Scribd Logo
Upload

Welcome to Scribd!

  • 27 views

    MM Project

    Uploaded by

    Vaasu Rastogi
    The document summarizes the results of a consumer survey about preferences for biscuit brands like Cadbury Oreo in India. It finds that taste is the most important factor for consumers, followed by brand and packaging. Oreo was the second most preferred biscuit brand. Most respondents wished to try new Oreo flavors like orange and strawberry. The majority of people buy Oreo from local general stores. While Oreo scored highly for taste and appearance, the document suggests it could improve its packaging and advertising campaigns to better target Indian consumers.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd

    MM Project

    Uploaded by

    Vaasu Rastogi
    27 views3 pages
    The document summarizes the results of a consumer survey about preferences for biscuit brands like Cadbury Oreo in India. It finds that taste is the most important factor for consumers, followed by brand and packaging. Oreo was the second most preferred biscuit brand. Most respondents wished to try new Oreo flavors like orange and strawberry. The majority of people buy Oreo from local general stores. While Oreo scored highly for taste and appearance, the document suggests it could improve its packaging and advertising campaigns to better target Indian consumers.

    Original Description:

    rough summary

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    DOCX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    The document summarizes the results of a consumer survey about preferences for biscuit brands like Cadbury Oreo in India. It finds that taste is the most important factor for consumers, followed by brand and packaging. Oreo was the second most preferred biscuit brand. Most respondents wished to try new Oreo flavors like orange and strawberry. The majority of people buy Oreo from local general stores. While Oreo scored highly for taste and appearance, the document suggests it could improve its packaging and advertising campaigns to better target Indian consumers.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    27 views3 pages

    MM Project

    Uploaded by

    Vaasu Rastogi
    The document summarizes the results of a consumer survey about preferences for biscuit brands like Cadbury Oreo in India. It finds that taste is the most important factor for consumers, followed by brand and packaging. Oreo was the second most preferred biscuit brand. Most respondents wished to try new Oreo flavors like orange and strawberry. The majority of people buy Oreo from local general stores. While Oreo scored highly for taste and appearance, the document suggests it could improve its packaging and advertising campaigns to better target Indian consumers.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    You are on page 1of 3

    The consumer behavior with respect to Cadbury Oreo was covered by one-to-one conversation with around 40 people and

    an online survey was also used as an additional means to further understand the consumer behavior. The consumers were asked to rate the attributes of biscuits such as taste, packaging, advertisement campaigns, brand and packaging.

    Biscuit Preference
    80 60 40 20 0 Taste Price Most Important Brand Important Advertisement Not Important Packaging

    Neutral

    Almost 80% of the respondents reported taste as the most important factor for opting for a particular biscuit. Surprisingly only 20% of the respondents consider price as the most important factor which influences their choice for a biscuit. Similarly approximately 20% respondent rate brand of a biscuit, advertisement campaigns and packaging as a factor which forces them to buy a biscuit. The implication of the above results is that when it comes to choose biscuit, taste influences the purchase decision of the consumer with regards to a brand of biscuit. Competition: To gauge the competition that Cadbury Oreo faces in the premium cookie segment, the consumer were asked to rate their preference for five brands of biscuits- bourbon, Dark Fantasy, Hide
    and seek, Oreo and Cream treat. The increasing popularity of Cadbury Oreo was evident as it was second most preferred brand of biscuit with 23% choosing it as their first choice. This result is highly encouraging from Oreos point of view as it has occupied an important space in consumers mind in just 2 years of its launch in India. Moreover 45% people stated their wish for trying any new flavor of biscuit launched by Oreo. And the flavor most desired by consumers after the Vanilla and chocolate which are already in the market are orange (54%) and strawberry (26%). Almost 85% people report that they buy Oreo from general stores and the remaining buy from retail stores such as Reliance fresh, Big Bazaar and More etc.

    Cream treat 14%

    Brand Popularity
    Bourbon 25%

    Oreo 23% Dark Fantasy 18% Hide and seek

    Bourbon Oreo

    Hide and seek Dark Fantasy 20% Cream treat

    pineapple 9% Strawberry 26%

    Cream Flavour

    No, I won't 14%

    New oreo Flavor

    Orange 54% Maybe 41% Strawberry pineapple Definitely Yes Maybe

    Definitel y Yes 45%

    Orange

    Mango 8% Mint 3% Mint Mango

    No, I won't

    Supermar kets like Big Bazaar etc. 18%

    Buying locations

    Local General Local General stores stores 82% Supermarkets like Big Bazaar etc.

    The respondents were then asked to rate taste, packaging, Looks and advertisement campaigns of Oreo. The response indicate that while Oreo score very high on taste and looks, it does not fare that well on advertisement campaigns and packaging. With regards to taste, it is important to note that Oreo deliberately made the cream more cloying to cater to the Indian customers. And the manipulation has worked wonders with more and more people liking the taste of Vanilla and chocolate flavors.

    Also Oreo has not made any changes in the theme of the advertisement campaigns it has been using in USA and other parts of the world. The implication is that Oreo must come up with advertisement campaigns which strike a chord with the Indian consumers.

    Oreo Attributes
    Packaging 14 50 34

    Advertisement Campaigns

    10

    44

    42

    Looks

    22

    52

    26

    Taste 0

    22 20 Best 40 Good

    48 60 Okay Bad

    26 80 100 120

    You might also like