“A STUDY ON CONSUMER PREFERENCE TOWARDS CADBURY

PRODUCTS WITH SPECIAL REFERENCE TO THRISSUR AREA”

Project Report submitted to

UNIVERSITY OF CALICUT

In partial fulfillment of the requirement for the award of the degree of

BACHELOR OF BUSINESS ADMINISTRATION

Submitted by

ANUSHA KIRAN

(CCASBBAR18)

Under the supervision of

Asst. Prof. JISHA C L

DEPARTMENT OF MANAGEMENT

STUDIES MARCH 2021

CHRIST COLLEGE (AUTONOMOUS), IRINJALAKUDA

 CHRIST COLLEGE (AUTONOMOUS),

IRINJALAKUDA CALICUT UNIVERSITY

DEPARTMENT OF MANAGEMENT STUDIES

CERTIFICATE

This is to certify that the project entitled “A STUDY ON CONSUMER

PREFERENCE TOWARDS CADBURY PODUCTS WITH SPECIAL
REFERENCE TO THRISSUR AREA” is a bonafide record of project done by
ANUSHA KIRAN, Reg. No. CCASBBAR18, under my guidance and supervision
in partial fulfillment of the requirement for the award of the degree of
BACHELOR OF BUSINESS ADMINISTRATION and it has not previously
formed the basis for any Degree, Diploma and Associateship or Fellowship.

Prof. C.L. BABY JOHN Asst. Prof. JISHA C L

Co-ordinator Project Guide
 DECLARATION

I, ANUSHA KIRAN, hereby declare that the Research Project entitled topic “A
STUDY ON CONSUMER PREFERENCE TOWARDS CADBURY
PRODCUTS” is a record of independent and bonafide project work carried out by
me under the supervision and guidance of Asst. Prof. JISHA K L for the partial
fulfillment of the requirement for the degree of Bachelor of Business
Administration.

The information and data given in the report is authentic to the best of my
knowledge. The report has not been previously submitted earlier to any institution
or university for any degree.

Place: Irinjalakuda ANUSHA KIRAN

Date:
 ACKNOWLEDGEMENT

I would like to take the opportunity to express my preferred thanks and gratitude
to all people who have helped me with sound advice and able guidance.

Above all, I express my eternal gratitude to the Lord Almighty under whose
divine guidance I have been able to complete my work successfully.

I would like to express my sincere obligation to Rev. Dr. Jolly Andrews for
providing various facilities.

I am thankful to Prof. C L Baby John, Coordinator of the Department, for

providing proper help and encouragement in the preparation of this report.

I express my sincere gratitude to Asst. Prof. Jisha K L whose guidance and support
helped me throughout the journey to complete this work successfully.

I would like to express my preferred gratitude to all the faculties of the department
for their interest and cooperation in this regard.

Above all I shall thank my family and friends who constantly encouraged and
blessed me so as to enable me to do this work successfully.

Anusha Kiran
 TABLE OF CONTENTS

S1 No CONTENTS PAGE NO

List of Tables

List of Figures

CHAPTER 1 INTRODUCTION 1-3

CHAPTER 2 REVIEW OF LITERATURE 4-8

CHAPTER 3 INDUSTRIAL PROFILE 9-14

CHAPTER 4 DATA ANALYSIS AND 15-35

INTERPRETATION

CHAPTER 5 FINDINGS, SUGGESTIONS & 36-38

CONCLUSION

BIBLIOGRAPHY

APPENDIX
 LIST OF TABLES

TABLE NO TITLE PAGE NO

4.1 Age group of the respondents 15
4.2 Gender of the respondents 16
4.3 Purchase rate of Cadbury chocolate 17
4.4 Most preferred chocolate 18
4.5 Factors affecting habit of purchase of people 19
4.6 Number of Cadbury products purchased in a 20
week
4.7 Most preferred chocolate after Cadbury 21
4.8 Best Cadbury chocolate 22
4.9 Health conscious behaviour of people 23
4.10 Satisfaction rate of Sugar-free chocolate 24
4.11 Consumer’s mode of knowing about Cadbury 25
products
4.12 Satisfaction level regarding Cadbury products 26
4.13 Effect of price 27
4.14 Whether Cadbury products are highly priced 28
4.15 Repeatedness of purchase 29
4.16 Reasons to buy more products 30
4.17 Marketing behaviour influencing buying 31
behaviour
4.18 Whether festive season advertisements are 32
better than normal ones
4.19 Most appealing mode of Cadbury 33
advertisements
4.20 Interest of customers in recommending 34
 Cadbury products for their friends and
relatives
4.21 Future purchase of Cadbury products 35
4.22 Chi square test 36
 CHAPTER I

INTRODUCTION
INTRODUCTION

Cadbury is a well-known global confectionery brand that was founded in 1824 in the
United Kingdom. The company's products are widely popular for their high-quality
chocolate and diverse range of flavors. Cadbury's product line includes a variety of
chocolates, chocolate bars, truffles, chocolate-based desserts, and beverages.

Consumer preference is defined as the subjective tastes of individual consumers that is

measured by their satisfaction with those items after they have purchased them. This
satisfaction is often referred to as utility. Consumer value can be determined by how
consumer utility compares between different items. It can be measured by their
satisfaction with a specific item, compared to the opportunity cost of that since whenever
you forfeit the opportunity to buy a competing item.

While individual consumers may not give much thought to why they prefer one
product over another, for businesses and marketers who make a living based on consumer
demand, it is pretty much a science. In addition to a product’s price and its availability,
knowing consumer preferences can predict how likely a product is to sell and how much
it can be sold for. Preferences vary from one product to another and the components of
those products can each affect preference.

Cadbury India is a part of modelez international. It began its operation in 1948(in

India) and today has five company-owned manufacturing facilities at Thane,
Induri(Pune), Malanpur(Gwalior), Bangalore and Baddi(Himachal Pradesh). It currently
operates in Chocolate Confectionery, Milk Food drinks, Candy and Gum category of all
which it has maintained its undisputed leadership in Cadbury over years. Cadbury Dairy
Milk, 5 Star, Perk, Éclairs and Celebrations are some of the key brands it offers in India.

The Cadbury manufacturing business was born in 1831, when John Cadbury decided
to start producing on a commercial scale and bought a four-storey warehouse in nearby
Crooked Lane which is the second largest confectionery brand in the world after Mars.
Cadbury India is a fully owned subsidiary of Krafts Foods Inc. and its core purpose was
to “make today delicious”.

9
 The present study is based on the Preference of Cadbury products among the
Consumers. The study mainly concentrates on general price, taste, quality, brand,
consumer expectations and overall satisfaction about Cadbury products, general
awareness and the consumer’s preference towards it.

Over the years, Cadbury has become a household name, and its products are enjoyed by
people of all ages in different parts of the world. The company has established a strong
brand image, thanks to its consistent quality, creative marketing campaigns, and
innovative product range.
Cadbury is committed to sustainability and ethical sourcing of raw materials for its
products. The company uses responsibly sourced cocoa in its chocolates and has
implemented several initiatives to reduce its carbon footprint and minimize its impact on
the environment.
Today, Cadbury is a part of the multinational food and beverage conglomerate, Mondelez
International, and continues to innovate and expand its product range to cater to changing
consumer preferences and maintain its position as one of the leading confectionery
brands in the world.

COMPANY PROFILE OF CADBURY PRODUCT

Cadbury is a British multinational confectionery company that was founded in 1824 by
John Cadbury in Birmingham, England. The company is best known for its high-quality
chocolates and diverse range of flavors. Cadbury's product line includes a variety of
chocolates, chocolate bars, truffles, chocolate-based desserts, and beverages.
In 2010, Cadbury was acquired by the multinational food and beverage conglomerate,
Kraft Foods (now Mondelez International) in a highly publicized takeover bid. Today,
Cadbury operates as a subsidiary of Mondelez International and has a presence in over 50
countries worldwide.
The company's commitment to sustainability and ethical sourcing of raw materials has
been recognized with several awards and accolades. Cadbury uses responsibly sourced
cocoa in its chocolates and has implemented several initiatives to reduce its carbon
footprint and minimize its impact on the environment.

10
Cadbury has established itself as a leading confectionery brand through its consistent
quality, innovative product range, and creative marketing campaigns. The company has a
strong brand image and is known for its iconic logo and packaging.
In addition to its product line, Cadbury is also involved in several community outreach
and philanthropic initiatives, including programs to promote education and health and
wellness initiatives.
Overall, Cadbury is a highly respected and recognizable brand in the confectionery
industry, known for its high-quality products and commitment to sustainability and social
responsibility.
SPECIFIC INFORMATION OF CADBURY INDUSTRY
Cadbury operates in the confectionery industry, which is a sub-segment of the food and
beverage industry. The confectionery industry primarily focuses on the manufacturing
and distribution of chocolate products, candy, chewing gum, and other sweet treats.
The global confectionery industry has witnessed significant growth in recent years,
driven by increasing demand from emerging markets and the introduction of new
products with innovative flavors and packaging. According to a report by Grand View
Research, the global confectionery market size was valued at USD 190.7 billion in 2020
and is expected to grow at a CAGR of 3.4% from 2021 to 2028.
In the confectionery industry, Cadbury is one of the leading global players with a strong
brand image and diverse product range. The company has a presence in over 50 countries
worldwide, and its products are enjoyed by people of all ages and backgrounds.
The industry is highly competitive, with numerous established players and new entrants
vying for market share. Cadbury faces competition from other multinational
confectionery companies such as Nestle, Mars, Ferrero, and Hershey, among others.
These companies are constantly innovating and introducing new products to meet
changing consumer preferences, and Cadbury must remain competitive by introducing
new flavors and product variations to meet evolving consumer demands.
In addition to competition, the confectionery industry also faces several challenges, such
as fluctuating raw material costs, changing regulations and consumer preferences, and
concerns regarding the health impacts of consuming sugary treats. Cadbury has addressed
these concerns by implementing sustainable sourcing practices and introducing healthier

11
 product options to its range, such as low-sugar chocolates and chocolates made with
plant-based ingredients.
CADBURY PRODUCTS
Cadbury produces a wide variety of confectionery products, including:
Cadbury Dairy Milk: A classic milk chocolate bar, available in a variety of sizes and
flavors.
Cadbury Creme Egg: A chocolate egg filled with a sweet, fondant filling that resembles a
raw egg.
Cadbury Roses: A selection of individually-wrapped chocolates with different flavors,
including hazelnut, caramel, and Turkish delight.
Cadbury Flake: A thin, crumbly chocolate bar that's often used as a topping for ice cream.
Cadbury Twirl: A chocolate bar with a flaky, layered texture.
Cadbury Crunchie: A honeycomb toffee center covered in chocolate.
Cadbury Wispa: A chocolate bar with a light and bubbly texture.
Cadbury Boost: A chocolate bar with a chewy caramel and biscuit center.
Cadbury Double Decker: A chocolate bar with a crispy cereal and nougat center.
Cadbury Fudge: A chocolate-covered bar of soft fudge.
Cadbury Curly Wurly: A long, twisted chocolate-covered caramel bar.
Cadbury Heroes: A selection box of miniature Cadbury chocolates, including Dairy Milk,
Twirl, and Fudge.
These are just a few examples of the many products that Cadbury produces. The
company is constantly innovating and introducing new products to meet changing
consumer preferences.

1.1 Scope of the Study

In this research, investigation was conducted to know the position of consuming
habits towards Cadbury products. The scope is to analyse the consumer preference
the products concentrated with special reference to Lucknow area.

12
1.2 Objectives
To identify the customer preference towards Cadbury products.
To analyze the factors influencing the customers to buy a Cadbury products.
To identify the current attitude, beliefs and expectations of consumers towards
the Cadbury products.

1.3 Hypothesis of the Study

There is significant difference between Gender and Customer satisfaction towards

Cadbury .

H0 : There is no significant relationship between gender and level of customer

satisfaction of Cadbury product

H1 : There is significant relationship between gender and level of customer satisfaction

of Cadbury product

13
 CHAPTER 2
2.REVIEW OF LITERATURE

2.1 Empirical Review

Kurtz and Boone (1984) in their research work entitled “Consumer behavior
interpersonal and social influence in rural area” concluded that one‟s family is also an
interpersonal determinant of consumer behavior. The influence of household members is
often significant in the purchase decision process. Because of the close continuing
interactions among family members the family often respondents the strongest source of
group influence on the individual.

Jorin(1987) examined changes in spending power and buying habits of swiss consumers
since the beginning of the 20th century and in the more recent part. Current trends include
greater emphasis on healthy and safety food stuffs and less attention to price, increased
demand for low calorie light products and increased demand for organically grown foods,
for young people, more concern with enjoyment and less for health, with more meals
eaten from home and generally an increased demand for convenience foods. The
prospects for high quality branded product are seen to be good.

Rassell w Belk (1988) discussed in his article that possessions are a major contribute to
and reflection of one’s identities. A variety of evidence is presented supporting this
simple and compelling promise. Related streams of research are identified and drawn up
in developing this concept and implications are derived for consumer behavior. Because
the construct of extended set involves consumer behavior rather than buyer behavior. It
appears to be a much richer construct than previous formulations posting a relationship
between self-concept and consumer brand choice.
Sing (1989) in his book “Marketing and consumer behavior” stated that consumer
behaviours had always a scope for research studies, because the attitudes and perceptions
of consumers were changing with the passage of time. Such type of consumer research

14
would enable the manufacture distributers and dealers to formulate effective sales and
advertising strategies. The marketing plans must be based on identifying and anticipating
the consumer needs and their changing desire and aspirations. The manufactures
endeavourers should attract the public by offering what their satisfaction on a continuous
basis.

Sugy (1989) – An awareness about attitudes help the marketing managers because many
consumer behaviours are related to attitudes. Attitudes have three components the
cognitive, the effective and the behvioural, buying decision process in universal.
However certain differences are found between rural buyers are not brand loyal as they
are supposed to the improved exposure increased learning and socialization and
availability of products they are now becoming comparable to their urban counter parts.
Innovation adoption analysis shows the powerful and educated are among the adopters of
innovation.

Arunagiri (1990) in his research work “A study on consumer attitude towards

advertisement in Chidambaram town with reference to selected cosmetic product”
revealed that advertisement undoubtedly influenced the consumer behaviour and created
a preference for the advertised brand, besides consumer awareness dependent price,
brand quality and durability so the producers should bear all these points in his mind
while producing and marketing various cosmetic goods. He has to decide the source or
failure of business either by buying or not buying the product and also more and more the
freedom of consumer choice higher and higher is the consumer satisfaction.

Venkatesh and mahayan (1998) in his study on “Products with branded components;
An approach for premium pricing and further selection” concluded that consumer
preferences for a product could change as a function of the configuration of competing
alternatives. The product will be branded components that was finally selected enjoyed a
monopoly. The approach has to be modified if there are several branded component
manufacturer of one or both of the principal components. The consumer has no control
over the choice of the components in the bundle; the seller decides what form of bundle
components to offer. We aggregate such valuation across consumer to across the
marker’s overall valuation.

15
Speece (2004) described that quality judgements were largely influenced by product
characteristics reflected by packaging and these played an important role in information
of brand preference. He also added that if the packaging material is high, consumers will
consider the product to be of high quality and vice versa.

Zeenat Ismail (2012) have compared a preferred solution between global and local
brand. It was designed to find out the buying behaviour patterns. It was suggested that
consumer might evaluates products based on information uses which were extrinsic and
intrinsic. The results revealed that most important factors that influence consumer‟s final
decision are the price & quality of the product.

Hoyer(2012) – According to him, social factors impacting consumer behaviour arise as a

result of interactions of perspective consumers with others in various levels and
circumstances.

2.2 Conceptual Review

A conceptual framework illustrate the expectations of customers such as likes & dislikes,
motivational factors that encourage customer purchasing decisions. Consumer preference
describe the reasons for the choices people make when selecting products and services.
By analyzing the factors that determine consumer preferences helps business target their
product towards specific consumer groups, develop new products and identify the
reasons behind the success of certain products than others.

2.2.1 Factors Affecting Consumer preference

a) Advertising: Advertising plays an important role in consumer preference

especially for non-durable goods such as food or magazines advertising in forms
consumers of available goods and services and also shapes their impressions of
those products. Advertising can also create demand for example: a consumer may
16
 not have wanted a new cell phone until he saw flashy new phones on TV.
b) Social Institution: It includes parents, friends, schools, religion and television
shows which influence consumer preference.
c) Cost: Consumers usually choose to purchase more of a good if the price falls. For
example, a sale or reduced prices may increase consumption of a good. On the
other hand, an increase in price may cause reduced consumption, especially if the
good has available institutions.
d) Consumer income: Consumers often desire more expensive goods and services
when their income increases. If they suffer a decrease in income, they are more
likely to choose less expensive goods and services. For example, a business
selling luxury goods, such as jewelry, will probably be more successful in a high-
income area than a low-income area.
e) Available Substitutes: If a product has several substitutes, consumers will be
more sensitive to changes in price. However, if consumers do not perceive similar
products to be effective substitutes, they will be less likely to switch to a
substitutes based on price ( for example, consumers who do not think Coke and
Pepsi are equally delicious). This concept is called the price elasticity off demand.
f) Navigation: Navigating and browsing your store should be a straight forward and
simple process. This includes providing users who know what they want with an
effective keyword search or filters but also integrating solutions that guide ensure
shoppers to help them identify suitable products quickly. A website that’s difficult
to navigate will only lead to customer frustration and loss of potential customers.
g) Accessibility: You need to ensure that customers are able to find and acess your
product and services efficiently, without barriers and friction, on their preferred
channel. Also make sure they can reach your company and obtain good service
whenever they have a question or need assistance to make a purchase decision.
h) Navigation: Navigating and browsing your store should be a straight forward and
simple process. This includes providing users who know what they want with an
effective key word search or filters but also integrating solutions that guide ensure
shoppers to help them identify suitable products quickly. A website that’s difficult to
navigate will only lead to customer frustration and loss of potential customers.
i) Language: Speaking to your customers in their preferred language is pivotal for
17
 your business more than 50% of customers won’t make a purchase if information
about a product isn’t available in their language i.e. without great communication
there can’t be no great customer experience.
j) Convenience: It is an essential element of a positive customer experience. It
influences how customers make decisions about what to buy, what services to use,
where to go, and with whom to engage.
k) Personalized: It’s kind of shoppers want personalized experience in a sphere in
which so many business and personal interactions can be anonymous. By
personalizing the experienced sharing the right content, at the right time with the
right people, you can make interactions faster, easier and more efficient for your
customers. This results in increased customer satisfaction and the likelihood of
repeat visits.
l) Real time: If you want to capture the attention of your audience think about how
you can take average of real-time experiences. It’s about showing increasingly
important to the modern customer. They expect real time response and fastest
resolutions.
m) Logic: There is a difference between emotional customer satisfaction and logical
customer satisfaction. Emotionally satisfied customers are extremely satisfied
with the product and services the company provides and have a strong emotional
attachment to the company. Logically (or rationally) satisfied customers may be
extremely satisfied with the company but lack the strong emotional connection of
customers who are emotionally satisfied. They have no reason to remain loyal.
n) Choice: The more choices you can give your customers during the buying
process, the more likely they are to free in control of the experience that they have
with your brand. However, when offering choices make sure to support your
customers and enable them to figure out the optional choice that is right for them.
o) Community: Today customers do more and more research online before they
make a purchase. It‟s important to consider the community that exists around
yourbrand. Even if you don’t have an active part in building your community on social
media, and review forms.

18
 CHATER 3 RESEARCH METHODOLOGY

Cadbury India Ltd. is marketing products having different brands. Thus a survey
method of marketing research is essentially exploratory in nature.

1.4 Data Collection

Primary Source- Primary data collected through questionnaires.
Secondary Source- It has been collected from magazines, journals,
websites, report, research studies, etc.

1.5 Sample Design

1.5.1. Nature of population

Male & Female members of Lucknow area selected as the population. Population
infinite.

1.5.2. Method of Sampling

Convenient sampling method is used.

1.5.3. Sample size

Sample size is limited to 50 respondents.

1.8. Tools for analysis

The analysis of the data done by using percentage analysis (approach statistical
tool).

1.6 Limitation
19
Sample group was restricted to Lucknowarea only.
Only the consumers view point was considered and not of any
shopkeepers, companies were taken.

20
PROBLEMS AND LIMITATION
While Cadbury is a well-known and respected brand, there are still several problems and
limitations associated with its products. Here are a few examples:
Health concerns: One of the primary limitations of Cadbury products is that they are
often high in sugar and fat, which can contribute to health problems such as obesity and
diabetes. While Cadbury has introduced some healthier product options, such as low-
sugar chocolates and chocolates made with plant-based ingredients, these options may
not be as popular or profitable as their traditional chocolate offerings.
Competition: Cadbury faces intense competition from other established confectionery
brands, as well as new entrants in the market. In order to remain competitive, Cadbury
must continue to innovate and introduce new products that appeal to changing consumer
preferences.
Dependence on raw materials: Cadbury relies heavily on the availability and cost of raw
materials, particularly cocoa. Fluctuations in cocoa prices and availability can impact
Cadbury's profitability and ability to produce its products.
Ethical concerns: While Cadbury has made efforts to improve its sustainability and
ethical sourcing practices, there are still concerns about the company's supply chain and
treatment of workers in cocoa-producing regions.
Marketing and advertising restrictions: Cadbury is subject to restrictions on marketing
and advertising to children, which can limit the company's ability to promote its products
to a key demographic.
Overall, while Cadbury is a successful and well-established brand, there are still several
challenges and limitations associated with its products that the company must address to
maintain its position in the market.

SWOT analysis of Cadbury Products:

Strengths:
Strong Brand Name: Cadbury is a well-known brand name across the world, and has a
strong reputation for producing high-quality chocolates.

21
Wide Product Range: Cadbury offers a wide range of products including milk chocolates,
dark chocolates, chocolate bars, and chocolate-based desserts, catering to the diverse
tastes and preferences of consumers.
High-Quality Ingredients: Cadbury uses high-quality ingredients in its products, ensuring
that the taste and quality of its chocolates remain consistent and meet the expectations of
consumers.
Strong Distribution Network: Cadbury has a strong distribution network that ensures its
products reach consumers in various parts of the world.
Marketing and Advertising: Cadbury has a strong marketing and advertising strategy that
helps it reach a large audience, creating brand awareness and generating demand for its
products.
Weaknesses:
Dependence on Chocolate: Cadbury's product range is mainly focused on chocolate
products, which may limit its market potential in areas where consumers have
preferences for non-chocolate products.
Dependence on Raw Materials: The cost of raw materials used in chocolate production
can fluctuate, which may impact Cadbury's profitability.
Perception of Unhealthy Products: Some consumers may view chocolate products as
unhealthy, which may limit demand and growth potential for Cadbury's products.
Opportunities:
Expansion into New Markets: Cadbury can explore new markets and expand its product
range to cater to local tastes and preferences.
Innovation in Product Range: Cadbury can introduce new products or variations of
existing products to meet changing consumer preferences and remain competitive in the
market.
Healthier Alternatives: Cadbury can develop healthier chocolate products or diversify its
product range to include non-chocolate products that appeal to health-conscious
consumers.
Threats:
Competition: The chocolate industry is highly competitive, with numerous players vying
for market share. Cadbury faces competition from both established players and new
entrants in the market.
22
Changing Consumer Preferences: Consumer preferences and trends can change rapidly,
and Cadbury must continuously innovate to meet these changing demands and remain
competitive in the market.
Economic Conditions: Economic conditions can impact consumer spending patterns, and
Cadbury may face challenges if economic conditions worsen or become uncertain.

23
 DATA ANALYSIS AND INTERPRETATION

The Chapter shows Data analysis & Interpretation of the information collected
Table 4.1 Showing the age of the respondents

Age No. of Respondents Percentage

18-24 16 32
25-31 22 44
32-38 7 14
44 above 5 10
Total 50 100
(Source: Primary data)

From the chart given below, 32% comes under the category of 18-24 years, 44% of the
respondents comes under 25-31 years, 14% of the respondents comes under 32-38 years
and 10% of the respondents comes under the category of above 44 years.

Figure showing the age of the respondents

50
45
40
35
30
25
20
15
10
5
0

18-24 25-31 32-3844 above

24
 Table 4.2 shows the gender of the respondents

Gender No of respondents Percentage

Female 22 44
Male 28 56
Total 50 100
(Source: Primary data)
From the above table, 44% of respondents are male and 56% of the respondents are
female.

Figure showing the gender of the respondents

60

50

40

30
Percenta

20

10

female male
Gender

25
 Table 4.3 showing the purchase rate of Cadbury chocolate

Options No. of Respondents Percentage

Always 10 20
Very often 20 40
Occasionally 17 34
Never 3 6
Total 50 100
(Source : Primary Data)
The given analysis shows that 20% of the respondents always purchase the chocolates,
40% of the respondents purchase very often, 34% purchase occasionally while the

remaining 3% never purchases Cadbury chocolates.

Figure showing the purchase rate of Cadbury Chocolate

45
40

35

30
Percenta

25

20

15

10

0 always very often occasionally never

Response

26
 Table 4.4 Showing most preferred Chocolate flavour

Chocolate No. of respondents Percentage

Plain Chocolate 13 26
Fruit & Nuts 17 34
Caramel 10 20
Oreo 4 8
Others 6 12
Total 50 100
(Source: Primary Data)
From the above table, 26% of the respondents prefer Plain chocolate, 34% prefers Fruit
& Nuts, 20% prefers Caramel chocolate, 8% prefers Oreo whereas 12% prefers other
chocolates.

Figure showing consumer‟s flavour preference

40
35
30
25
20
15
10
5
0

Plain ChocolateFruit & Nut Caramel Oreo Other

27
 Table 4.5 showing the factors affecting the habit of purchase of Cadbury products

Response No. of respondents Percentage

Taste 22 44
Price 10 20
Quality 10 20
Appearance 8 16
Total 50 100
(Source: PrimarData)

From the given table, taste affects 44% of the respondents, 20% of the respondents are
affected by both Price and Quality of the Product whereas 16% is affected by the
appearance.

Figure showing the factors affecting the habit of purchase of Cadbury products

25

20

15

10

0
Taste Price Qality Appearance

28
 Table 4.6 showing people’s weekly purchase of Cadbury Products

Response No. of respondents Percentage

Less than 5 30 60
5-10 13 26
10-15 5 10
More than 15 2 4
Total 50 100
(Source: Primary Data)

From the above table, 60% of the respondents purchase less than 5 Cadbury
products, 26% purchase 5 to 10 products, 10% of the respondents purchase 10 to 15
products and 4% purchase more than 15 per week.

Figure showing number of Cadbury Products people purchase in a week

70

60

50

40
Perenta

30

20

10

Less than 5 5 to 10 10 to 15 More than 15

Product

29
 Table 4.7 showing most preferred chocolate after Cadbury

Chocolate No. of Respondents Percentage

Hershey‟s 19 38
Nestle 14 28
Ferraro 10 20
Mars 7 14
Total 50 100
(Source : Primary Data)

From the above table, 38% of the respondents prefers Hershey‟s

chocolate, 28% prefers Nestle, 20% of the respondents prefers Ferraro and 14% prefers
Mars.

Figure showing most preferred chocolate after Cadbury

40

35

30

25
Percenta

20

15

10

0
Hershey's Nestle Ferraro Mars
Chocolate

30
 Table 4.8 showing the best Cadbury chocolate as per Consumer’s preference

Chocolate No. of respondents Percentage

Dairy milk 32 64
Temptations 5 10
Fudge 4 8
Five Star 6 12
Other 3 6
Total 50 100
(Source: Primary Data)

From the table above, 64% of the respondent’s choice is Dairy milk, , 10%
of preference is towards Temptations, 8% chose fudge, 12% chose five star while 6%
chose other chocolate.

Figure showing the best chocolates according to Respondents

50
45
40
35
30
25
Percenta

20
15
10
5
0

Dairy milkTemptationsFudge Five star Other

Chocolate

31
 Table 4.9 Showing whether people are health conscious towards their purchase

Yes/No No. of Respondents Percentage

Yes 30 60
No 20 40
Total 50 100
(Source: Primary Data)

From the table, 60% of the respondents are health conscious towards their
purchase while 40% of the respondents are not health conscious regarding their
purchase

Figure showing the respond regarding consumer’s health consciousness towards

their purchase

70

60

50

40

30

20

10

0
Yes No

32
 Table 4.10 showing satisfaction rate of Sugar-free chocolates

Yes/No No. of Respondents Percentage

Yes 32 64
No 18 32
Total 50 100
(Source : Primary Data)

From the figure, 64% of the respondents have the opinion that sugar free chocolate can
satisfy the health conscious people whereas 32% of the respondents does not agree with
it.

Figure showing satisfaction rate of Sugar free chocolates

70

60

50

40

30

20

10

0
Yes No

33
 Table 4.11 showing customer’s mode of knowing about Cadbury Products

Mode No. of Respondents Percentage

Newspaper 7 14
Television 23 46
Internet 10 20
Others 10 20
Total 50 100
(Source: Primary Data)

From the above table, 14% of the respondents know Cadbury through Newspaper, 46%
knows through Television, 20% of the respondents know through Internet whereas 20%
know through other sources.

Figure depicting customer’s mode of knowing about Cadbury Products

50
45
40
35
30
25
20
15
Percenta

10
5
0

Newspaper Television Internet Other

Mode

34
 Table 4.12 showing Satisfaction level regarding Cadbury Products

Level No. of Respondents Percentage

Highly Satisfied 14 28
Satisfied 20 40
Neutral 12 24
Dissatisfied 4 8
Highly Dissatisfied 0 0
Total 50 100
(Source: Primary Source)

From the above table 28% of the respondents are Highly satisfied, 40% of the
respondents are satisfied, 24% of the respondents have a neutral effect, 8% are
dissatisfied and 0% are dissatisfied regarding Cadbury Products.

Figure depicting Satisfaction level of the respondents

45
40

35

30
Percenta

25

20

15

10

0 Highly Satisfied Satisfied Neutral DissatisfiedHighly Dissatisfied

level

35
 Table 4.13 showing the effect of price in purchase decision

Response No. of respondents Percentage

Yes 25 50
No 9 18
Sometimes 16 32
Total 50 100
(Source : Primary Source)

From the above table, 50% of the respondents agrees that increase in the product
price can affect their purchase,18% disagrees with it while 32% of the respondents have a
neutral effect with the statement.

Figure showing the effect of price in purchase decision

60

50

40
Percenta

30

20

10

0
Yes No Sometimes
Effect

36
 Table 4.14 showing whether the Cadbury Products are highly priced

Response No of Respondents Percentage

Yes 28 56
No 12 24
Sometimes 10 20
Total 50 100
(Source: Primary Data)

From the table, 56% of the respondents agree that Cadbury product is
highly priced, 24% disagrees with it and 20% of the respondents are with neutral
opinion.

Figure showing whether the Cadbury Products are highly priced

60

50

40

30

20

10

0
Yes No Sometimes

37
 Table 4.15 showing repeatedness of the Purchase

Options No of Respondents Percentage

Yes 17 34
No 15 30
Sometimes 18 36
Total 50 100
(Source: Primary Data)

From the table, 34% of the respondents repeatedly purchase Cadbury Products
whereas 30% does not purchase repeatedly and 36% sometimes purchase repeatedly.

Figure showing repeatedness of the purchase

40

35

30

25

20

15

10

Yes No Sometimes

38
 Table 4.16 showing the reason to buy more Cadbury Products

Response No. of Respondents Percentage

Quantity 12 24
Level of satisfaction 25 50
Brand Preference 9 18
Competitive price 4 8
Total 50 100
(Source: Primary Data)

From the table above, 24% of the respondents buy the product due to its quantity, 50% of
the respondents buy due to their level of satisfaction towards the product, 18% are due to
the brand preference while 8% of the respondents buy due to the competitive price.

Figure showing the reason to buy more Cadbury products

60

50

40

30

20

10

0
Quantity Level of satisfaction Brand preference Competitive price

39
Table 4.17 showing marketing element that influence respondent’s buying
behaviour

Element No of Respondents Percentage

Product 23 46
Price 12 24
Place 5 10
Promotion 10 20
Total 50 100
(Source: Primary data)

From the table, 46% of the respondents are influenced by the Product, 24% are
influenced by the price of the product, 10% chose place and 20% of the respondents are
influenced by Promotion of the product.

Figure showing marketing element that influence respondent’s buying behaviour

50
45

40

35

30

25

20

15

10

5
Product Price Place Promotion
0

40
Table 4.18 showing whether festival season advertisement are better than normal
ones

Options No of Respondents Percentage

Yes 16 32
No 26 52
Sometimes 8 16
Total 50 100
(Source: Primary data)

From the table, 32% of the respondents agree that Cadbury advertisement
campaigns shown during festival season are better than the ones shown during the rest of
the year while 52% do not agree with it and 16% have a neutral opinion regarding the
statement.

Chart showing whether advertisements during festival season are better than
normal ones

60

50

40

30

20

10

0
Yes No Sometimes

41
 Table 4.19 showing the most appealing mode of Cadbury advertisements

Mode No of Respondents Percentage

Television 32 64
Social Media 9 18
Outdoor 6 12
Others 3 6
Total 50 100
(Source: Primary Data)

As per the table above,64% of the respondent chose Television mode, 18% chose
Social media ,12% selected outdoor mode and 6% of the respondents chose other mode
of Cadbury advertisements as most appealing.

Figure depicting the most appealing mode of Cadbury advertisements

120

100

80

60

40

20

Televison Social Media Outdoor Others

42
Table 4.20 showing the interest of customers in recommending Cadbury
products for their family & relatives

Response No of Respondent Percentage

Strongly agree 22 44
Agree 18 36
Neutral 7 14
Disagree 2 4
Strongly Disagree 1 2
Total 50 100
(Source: Primary Data)

From the table,44% of the respondents strongly agreed in recommending the product to
their family and relatives, 36% agreed on that, 14% neutrally agreed,4% disagreed and
2% strongly disagreed

Figure showing the interest of customers in recommending Cadbury Products for

their family & Relatives

50
45
40
35
30
25
20
15
10
5
0

Strongly Agree Agree Neutral Strongly Disagree

Disagree

43
 Table 4.21 showing the purchase of Cadbury product in future

Response No of Respondent Percentage

Yes 33 66
No 2 4
Maybe 15 30
Total 50 100
(Source: Primary Data)

From the table, 66% of the respondents consider in buying Cadbury products in
future ,4% does not consider in buying the product in future while 30% of the
respondents aren’t sure regarding their future purchase.

Figure showing the purchase of Cadbury product in future

70

60

50

40

30

20

10

0
Yes No Maybe

44
4.22 Chi Square Analysis
H0 : There is no significant relationship between gender and level of customer
satisfaction of Cadbury product
H1 : There is significant relationship between gender and level of customer satisfaction of
Cadbury product

Table showing relationship between gender & level of customer satisfaction

Response Male Female Total

Strongly Satisfied 5 5 10
Satisfied 9 11 20
Neutral 10 3 13
Dissatisfied 4 3 7
Total 28 22 50

Table value : 7.815

Level of significant :
5%
Degree of freedom : (c-1)(r-1) =(2-1) (4-1) =
3 Calculated value : 2.7264
Calculated value is less than table value hence H0 is accepted which implies there is no
significant relationship between gender and level of satisfaction of Cadbury product

45
5.1 Findings
Most of the respondents are in the age group 25 – 31
56% of the respondents are male whereas 44% of the respondents are
female
Majority of the respondents purchase Cadbury chocolate very
often Fruit and Nut is the most preferred chocolate
44% of the respondents says that Taste is the most important
factor affecting consumer’s habit of purchase of Cadbury products
60% of the respondents purchase Cadbury product less than 5 times in
a week
Dairy milk is the best Cadbury chocolate preferred by the respondents
38% of the respondents chose Hershey’s chocolate as the most
preferred chocolate after Cadbury
60% of people says that they become health conscious regarding
their purchase and 40% said they are not health conscious regarding
their purchase
Most of the people are of the opinion that Cadbury can introduce more of
sugar free chocolate for health conscious customers
Television is the mode through which majority of the people comes
to know about a new Cadbury product
Majority of the respondents chose Television as the appealing mode for
Cadbury advertisements
50% of the respondents are of the opinion that increase in the product
price can affect consumer’s purchase decision
The level of satisfaction of Cadbury chocolate is satisfy and is concluded to
be the reason for buying more chocolates
56% of the respondents are of the opinion that Cadbury is highly priced

46
46% of the respondents chose product as the most influenced marketing
element in buying behaviour
Cadbury advertising campaigns shown during the rest of the year are
better than that shown during festival season
Majority of the people are willing to continue their purchase in the future
Respondents consider in recommending Cadbury products to their
family and friends
In Chi square analysis, it is concluded that there is no significant relation
between gender and customer satisfaction

5.2 Suggestions
It is better to reduce the cost instead increase the offer of the Cadbury
products to attract more customers
It is recommended to create more advertisement about Cadbury product to
increase the awareness of new product to the customers and can increase
their sales even more and publicize their product
Manufactures may provide sugar free Cadbury chocolate for health
conscious customers. It helps in the arrival of new customers.

5.3 Conclusion
Cadbury is a multinational company. They produce different types of
chocolates. The major customers of Cadbury are children and teenagers.

After Conducting the survey on CONSUMER PREFERENCE TOWARDS

CADBURY PRODUCTS, it can be concluded that the consumers have
more preference towards the Cadbury products and they give more
importance to taste, offer, etc.

47
From the analysis of CONSUMER PREFERENCE TOWARDS
CADBURY PRODUCTS, it is concluded that the objectives are fulfilled
and consumer satisfaction level is good.

48
Bibliography

• Weedmark, D. (2018, June 11). Definition of consumer preference.

bizfluent.com. Retrieved August 19, 2020, from https://bizfluent.com/info-

8698883-definition- consumer-preference.html

• Pvr, S. (2013, May 21). Review. www.scribd.com. Retrieved February 5, 2021,

from https://www.scribd.com/doc/142739236/Review-of-literature-on-customer-

preference-doc

• Shrivastava , D. K. (2017, October 15). Empirical analysis.

semanticsholar.org. Retrieved August 19, 2020, from

https://www.semanticscholar.org/paper/An- Empirical-Analysis-of-Fast-

Moving-Consumer-Goods-

Shrivastava/db60ed62f1fa65ee0327fbbddfe357598ce8df66

• Singh , M. (2018, April 28). Study on buying behaviour of consumers.

slideshare.net. Retrieved August 19, 2020, from

https://www.slideshare.net/Mayanksng07/major-project-report-on-study-on-

buying-behaviour-of-consumers-for-different-brands-of-chocolates

• Club, B. E. (2017, September 28). marketing strategy of cadbury.

buyessayclub.org. Retrieved August 19, 2020, from

https://buyessayclub.org/2017/09/28/marketing-strategy-of-cadbury/

• mars, S. (2012, July 28). Consumer preference and perception for cadbury

chocolates. scribd.com. Retrieved August 19, 2020, from

https://www.scribd.com/doc/101508540/consumer-preference-and-perception-

for-Cadbury-chocolates

• J. (2015, March 25). Cadbury report. studocu.com. Retrieved August 19,

2020, from https://www.studocu.com/in/document/amity-university/six-

sigma/summaries/cadbury-final-report-by-jatish/1599683/view

• Gupta, K. (2017, March 25). A project on cooperative study on

consumer preference. www.acadenia.edu. Retrieved December 29, 2020,

from https://www.academia.edu/36108838/A
 I am Anusha Kiran of 3rd DC BBA in Ug department of management studies Christ
College, Irinjalakuda (Autonomous) as a part of my academics. I am conducting a study
on the topic Consumer preference towards Cadbury products with reference to Thrissur
area.

Name:

Age:

1. Gender

Male Female

Others

2. How often do you purchase Cadbury products?

Always Very often

Occasionally Never

3. Which among the following you prefer the most?

Plain chocolate Fruits & Nuts

Caramel Oreo

Other

4. Which factors do you think affect the habit of purchase of Cadbury

products? Taste Price
Quality Appearance
5. How many Cadbury Products do you purchase in a week?

Less than 5 5-10

10-15 More than 15

6. Your most preferred chocolates after Cadbury is
Hershey’s Nestle
Ferraro Mars
Other
7. Which among the following Cadbury chocolates are best according to
you? Dairy milk Five star
Temptations Fudge
8. Are you health conscious regarding your
purchase Yes No

Maybe
9. “Sugar free chocolates can satisfy the health conscious people”
Yes No
10.How do you comes to know about a new Cadbury product?
Newspaper Television
Internet Others
11.How satisfied are you regarding Cadbury Products?
Highly satisfied Satisfied
Neutral Dissatisfied
12.Increase in the price of the Cadbury products can effect your purchase.
Yes No
Sometimes
13.Do you think Cadbury products are highly priced?
Yes No
Sometimes
14.Do you purchase Cadbury Products
repeatedly? Yes No
Sometimes

15.What makes you to buy more Cadbury products?

Quantity Level of satisfaction
 Brand preference Competitive price
16. Which among the following marketing element will have a tendency to influence
you buying behaviour?
Product Price
Place Promotion
17. Do you think Cadbury advertising Campaigns shown during festival season are
better than the ones shown during the rest of the year?
Yes No
Sometimes
18.What mode of Cadbury advertisements are most appealing?
Television Social Media
Outdoor Others
19. Do you consider in recommending Cadbury products for your family and
friends?
Agree Strongly Agree
Neutral Strongly disagree
Disagree
20.Do you consider to buy Cadbury products in future.
Yes No
Maybe