, emotions,
or sensory patterns. It is the state or quality of being aware of something. In biological psychology,
awareness is defined as a human's or an animal's perception and cognitive reaction to a condition
or event.
Ayse Ozfer Ozcelik, Lale Sariye Akan and Metin Saip Surucuoglu (2007) in their study on
evaluation of fast food preferences as regards gender among two hundred male and two hundred
females in Ankahara district of Turkey found that they consumed fast food due to its fast service,
appropriateness, taste and reasonable prices. Chi-square showed that majority of women preferred
fast food restaurants due to its reasonable price. Males preferred traditional restaurants while
women preferred western style restaurants. When families eat out, they preferred Kebab restaurant
and Pizza restaurant more than fast food restaurants like Cadburys. Kanimozhi N and Jayakumar
A (2010) in their study on brand loyalty of one hundred oats users with special reference to Salem
Town used ANOVA test and found that there was significant relationship between age and
satisfaction. F test revealed that there was no significant relationship between different age groups
and satisfaction. Chi-square test result revealed that there was significant relationship between
marital status and satisfaction. But there was no significant difference in the mean scores,
satisfaction level by married and unmarried respondents. Chi-square result showed that there was
no significant relationship between education level and satisfaction. F test revealed that the average
scores of three groups of education level were not the same on the basis of their education
qualification. Chi-square result showed that
a) there was no significant relationship between occupation status and satisfaction
b) there was significant relationship between nature of family and satisfaction level
c) there was no significant between expenditure and satisfaction level and
d) there was significant relationship between annual income and satisfaction.

Garett’s Ranking technique showed that high determinant was the most important factor
influencing the purchase of Oats, reduction in obesity was assigned second rank. Firdaus Abdullah,
Abg Zainoren Abg Abdurahman, and Jamil Hamali (2011) in their study on managing customer
preference for the foodservice industry among fifty three respondents found that it was important
to note the influence of other dimensions such as price that encompassed setting price for children,
as well as offer special pricing in menu packages, discounts, special prices for the regulars,
promotional prices for new menus, preparing local delicacies, and reasonable price.
Quality of service influenced customer preference which is centred on employee’s hygiene
practices, delicious food, delivering customers’ orders accurately, quick service, menu knowledge,
cleanliness of food preparation, commitment to quality of service, and friendly waiters or
waitresses. Food service customers considered attractive names of food service establishments, as
well as menu items that had brand names. The last dimension was Tangibles that gave importance
of spacious seating arrangements, adequate parking spaces, wide variety of menu items and
attractive interior design in a food service establishment.
Abdual Rehman, Muhammad Zia-ur-Rehman and Waheed Akhtar (2011) in their study on factors
affecting brand loyalty among one hundred and twenty respondents in Ravalpindi and Islamabad
found that there was significant correlation of all variables like brand name, brand social
responsibility , brand loyalty, brand trust, word of mouth, brand knowledge and perceived quality
towards Cadbury’s brand. There was positive correlation between brand social responsibility,
image of Cadbury and brand trust and between Cadbury’s brand and trust perceptions of the
respondents. Perceived quality of Cadburys by consumers was positively correlated with brand
trust of consumers. Relationship between word of mouth advertising of Cadbury and building of
trust was also found positive but partially related to brand trust of consumers in Cadbury’s.
Regression analysis showed that there was significant variance created by independent variables
on brand loyalty of consumers in Cadbury. The relationship between brand trust and brand loyalty
was positive and consumers of fast food rely on Cadbury’s services and products and there was
positive relationship between brand trust and brand loyalty.
Udhayakumari N and Vijayalakshmi G T (2013) in their study on Consumer brand preference
towards health drink products in Tiruvarur district among one hundred and ten respondents found
that Horlicks was the most preferred brand among health drink products. There was high impact
on advertisement and taste on brand preference for Horlicks. Chi-Square test revealed that there
was no significant relationship between income, gender of respondents and brand preferences.
Smitha Nair (2013) in her study on assessing customer satisfaction and brand awareness of branded
bread among one hundred respondents in Cochin found that bakeries were the major point of
purchase of bread brands. Modern bread was the most preferred brand of bread. Good quality,
freshness, taste, softness, variety, availability, package, price, color and brand name were the major
attributes considered by respondents and quality was ranked first among other factors. Among the
local brands Elite fruity bread was the most popular brand and was preferred by 50% of regular
users among all age groups.
Nahid Mohammed Tawfik Fawi and Mohamed Osman Mohamed Abdalla, (2013) in their study
on milk preferences of consumers and effect of the marketing mix on consumer’s purchase
decision of dairy products among four hundred and fifty consumers in Sudan found that 88.7%
preferred fresh milk and 72.9% preferred dried milk. 68.9% preferred fresh milk for its quality.
Quality and price were considered important for purchase decision followed by packaging and the
nutritional information stated on the pack. Product quality had the greatest effect on consumer’s
product purchase decision. 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 ranking
these alternatives, based on happiness, satisfaction, gratification, enjoyment and utility provided a
source of motivation. In cognitive sciences, individual preferences enable choice of
objectives/goals.

PURCHASE DECISION

Changes in demographic pattern, education, income structure, life style, changing aspirations,
cultural orientation, increasing awareness, nutritive value, changes in consumer behaviour,
introduction of new technologies, new expectations of consumers and other factors influence the
demand for a product that affects the purchase decision of a consumer.
Shiralashetti A.S and Hugar S.S. (2007) in their study on consumer satisfaction with special
reference to milk consumers in Gadag city, Karnataka among one hundred and twenty respondents
found that the per capita availability of milk was high in Switzerland than in India. Per capita
availability in Karnataka was less than other states. Karnataka ranked 10th in milk production,
12th in per capita income. Highest percentage of the pasteurized and unpasteurized milk
consumers were in the age group of 26-35 years.
A large number of pasteurized and unpasteurized milk consumers were graduates. Monthly income
of the pasteurized and unpasteurized milk consumers was between Rs.15000- Rs.20000. 48% of
pasteurized and unpasteurized milk consumers earned income from employment and business.
41.60% of pasteurized milk consumers and 38% of unpasteurized milk consumers consumed an
average of 1 litre a day. The level of satisfaction for quantity of milk was high with unpasteurized
milk consumers. The level of satisfaction for the price of milk was high for unpasteurized milk
consumers. The satisfaction level for taste was more with pasteurized milk consumers. 40% were
satisfied with timely supply of milk. Overall satisfaction level was high for pasteurized milk
consumers and supply of network of unpasteurized milk suppliers were not adequate.
Senthilkumar G, Selvakumar K N, Prabu M and Meganathan N, (2007) in their study on factors
influencing expenditure on consumption of milk and milk products among sixty respondents in
Chennai found that nearly 55% of the consumers had collegiate education. 80% were Hindus and
75% were Nonvegetarians. The overall average expenditure per consumption unit on milk and
milk products was Rs.201.09 (7.10% of the total monthly expenditure per consumption unit). Out
of the total expenditure on milk and milk products, the expenditure on fluid milk formed greater
proportion on all income groups. Among all milk products, expenditure on curd and ghee was
higher as it was traditionally included in the traditional diet of the Indian consumers. Out of the
total expenditure on milk and milk products, the percentage expenditure on ice cream increased
with increase in income level.
Factors such as family size, education, food habits and monthly expenditure on nonedible items
had significant influence on expenditure on milk and milk products. Co-efficient of multiple
determinations indicated that majority of variations on milk and milk products were explained by
independent variables chosen. Family size had significant positive influence on expenditure on
milk and milk products.
Sukanya Ashok kumar and Shilpa Gopal (2009) in their study on diffusion of innovation in private
labels in food products among one hundred and six respondents used factor analysis and found
that interest due to novelty factor of private labels in food products, awareness level, looking for
change, open mindedness towards quality of private labels, private labels status symbol, likelihood
of purchase, willingness to buy retail brands in food, merit standards and national brands were the
influencing factors.
Chandan A Chavadi and Shilpa S Kokatnur (2009) in their study on impact of short term
promotional ads on food retailing among one hundred and twenty respondents used “t” test and
found that there was significant difference in the foot falls before and after the promotional ads.
Promotional offers motivated customers for product trial and it motivated them to switch brand.
Short term promotional Ads influenced gender as well as the middle and lower middle income
consumers. The impact of promotional offers was not being the same across all age groups.
Sumangala P R and Yallawwa Uppar (2010) in their study on purchasing practices of food,
clothing and consumer durables among farm families of Gadag District among two hundred
households found that maximum number of households purchased groceries, perishables, ready
mixes, bakery and confectionaries from a nearby town. Majority purchased the groceries,
perishables, ready mixes and bakery and confectionaries on a weekly basis. Neighbours and friends
were the common sources of information for the respondents for purchasing food. Television was
an important source of information for purchasing food. Majority of the respondents adopted cash
payment system for purchasing food.
Gupta M K and Sreelatha Neelesh (2010) in their study Marketing strategies in the Indian soft
drinks industry among one hundred and ten consumers and fifty one retailers in Faridabad district
of Haryana on found that 70% preferred home delivery. 96% watched advertisements of soft
drinks. Majority were able to recall Coke advertisements and associated the slogan with the
popular brand. 60% took benefit of sales promotion schemes. All the 51 retailers got benefits in
the form of trade promotion, schemes like signboards, Visi coolers, banners, chairs and tables.
Most preferred size was 300 ml followed by 500 ml Coke.
Hossein Nezakati, Yen Lee Kuan and Omid Asgari (2011) in their study on factors influencing
customer loyalty of fast food restaurants in Malaysia among one hundred and ninety six
respondents found that most of the respondents preferred to dine in western fast food restaurants.
Nine independent variables like product quality, product attribute, brand name, store environment,
promotion, and price and customer satisfaction had been identified. Pearson Correlation showed
that the product quality had strong positive relationship with customer loyalty. Multiple regression
was used to determine the dominant variables that influence customer loyalty that revealed three
variables that influenced customer loyalty were product quality, customer satisfaction and brand
trust and they had contributed significant positive influence on customer loyalty towards preferred
fast food restaurants.
Kwek Choon Ling, Yeong Wai Mun and Hiew Mee Ling, (2011) in their study on exploring factors
that influence customer loyalty among Generation Y in fast food industry of Malaysia among two
hundred respondents had found customer’s loyalty, corporate image, trust and perceived switching
cost as important. Strategies may include adding nutritional value meal in the menu. Nutritional
meal should be more balanced and menu should contain more vegetable and fruit-based goods.
Food should contain less salt, sugar and fat. This would help operators to increase the perceived
switching cost of the customers; as customers viewed that providing a more suitable diet will
increase their loyalty.
Western fast food operators suggested for launch of value meal at a significant price reduction
during the daily lunch hours or a particular festive season would stimulate consumption of fast
food products among the Generation Y as well as their loyalty. They could adopt the practise
deliver on promise which would subsequently lower the switching cost and eventually lead to
customer’s loyalty.
Ramesh Kumar S (2011) in his study on junk food advertisements among two hundred and four
respondents found that 28% of the children preferred to watch animation characters in television.
27% preferred to collect stickers as free gift with products. The main reason for buying junk food
product was attractive package. 76.5% of the parents agreed that children influenced them in
purchase of Junk food products. Majority of the parents disagreed that foodstuff offered with free
gift was of high quality. 82.8% felt that the children’s prime time advertisement was attached with
free gifts offer.
ANOVA revealed that there was significant difference between age, income and children’s attitude
towards advertised products. Shahzad Khan, Syed Majid Hussain, Fahad Yaqoob (2012) in their
study on determinants of customer satisfaction in fast food industry among one hundred and twenty
respondents, each of the thirty were selected from KFC, Chief Burger, Arbain Chick, and Pizza
Hut in Peshawar, Pakistan found that promotion, service quality, customer expectations, brand,
physical environment, price, and taste of the product factors were responsible for satisfying
customers.
ANOVA revealed that all sub factors like promotion, service quality, customer expectations,
brand, physical environment, price, and taste of the product were related to satisfaction and that
the relationship between them was significant. There was significant positive relationship between
the promotion, service quality, customer expectations, brand, physical environment, price, and
taste of the product and customer satisfaction.
Elena-Nicoleta Untaru and Ana Ispas (2012) in their study on why young people preferred fast
food restaurants among students of Faculty of Economics and Business Administration in
Transilvania University, Brasov, Romania found that young people ate fast food at least twice a
month. They preferred fast food restaurants for quickness of serving, food price, familiarity with
the products, socializing possibility, accessibility of the location, convenience, home delivery ,
take away products, menus display and the availability of menus at any time of the day and the
opening hours. They considered taste, freshness, consistency and physical environment important
Vijayabaskara Masilamani and Sundaram N (2012) in their study on influencing factors on
consumers’ food choice with reference to ready- to-eat segment in Southern India among one
hundred consumers in the age group of 20-40 years found key determinants that impact customers’
food choice towards ready to eat segment were convenience, taste and lifestyle.
Many respondents in the age group between 20-30 years agreed that western culture influenced
them to buy ready to eat food products. People in the age group 30-40 were ready to eat even
unhealthy food products and 20-30 age groups ate healthy food products. Ruchi Malik (2012) in
his study on building a model for the determination of factors for success of the organized retail
sector in India and analysing its relative importance (with reference to fast food chains and grocery
and vegetable outlets) among two hundred respondents in Mumbai, used Factor analysis and found
that price level, quality, ambience, parking facility, trust, one stop shop, discount offers,
availability of variety of items in each category, convenient location, loyalty programme, return
policy, relationship, cleanliness, recommendation from friends and relatives, promotions, home
delivery service, billing through credit / debit card. Store personnel, clientele at store and waiting
time for billing were the factors influencing visit to fast food chains.
Andreas Totu, Oswald A Iglu and Murnizam Halik (2013) in their study on TV Commercials and
choice of food among children in Sabah, Malaysia among fifty respondents found that there was
no correlation between recognition of advertisements and children’s food choice, which indicated
that children were more resistant to advertising messages. Over weight and obese children showed
strong inclination towards fast food after they were exposed to fast food advertisements.
Mehdi S M and Tarun Gupta (2013) in their study of consumption pattern and health awareness
as regards effect of fast food among university hostellers among two hundred and ninety one
respondents found that 72% chose fast food on the basis of the name of producer. 61% felt that
price was the key factor for choosing fast food. Cadburys was the most visited fast food restaurant.
41% ate pizza. Respondents preferred fruity juices. Majority of the respondents consumed fast
food 1 to 2 times a week. They preferred fast food during snack time preferably between 6pm to
10 pm. Respondents ate fast food for taste. Respondents agreed that consumption of fast food
depended on emotions. Chi-square Analysis showed that respondents were not aware about the
nutritional information and ingredients contain in fast food. Respondents were not aware of the
bad effects of contents of ingredient in fast food. Respondents did not bother about the diseases
that result due to frequent consumption of fast food and respondents were not aware that frequent
consumption of fast food may cause obesity.
Sanjay Jamwal (2013) in his study on role of local food in tourism found that 70% of the customers
visited Katra for Mata Vaishno Devi darshan. Majority of the respondents described that hotels
described the business tourism in Jammu. Majority of the chefs were from Jammu and were
familiar with Dogra dishes. Most of the hotels in Jammu welcomed the guests with local drinks
called Kehwa. Food items were prepared with local ingredients available in the local market. The
dogra dishes occupied an important place in the daily menu of the hotels. Maximum hoteliers
bought vegetables from wholesale vegetables suppliers, 91% of respondents felt that if more local
food was offered, it would decrease the cost of food. 76% preferred only vegetarian dishes. 82%
wanted to taste new dishes. 79% felt that local food would have its own preference in future.
Sanjiv Kumar (2013) in his study of a comparative study of organized and unorganized food
retailing in Ahmedabad, Gujarat, found that organized retailers purchased cereals, pulses, spices
and processed food items mainly on weekly basis. Fruits and vegetables were purchased weekly
and more often on daily basis in both the retail formats. For organized retailers, cereals, pulses and
spices, purchasing was centralized and payment was made by cheque. In case of unorganized
retailers, businesses were on credit basis- 7 days in case of fruits and vegetables and 15 days in
case of cereals, pulses and spices. Majority of the organized and unorganized retailers were
engaged in storage and transportation of various food items. Organized players were also selling
pre- packaged food grains.
Farzan Yahya, Rabbia Zafar and Soam Shafiq (2013) in their study on trend of fast food
consumption and its effect on Pakistani society among three hundred and ninety eight Pakistani
respondents found that people ate and bought fast food between 6 pm to 9 pm and they consumed
fast food due to its taste. There was negative correlation between age and likeness of fast food but
there was positive correlation between income and likeness of fast food. There was negative
correlation between education and likeness of fast food as educated people were aware of fast food
effects on health. People preferred fast food at their workplace due to their busy schedule.
Ching Hsu Huang (2014) in his study on relationships between consumer’s nutritional knowledge,
social interaction, and health among nine hundred and fifty seven restaurant customers used
principal component method of factor analysis that revealed different domains like menu domain,
chef domain and management domain to represent the consumer’s demand towards health
consciousness. Restaurants in Taiwan should design professional nutrition- related menu and use
the terminology of descriptions accurately and consistently. Children were to a great extent
considered as a consumer and started playing a consumer role due to time pressure and income
effect of dual career families. Children were an enormously powerful medium for relationship
building in India. They influence markets and marketers could target them more effectively.
 CHAPTER NO. 4 :

DATA ANALYSIS, INTERPRETATION and PRESENTATION

Q.1 How would you rate Cadbury Products ?

1. Good 95%
2. Poor 5%

1 2
Q.2 Which Product of Cadbury you like the most ?

1. Dairy Milk 60%

2. Gems 20%
3. Eclairs 15%
4. Bytes 5% Product Choice
1
2
3
4

Q.3 Are you satisfied with the packing of the Cadbury products ?

1. Yes 90%
2. No 10 %

1 2

Q.4 Are you satisfied with the quality & taste of the Cadbury Products ?

1. Yes 77%
2. No 23%
 1 2

Q.5 Do you think the information provided in the advertisement is adequate ?

1. Yes 55%
2. No 45%

1 2

Q-6 What new product according to you Cadbury Should Launch ?

1. Biscuits 40%
2. Muffins 50%
3. Cereals 10%
 1
2
3

Q.7 Do you want that Cadbury should launch some sugar free products?

1. Yes 70%
2. No 30%

1 2

Q.8 Are you satisfied with the pricing of the Cadbury Products

1. Yes 55%
2. NO 45%

Satisfaction

1 2
Q.9 Which Tag Line of Cadbury attracted you the most ?

1. Kuch Meetha Ho Jaye 50%

2. Rishto Ki Mithaas 20%
3. Shubh Arambh 30%

Tagline

1
2
3

Q.10 Do you wish to buy International Products of Cadbury ?

1. Yes 60%
2. No 40%

1 2
Q.11 Do you like the pack of Cadbury which are prepared for ocassions especially ?

1.Yes 90%
2.No 10%

1 2
 FINDINGS

• On an average more than 90% Peole Like Cadbury Products , moreover 60% of the people like
Dairy Milk, 20% like Gems, 15% like Eclairs and only 5% like Bytes.
Packing of Cadbury products also satisfies 90% people.

• Taste & Quality wise Cadbury satisfies more than 70% of the consumer base.
Public opinion for future product launch of Cadbury is Biscuits 40% Muffins 50% , Cereals 10%

• More than 70% people says that Cadbury must launch sugarfree products. Arround 50% People
are satisfied with the product pricing of the Cadbury Products , and 60% people like to buy the
International Products of the Cadbury .

• Especial Celebration packs of Cadbury attract a lot of people more than 90% are satisfied with
them.

CHAPTER NO. 5 :
 CONCLUSIONS and SUGGESTIONS

In today’s competitive business environment brands have assumed a role of growing importance.
They can differentiate a company’s products and customer loyalty, helping to sustain profitability
in the long term. The Cadbury Dairy Milk brand has evolved into a Megabrand incorporating a
range of products each with their own identity, but now under the Dairy Milk brand. This initiative
is intended to leverage the strength of the Cadbury Dairy Milk brand to the full. The strategy
involved a packaging and range refreshment strategy which has resulted in a unified innovative
Dairy Milk brand. Having exceeded initial sales tar gets by a considerable margin, the strategy can
be considered a success!
Branding is one of the most important aspects of any business, large or small, retail or B2B. An
effective brand strategy gives you a major edge in increasingly competitive markets. But what
exactly does "branding" mean? How does it affect a small business like yours?
Simply put, your brand is your promise to your customer. It tells them what they can expect from
your products and services, and it differentiates your offering from your competitors'. Your brand
is derived from who you are, who you want to be and who people perceive you to be.
Are you the innovative maverick in your industry? Or the experienced, reliable one? Is your
product the high-cost, high-quality option, or the low- cost, high-value option? You can't be both,
and you can't be all things to all people. Who you are should be based to some extent on who your
target customers want and need you to be.
The foundation of your brand is your logo. Your website, packaging and promotional materials--
all of which should integrate your logo— communicate your brand.
Branding is all important for those of use who want to be recognized for their name, business idea,
business or product. Like the big name brands such as Sony, Amazon, Google, Yahoo, etc.
business professionals such as freelancers, product developers, writers, pro-bloggers all need a
brand to be instantly recognized by.
For most, the brand name is either their own name, or else the name of the product they developed.
Not only will others know who they are dealing with, but if we brand ourselves properly, then our
name will be a synonym of quality further down the track.
We all know that big name bloggers such as ShoeMoney, John Chow, Yaro Starak, Maki and
Daren Rowse have managed to do just that. They branded themselves through continuously using
their own name or that of their website.

CHAPTER NO. 6 :
 BIBLIOGRAPHY
Online Media :

• www.cadbury.co.uk

• www.chocolatereview.co.uk

• www.cadburyschweppes.com

• www.wikipedia.org

• www.cadbury.com

• www.oppapers.com

Refrences :
• philip kotler

Print Media:

• The Times of India

• India Today

• Forbes India

• Dainik Jagran

ANNEXURE
QUESTIONNAIRE

Q.1 How would you rate Cadbury Products ?

1. Good
2. Poor

Q.2 Which Product of Cadbury you like the most ?

1. Dairy Milk
2. Gems
3. Eclairs

4. Bytes

Q.3 Are you satisfied with the packing of the Cadbury products ?

1. Yes
2. No

Q.4 Are you satisfied with the quality & taste of the Cadbury Products ?

1. Yes

2. No

Q.5 Do you think the information provided in the advertisement is adequate ?

1. Yes
2. No

Q-6 What new product according to you Cadbury Should Launch ?

1. Biscuits
2. Muffins
3. Cereals

Q.7 Do you want that Cadbury should launch some sugar free products?

1. Yes
2. No

Q.8 Are you satisfied with the pricing of the Cadbury Products

1. Yes
2. NO

Q.9 Which Tag Line of Cadbury attracted you the most ?

1. Kuch Meetha Ho Jaye

2. Rishto Ki Mithaas
3. Shubh Arambh

Q.10 Do you wish to buy International Products of Cadbury ?

1. Yes
2. No

Q.11 Do you like the pack of Cadbury which are prepared for ocassions especially ?

1.Yes

2.No