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Project Report on Consumer Preference towards Cadbury

Paper Type: Free Essay Subject: Marketing
Wordcount: 1401 words Published: 5th Jul 2017

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Cadbury India is a fully owned subsidy of Kraft Foods Inc.Cadbury began its operations in Indiain the year 1948 by importing chocolates. And after 60 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’s core purpose is to “make today delicious” that captures the spirit of what they are trying to achieve as a business. The company makes delicious foods that people can feel good about. Whether one is considering itsown weight or preparing to celebrate, grabbing a quick bite or sitting down to family night, the company poursits hearts into creating foods that are wholesome and delicious.

Currently, Cadbury India operates in four categories viz. Chocolate Confectionery, Milk Food Drinks, Candy and Gum category. In the Chocolate Confectionery business, Cadbury has maintained its undisputed leadership over the years. Some of the key brands it offers in India are Cadbury Dairy Milk, 5 Star, Perk, Éclairs and Celebrations. Today, Cadbury enjoys a value market share of over 70% – the highest Cadbury brand share in the world.The company’s billion-dollar brand Cadbury Dairy Milk is considered the “gold standard” for chocolates in India. The pure taste of CDM defines the chocolate taste for the Indian consumer.

Cadbury has annual revenue 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. It employs approximately 140,000 people and has operations in more than 70 countries.

Corporate Social Responsibility

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

Today, as a combined company with an unmatched portfolio in confectionery, snacking and quick meals, Cadbury and Kraft are poised in their leap towards quantum growth. They are the world’s No.1 Confectionery Company that we will continue to “make today delicious”.

The Research

Research objective:

To measure consumer preference towards Cadbury chocolate bars.

Need for the study:

To find out the consumer preferences towards Cadbury chocolate

Research methodology:

Research tool: Questionnaire.

Sampling technique: Random sampling

Sampling size: 150

Sample frame: Respondents who have experienced eating cadbury chocolate bars.

Sample locations: Equal numbers of respondents (75 each) were surveyed from both the cities of Mapusa and Panjim.

Data collection method:

Primary data:

Primary data was collected directly from the respondents through distribution of structured questionnaire.

Secondary data:

Secondary data was collected from sources like internet, advertisement and TV commercials.

Limitations of the research:

As the research is restricted only to the two cities of Mapusa and Panjim, the results may not hold true for other cities, villages and entire Goa as a whole.

The survey was conducted in a limited time of six weeks.

Graphical representation

Tools for analysis: Tools such as pie charts and percentages are used for the analyzing the data and getting to the conclusion.

Do you eat chocolate?

From the above analysis of the given sample of 150 respondents it is concluded that out

of150 people 100% that is all 150 people likes to eat chocolate.

Which brand of chocolate bars do you prefer to eat?

From the above chat it is clearly seen that out of 150 respondents 82 (55%) like Cadbury, 56(37%) like nestle 11(7)like Mars and 1(1%) like others.

Which sub-brand of above mentioned chocolate bar do you prefer to eat? Tick mark the option that are applicable to you.

What form of chocolates do you prefer?

What pack size do you normally prefer?

How frequently do you buy your preferred chocolate bars?

Rate the importance you give to the following factors while purchasing a chocolate:







How much satisfied are you with your preferred brand with respect to the following factors:







Do you feel that your preferred chocolate is worth the price?

Which promotional offers attract you the most?

Which of these factors affect your purchase?

Do you unlike any of the chocolate bars?

If your preferred brand is not available for repeat purchase in the market what are you likely to do?

If a similar product of another brand appears in the market, will you prefer to stop buying this brand and buy the new one?

Will you recommend your preferred Cadbury chocolate bar to others?


Age group



Majority of the people surveyed prefer Cadbury chocolate than Nestle chocolate.

In Cadbury people prefer dairy milk the most.

Taste wise too they like Cadbury dairy milk better.

Most of the consumer of Cadbury dairy milk are loyal to the chocolate as the dairy milk chocolate is not available they don’t switch to some other brand or chocolate they either postpone their purchase or they go to some other shop for repeat purchase.

Shape of the chocolate bar is important for the people surveyed.

The brand of the chocolate to matter a lot for the people

Price and packaging too is very important for the people where chocolate are concerned.

Quantity and flavour is very important for the people. Favourable price makes people buy chocolates even more.

Where promotional factors are taken into consideration, price offers attract more customers than other offers.

Advertisement affects the sales of chocolate bars more than any other thing.


Cadbury should focus on more advertisements, so that they can increase their sales even more and publicise their products

They should try to give importance to price related offers to attract more customers because according to the survey it is indicated that people mostly prefer price related offers rather than other kind of offers.

They can even come up with unique shapes of the bar to create a buzz in the market and gain more customers.

Advertisements too can be displayed in a new and altogether different manner to make the customers buy the products in more quantities.

To target each segment and attract more customers, products can be shaped, priced and advertised differently.

Where Nestle comes in the picture, they should ad


After conducting the survey on consumer preference towards Cadbury chocolate bars, it can be concluded that consumers have more preference towards the Cadbury chocolate bars.

Also it was a great experience learning the customer preference towards the chocolate as I came to know what they feel about the chocolate and also learn about the cholotate.


Through conduct of this research, following learnings were generated:

Customer’s sensitivity towards each of the factors that are involved while purchasing the product was learnt in detail.

Practical exposure to various psychologies of chocolate bar consumers. This led me to understand various perspectives of people and the psychology behind it.

Understandings of various factors that lead to satisfaction or dissatisfaction in chocolate industry were learnt.


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