Consumer Behaviour Towards Cadbury

A S T U D Y O N B U Y I N G B E H AVI O U R O F C O N S U M E R S
T O WAR D S C A D B U R Y I N S U R AT D I S T R I C T
Project submitted to the
M E TA S A D V E N T I S T C O L L E G E
Athwalines, Surat
In partial fulfilment of the requirements for the award of the

Degree of
M A S T E R S O F B U S I N E S S A D M I N I S T R A TI O N I N
MARKETING
Submitted by
A N U B H AV G I R D H A R
( R O L L N O. : M B A S 1 5 / 1 4 )
Under the Guidance of
DR. M.S JEREMIAH
M R . N I R M A L S ATYAR A J
MS . RANJITA BHOWMICK
THE NORTH EASTERN HILL UNIVERSITY (NEHU)

S H I L L O N G , M E G H A L A YA
APRIL 2016
C E RTI F I C ATE
T h i s i s t o c e r t i f y t h a t M r / M s A N U B H AV G I R D H A R I D N o . :
GG040 has successfully completed his/her summer project
entitled
STUDY
ON
BUYING
B E H AVI O U R
OF
C O N S U M E R S T O WAR D S C A D B U R Y I N S U R AT D I S T R I C T
in partial fulfilment of the curriculum of MASTERS OF
B U S I N E S S A D M I N I S T R ATI O N I N M A R K E T I N G i s a r e c o r d
of original project work done during the period from March
to
Ap r i l
2016
of
his/her
study
in
the
Department
of
M a n a g e m e n t a t M E TAS A d v e n t i s t C o l l e g e , A t h w a l i n e s , S u r a t
affiliated to North Eastern Hill University (NEHU), Shillong
under my supervision and guidance.
We a pprecia te h is ef f o rts a nd w ish him all the bes t in
his future endeavours.
Place :
Date :
S I G N ATU R E O F T H E G U I D E
R A N J I TA B H O W M I C K
H E A D O F T H E D E PA R T M E N T
(Mr N. Mohan Rao)
2 | Metas Adventist College
College Seal
D E C L A R ATI O N
I , A N U B H AV G I R D H A R , I D N o . : G G 0 4 4 h e r e b y d e c l a r e t h a t
the project entitled A
OF
CONSUMERS
DISTRICT,
COLLEGE,
T O WAR D S
submitted
in
MASTERS
S T U D Y O N B U Y I N G B E H AVI O U R
to
partial
OF
CADBURY
the
M E TA S
fulfilment
BUSINESS
IN
of
the
S U R AT
AD V EN TI S T
curriculum
A D M I N I S T R ATI O N
of
IN
MARKETING is a record of original project work done by me

during
the
period
supervision
Assistant
and
from
March
guidance
Pr of es so r,
of
to
April
Miss.
Department
of
2016
Ranjita
under
the
Bhowmick,
Management,
M E TA S
Adventist College and is not reproduced from any existing

work of any other person or on any earlier work undertaken at
any other time or for any other purpose, and has not been
submitted anywhere else at any time
Place:
S I G N A TU R E O F T H E C A N D I D A TE
Date:
ACKNOWLEDGEMENT
If the words are considered as symbols of approval and

token of acknowledgement then let them play the heralding
role of expressing my gratitude to all those who have helped
me directly or indirectly during this project.
I wish to place on record my deepest sense of gratitude
t o o u r b e l o v e d P r e s i d e n t & C E O D r. S r i k a k o l l i . E l i a h a n d o u r
respectful
Vi c e - P r e s i d e n t
Mr
N.
Mohan
Rao
M E TAS
Adventis t College, Athwalines, Surat for giving me a golden

opportunity to undergo a real time project work.
I express my sincere gratitude to DR. M.S JEREMIAH,
o u r R e s e a r c h S u p e r v i s o r , D e p a r t m e n t o f M a n a g e m e n t , M E TAS
Adventist
College, Athwalines,
BHOWMICK
for their
Surat
support,
and
valuable
MS.
R A N J I TA
suggestions
and
guidance throughout the project work.

I extremely appreciate the love, support, understanding
and sustaining encouragement of my Parents and Friends
who
helped
me
throughout
the
process
of
research
preparation of this project report.
A N U B H AV G I R D H A R
and
CONTENTS
Chapter
Title
No.
Page
No.
IN TRODUC TION AND DESIGN OF THE

STUDY
II
1.1
Introduction
1.2
Importance for the study
1.3
Statement of the problem
1.4
Scope of the study
1.5
Limitations of the study
1.6
Objective of the study
R EV IE W O F L IT ER ATU RE
RESEARCH METHODOLOGY
III
2.1
Research Design
2.2
Population of study
2.3
Sampling Design ( Size, method and unit)
2.4
Source of Data( Primary Data &
30
Secondary data)
2.5
To o l s f o r A n a l y s i s
D ATA I N T E R P R E TATI O N
5 .1 SUM MARY OF FI NDIN GS
IV
5.2 SUGGESTIONS
32
5.3 CONCLUSION
V
BIBLIOGRAPHY (QUESTIONNAIRE)
50
CHAPTER I
INTRODUCTION
As a consumer we are all unique and this uniqueness is

reflected in the consumption pattern and process purchase.
The study of consumer behaviour provides us with reasons
why consumers
products
and
differ from one another in buying using

services.
We
receive
stimuli
from
the
environment and the specifics of the marketing strategies of

different products and services, and responds to these stimuli
in terms of either buying or not buying product. In between

the stage of receiving the stimuli and responding to it, the
consumer goes through the process of making his decision.
St ag es of th e C o ns um e r B uy in g P ro c e ss :
Six Stages to the Consumer Buying Decision Process (For
c omp le x d ec is io ns ) . Ac tu al pu r c ha s i ng is o nl y on e s ta ge of
t he pr oc es s . N o t a ll d ec is io n p r o ce s s es l ea d to a pu r c ha s e . Al l
consumer
decisions
do
not
always
include
all
stages,
d e t e r m i n e d b y t h e d e g r e e o f c o m p l e x i t y. . . d i s c u s s e d n e x t .
The 6 stages are:
Problem Recognition - difference between the desired state
and the actual condition. Deficit in assortment of products.
Hunger
Can
be
stimulates
stimulated
your
by
the
need
marketer
to
eat.
through
product
information--did not know you were deficient? I.E., see a

commercial
for
new
pair
of
shoes,
stimulates
your
recognition that you need a new pair of shoes.

Information search-I n t e r n a l s e a r c h , m e m o r y.
External search if you need more information. Friends and
relatives
(word
of
mouth).
Marketer
dominated
sources;
comparison shopping; public sources etc.

A successful information search leaves a buyer with possible
alternatives, the evoked set.
H u n g r y, w a n t t o g o o u t a n d e a t , e v o k e d s e t i s
Chinese food
Indian food
Burger king
Evaluation of Alternative s--need to establish criteria for
evaluation,
features
the
buyer
wants
or
does
not
want.
R a n k / w e i g h t a l t e r n a t i v e s o r r e s u m e s e a r c h . You m a y d e c i d e
t h a t y o u w a n t t o e a t s o m e t h i n g s p i c y, I n d i a n g e t s h i g h e s t r a n k
etc. If not satisfied with your choices then return to the
search phase. Can you think of another restaurant? Look in
the yellow pages etc. Information from different sources may
be
treated
d i f f e r e n t l y.
Marketers
try
to
influence
by
"framing" alternatives.
Purchase
decision--Choose
buying
alternative,
includes
product, package, store, method of purchase etc.

Purchase--May differ from decision, time lapse between 4 &
5 , p r o d u c t a v a i l a b i l i t y.
Post-Purchase
Evaluation--outcome:
Satisfaction
or
Dissatisfaction. Cognitive Dissonance , have you made the

right decision. This can be reduced by warranties, after sales
communication
etc.
After eating an Indian meal, may think that really you wanted
a Chinese meal instead.
T yp e s o f C o n s u m e r B u y i n g B e h a v i o u r
T yp e s o f c o n s u m e r b u y i n g b e h a v i o u r a r e d e t e r m i n e d b y :
Level of Involvement in purchase decision. Importance and
intensity of interest in a product in a particular situation.
Buyer s
level
of
involvement
determines
why
he/she
is
motivated to seek information about a certain products and

brands but virtually ignores others.
High involvement purchases--Honda Motorbike, high priced

goods, products visible to others, and the higher the risk the
h i g h e r t h e i n v o l v e m e n t . Typ e s o f r i s k :
Personal risk
Social risk
Economic risk
The four type of consumer buying behaviour are:
Routine
Response/Programmed
Behaviour --Buying
low
involvement frequently purchased low cost items; need very

little
search
and
decision
effort;
purchased
almost
a u t o m a t i c a l l y. E x a m p l e s i n c l u d e s o f t d r i n k s , s n a c k f o o d s ,
milk etc.
Limited
Decision
Making --Buying
product
o c c a s i o n a l l y.
When you need to obtain information about unfamiliar brand

in
familiar
product
c a t e g o r y,
perhaps
.It
requires
moderate amount of time for information gathering. Examples

include Clothes--know product class but not the brand.
Extensive
Decision
Making /Complex
high
involvement,
unfamiliar, expensive and/or infrequently bought products.

High
degree
of
economic/performance/psychological
risk.
Examples include cars, homes, computers, education. Spend a

lot of time seeking information and deciding.
Information from the companies MM; friends and relatives,

store personnel etc. Go through all six stages of the buying
process.
Impulse buying: no conscious planning.

The purchase of the same product does
n ot always elicit th e s ame B u yin g B eh av io ur. Pro du ct can
shift
For
from
one
category
to
the
next.
example:
Going
out
for
dinner
for
one
person
may
be
extensive
decision making (for someone that does not go out often at

all), but limited decision making for someone else. The
reason
for
the
dinner,
whether
it
is
an
anniversary
celebration, or a meal with a couple of friends will also

determine the extent of the decision making.
Factors Affecting the Consumer Buying Decision Process
A consumer, making a purchase decision will be affected by
the following three factors:
Cultural and sub culture Factor
Social Factor
Personal Factor
Culture and Sub-culture-Culture refers to the set of values, ideas, and attitudes that
are
accepted
by
homogenous
group
of
people
and
transmitted to the next generation.

Culture
also determines
what
is
acceptable
with
product
advertising. Culture determines what people wear, eat, reside

and
travel.
Cultural
values
in
the
US
are
good
health,
education, individualis m and freedom. In American culture

time scarcity is a growing problem that is change in meals.
Big impact on international marketing.
10 | M e t a s A d v e n t i s t C o l l e g e
Culture can be divided into subcultures:

geographic regions
Human characteristics such as age and ethnic background.
Wes t C o a s t , t e e n a g e a n d A s i a n A m e r i c a n .
C u l t u r e a f f e c t s w h a t p e o p l e b u y, h o w t h e y b u y a n d w h e n t h e y
b u y.
Understanding Consumer Buying Behaviour offers consumers
greater
company
satisfaction
has
(Utility).
adopted
the
We
must
Marketing
assume
that
the
Concept
and
are
consumer oriented.
Social Factors
Consumer wants, learning, motives etc. are influenced by
o p i n i o n l e a d e r s , p e r s o n ' s f a m i l y, r e f e r e n c e g r o u p s , s o c i a l
class and culture.
Roles and Family Influences-Things you should do based on the expectations of you from
your
position
within
group.
People
have
many
roles.
Husband, father, employer, employee. Individuals role are

continuing to change therefore marketers must continue to
update information. Family is the most basic group a person
belongs to. Marketers must understand:
that many family decisions are made by the family unit
consumer behaviour starts in the family unit
family roles and preferences are the model for children's
future family (can reject/alter/etc)
family buying decisions are a mixture of family interactions

and individual decision making
Family acts an interpreter of social and cultural values for
the individual.
The Family life cycle: families go through stages; each stage
creates different consumer demands:
Reference Groups-Individual identifies with the group to the extent that he
takes on many of the values, attitudes or behaviours of the
group members.
Families,
friends,
sororities,
civic
and
professional
organizations . Any group that has a pos itive or negative

influence
on
p e r s o n s
Membership
attitude
groups
and
b eh av io ur.
(belong
to)
Affinity marketing is focused on the desires of consumers

that belong to reference groups. Marketers get the groups to
approve the product and communicate that approval to its
members.
Aspiration
groups
Disassociate
groups
(do
(want
to
not
want
belong
to
to)
belong
to)
Honda, tries to disassociate from the "biker" group. The

degree to which a reference group will affect a purchase
decision
depends
reference
group
on
an
influence
ind iv id uals
and
the
susceptibility
strength
of
to
his/her
involvement with the group.
Social Class
An open group of individuals who have similar social rank.
US
is
not
classless
s o c i e t y.
US
criteria;
occupation,
education,
income,
wealth,
race,
ethnic
groups
and
possessions.
Social class influences many aspects of our lives. i.e; upper
middle class Americans prefer luxury cars Mercedes .
Upper-upper class, .3%, inherited wealth, aristocratic names.
Lower-upper class, 1.2%, newer social elite, from current
professionals and corporate elite
Upper-middle class, 12.5%, college graduates, managers and
professionals
Middle class, 32%, average pay white collar workers and blue
collar friends
Wor k i n g c l a s s , 3 8 % , a v e r a g e p a y b l u e c o l l a r w o r k e r s
Lower class, 9%, working, not on welfare
Lower-lower class, 7%, on welfare
S o c i a l c l a s s d e t e r m i n e s t o s o m e e x t e n t , t h e t y p e s , q u a l i t y,
and quantity of products that a person buys or uses.
Lower class people tend to stay close to home when shopping;
do not engage in much pre-purchase information gathering.
Stores project definite class images.
F a m i l y, r e f e r e n c e g r o u p s a n d s o c i a l c l a s s e s a r e a l l s o c i a l
i nf lu en ce s o n c on s u me r be ha vi ou r. Al l o pe r a te w i th in a l ar ge r
culture.
Personal Factor
Unique to a particular person. Demographic Factors, Sex,
Race, Age etc. Who in the family is responsible for the
d e c i s i o n m a k i n g ? You n g p e o p l e p u r c h a s e t h i n g s f o r d i f f e r e n t
reasons than older people .
Psychological factors
Psychological factors include:
Motives-A motive is an internal energizing force that orients a
person's activities toward satisfying a need or achieving a
goal. Actions are effected by a s et of motives, not just one. If
marketers can identify motives then they can better develop a
marketing mix.
MASLOW hierarchy of needs
Physiological
Safety
Love and Belonging
Esteem
S el f Ac tu al i z at i on
Need to determine what level of the hierarchy the consumers
are at to determine what motivates their purchases. The
product was not selling well, and was almost terminated.
Upon extensive research it was determined that the product
did
sell
well
in
inner-city
convenience
stores.
It
was
determined that the consumers for the product were actually

drug addicts who couldn't digest a regular meal. They would
purchase
motivation
motivation
Nutriment
to
as
purchase
that
B-MS
substitute
was
for
meal.
completely
different
originally
thought.
had
Their
to
the
These
c o n s u m e r s w e r e a t t h e P h y s i o l o g i c a l l e v e l o f t h e h i e r a r c h y.
BM-S therefore had to redesign its MM to better meet the

needs
of
this
target
market.
Motives often operate at a subconscious level therefore are

difficult to measure.
Perception
Perception
is
the
process
of
selecting,
organizing
and
interpreting information inputs to produce meaning. IE we

chose what info we pay attention to, organize it and interpret
it.
Information inputs are the sensations received through sight,
taste, hearing, smell and touch.
Selective
Exposure-select
inputs
to
be
exposed
to
our
awareness. More likely if it is linked to an event, satisfies

current needs, intensity of input changes (sharp price drop).
Selective
Distortion-Changing/twisting
current
received
information, inconsistent with beliefs.

Advertisers that use comparative advertisements (pitching
one product against another), have to be very careful that
consumers do not distort the facts and perceive that the
advertisement
was
for
the
co mp etito r.
current
e x a m p l e . . . M C I a n d AT& T.. . d o y o u e v e r g e t c o n f u s e d ?
Selective Retention-Remember inputs that support beliefs,
forgets
those
that
don't.
A ve r a g e s u p e r m a r k e t s h o p p e r i s e x p o s e d t o 1 7 , 0 0 0 p r o d u c t s
in a shopping visit lasting 30 minutes-60% of purchases are
u n p l a n n e d . E x p o s e d t o 1 , 5 0 0 a d v e r t i s e m e n t s p e r d a y. C a n ' t b e
expected to be aware of all these inputs, and certainly will
n o t r e t a i n m a n y.
Interpreting information is based on what is already familiar,
o n k n o w l e d g e t h a t i s s t o r e d i n t h e m e m o r y.
Ability and Knowledge-N eed to un ders tand ind iv id uals capacity to lear n. Lear ning ,
changes in a person's behaviour caused by information and
experience. Therefore to change consumers' behaviour about
your
product,
need
to
give
them
new
information
re:
product...free sample etc.

When
making
buying
decisions,
buyers
must
process
information.
Knowledge is the familiarity with the product and expertise.
Inexperience
buyers
often
use
prices
as
an
indicator
of
quality more than those who have knowledge of a product.

Non-alcoholic
Beer
example:
consumers
chose
the
most
expensive six-pack, because they assume that the greater

p r i c e i n d i c a t e s g r e a t e r q u a l i t y.
Learning is the process through which a relatively permanent
change in behaviour results from the consequences of past
b eh av io ur.
Attitudes-Knowledge and positive and negative feelings about an

object
or activity- maybe tangible or intangible, living or
non-living drive perceptions

Individual learns attitudes through experience and interaction
with other people. Consumer attitudes toward a firm and its
products greatly influence the success or failure of the firm's
m a r k e t i n g s t r a t e g y.
H o n d a " You m e e t t h e n i c e s t p e o p l e o n a H o n d a " , d i s p e l s t h e
unsavoury image of a motorbike rider, late 1950s. Changing
market of the 1990s, baby boomers aging, Hondas market

r e t u r n i n g t o h a r d c o r e . To c h a n g e t h i s t h e y h a v e a n e w s l o g a n
"Come ride with us".
Attitudes and attitude change are influenced by consumers
personality and lifestyle.
Consumers
attitudes.
screen
Distort
information
information
that
to
conflicts
make
it
with
consistent
their
and
selectively retain information that reinforces our attitudes. IE

b r a n d l o y a l t y.
There is a difference between attitude and intention to buy
(ability to buy)
Personality- -
all the internal traits and behaviours that make a person

unique,
uniqueness
arrives
from
personal experience.
Examples include:
Wor k h o l i s m
Compulsiveness
Self confidence
Friendliness
Adaptability
Ambitiousness
Dogmatism
person's
heredity
and
Authoritarianism
Introversion
Extroversion
Aggressiveness
Competitiveness
Traits affect the way people behave. Marketers try to match
the store image to the perceived image of their customers.
There is a weak association between personality and Buying
Behaviour;
this
may
be
due
to
unreliable
measures.
Consumers buy products that are consistent with their selfconcept.

Lifestyles-Recent US trends in lifestyles are a shift towards personal
independence
and
individualism
and
preference
for
h e a l t h y, n a t u r a l l i f e s t y l e .
Lifestyles are the consistent patterns people follow in their
lives.
The marketer must be aware of these factors in order to
develop an appropriate MM for its target market.
What is Consumer Buying Behaviour?

Definition of Buying Behaviour: Buying Behaviour is the
decision processes and acts of people involved in buying and
using products.
Need to understand:
Why consumers make the purchases that they make?
What factors influence consumer purchases?

C h a n g i n g f a c t o r s i n o u r s o c i e t y.
Consumer Buying Behaviour refers to the buying behaviour of
the
ultimate
co nsu mer.
A firm
needs
to
analyse
buying
behaviour for:
Buyer s reactions to a firms marketing strategy has a great
imp act o n th e f ir ms s uccess .
The marketing concept stresses that a firm should create a
Marketing
Mix
(MM)
that
satisfies
(gives
utility
to)
customers, therefore need to analyse the what, where, when

a n d h o w c o n s u m e r s b u y.
Marketers can better predict how consumers will respond to
marketing strategies
IMPORTANCE OF THE STUDY
There are different national & international products present

in
India.
So
to
identify
the
customer
&
their
buying
behaviour have been the focus of a number of international

and national product. The result of these studies have been
useful to provide solution to various marketing problem.
Understanding buying behaviour pattern per se is not enough
without understanding the composition and origin of the
c u s t o m e r . Tod a y m o s t o f t h e I n d i a n c u s t o m e r s a r e a t t r a c t e d b y
t h e i m p o r t e d g o o d s b e c a u s e o f t h e i r h i g h q u a l i t y. S o t h a t
most of the Indian company product loses their credibility
and loyalty in domestic customers.
THE SIGNIFICANCE OF THE STUDY IS :
1. Modern Philosophy:
It concerns with modern marketing philosophy identify
consumers needs and satisfy them more effectively than
competitors. It makes marketing consumer-oriented. It is the
key to succeed.
2 . Ac h i e v e m e n t o f G o a l s :
T h e k e y t o a c o m p a n y s s u r v i v a l , p r o f i t a b i l i t y, a n d g r o w t h i n
a highly competitive marketing environment is its ability to
identify and satisfy unfulfilled consumer needs better and
sooner than the competitors. Thus, consumer behaviour helps
in achieving marketing goals.
3. Useful for Dealers and Salesmen :

The
study
of
consumer
behaviour
is
not
useful
for
the
company alone. Knowledge of consumer behaviour is equally

useful for middlemen and salesmen to perform their tasks
effectively
in
meeting
consumers
needs
and
wants
s u c c e s s f u l l y.
Consumer
behaviour,
thus,
improves
performance of the entire distribution system.
4. More Relevant Marketing Programme :

Marketing
programme,
consisting
of
product,
price,
promotion, and distribution decisions, can be prepared more

o b j e c t i v e l y. T h e p r o g r a m m e c a n b e m o r e r e l e v a n t i f i t i s
based
on
the
study
of
consumer
b eh av io ur.
Meaningful
marketing programme is instrumental in realizing marketing

goals.
5 . A d j u s t i n g M a r k e t i n g P r o g r a m m e o v e r Ti m e :
Consumer behaviour studies the consumer response pattern on
a continuous basis. So, a marketer can easily come to know
the changes taking place in the market. Based on the current
market trend, the marketer can make necessary changes in
marketing programme to adjust with the market.
6 . P r e d i c t i n g M a r k e t Tr e n d :
Consumer behaviour can also aid in projecting the future
market trends. Marketer finds enough time to prepare for
exploiting
the
emerging
opportunities,
and/or
facing
challenges and threats.
7. Consumer Differentiation :
Market exhibits considerable differentiations. Each segment
needs and wants different products. For every segment, a
separate
marketing
programme
is
needed.
Knowledge
of
consumer differentiation is a key to fit marking offers with

different
groups
of
buyers.
Consumer
behaviour
study
supplies the details about consumer differentiations.
8. Creation and Retention of Consumers :

Marketers
who
base
consumer
needs
find
their
a
offerings
ready
market
on
recognition
for
their
of
products.
C o m p a n y f i n d s i t e a s y t o s e l l i t s p r o d u c t s . I n t h e s a m e w a y,
t h e c o m p a n y, d u e t o c o n t i n u o u s s t u d y o f c o n s u m e r b e h a v i o u r
and attempts to meet changing expectations of the buyers, can
retain its consumers for a long period.
9. Competition:
Consumer behaviour study assists in facing competition, too.
Based
on
advantages
consumers
can
be
expectations,
offered.
It
is
more
useful
competitive
in
improving
c o m p e t i t i v e s t r e n g t h s o f t h e c o m p a n y.
10. Developing New Products:

New product is developed in respect of needs and wants of
the target market. In order to develop the best-fit product, a
marketer must know adequately about the market. Thus, the
study of consumer behaviour is the base for developing a new
p r o d u c t s u c c e s s f u l l y.
11. Dynamic Nature of Market :

Consumer behaviour focuses on dynamic nature of the market.
It helps the manager to be dynamic, alert, and active in
satisfying
consumers
better
and sooner than
competitors.
Consumer behaviour is indispensable to watch movements of

the markets.
12. Effective Use of Productive Resources :

The study of consumer behaviour assists the manager to make
the organisational efforts consumer-oriented. It ensures an
e x a c t u s e o f r e s o u r c e s f o r a c h i e v i n g m a x i m u m e f f i c i e n c y.
Each unit of resources can contribute maximum to objectives.
It is to be mentioned that the study of consumer behaviour is
not only important for the current sales, but also helps in
capturing the future market. Consumer behaviour assumes:
T ak e c a r e o f c o n s u m e r n e e d s , t h e c o n s u m e r s , i n r e t u r n , w i l l
take care of your needs.
PROBLEM STATEMENT
A study to find whether there is any association of the

f o l l o w i n g v a r i a b l e s o n c o m p u l s i v e b u y i n g v i z . p r i c e , q u a l i t y,
advertisement, satisfaction, taste, packaging, brand loyalty
etc. The research design is a conclusive design which is
single cross sectional descriptive in nature. The primary data
was collected using non probability sampling technique. A

quota sample of 250 was chosen.
SCOPE OF THE STUDY
The scope of my study restricts itself to the analysis of

consumer
Cadbury
preferences,
Chocolates.
perception
There
are
and
many
consumption
other
brands
of
of
chocolates available but my study is limited to a major player

of chocolates leaving behind the others.
The scope of the project is fully dependent upon the objectives

of the project.
This study can be helpful to the company for conducting any

further research.
The study is also helpful in finding out the respondents opinion

towards certain attributes.
It is also helpful in finding out the reach and effectiveness of the

consumer buying behaviour variables.
With the results of the study the company can improve their
standards of their marketing plan
LIMITATION OF THE STUDY
Time and resource were the major constraints during the execution
of the project. Therefore only a limited number of employees were
included in the project.
The respondents were selected inside the organization only. So it

cannot be generalized as a whole.
Some of the respondents were not even ready to spare time with
the researcher.
There are many respondents who hesitated to answer the

questionnaire.
The human behaviour is dynamic and hence the results may not
hold good for a long time.
results of the survey are totally dependent on the accuracy and

authenticity of the information provided by the respondents.
OBJECTIVES OF THE STUDY:-
This project is based on the comparative study consumer

behaviour
towards Cadbury chocolates.
study are:
Objectives
of the
The
other
satisfaction
objective
level
is
to
associated
know
with
about
the
the
product
customer
and
the
customer preference level.
To in cr ea se c ust o me r s at is fa ct io n a nd re ca pt ur e th e ma rk e t
share by fulfilling the customer needs.
To st ud y th e f ac to rs affe ct in g th e c on su mp t io n p at te rn .
CHAPTER II
LITERATURE REVIEW
(Mela, Gupta & Lehman, 1997)

Consumer leant about chocolate from many sources, mainly
from friends and families, through advertisement and from
their own experience. Whether a promotion and advertising
hurt or help a brand is under-researched. In the long-run,
advertisement help brands by making consumer less price
sensitive and more loyal. The purchase decision pertaining to
particular brand and loyalty is a result of various attributes
of the product.
.
( M a l d o n a d o , Tan s u h a j & M u e h l i n g , 2 0 0 3 ; H o g g & G a r r o w ,

2003; Putrevu, 2001)
Advertisers must remember that advertising messages are
interpreted differently between different genders
(Maldonado & Muehling, 2003)
Studies have proven that females were more likely to engage
in elaboration than men.
(H o g g a n d G a r r o w ) ( 2 0 0 3 )
They found that women paid more intention about the details
of the characters of an ad when asked to analyse advertising
messages. They said that this may be explained by the fact
that females have a greater tendency than men to consider
external
information
and
information
related
to
others.
Wom e n a r e ' c o m p r e h e n s i v e p r o c e s s o r s ' w h o t r y t o g a t h e r a l l

available information about the product.
(Gwin & Gwin, 2003)
Advertisement can change consumer's perception of a product
in
terms
of
attributes
content
and
proportion
and
also
influence consumer's taste for attributes

Understanding why a consumer choose a product based upon
its
attributes
helps
marketers
to
understand
why
some
consumers have preferences for certain brands
( M o w e n & M i n o r, 1 9 9 8 )
B r a nd p r e f e r e nc e a nd p r o du ct a tt r i bu te : At tr ib u te s ar e th e
characteristic or features that an object may or may not have
and includes both intrinsic and extrinsic
(Myers, 2003)
Both tangible and intangible attributes of a product are
equally important in choosing a product or brand
(Romariuk & Sharp, 2003)
There is no evidence that certain attributes are more related
to customer loyalty than others. Romariuk and Sharp (2003)
suggested that marketers should focus more on how many
attributes the brand should be associated with and not what
attributes. For low-involvement products, consumers have
more objective view of the nature of the attributes (e.g. food,
cosmetics) because they are constantly being advertised and

promoted.
( M o w e n & M i n o r, 1 9 9 8 ; S i u & Wo n g , 2 0 0 2 )
Price is another form of attribute used by consumers to
evaluate a product. Price can sometimes be an indicator of
quality; with a higher price indicating higher quality
( S i u & Won g , 2 0 0 2 )
Consumers perceive that a higher price can be attributed to
the higher cost of quality control
( M o w e n & M i n o r, 1 9 9 8 )
Some consumers are highly price sensitive (elastic demand),
whereby a high prices may shift consumers to competitive
brands. Therefore
price
can have a
positive
or negative
influence on customers.
Var i a w a ( 2 0 1 0 )
A n o t h e r s t u d y c o n d u c t e d b y Var i a w a ( 2 0 1 0 ) a n a l y s e d t h e
influence of packaging on consumer decision making process
for Fast Moving Consumer Goods. The aim of the research
was to analyse the impact of packaging for decision making
processes of low-income consumers in retail shopping. A
survey method has been used in order to reach the research
objectives. In a survey conducted in Star Hyper in the town
of Centerville 250 respondents participated. The findings of
the research indicate that low-income consumers have more
preferences towards premium packaging as this can also be
r e- us ed a f t er t he pr od uc t h as b ee n c on s u me d. Al th ou gh t he
findings indicate that there is a weak relationship between
the product packaging and brand experience. However, it has
been proven by the findings of the research that low-income
consumers have greater brand experience from the purchase
of premium products when compared to their experience

from purchasing cheap brand products
Each stage is defined by a number of researchers varying

slightly but leading to a common view about what each stage
involves. For example, according to Bruner (1993) first stage,
need recognition occurs when an individual recognizes the
difference between what they have and what they want/need
to have.
(Neal and Questel) (2006)
This view is also supported by Neal and Questel (2006)
stating that need recognition occurs due to several factors
and circumstances such as personal, professional and lifestyle
which in turn lead to formation of idea of purchasing.
(Schiffman and Kanuk, 2007)
Consumer searches information related to desired product or
service.
Information
search
process
can
be
internal
and
external. While internal search refers to the process where

consumers rely on their personal experiences and believes,
external search involves wide search of information which
includes addressing the media and advertising or feedbacks
from other people .
Kotler and Keller (2005)
Once the relevant information about the product or service is
obtained the next stage involves analysing the alternatives.
Kotler and Keller (2005) consider this stage as one of the
important stages as the consumer considers all the types and
alternatives taking into account the factors such as size,

quality and also price.
Backhaus et al (2007)
It suggested that purchase decision is one of the important
stages as this stage refers to occurrence of transaction. In
other words, once the consumer recognized the need, searched
for
relevant
information
and
considered
the
alternatives
he/she makes decision whether or not to make the decision.

Purchasing
decision
can
further
be
divided
into
planned
purchase, partially purchase or impulse purchase as stated by

Kacen (2002).
Post-purchase decision involves experience of the consumer
a bo ut th ei r pu r c ha s e . Al th ou gh t he i mp or t an c e o f th is s t ag e i s
not highlighted by many authors Neal et al (2004) argues that
this is perhaps one of the most important stages in the
consumer decision making process as it directly affects the
consumers purchases of the same product or service from the
same supplier in the future.
Wiedermann et al (2007)
A number of researches have been carried out by academics
and
scholars
on
identifying
and
analysing
those
factors
affecting the consumers buying behaviour and as a result,

various types of factors have been identified. These factors
have been classified into different types and categories in
d i f f e r e n t w a y s b y d i f f e r e n t a u t h o r s . F o r i n s t a n c e , Wi e d e r m a n n
et al ( 20 07 ) clas sified th em in to inter nal and exter nal f acto r.
Winer (2009)
O n t h e o t h e r h a n d , Wi n e r ( 2 0 0 9 ) d i v i d e d t h e m i n t o s o c i a l ,
personal and psychological factors.
(Rao, 2007)
Despite the fact that they have been classified into different
groups by different authors they are similar in scope and
purpose.
Hoyer et al. (2012)
There is a wide range of factors that can affect consumer
behaviour in different ways. These factors are divided by
Hoyer et al. (2012) into four broad categories: situational,
personal, social and cultural factors.
Situational
include
factors
location,
impacting
environment,
consumer
timing
behaviour
and
even
may
weather
conditions (Hoyer et al., 2012). In order to benefit from

situational
factors
major
retailers
attempt
to
construct
environment and situations in stores that motivate perspective

customers to make purchase decision. Range of available
tools to achieve such an outcome include playing relaxing
music in stores, producing refreshing smells in stores and
placing bread and milk products in supermarkets towards the
opposite end of stores to facilitate movement of customers
throughout the store to make additional purchases etc.
Batra and Kazmi (2008)

The temporary nature of situational factors is rightly stressed
by Batra and Kazmi (2008).
Personal factors, on the other hand, include taste preferences,
personal financial circumstances
and related factors. The
impact of personal factors on consumer decision-making is

usually addressed by businesses during market segmentation,
targeting and positioning practices by grouping individuals
on the basis of their personal circumstances along with other
criteria,
and
accommodate
developing
these
products
circumstances
and
in
services
the
most
that
effective
man n er.
According to Hoyer et al. (2012) social factors impacting
consumer
behaviour
perspective
arise
consumers
as
with
result
others
in
of
interactions
various
levels
of
and
c i r c u m s t a n c e s . Tar g e t i n g m e m b e r s o f s o c i e t y p e r c e i v e d a s
opinion
leaders
marketing
usually
products
proves
effective
and services
due to
strategy
when
the potential
of
opinion leaders to influence behaviour of other members of

society as consumers.
L a s t l y, c u l t u r a l
factors
affecting
consumer
behaviour
are
related to cross-cultural differences amongst consumers on

local and global scales. Culture can be defined as the ideas,
customs,
and social
behaviour
of a
particular
people
or
society (Oxford Dictionaries, 2015) and the tendency of

globalisation
has
made
it
compulsory
for
cross-cultural
differences amongst consumers to be taken into account when

formulating and communicating marketing messages.
(Meldrum and McDonald, 2007, p.4).

.
Importance of the marketing mix can be explained in a way
that successful marketing depends on customers being aware
o f th e p ro du cts o r serv ices on offer, find in g them av ailab le in
favourably judging that practitioners of the offering in terms
of both price and performance
Core elements of marketing mix consist of product, price,
place and promotion. Marketing mix has been expanded to
comprise additional 3Ps as processes, people and physical
evidence.
Product element of marketing mix relates to products and
services
that
are
offered
to
customers
to
be
purchased.
Products can have three levels: core, actual and supporting

products. For example, core product in relation to mobile
phones can be explained as the possibility to communicate
with other people in distance.
Ac tu al p r o du ct , o n t he o th er
hand, relates to specific brand and model of a mobile phone,

whereas augmented product may relate to product insurance
and one-year warranty associated with the purchase of a
mobile phone.
(East et al., 2013)

Price
represents
another
critically
important
element
of
marketing and four major types of pricing strategies consist

o f e c o n o m y, p e n e t r a t i o n ,
skimming,
and premium pricing
strategies.
Place
element
of
marketing
mix
relates
to
point
of
dis tribution and s ales of products and services . Advent of

online sales channel has changed the role of place element of
marketing mix to a considerable extent.
( K o t l e r, 2 0 1 2 )
Promotion
element
of
marketing
mix
refers
to
any
combination of promotion mix integrating various elements of

advertising,
public
relations,
personal
selling
and
sales
promotions to varying extents

Processes, on the other hand, refer to business procedures and
policies
related
to
products
and
services.
For
example,
integration of a greater range of payment systems such as

P a y P a l , S A G E P a y a n d Vi s a i n o n l i n e s a l e s p r o c e d u r e s m a y
have positive implications on the volume of sales by creating
payment convenience to customers.
People element of marketing mix is primarily related to skills
and competencies of the workforce responsible for customer
service aspect of the business. Importance of people element
of marketing mix in general, and providing personalised
customer services in particular is greater today than ever
before.
Physical evidence relates to visual tangible aspects of a brand
and its products. For instance, for a large supermarket chain
su ch as S ains bu r ys ph ys ical evidence is ass ociated with
design and layout of a store, quality of baskets and trolleys,
layout of shelves within the store etc.
It
can
be
forecasted
that
further
intensification
of
competition in global markets and more intensive search of

businesses for additional bases for competitive advantage
m a y r e s u l t i n e m e r g e n c e o f a d d i t i o n a l P s t o c o m p l i m e n t t h e
framework of marketing mix in the future.
CHAPTER III
RESEARCH METHODOLOGY
Research:Systematic investigative
process employed to
increase
or revise current knowledge by discovering new facts.

It is divided into two general categories:
(1) Basic
research is inquiry aimed
at
increasing scientific
knowledge
(2) Applied research is effort aimed at using basic research
for
solving problems or developing new processes, products,
or techniques
Research in common parlance refers to a search for
knowledge. Once can also define research as a scientific and
systematic search for pertinent information on a specific
topic. In fact, research is an art of scientific investigation.
The Advanced Learner s D ictionar y of Current English lays
down the meaning of research as a careful investigation or
inquiry especially through search for new facts in any branch
of knowledge.1 Redman and Mory define research as a
systematized effort to gain new knowledge.2 Some people
consider research as a movement, a movement from the known
t o t h e u n k n o w n . I t i s a c t u a l l y a v o y a g e o f d i s c o v e r y. We a l l
possess the vital instinct of inquisitiveness for, when the
unknown confronts us, we wonder and our inquisitiveness
makes us probe and attain full and fuller understanding of the
unknown. This inquisitiveness is the mother of all knowledge
and
the
method,
knowledge
of
which
whatever
man
the
employs
for
unknown,
can
obtaining
be
the
termed
as
research. Research is an academic activity and as such the

term should be used in a technical sens e. According to
C l i f f o r d Woo d y r e s e a r c h c o m p r i s e s d e f i n i n g a n d r e d e f i n i n g
problems,
formulating
hypothesis
or
suggested
solutions;
collecting, organising and evaluating data; making deductions

and reaching conclusions; and at last carefully testing the
conclusions to determine whether they fit the formulating
hypothesis.
D.
Slesinger
and
M.
Stephenson
in
the
Encyclopaedia of Social Sciences define research as the

manipulation of things, concepts or symbols for the purpose
of
generalising
to
extend,
correct
or
verify
knowledge,
whether that knowledge aids in construction of theory or in

the
practice
of
an
art.3
Research
is,
thus,
an
original
contribution to the existing stock of knowledge making for its

a d v a n c e m e n t . I t i s t h e p u r s u i t o f t r u t h w i t h t h e h e l p o f s t u d y,
observation, comparison and experiment. In short, the search
for knowledge through objective and systematic method of
f in ding so lu tion to a p ro blem is resear ch . The s ys tematic
approach concerning generalisation and the formulation of a
t he or y i s al s o r e s e ar ch . As s uc h th e t er m r es ea r c h r e f e r s to
the systematic method consisting of enunciating the problem,
formulating
hypothesis,
collecting
the
facts
or
data,
analysing the facts and reaching certain conclusions either in

the form of solutions(s) towards the concerned problem or in
certain generalisations for some theoretical formulation
OBJECTIVES OF RESEARCH
The purpose of research is to discover answers to questions
through the application of scientific procedures. The main
aim of research is to find out the truth which is hidden and
which has not been discovered as yet. Though each research
study has its own specific purpose, we may think of research
objectives
as
falling
into
number
of
following
broad
groupings:
1 . To g a i n f a m i l i a r i t y w i t h a p h e n o m e n o n o r t o a c h i e v e n e w
insights into it (studies with this object in view are termed as
exploratory or formularise research studies);
2 . To p o r t r a y a c c u r a t e l y t h e c h a r a c t e r i s t i c s o f a p a r t i c u l a r
individual, situation or a group (studies with this object in
view are known as descriptive research studies);
3 . To d e t e r m i n e t h e f r e q u e n c y w i t h w h i c h s o m e t h i n g o c c u r s
or with which it is associated with something else (studies
with this object in view are known as diagnostic research
studies);
4 . To t e s t a h y p o t h e s i s o f a c a u s a l r e l a t i o n s h i p b e t w e e n
variables
(such
studies
are
known
as
hypothesis-testing
research studies).
M O T I VATI O N I N R E S E A R C H
What makes people to undertake research? This is a
question of fundamental importance. The possible motives for
doing research may be either one or more of the following:
1.
Desire
to
get
research
degree
along
with
its
consequential benefits;
2. Desire to face the challenge in solving the unsolved
problems,
i.e.,
concern
over
practical
problems
initiates
research;
3. Desire to get intellectual joy of doing some creative work;
4. Desire to be of service to society;
5 . D e s i r e t o g e t r e s p e c t a b i l i t y. H o w e v e r , t h i s
is not an
exhaustive list of factors motivating people to undertake

research studies. Many more factors such as directives of
government,
things,
employment
desire
to
conditions,
understand
curiosity
causal
about
relationships,
new
social
thinking and awakening, and the like may as well motivate

(or at times compel) people to perform research operations.
TYPES OF RESEARCH
The basic types of research are as follows:
D escriptive vs. Analytical:
Descriptive research includes
surveys and fact-finding enquiries of different kinds. The

major purpose of descriptive research is description of the
state of affairs as it exists at present. In social science and
business research we quite often use the term Ex post facto
research
for
descriptive
research
studies.
The
main
characteristic of this method is that the researcher has no

control over the variables; he can only report what has
happened or what is happening. Most ex post facto research
projects
are
used
for
descriptive
studies
in
which
the
researcher seeks to measure such items as, for example,

frequency of shopping, preferences of people, or similar data.
Ex post facto studies also include attempts by researchers to
discover causes even when they cannot control the variables.
The methods of research utilized in descriptive research are
survey
methods
of
all
kinds,
including
comparative
and
correlational methods. In analytical research, on the other

hand, the researcher has to use facts or information already
available, and analyze these to make a critical evaluation of
the material.
Applied vs. Fundamental : Research can either be applied

(or
action)
research
or
fundamental
(to
basic
or
pure)
r es ea r c h. Ap pl ie d r e s e ar ch a ims a t f in di ng a s o lu ti on f or a n
immediate problem facing a society or an industrial/business
organisation,
whereas
fundamental
research
is
mainly
concerned with generalisations and with the formulation of a

t h e o r y. G a t h e r i n g k n o w l e d g e f o r k n o w l e d g e s s a k e i s t e r m e d
pure
natural
or
basic
research.4
phenomenon
examples
of
or
Research
relating
fundamental
to
concerning
pure
research.
some
mathematics
S i m i l a r l y,
are
research
studies, concerning human behaviour carried on with a view

to make generalisations about human behaviour, are also
examples of fundamental research, but research aimed at
c e r t a i n c o n c l u s i o n s ( s a y, a s o l u t i o n ) f a c i n g a c o n c r e t e s o c i a l
or
business
problem
is
an
example
of
applied
research.
Research to identify social, economic or political trends that

may
affect
particular
institution
or
the
copy
research
(research to find out whether certain communications will be

read and understood) or the marketing research or evaluation
research are examples of applied research. Thus, the central
aim of applied research is to discover a solution for some
pressing practical problem, whereas basic research is directed
towards
finding
information
that
has
broad
base
of
applications and thus, adds to the already existing organized

body of scientific knowledge.
Quantitative vs. Qualitative: Quantitative research is based

on the measurement of quantity or amount. It is applicable to
phenomena
that
can
be
expressed
in
terms
of
q u a n t i t y.
Qualitative research, on the other hand, is concerned with

qualitative
phenomenon,
involving
quality
or
i.e.,
kind.
phenomena
For
relating
instance,
when
to
we
or
are
interested in investigating the reasons for human behaviour

(i.e., why people think or do certain things), we quite often
talk
of
Motivation
qualitative
Research,
research.
This
an
type
of
important
type
of
research
aims
at
discovering the underlying motives and desires, using in

depth interviews for the purpose. Other techniques of such
research
are
word
association
tests,
sentence
completion
tests, story completion tests and similar other projective

techniques.
At ti tu de
or
opinion
research
i.e.,
research
designed to find out how people feel or what they think about
a particular subject or institution is also qualitative research.
Qualitative
research
behavioural
sciences
underlying
motives
is
especially
where
of
the
human
aim
important
is
to
behaviou r.
in
discover
Through
the
the
such
research we can analyse the various factors which motivate

people to behave in a particular manner or which make people
like or dislike a particular thing. It may be stated, however,
that to apply qualitative research in practice is relatively a
difficult job and therefore, while doing such research, one
should seek guidance from experimental psychologists.
Conceptual
vs.
Empirical:
Conceptual
research
is
that
r e l a t e d t o s o m e a b s t r a c t i d e a ( s ) o r t h e o r y. I t i s g e n e r a l l y u s e
by philosophers and thinkers to develop new concepts or to
reinterpret
existing
ones.
On
the
other
hand,
empirical
research relies on experience or observation alone, often

w i t h o u t d u e r e g a r d f o r s y s t e m a n d t h e o r y. I t i s d a t a - b a s e d
research, coming up with conclusions which are capable of
b e i n g v e r i f i e d b y o b s e r v a t i o n o r e x p e r i m e n t . We c a n a l s o c a l l
it as experimental type of research. In such a research it is
necessary to get at facts firsthand, at their source, and
actively to go about doing certain things to stimulate the
production of desired information. In such a research, the
researcher
must
first
provide
himself
with
working
hypothesis or guess as to the probable results. He then works

to
get
enough
facts
(data)
to
prove
or
disprove
his
hypothesis. He then sets up experimental designs which he

thinks will manipulate the persons or the materials concerned
so as to bring forth the desired information. Such research is
thus characterised by the experimenters control over the
variables under study and his deliberate manipulation of one
of them to study its effects. Empirical research is appropriate
when
proof is
variables
in
sought
some
that
w a y.
certain
variables
Evidence
affect
gathered
other
through
experiments or empirical studies is today considered to be the

most powerful support possible for a given hypothesis.
S o m e O t h e r Ty p e s o f R e s e a r c h : A l l o t h e r t y p e s o f r e s e a r c h
are variations of one or more of the above stated approaches,
based on either the purpose of research, or the time required
to accomplish research, on the environment in which research
is do ne, o r on the basis of so me other s imilar factor. Fo rm the
point of view of time, we can think of research either as onetime research or longitudinal research. In the former case the
research is confined to a single time-period, whereas in the
latter case the research is carried on over several timeperiods. Research can be field-setting research or laboratory
research
or
simulation
research,
depending
upon
the
environment in which it is to be carried out. Research can as

well be understood as clinical or diagnostic research. Such
research follow case-study methods or in depth approaches to
reach the basic causal relations. Such studies usually go deep
into the causes of things or events that interest us, using very
small samples and very deep probing data gathering devices.
The research may be exploratory or it may be formalized. The
objective
hypotheses
of
exploratory
rather
than
research
their
is
testing,
the
development
whereas
of
formalized
research studies are those with substantial structure and with

specific hypotheses to be tested. Historical research is that
which utilizes historical sources like documents, remains,
etc. to study events or ideas of the past, including the
philosophy of persons and groups at any remote point of time.
Research can also be classified as conclusion-oriented and
decision-oriented. While doing conclusion oriented research,
a researcher is free to pick up a problem, redesign the
enquiry as he proceeds and is prepared to conceptualize as he
wishes. Decision-oriented research is always for the need of a
decision maker and the researcher in this case is not free to
embark
upon
Operations
research
research
is
according
an
to
example
his
of
own
inclination.
decision
oriented
research since it is a scientific method of providing executive

departments with a quantitative basis for decisions regarding

operations
under
their
control.
When you say that you are undertaking a research study

to find answers to a question, you are implying that the
process;
is
being
undertaken
within
framework
of
set
of
philosophies ( approaches);
uses
tested for their validity and reliability;

Is designed to be unbiased and objective .
procedures,
methods
and
techniques
that
have
been
Philosophies mean approaches e.g. qualitative, quantitative

and the academic discipline in which you have been trained.
Val i d i t y m e a n s t h a t c o r r e c t p r o c e d u r e s h a v e b e e n a p p l i e d t o
find answers to a question. Reliability refers to the quality of
a
measurement
procedure
that
provides
repeatability
and
a c c u r a c y.
Unbiased and objective means that you have taken each step
in an unbiased manner and drawn each conclusion to the best
of your ability and without introducing your own vested
interest.
(Bias is a deliberate attempt to either conceal or highlight

something).
Adherence to the three criteria mentioned above enables the

process to be called research.
Ho wever, th e d eg ree to w hich th es e criteria are ex pected to

be fulfilled varies from discipline to discipline and so the
meaning of research differs from one academic discipline to
ano th er.
The difference between research and non-research activity is,

in the way we find answers: the process must meet certain
r e q u i r e m e n t s t o b e c a l l e d r e s e a r c h . We c a n i d e n t i f y t h e s e
requirements by examining some definitions of research.
The word research is composed of two syllables,
re and
search. re is a prefix meaning again, anew or over again.
S e a r c h i s a v e r b m e a n i n g t o e x a m i n e c l o s e l y a n d c a r e f u l l y, t o
test
and
t r y,
describing
investigation
or
to
probe.
careful,
in
some
To g e t h e r
systematic,
field
of
establish facts or principles.
they
form
patient
knowledge,
noun
study
and
undertaken
to
Research is a
structured enquiry that utilizes
acceptable
scientific methodology to solve problems and create new

knowledge that is generally applicable.
Scientific
methods
consist
of
systematic
observation,
classification and interpretation of data.

Although we engage in such process in our daily life, the
difference between our casual day- to- day generalization and
the conclusions usually recognized as scientific method lies
i n t h e d e g r e e o f f o r m a l i t y, r i g o r o u s n e s s , v e r i f i a b i l i t y a n d
g en er al v alid it y o f latter.
C h ar ac te ri st ic s of res e a rch m e th od ol ogy
Research
is
process
of
collecting,
analyzing
and
interpreting information to answer questions.
But to qualify as research, the process must have certain

characteristics: it must, as far as possible, be controlled,
rigorous,
systematic,
valid
and
verifiable,
empirical
and
critical.
-Controlled- in real life there are many factors that affect an

outcome.
The concept of control implies that, in exploring causality in

relation to two variables (factors), you set up your study in a
way that minimizes the effects of other factors affecting the

relationship.
This
can be achieved
to a large extent
in the physical
s c i e n c e s ( c o o k e r y, b a k e r y ) , a s m o s t o f t h e r e s e a r c h i s d o n e i n
a l a b o r a t o r y. H o w e v e r , i n t h e s o c i a l s c i e n c e s ( H o s p i t a l i t y a n d
T ou r i s m ) i t i s e x t r e m e l y d i f f i c u l t a s r e s e a r c h i s c a r r i e d o u t o n
i s s u e s r e l a t e d t o h u m a n b e i n g s l i v i n g i n s o c i e t y, w h e r e s u c h
controls are not possible.
T h e r e f o r e i n H o s p i t a l i t y a n d Tou r i s m , a s y o u c a n n o t c o n t r o l
external factors, you attempt to quantify their impact.
Rigorous -you
procedures
must
followed
be
scrupulous
to
find
in
answers
ensuring
to
that
the
questions
are
relevant, appropriate and jus tified . Again, the degree of rigor

varies markedly between the physical and social sciences and
within the social sciences.
-Systematic-this
implies
that
the
procedure
adopted
to
undertake an investigation follow a certain logical sequence.

T h e d i f f e r e n t s t e p s c a n n o t b e t a k e n i n a h a p h a z a r d w a y. S o m e
procedures must follow others.
- Val i d a n d v e r i f i a b l e - t h i s c o n c e p t i m p l i e s t h a t w h a t e v e r y o u
conclude on the basis of your findings is correct and can be
verified by you and others.
-Empirical-this means that any conclusion drawn is based

upon hard evidence gathered from information collected from
real life experiences or observations.
-Critical-critical scrutiny of the procedures used and the

methods
employed
is
crucial
to
a research
e n q u i r y. T h e
process of investigation must be foolproof and free from

drawbacks. The process adopted and the procedures used must
b e a b l e t o w i t h s t a n d c r i t i c a l s c r u t i n y.
For a process to be called research, it is imperative that it

has the above characteristics.
Typ es o f res ea rch m e tho do lo gy

Research can be classified from three perspectives:
Application of research study
Objectives in undertaking the research
Inquiry mode employed
Application:
From the point of view of application, there are two broad

categories of research:
Pure research and

Applied research
Pure research involves developing and testing theories and

hypotheses
that
are
intellectually
challenging
to
the
researcher but may or may not have practical application at

the present time or in the future. The knowledge produced
through pure research is sought in order to add to the existing
body of research methods.
Applied
research
is
for
policy
questions;
done
to
solve
formulation,
specific,
practical
administration
and
understanding of a phenomenon. It can be exploratory, but is

usually descriptive . It is almost always done on the basis of
basic
research.
academic
or
Applied
industrial
research
can
institutions.
be
carried
Often,
an
out
by
academic
institution such as a university will have a specific applied

research program funded by an industrial partner interested in
that program.
Objectives:
From the viewpoint of objectives, a research can be classified

as -
Descriptive research attempts to describe systematically a

situation, problem, phenomenon, service or programmed, or
provides
information
about
s a y,
living
condition
c o m m u n i t y, o r d e s c r i b e s a t t i t u d e s t o w a r d s a n i s s u e .
of
Correlation research attempts to discover or establish the

existence of a relationship/ interdependence between two or
more aspects of a situation.
Explanatory research attempts to clarify why and how there is

a relationship between two or more aspects of a situation or
phenomenon.
Exploratory research is undertaken to explore an area where

little
is
known
or
to
investigate
the
possibilities
of
undertaking a particular research study ( feasibility study /

pilot study).
In practice most studies are a combination of the first three

categories.
Inquiry Mode:
From the process adopted to find answer to research questions

the two approaches are:
Structured approach
Unstructured approach
Structured approach:
The structured approach to inquiry is usually classified as

quantitative research.
Here everything that forms the research process- objectives,

design, sample, and the questions that you plan to ask of
respondents- is predetermined.
It is more appropriate to determine the extent of a problem,
issue or phenomenon by quantifying the variation.
E.g. how many people have a particular problem? How many

people hold a particular attitude?
Unstructured approach:
The unstructured approach to inquiry is usually classified as
qualitative research. This approach allows flexibility in all
aspects of the research process.
It is more appropriate to explore the nature of a problem,

issue or phenomenon without quantifying it.
Main objective is to describe the variation in a phenomenon,

situation or attitude.
e.g.,
description
enumeration
of
of
an
events,
observed
an
situation,
account
of
the
different
historical
opinions
different people have about an issue, description of working

c o n d i t i o n i n a p a r t i c u l a r i n d u s t r y.
Both approaches have their place in research. Both have their
strengths and weaknesses.
In many studies you have to combine both qualitative and

quantitative approaches.
For example, suppose you have to find the types of cuisine /

accommodation available in a city and the extent of their
p o p u l a r i t y.
T yp e s o f c u i s i n e i s t h e q u a l i t a t i v e a s p e c t o f t h e s t u d y a s
finding out about them entails description of the culture and
cuisine
The extent of their popularity is the quantitative aspect as it

involves estimating the number of people who visit restaurant
serving such cuisine and calculating the other indicators that
r e f l e c t t h e e x t e n t o f p o p u l a r i t y.
Research Design
A research
design
specifies
the
methods
and
procedure
for
conducting a survey.
Here is the different type of research methods are discussed.
Exploratory Design:
Exploratory research seeks to discover new relationship between
several facts. It discovers ideas and insights. The exploratory
approach attempts to discover general information about a topic
that is not well understood by the marketer. Exploratory research
follows a format that is less structured and more flexible. When
gaining insight (i.e., discovery) on an issue is the primary goal,
exploratory research is used.
Descriptive Studies:
Descriptive study is undertaken when the researcher wants to know
the characteristics of certain group such as age, sex, educational
level, income, occupation, etc.
Descriptive study could be taken up when researcher is interested
in knowing the proportion of people in a given population who
have behave in a particular manner, making projection of certain
things or determine the relationship between two or more variables.
The objective of descriptive study is to answer who, what, when,
where, and how of the subject under investigation.
Casual Designs:
It is concerned with cause and effect relationship between two or

more than two variables.
Here I have opted Descriptive Studies method in my research work.

I have surveyed 250 respondents as a sample size.
Data Collection Method:
There are mainly two types of data collection method is involved in
any research work which is as follows:
Primary data:
Primary data are those data, which are collected for the first time
and they are original in character. [ Personal interview ]. To collect
data for research project I have used survey method in it. I have
collected
data
by
questionnaire
&
personal
interview.
By
s ystematic sampling techniques I have taken personal interview for

gathering data.
Secondary Data:
Any data which has been collected earlier for some other purpose
is known as secondary data. The primary data collected by one
person may become the secondary data for another. Internet
search engines, study of recruitm ent policy of Mahavir, Books
etc. are examples for secondary data.
Sam pling Plan :
After deciding on research approach and instrument the sampling

plan was framed which concerned of the following:
PERCENTAGE ANALYSIS:
Percentage refers to a special kind of ratio. Percentage is used in
making comparison about two or more series of data. Percentage as
also used to describe relationship. It is also used to compare the
relative terms of two or more series of data.
Formula:
Num ber of respondents /Total no. of respondent *100
Types of Questions:
In my research work I have used three types of questions. First
close ended questions, second open ended questions and third
multiple choice questions.
Sam pling Unit:

Sampling unit refers to where is to be surveyed. I have carried out
my research work in Surat.
Sam pling Size:

In my research work I have taken response from 250 respondents.

So here sample size is 250.
Sam ple Design:

There are two types of sample design first Observational method
and second survey method. I have conducted a survey to collect the
primary data by preparing a questionnaire. Personal interviews are
also conducted to collect the data.
Sam pling Method:
I have selected probability System atic sampling m ethod in this
research work.
HYPOTHESIS OF THE STUDY

DEFINITION OF HYPOTHESIS:
According to Goode and Hatt, "Hypothesis is a proposition,
which can be put to test to determine validity".
A hypothesis
can
be
defined
as
logically
conjectured
relationship between two or more variables expressed in the

form of testable statement.
NULL HYPOTHESIS (H0):
Null hypothesis is formulated only to test whether there is
any relationship between variables related to the problem
being studied.
Usually the null hypothesis is formed as a
negative statement.
A LTE R N ATE H Y P O T H E S I S ( H 1 ) :
Alternate Hypothesis (H 1) is a statement, which is accepted
after the null hypothesis is rejected based on the test result.
The alternate hypothesis usually is formed as a positive
statement.
A hypothesis is a preliminary or tentative explanation or
postulate by the researcher of what the researcher considers
the
outcome
of
an
investigation
will
be.
It
is
an
informed/educated guess. It indicates the expectations of the

researcher regarding certain variables. It is the most specific
way in which an answer to a problem can be stated.
Research hypotheses
are the specific
testable
predictions
made about the independent and dependent variables in the

s t u d y. H y p o t h e s e s a r e c o u c h e d i n t e r m s o f t h e p a r t i c u l a r
independent and dependent variables that are going to be used
i n t h e s t u d y. T h e r e s e a r c h h y p o t h e s i s o f t h i s s t u d y i s a s
follows.
The study includes the calculation of null hypothesis and

alternative
respondents
hypothesis
and
by
preference
comparing
of
age
consumer
group
of
behaviou r.
the
Null
hypothesis is used for testing. It is a statement that no

difference exists between the parameter and statistics being
compared to it. The alternative hypothesis is the logical
opposite of the null hypothesis.
H1; There is a significant relationship between customer

attitude and Cadbury
H2; customers attitude has no impact on products quality
H3; There is a significant relationship between Products

quality and satisfaction of consumers
H4; There is a significant relationship between Product and

promotion
CHAPTER IV
D ATA AN A LYSI S AN D IN T E R P R E TATI ON
L I K I N G F O R T H E C H O C O L A TE S
Tab l e : 1
Liking for the
Chocolate
Yes
No
Number of
Respondents
212
38
Chart: 1
From
the
above
analysis
of
the
given
sample
of
100
respondents it is concluded that out of 250 people 212 people

likes to eat chocolate while only 38 people dont prefer to eat
chocolate.
DI FFER EN T AGE GR OU PS
Tab l e : 2
AGE GROUPS
0-10
10-20
20-30
ABOVE
30
NUMBER OF
RESPONDENTS
25
84
89
52
Chart: 2
According to the above analysis it is concluded that I have
surveyed 250 respondents out of which 25, 84, 89, 52 belongs
t o a g e g r o u p 0 - 1 0 , 1 0 - 2 0 , 2 0 - 3 0 , a b o v e 3 0 r e s p e c t i v e l y.
PR EFER ENC E ACCORDIN G TO AGE GROUPS
Table: 3
AGE GROUPS
BRANDS
0-10
10-20
20-30
ABOVE
30
CADBURY
18
46
52
24
OTHER BRANDS
26
23
24
Chart: 3
According to the above analysis it is concluded that people of

different
age
groups
prefer
mostly
Cadbury
brand
of
chocolate people of age group above 30 equally likes to have

both brands.
BRAND PREFERENCE
Table: 4
BRANDS
CADBURY
PREFERENCE BY CONSUMERS
167
OTHERS
45
Chart: 4
From the above analysis of given sample of 250 respondents
who eat chocolates it is concluded that only 45 people prefer
to eat other brands as while 167 people likes to eat Cadbury
chocolates.
P U R C H A S E O F C A D B U R Y C H O C O L ATE S
CADBURY CHOCOLATES
SUB- BRANDS
NUMBER OF
RESPONDANTS
DAIRY MILK
62
5 S TAR
54
PERK
46
C E L E B R A TI O N S
38
T E M P TATI O N S
12
Table: 5
Chart: 5
From the above analysis of given sample of
who eat
Cadbury chocolates
it
is
250 respondents
concluded that mostly
people has purchased Dairy Milk sub-brand of Cadbury while

T em p t a t i o n i s l e a s t p u r c h a s e d b y t h e p e o p l e .
Chart: 6
Chart: 6
According to the above analysis it is concluded that most of
the people likes to eat hard chocolate and chew form of a
chocolate is least preferred.
PACK OF CHOCOLATES PREFERED
Table: 7
PACK SIZE
SMALL
BIG
FAMILY PACK
NUMBER OF RESPONDENTS
62
105
45
Chart: 7
According to the above analysis it is concluded that out of
sample of 250 people who eat chocolates likes to buy big
pack.
PROMOTIONAL OFFERS
Table: 8
PROMOTIONAL OFFERS
FREE GIFTS
PRICE OFFER
ANY OTHER
104
66
42
Chart: 8
According to the above analysis it is concluded that out of
sample of 212 people who eat chocolate 104 are attracted by
free gifts, 66 by price offers while 42 were attracted by some
other reasons.
FACTORS AFFECTING PURCHASE
Table: 9
FACTORS
ADVERTISEMENT
113
SUGGESTION FROM FRIENDS AND
23
RELATIVES
ATTRACTIVE DISPLAY
DOCTORS ADVICE
BRAND AMBASSADORS
INGREDIENTS
22
9
25
20
Chart: 9
According
to
the
above
analysis
it
is
concluded
that
Advertisement is the best measure to attract customers to

purchase more. Its impact is much more than other factors.
While friends and relatives and brand ambassadors also play a
significant role in this regard.
MEDIA OF ADVERTISEMENT
Table: 10
MEDIA OF ADVERTISEMENT
TELEVISION
NEWSPAPERS
BROCHURES
HOARDING
125
27
22
18
DISPLAY
20
Chart: 10
According
to
the
above
analysis
it
is
concluded
that
television emerges as the best media for advertisement of

c h o c o l a t e s t h a t c o m p e l c o n s u m e r s t o b u y. I t i s m u c h m o r e
than other ways as out of 212 respondents 125 are attracted to
buy through television media while brochures are the least
attracting media.
FREQUENCY OF CONSUMPTION
Table: 11
FREQUENCY OF CONSUMPTION
ONCE IN A FORTNIGHT
DAILY
WEEKLY
MONTHLY
QUARTERLY
26
44
95
31
16
Chart: 11
According to the above analysis it is concluded that mostly
people
purchase
chocolates
w e e k l y. O n l y
16
out
of
p u r c h a s e c h o c o l a t e s q u a r t e r l y.
REASONABLE PRICE
Table: 12
PRICE OF CHOCOLATE
BELOW 5
5-10
10-20
20-30
ABOVE 30
26
37
102
22
25
212
Chart: 12
According to the above analysis it is concluded that the
consumer
thinks
10-20
Rs
is
the
reasonable
price
of
chocolate. So it must be worthwhile to know this as it may

affect the sale of chocolates.
CONSUMERS BRAND LOYALTY
Table: 13
BRAND LOYALTY ACTIONS
POSTPONE YOUR PURCHASE
SWITCH OVER TO OTHER
66
59
BRANDS
GO TO OTHER SHOP FOR
87
SEARCH OF PREFERED BRAND
Chart: 13

people are loyal to the brand as in the absence of availability
of their preferred brand mostly people like to search for it or
they are ready to postpone their purchase.
REACTION OF CONSUMERS IF NEW BRAND IS INTRODUCED
Table: 14
SHIFT TO NEW BRAND OF THE
PREFERED PRODUCT
NO, NOT AT ALL
MAY CONSIDER
NO, SHALL NOT
CANT SAY
88
54
18
52
Chart: 14
people are addicted to the same flavour or taste and they
dont want to change it as out of 212 respondents 88 are not
ready to try new brand at any cost.
REASONS FOR NOT SWITCHING OVER TO OTHER BRANDS

All the consumers why they continue to buy the old brand
gave various important reasons. The most important reasons
given by the consumers were:
T as t e / F l a v o u r
Brand
Image
Quality
Packaging
FINIDINGS
CONSUMER RESEARCH:
Consumer research deals with
consumer and their problems and solution to the problems. In
this I came to know about the consumers need and expectation
levels
regarding
products
and
ascertainable
levels
of
consumer satisfaction.
PRODUCT RESEARCH:
Under product research I came
to know about the modification which consumers wants as to
t h e q u a l i t y, p a c k i n g , s h a p e , c o l o u r , a n d q u a n t i t y e t c . o f t h e i r
favourite chocolate.
PRICING RESEARCH:
This includes ability to
consume, to pay for the product, how much a person can
spend on his/her favourite chocolate. In this I have tried to
find out consumers price expectations and reactions.
ADVERTISING RESEARCH:
Under this I have concluded
that whether the advertisement appeals the consumers or not.
This also includes evaluating and selecting the proper mediamix and measuring advertising effectiveness.
CONCLUSION
A survey of the people has been conducted to know the liking

p a t t e r n o f t h e C a d b u r y. I t i s o b s e r v e d t h a t o v e r a l l p e o p l e l i k e
to eat Cadb ur y br an d r ather than an y other. It is co nclu ded
that mostly people preferred Dairy Milk of Cadbury due to its
flavour/taste, quality and image and due to its hard form.
It is thus concluded from the facts collected that mostly
people refer to buy big pack of their favourite chocolate, and
only some of them go for small and family pack.
It is also known that dairy milk is the most popular sub brand
a n d t e m p t a t i o n i s t h e l e a s t s e l l i n g p r o d u c t o f C a d b u r y.
S U G G E S T I O N S AN D R E C O M M E N D ATI O N S
Company should concentrate more on television
for
advertisement, as mostly people get attracted through

t e l e v i s i o n o n l y.
For promotional offers, company should go for free

gifts rather than going for other ways.
Cadbury
should
concentrate
on
the
shape
of
the
chocolate as people are least satisfied with it.
People are unsatisfied with the price and quantity of

chocolate
so
companies
should
concentrate
in
this
regard also.
Cadbury should introduce new products in the range of

10-20 rupees as most people buy in that price bracket.
T em p t a t i o n s u b b r a n d n e e d s t o b e p r o m o t e d a s i t i s t h e
l e a s t s e l l i n g s u b b r a n d o f C a d b u r y.
QUESTIONNAIRE
Que1. Do you eat chocolate?
Yes
No
Que2. Which brand of chocolate do you prefer?

Cadbury
Other
Que3. How much importance do you give to the following

factors when you purchase a chocolate? (Tick in the desired
column)
Factors
Ver y
Important Normal Least
Important
Flavour/taste
Price
Quality
Packaging
Form
Brand
Image
Colour
Shape
Quantity
Important
None
Que4. How much are you satisfied with the following factors
in your preferred chocolate? (Tick in the desired column)
Factors
Ver y
Satisfied
Satisfied
Normal
Least
Cant
Satisfied
Say
Flavour/taste
Price
Quality
Packaging
Form
Brand
Image
Colour
Shape
Quantity
Que5. Which form of a chocolate do you like?
Hard
Crunchy
Nutties
Chew
Que6. What pack do you purchase?
Small
Big
Family Pack
Que7. Which promotional offers attract you most?
Free gifts
Price Offer
Any other
Que8.Which of these factors affects your purchase?
Advertisement
Suggestion from friends and relatives
Attractive Display
Doctors Advice
Brand Ambass adors
Ingredients
Que9.
Which
media
of
advertisement
purchase?
T el e v i s i o n
Newspapers
influence
your
Brochures
Hoarding
Display
Que10. How frequently do you purchase chocolates?
Once in a fortnight
daily
Wee k l y
Monthly
Quarterly
Que11. What according to you is the reasonable price of

chocolate?
Below 5
10-20
5-10
Ab ov e 30
Que12. If your preferred brand is not available for repeat

purchases then what will you do?
Postpone your purchase
Switch over to other brand
Go to the other shop to search for your preferred brand
Que13. If another brand of the same product appears in the

market, will you prefer to stop buying this brand and buy the
new brand?
No, not at all
I may consider
No, I shall not
cant say
Que14. If you dont like to change to the new brand, then

what are the reasons for continuing to purchase the old
brand?
Que15. A sale promotion scheme like Rs. 2/- off, 10 grams

extra, a candy free, etc. would affect your purchase decision.
YES
NO
If you want to buy a wafer chocolate, say Kit Kat and if it is

not available you would settle for a Bar chocolate, say 5 Star
o r Cadb ur ys Dair y M ilk.
YES
NO
Que16. An ideal chocolate would tas te as follows :Bitter
Waf e r e n r o b e d
Caramels, Nuts inside
High on Sweet content
Any others (Please specify)
Que17.On an occasion I would like to gift a chocolate to a

loved one.
YES
NO
Que18.Most of my chocolate purchases are pre-planned.
YES
NO
Qu e1 9. Wh at s ize o f a cho co late do yo u n or mall y b u y?

5 gms.
25 gms./30gms.
Super Saver Packs (105 gms.)

80 gms.
200 gms.
Que20.Are you happy with the kind of chocolate brands

available in India, today?
YES
NO
If No, then Why not?
Que21.The price of your favourite brand or preferred brand of

chocolate is:
High & Expensive
Reasonably OK
Cheap
Que22.If the price of your favourite brand is reduced, you

will buy more of it?
YES
NO
P E R S O N A L D E TAI L S
Name:
Address:
Age:
Between 0-10
Between10-20
Between 20-30
Ab ov e 30
Gender:
Phone Number:
Marital status:
Education:
Profession:

Consumer Behaviour Towards Cadbury

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What is the study about?

What is the study about?

What are the objectives of the study?

What are the objectives of the study?

A S T U D Y O N B U Y I N G B E H AVI O U R O F C O N S U M E R S

In partial fulfilment of the requirements for the award of the

THE NORTH EASTERN HILL UNIVERSITY (NEHU)

2 | Metas Adventist College

MARKETING is a record of original project work done by me

Adventist College and is not reproduced from any existing

3 | Metas Adventist College

If the words are considered as symbols of approval and

Adventis t College, Athwalines, Surat for giving me a golden

guidance throughout the project work.

preparation of this project report.

4 | Metas Adventist College

IN TRODUC TION AND DESIGN OF THE

Importance for the study

Statement of the problem

Scope of the study

Limitations of the study

Objective of the study

Sampling Design ( Size, method and unit)

Source of Data( Primary Data &

5 | Metas Adventist College

As a consumer we are all unique and this uniqueness is

differ from one another in buying using

environment and the specifics of the marketing strategies of

in terms of either buying or not buying product. In between

information--did not know you were deficient? I.E., see a

recognition that you need a new pair of shoes.

comparison shopping; public sources etc.

7 | Metas Adventist College

product, package, store, method of purchase etc.

Dissatisfaction. Cognitive Dissonance , have you made the

motivated to seek information about a certain products and

8 | Metas Adventist College

High involvement purchases--Honda Motorbike, high priced

involvement frequently purchased low cost items; need very

When you need to obtain information about unfamiliar brand

moderate amount of time for information gathering. Examples

unfamiliar, expensive and/or infrequently bought products.

Examples include cars, homes, computers, education. Spend a

Information from the companies MM; friends and relatives,

9 | Metas Adventist College

Impulse buying: no conscious planning.

decision making (for someone that does not go out often at

celebration, or a meal with a couple of friends will also

transmitted to the next generation.

advertising. Culture determines what people wear, eat, reside

education, individualis m and freedom. In American culture

Culture can be divided into subcultures:

Husband, father, employer, employee. Individuals role are

family buying decisions are a mixture of family interactions

organizations . Any group that has a pos itive or negative

Affinity marketing is focused on the desires of consumers

Honda, tries to disassociate from the "biker" group. The

involvement with the group.

determined that the consumers for the product were actually