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Case study of Cadbury pertaining to neuromarketing with proper

analysis

Submitted in fulfilment of Semester 2/ Mid Term Assignment

Consumer behaviour and neuro marketing

Submitted By

Anjali Kumari

Under the guidance of

Dr. Rishikesh Kumar

Department of Fashion Management Studies

National Institute of Fashion Technology, Patna

Mithapur Farms Area
Patna, PIN - 800001
Ph. 91 612 2340032, Fax: 2360078
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Web: www.nift.ac.in
March 2022

ACKNOWLEDGEMENT

Inspiration, motivation and hard work have always played a key role in the success of any
venture. If words are considered as symbol of approval and token of appreciation, then let the
words play the heralding role of expressing our gratitude.

We would like to express our sincere gratitude to our Consumer behavior and neuro
marketing Professor Dr. Rishikesh kumar for giving us this assignment and for his
continuous supervision and constant suggestions given to us throughout the assignment that
has shaped the present work as it shows. We could not have imagined having a better advisor
and mentor for this subject.

We would like to thank NIFT Patna, for providing us the opportunity to study in such a
respected organization. Through this we did lot of research and came to know about many
new things.

We are really grateful because we managed time to complete our assignment within the time
given by our sir. We would also like to expand our deepest gratitude to all those who have
directly and indirectly guided us. At last, we would say it was a great pleasure
for us to undertake this Research project and successfully complete it on
time.

Anjali Kumari
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TABLE OF CONTENTS

S.I No Topic Page No

1. Acknowledgement 2

2. Abstract 4

3. Introduction to neuromarketing 4

4. Purpose of neuromarketing 5

5. Who uses neuromarketing 5

6. Application of neuromarketing 6

7. Neuromarketing technique 6

8. Introduction of brand Cadbury 7

9. Case study 8

10. Research methodology 11

11. Analysis 14

12 Google form 23

13. Conclusion 24
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Abstract
Social media is a great world that marketers can access to expand their reach. Today, many
social media marketers consider human psychology when promoting a product on social
media. In technical terms, we call that neuromarketing. In modern times, brands have been
investing heavily in order to attract attention, highlight their competitors and increase
product availability more than ever before. Neuromarketing, as a logical order in the field of
marketing research, deals with the use of neuroscientific techniques, with the motivation to
study the complex buying behaviors of consumerism as a whole. As a combination of two
logical orders consumer behavior and neuroscience-neuromarketing replace traditional
forms of marketing research. The impact of specific advertising campaigns, brands and
products it has on us, from a subjective perspective, is assessed, measuring the customer’s
consideration and commitment to the product and brand. This research paper aims to study
the topic of neuromarketing techniques and strategies. One of the reasons for the growing
interest in neuromarketing among modern marketers is that through this process they hope
to find clear ways to influence behavior and buying decisions. They hope that with some real
research on the subject, they can somehow control the subconscious minds and make them
buy the products and services they want to sell.

Neur
om arket
ing

Neuromarketing was officially comes into existence in 2002 by Ale Smidts, who was the
Professor of Marketing Research at the Rotterdam School of Management. Neuromarketing
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is a combination of consumer behavior and neuroscience and It investigates important

information that consumer purchasing decisions often occur at the psychological, emotional
and natural level; those occur in the subconscious brain below the controlled levels of
awareness. For this amazing reason, market theory experts are very keen to learn strategies
for successfully managing the actions of the subconscious brain. Neuromarketing is a field of
marketing that incorporates all sensory motor responses, psychological and emotional
factors that influence consumer purchasing behavior through a variety of products, or
advertisements. This scenario examines what makes an ad effective enough to be
remembered for a long time and what sources it affects the brain. Neuro-marketing
strategies have helped commercial businesses identify and target the real needs, aspirations
and needs of individuals. It uses neuroscience and the emerging marketing field that focuses
on understanding the human brain on product marketing and motivation. It is a technology
that offers a push for marketing and sales.

Purpose of neuromarketing

 The purpose of neuromarketing is to study and research on the behaviour of the

consumer in order to improve the marketing strategies that are applied especially in
the field of selling and advertising.
 To better meet ‘unmet’ market need, connect and drive ‘the buy’.
 To guide marketers to just the right product design, packaging and ad messages to
boost sales.

Who uses Neuromarketing?

 Brain scientist
 Hollywood
 Advertising agencies
 Packaging
 Branding
 R&D department in P&G, Unilever,
Coca cola, Pepsi etc
 Search engine like Google, yahoo
 Payment app like PayPal
 Shopping site like amazon
 McDonald’s
 And many more…….
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Application of Neuromarketing
1) Neuromarketing in branding -

Incorporates an Emotional element that explores the emotions produced by the product
and their competitors. Brand name assesses the potential of a series of products targeted at
a product or its competitors.

2) Package Neuromarketing-

Compares different designs to understand which one brings the best emotional and
psychological levels and is placed in a real or simulated location of retail spaces, to
determine which one draws the most attention using heatmaps. It examines how the
consumption experience of product use affects the Brand image, packaging, price or other
variables.

3) Neuromarketing in Advertising –

Most of the budget of any company assigned to marketing is invested in advertising. One of
its main objectives is to convey key product and / or product values to target audiences.
explores different parts of the campaign images to find areas that need improvement and
identifies features that are most appealing.

Reference

https://r.search.yahoo.com/
_ylt=AwrxxP2MUWliJw0AGgO7HAx.;_ylu=Y29sbwNzZzMEcG9zAzIEdnRpZAMEc2VjA3Ny/RV=2/
RE=1651098124/RO=10/RU=https%3a%2f%2fwww.bitbrain.com%2fblog%2fneuromarketing-
examples-applications/RK=2/RS=qKIp3Pw2HbtZuhlFR2d9qNi9KMA-

Neuromarketing technique

The primary and most important techniques are:

 Facial coding- Uses analogy to interpret facial expressions and interpret them to
relate emotions and their initial corresponding stimuli.
 Biometric measurements- It measures the rate of heartbeat for emotional
responses.
 GSR- It is the measurement of the galvanic response of the skin or electrodermal
function examine stimulus response by varying sweats.
 Electroencephalograms- It is used to understand which parts of the brain are
activated when watching an advertisement.
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 Eye-tracking - Eye tracking technology is able to detect a person's presence and track
what they are looking at in real time. Technology converts eye movement into a
stream of data that contains information such as a pupil position, eye gaze vector,
and gaze point.
 FMRI- Its full form is Functional magnetic resonance imaging. This technique is uses
to measure and mapping brain activity. It identifies which areas are activated in
relation to specific stimuli.

Brand

(CADBURY)
Introduction

Cadbury is a British international confectionery company which is owned by Mondelez

International. The name of its founder is John Cadbury. Cadbury's Dairy Milk was first
introduced in 1905, mainly in competition with Swiss chocolate but it has managed to do
more than that, thanks to Neuromarketing. The Company was founded on 19th July 1948, as
a privately owned company under the name of Cadbury-Fry (India) Private Limited. The
Company name was changed from Cadbury-Fry (India) Pvt Ltd., to Cadbury India Pvt Ltd., on
June 7, 1997. It was transformed into a limited public company on June 11th. It is the
second largest landmark in the world after Mars. Cadbury is based headquarter in Uxbridge,
west of London, and operates in more than 50 countries around the world. Cadbury owns,
manufactures, and markets its products worldwide. It is famous for its Milk Chocolate,
Creme Egg and Roses selection box, and many other products. It was one of Britain's best-
known products, in 2013 The Daily Telegraph named Cadbury as one of Britain's most
successful exporters. 350 million Cadbury's Dairy Milk bars are sold every year - that's about
a million a day! Cadbury has had strong competition like Hershey's, Mars, Nestle, etc.
among the largest confectionery in the world. Despite this, it has managed to stay in
business despite the initial fluctuations.
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CASE STUDY OF CADBURY

Cadbury is a brand that caters to the needs of every consumer from the age of a child to an
adult from random shopping to family delicacies. Cadbury uses marketing strategies such as
‘Choose Cadbury’ strategy to promote a link of chocolate with these these celebrations and
to ensure that there is Cadbury chocolate which is suitable and for any occasion. The
Cadbury brand has created and positioned its brand image in the hearts of Indian customers
that the first thing that comes to our mind when someone says "chocolate" is "Cadbury. A
certain Indian class doesn't even say the word" chocolate "instead they would say" Would
you like to have Cadbury? " That has the effect of Cadbury on the minds of its consumers.

 Emotional Branding

The term Emotional Branding is very popular in the world of neuromarketing, and it means,
to attract targeted audiences through emotions and feelings. This feature is evident in
almost every Cadbury ad. For example, Cadbury Dairy Milk Celebrations has a series of great
ads featuring families celebrating various festivals, featuring Cadbury celebration as the
perfect gift to celebrate and appreciate festivals.
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Advertisement 1

In one of the Dairy Milk ads, a pretty little girl asks for Dairy Milk from a salesman because it
was her mother's birthday. But she has no money, so she gives her all the little toys she has,
even her favorite rubber band. The shopkeeper, moved by her innocence, gives her Dairy
Milk and also a small toy flower as a change.

The ad is so Heart touching that it had established Dairy Milk as the perfect and most
beautiful gift anyone can give to a loved one.

Advertisement 2

Heart-warming Campaign: Kuch

Meetha Ho Jaaye - Dairy Campaign

Cadbury Dairy Milk launched a campaign called

“Kuch Meetha Ho Jaaye” in which Cadbury India
positioned its product dairy milk as an edible sweet
which would be perfect to consume during happy
times in our life. Cadbury India has featured people
of all ages, celebrating the great and small
moments of their lives, connecting with people,
and making special occasions even more special
with Cadbury Dairy Milk.

Advertisement 3

Campaign: How Far Will You Go in Love?

Cadbury Dairy Milk Silk has been largely targeted for

thousands of years. However, Dairy Milk Silk is very popular
with young people, and launching this Valentine's Day
campaign was a great step forward! The message in the
campaign was as simple as this, “This Valentine’s Day, how
far will you go for love?” via the hashtag #PopYourHeartOut.

References
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https://iide.co/case-studies/cadbury-marketing-strategy/

 Color Effects

According to Neuroscience, all colours have a unique effect on the human brain and the
brain perceives different meanings of different colours. For example, it is a common truth
that white represents peace. In the world of marketing, the use of colours to design ads and
product packages is no less artistic.

The purple colour, according to Neuroscience purple symbolizes royal, luxury, majesty,
dignity and spirituality. Cadbury has undoubtedly used the very purple colour, which is why
CADBURY is associated with luxury, rich quality and celebration.

 Care, Concern, Brand Image

1) Low sugar by 30% = 0% Cognitive Dissonance

The brand has introduced a new collection in its Cadbury range called
“Cadbury 30% less sugar”. The movement is exactly the same as
neuromarketing that looks like. Cadbury by 30% less Sugar aims to reduce
the discomfort among people who are aware of their calorie intake, but
have a sweet tooth and want to enjoy chocolates. They address the needs of
each consumer, from childhood to adulthood, from random shopping to
family treats. They design products related to Christmas, Easter, Valentine,
Mother and Father's Day, and other local calendar features.

2) Choose a Cadbury strategy

They use neuromarketing techniques such as 'Choose Cadbury' to promote the connection
between chocolate and events such as Father's Day, Valentine's Day, Easter, Rakhi etc. to
ensure that there is a suitable Cadbury chocolate product and available at all times. The
marketing connections over the years and Cadbury's lovely taste and its consistently good
quality have provided excellent product balance to the product.

3) Recycling cardboard packaging

In 2007, Cadbury introduced a non-recyclable cardboard package for its roses and Heroes
chocolate this Christmas.
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Square boxes, made of continuous cardboard box, replace conventional round metal tins.
The move was part of Purple Goes Green's environmental strategy. Includes pledges to
reduce packaging, carbon offsets and water use of seasonal products by 25%

Research methodology
Objective

The objective of the study is:

1. To study about the customer buying behavior and satisfaction with reference to Brand
Cadbury
2. To analyze the impact of brand positioning of Cadbury on the mind of customers.
How
neuromarketing technique helping brand to grow.

Research Design
Kind of information
The information collected is from primary source. Quantitative research method is used in the
study to quantify the data and generalize the results from the sample.

Methods of administrating the questionnaire

The questionnaire was administered internet based. Questions were formed on Google survey
and were sent online to the respondents via Gmail or Whatsapp messages.

Survey Method

Survey was conducted online, where a set of structured questions were prepared that the
respondent completed over the internet, through filling out a form. It is a more natural way to
reach out to the respondents after this COVID-19 like situation and also it is less time
consuming than the traditional way of gathering information through one -to- one interaction
and less expensive.

Nature of Questionnaire
The questionnaire comprises a total of 12 questions that combines self-structured close-ended
questions with predefined answers
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The questions are organized along two thematic blocks. The first one looks into the
demographic information which allow to have better understanding in certain background
characteristics of an audience, like age, gender, occupation.

The second focuses on the consumer buying behaviour and brand positioning on the mind of
customers.

2.3 Sampling Design

Population
For this study, both male and female respondents from different regions of India.

Sample Unit
The sample will consist of both male and female elements from urban areas of different
regions of India.

Sampling Technique
Non -Probability sampling techniques will be used in this study.

Convenience Sampling: This technique was used as per the convenience and proximity of the
researchers to the respondents.

Sample Size
The sample size for this study is 50 respondents. All sample surveys are subject to possible
sampling error; that is, the results may differ from those which would be obtained if the entire
population under study were interviewed.

Data Collection
The primary data is collected through online survey method. The questionnaire was sent to
the respondents via Gmail or Whatsapp messages and responses were collected. The survey
was conducted from April 27 to April 30, 2022. The data collection got completed in one
week time. The tool used for data collection was questionnaire.

Data Analysis
In the study, Primary data is edited analysed with the help of statistical tools like percentage,
tables, pie charts, and Quantitative data analysis technique are adopted to understand and
come to the findings and derive conclusion to the study.
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The tools used for data analysis are Microsoft word for editing and compiling the report.
Google form which was used for collecting the responses by circulating the questionnaire
online.

2.5 Limitations of the Study

 The sample size is tiny and is simply restricted to 50 respondents.

 Time was a constraint in the collection of data.
 The primary study is restricted to the web-based clients.
 The accuracy of indications that were given by the respondents may not be considered
adequate.
 The respondents may have been biased and could have a preconceived notion about
the brand.

Reporting
The Research report is documented and submitted in soft copy in pdf form. It addresses the
specific research questions identified; describe the approach, the research design, data
collection, and data analysis procedures adopted, and present the results and the major
findings.

Data analysis
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Gender

47.4%
52.6%

Male Female

Interpretation: In addition, getting clear vision on respondents they were asked to indicate
their gender. As shown in the graph above, the male to female ratio of respondents to the
questionnaire does not has much difference. The female respondents comprise 47.4%
whereas the male respondents are 52.6% of the total respondents. There is not much
difference between the percentages of male and female participating in this survey.

Age group

15% 10 to 20
20% 20 to 30
30 to 40
20% 40 to 50
Above 50
30%

25%
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Interpretation: In the first block of questions, in order to get clear vision on respondents,
there age was asked. When looking specifically to the age group it is clear from the chart that
people coming under the age groups of 20-30 have shown more interest in filling this survey
as it covers 30% of total of 50 respondents,

occupation
5%

working professional
37% homemaker
33% student
other

25%

Interpretation: This question was asked to know the occupation of the respondents. Around
37% of the respondents were working professionals, 33% of them were students and 25 %
were homemakers.

 What comes in your mind when I say chocolate ?

Chocolate brand

5% Cadbury
10%
Nestle
Amul
42%
18% Hershey
Mars

25%
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Interpretation: This question was asked to know the reaction of the respondents. Around
42% of the respondents
6%
has choosen brand
Cadbury. So its fairly clear
that Cadbury has positioned
good brand image in the
brain of customers.

 Have you heard

94%
about the
Yes NO
brand
Cadbury?

Interpretation: This question was framed in order to know the brand popularity of Cadbury
that whether the respondents have heard about it or not. Out of the 50 respondents majority of
them around 94% of them have heard about it. This shows Cadbury has made a name in the
market so people know about Cadbury.
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 How would you react if Cadbury will give you wide range of product in different
flavour?

Interpretation

This question was asked to know the reaction of the respondents.Out of 50 respondent 40%
said that they will get confused while buying the product. Here we can clearly see that too
much choices will lead to indecision and lower sales.

 What will
you

40%
prefer if
cadbury
will
60%
provide a
wide
range of
variety of

Pick randomely choose

product?

very excited
neutral 15%
20%

excited
25%
very excited
excited
confused
neutral

confused
40%
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Interpretation:

This question was asked to know the preference of the respondents.Out of 50 respondent 60%
said that they don’t know about other products so they will pick randomly and want to try

20%

30%

Strongly agree
Agree
10% neither agree nor disagree
Disagree
Strongly disagree

20% 20%

new things and 40% of the respondent says that they will compare and then only choose
which one to buy. So its clear that when customer have lots of option generally they become
picker rather than chooser.

 When you have to select between large variety of Cadbury products to choose
would you feel regret of not buying another flavour product?

Interpretation
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This question was asked to know the regret level of the respondents.Out of 50 respondent
majority of respondant approximately 30% said that when they have lots of choice then they
will become confuse which product to try so they will feel like regret when they are not
picking other option available.

 Cadbury advertisement includes a series of ad which are showing an emotional

attachment with relation or any happy moment. Do you get any emotionally
attachment with certain ad after watching it?

5%
8%

35% Strongly agree

Agree
22% Neither agree nor disagree
Disagree
Strongly Disagree

30%

Interpretation

This question was asked to know the attachment level of the respondents from the Cadbury
ad.Out of 50 respondent majority of respondant approximately 35% said that they are
emotionally connected with the brand. Only 5% respondent don’t feel any emotional
attachment with the brands ad.
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 Did cadbury delivered what they promised in advertisement ?

Interpretation
good value added service color and design
availability of products Taste
This question was asked to know
the satisfaction level of the
respondents from the Cadbury
brand. Out of 50 26% respondent majority
33%
of respondant approximately 92%
said that they are satisfied with the
brand. They brand delivered what
they had promised .Only 5%
respondent are not satisfied with the
brands . 22%
19%
 Which of the following
according to you
help Cadbury to establish good brand image?

Sales

8%
Yes
No

92%
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Interpretation

This question was asked to know the Brand image of cadbury among the respondents. Out of
50 respondent majority of respondant approximately 33% said that reason of good brand
image is sweet taste of chocoltes and 26% said its because of its color and design. 225 of the
majority believes that its because of good value added services.

 What is the most influencing feature that drives you inside the Cadbury store ?

0.13,
0.23,

Store exterior graphics and design

0.19, window display setting
kind of merchandize
Bold graphics
music and lightning
0.25,
0.2,
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Interpretation

Store ambience is the integral part of neuromarketing for any brand. The store ambience is an
Environment that is created by visual communications, lighting, music, colours etc., to
generate a stimulus among the customer’s perceptions & emotions that will affect their
purchasing behaviour. From the survey we got 25% influenced by its window display
settings, 23% by window display setting, 20%by kind of merchandize, 19% by bold graphics,
13% by music and lightning.
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Google form
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Conclusion

Neuromarketing is one of the emerging areas of Marketing. It can provide important

information about consumer behaviour that can help us improve products and services to
create customer satisfaction. Helps to create a quick and accurate response to consumer
actions such as their shopping behavior and preferences This study proposes an integrated
approach to consumer Satisfaction Analysis with an Indian Customer Satisfaction
Questionnaire and this study concludes the Neuromarketing Application in India, Influence.
Neuromarketing on Customer Purchasing Decisions and Code of Conduct with improper
consecutive customer satisfaction leads to less dissatisfaction. Neuromarketing is a emerging
concept, which creates new content to understand and explore consumer psychology. This
field is under investigation, as the capacity of the human brain is not fully known to us, and
no single technology has been able to obtain the full information from these possibilities. It is
not a substitute for common marketing methods but it is more than a concept that should be
used in conjunction with conventional methods to gain a clear understanding of consumer
behaviour on specific trends. Neuromarketing provides clarity on ongoing decisions in the
mind of the consumer, but it is still important to know the clear decisions made by the brain
and cause consumer attraction to the product.