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5/3/12
APresentation
onConsumer Preferences towards
Cadbury Chocolates
Presented By:- Anshu Saluja
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Factors influencing Consumerbuying behaviour:
1. Personal Factors
2. Psychological Factors
3. Social Factors
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CADBURY INDIA
Cadbury began its operations in 1948 byimporting chocolates and then re-packing them
before distribution in the Indian market. After 59
years of existence, it today has five company-owned manufacturing facilities at Thane, Induri
(Pune) and Malanpur (Gwalior), Bangalore and
Baddi (Himachal Pradesh) and 4 sales offices(New Delhi, Mumbai, Kolkota and Chennai).
The corporate office is in Mumbai.
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CADBURY BRANDS:- Chocolates Snacks Beverages CandySNACKS: BytesBEVERAGES: Bournvita
CANDY: HallsCHOCOLATES: Dairy Milk 5 Star Perk
Celebrations Temptation Eclairs Gems
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Some Major Achievements
In 2004, the `Kuch Meetha Ho Jaaye campaign was launched,seeking to increase CDM consumption by making it synonymouswith traditional sweets (Mithai). With Amitabh Bachchan as the faceand voice of the brand, the campaign went on to become a hugesuccess. People could relate to the commercials that were aired to
promote Cadbury Dairy Milk.
In 2009, we aired another commercial under the `Kuch Meetha HoJaaye platform, called the `Pay Day commercial.
Launched in January 2010, with a tantalizing taste that tempts thetaste buds, CDM Silk delivered an exquisite chocolate eatingexperience in the Indian market.
A. P. P. I. E. S. Awards (Gold Standard) in 2011 for the campaign ofthe "Shubh Aarambh" of Cadbury Dairy Milk.
In 2011 Indias Most Respected Companies as per the survey of
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STUDY
The main objective of the study is to know about the customerpreferences towards Cadbury chocolates. To fulfill the mainobjective the others objectives are as follows:
To study the factors affecting the consumption pattern.
To know the customers expectations regarding variousattributes of Cadbury chocolates.
To find out the customers opinion, regarding various aspects of
the Cadbury chocolates. To know the mode of advertisement influence the customers for
purchasing chocolates.
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RESEARCH METHODOLOGY
Research Design:-Exploratory Research Design.
Sampling Technique :- Convenience Sampling Technique.
Sample Size :- 150Respondents.Sample Area :- Charkhi Dadri and Bhiwani .
Collection of Data :- Primary and Secondary.
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Liking for the Chocolates
Response No. of Respondents Percentage
Yes 120 80
No 30 20
Total 150 100
Analysis of the Study
Que 1: Do you eat Chocolate?
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Brand No. of Respondents Percentage
Cadbury 90 75
Nestle 15 12.2
Amul 10 8.3
Other 5 4.1
Total 120 100
Que2. Which brand of Chocolate do you eat?
Brand Prefrences
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Consumption of Chocolates No. of Respondents Percentage
Daily 10 11.1
Once in a week 20 22.2
2 times in a week 5 5.5
More than 2 times in a week 35 39
Occasionally 20 22.2
Total 90 100
Que3. What is the frequency of consumption of Cadbury chocolates?
Consumption of Chocolates
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Options No. of Respondents Percentage
Super Stores 25 28
Retail Stores 40 44.4
Restaurants 20 22.2
Other 5 5.5
Total 90 100
Que4. From where you buy Cadbury chocolates?
Source of purchase of Cadbury Chocolates
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Factors No of Respondents Percentage
Brand name 30 33.3
Taste 40 44.5
Easy availability 10 11.1
Packaging 7 7.8
Price 3 3.3
Total 90 100
Que5. Which factor would you consider while purchasing the Cadburychocolates?
Factors affect when purchase Cadbury Chocolate
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Que6. Which Cadbury Chocolates brand do you usually prefer?
Cadbury Brand No. of Respondents Percentage
Dairy Milk 45 50
5-Star 20 22.2
Perk 10 11.1
Fruit-Nut 10 11.1
Other 5 5.6
Total 90 100
Preference of Cadbury Chocolates Brand
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Response No of Respondents Percentage
Yes 70 77.8
No 20 22.2
Total 90 100
Que7. Do you think Cadbury Chocolates easily available in market?
Cadbury Chocolates availability in the Market
Q 8 Whi h ti l ff f C db
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Options No. of Respondents Percentage
Free Gifts 26 28.9
Price offer 21 23.3
Extra Quantity 35 38.9
Other 8 8.9
Total 90 100
Que8. Which promotional offers of CadburyChocolates attract you most?
Promotional offers
Q 9 Whi h f th f t ff t h ?
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Factors No. of Respondents Percentage
Advertisement 39 43.3
Friends and relatives 18 20
Attractive Display 16 17.8
Brand Ambassadors 12 13.3
Ingredients 5 5.5
Total 90 100
Que9.Which of these factors affect your purchase?
Factors affecting when purchasing Cadbury chocolates
Q 10 A f i f th C db b d ?
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Response No. of Respondents Percentage
Yes 75 83.3
No 15 16.7
Total 90 100
Que10. Are you aware of campaign of the Cadbury brands?
Awareness of Campaign of Cadbury Chocolate Brand
Q 11 Whi h di f d ti t f C db Ch l t i fl
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Media of Advertisement No. of Respondents Percentage
Television 32 35.6
Newspapers 14 15.5
Brochures 12 13.3Hording / Display 24 26.7
Other 8 8.9
Total 90 100
Que11.Which media of advertisement of Cadburys Chocolates influence yourpurchase?
Media of Advertisment influencing the purchase decision of Cadbury Chocolates
Q 12 S if bl t b f d b d f C db Ch l t
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Brand Loyalty Actions No. of Respondents Percentage
Go to Another Shop 40 44.4
Will not Buy 22 24.4
Buy another Brand 15 16.7
Wait till when it will available 13 14.4
Total 90 100
Que12. Suppose, if you are unable to buy preferred brand of Cadbury Chocolatesthan what you will do?
Brand Loyalty Actions
Que13 Do you prefer to change your brand continuously?
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Response No. of Respondents Percentage
Yes 25 27.8
No 65 72.2
Total 90 100
Que13. Do you prefer to change your brand continuously?
Change Brand
Que14 How would you rate the overall satisfaction of Cadbury
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Option No. of Respondents Percentage
Highly Satisfied 51 56.7
Satisfied 16 17.8
Average 12 13.3
Dissatisfied 7 7.8
Highly Dissatisfied 4 4.4
Total 90 100
Que14. How would you rate the overall satisfaction of CadburyChocolates?
Satisfaction level for Cadbury Chocolates
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SUGGESTIONSA survey of the people has been conducted to know that Cadbury have more
market share into the market, second Nestle and after that Amul have minimum
market share into the market. All people like to eat chocolates. A survey of thepeople has been conducted to know the liking pattern of Cadbury chocolates. It isobserved that overall people like to eat Cadbury brand rather than Nestle, Amul. Itis concluded that mostly people preferred Dairy Milk of Cadbury due to itsflavor/taste and quality. It is thus concluded from the facts collected that mostly
people refer to their favorite chocolate and sometimes some of them go to another
brand.
Suggestions:-
Company should concentrate more on television for advertisement, as mostlypeople get attracted through television.
Company should put more & more emphasis on the taste so as to gain brandloyalty. Because most of the consumers consider the taste of the chocolates.
Company should concentrate on availability of Cadbury Chocolates forincreasing the market share.
Company should think on the matter that why the consumer switch over to theother brands