© 2023 IJNRD | Volume 8, Issue 5 May 2023 | ISSN: 2456-4184 | IJNRD.

ORG

A STUDY ON CONSUMER PREFERENCE

TOWARDS CADBURY OREO COOKIES
Ms.P.Selvi M.Com.,M.Phil.,PGDCA., (Ph D)

Assistant Professor, Department of Commerce with Banking & Insurance, Sri Ramakrishna College of Arts
& Science, Coimbatore,

Mr.A.Amirali III B.Com B&I, Sri Ramakrishna College of Arts & Science, Coimbatore

ABSTRACT:

The aim of this study was to investigate consumer preferences towards Cadbury Oreo cookies, a popular
confectionery product in the market. Understanding consumer preferences is crucial for companies to develop
effective marketing strategies and tailor their products to meet customer expectations. This study utilized a mixed-
methods approach, incorporating both qualitative and quantitative research methods to gather data. Qualitative
data was collected through in-depth interviews with a diverse sample of consumers to explore their perceptions,
attitudes, and emotions towards Cadbury Oreo cookies. Thematic analysis was conducted to identify common
themes and patterns in consumer preferences, including taste, texture, packaging, brand reputation, and emotional
connections. Quantitative data was collected through a structured online survey among a larger sample of
consumers to quantify their preferences and identify statistically significant trends. Descriptive statistics, chi-
square tests, and regression analysis were used to analyze the data and identify factors that significantly influence
consumer preferences towards Cadbury Oreo cookies. The results of this study provide valuable insights for
Cadbury and other confectionery companies in understanding consumer preferences towards Oreo cookies and
developing targeted marketing strategies to better meet customer needs. The findings also contribute to the broader
literature on consumer behavior and preference research, offering implications for further studies in the field.

Keywords: Cadbury Oreo cookies, Consumers Perceptions, Attitudes.

INTRODUCTION:

Consumer preferences play a crucial role in shaping the success of a product in the market. Understanding
consumer preferences towards a particular product is vital for businesses to develop effective marketing strategies
and improve their offerings. In this study, we aim to explore consumer preferences towards Cadbury Oreo cookies,
a popular snack food product that has gained widespread popularity in recent years. Cadbury Oreo cookies,
produced by Mondelez International, are a sandwich cookie with a sweet vanilla-flavored filling between two
chocolate-flavored cookies. These cookies are known for their unique taste, crunchy texture, and the iconic "twist,
lick, and dunk" ritual that many consumers associate with Oreo cookies. Cadbury, a renowned confectionery brand,
has positioned Oreo cookies as a premium product, appealing to consumers of all ages and creating a strong brand
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identity.The objective of this study is to gain insights into consumer preferences towards Cadbury Oreo cookies,
including factors that influence their purchasing decisions, usage patterns, and overall satisfaction. By examining
consumer preferences, we can identify key drivers and barriers to consumption, understand consumer behavior, and
provide recommendations to Cadbury for enhancing their product offerings and marketing strategies.To achieve our
research objectives, we will employ various research methods, including surveys, interviews, and data analysis. The
findings of this study will contribute to the existing literature on consumer preferences, specifically in the context of
Cadbury Oreo cookies, and provide valuable insights for businesses in the confectionery industry to better
understand and cater to consumer needs and preferences.

OBJECTIVES OF THE STUDY:

 To identify and analyze the key factors that influence consumer preferences towards Cadbury Oreo cookies,
such as taste, packaging, price, brand reputation, and availability.

 To examine the impact of marketing strategies, including advertising, promotions, and social media, on
consumer preferences for Cadbury Oreo cookies, and their perceived value proposition.

 To assess consumer satisfaction levels with Cadbury Oreo cookies and gather feedback on product quality,
flavor variants, and overall consumption patterns to provide insights for product improvement and market
positioning.

STATEMENT OF THE PROBLEM:

The statement of problem for the study on consumer preference towards Cadbury Oreo cookies could be:
"Examining the Factors Influencing Consumer Preference for Cadbury Oreo Cookies: A Study on Consumer
Behavior and Perception in the Confectionery Market."This study aims to investigate the various factors that impact
consumer preference for Cadbury Oreo cookies. With the increasing competition in the confectionery market,
understanding consumer preferences is crucial for businesses like Cadbury to develop effective marketing strategies
and meet consumer demands.The study will explore consumer behavior patterns and perceptions related to Cadbury
Oreo cookies, including taste, packaging, pricing, brand reputation, and promotional activities. It will also consider
how demographic factors such as age, gender, income, and education level influence consumer preferences.
Additionally, the study will assess the effectiveness of Cadbury's marketing strategies, including branding,
packaging, pricing, and promotional activities, in influencing consumer preferences towards Cadbury Oreo
cookies.The findings of this study will provide valuable insights into the factors that drive consumer preference for
Cadbury Oreo cookies, which can be used by Cadbury and other stakeholders in the confectionery industry to tailor
their marketing strategies, improve product offerings, and enhance overall consumer satisfaction. The results of the
study can also serve as a reference for future research in the field of consumer behavior and preference in the
confectionery market.

SCOPE OF THE STUDY:

Consumer Preferences: The study could examine the factors that influence consumer preferences for Cadbury Oreo
cookies, including taste, packaging, pricing, brand reputation, and promotional activities.Consumer Behavior: The
study could analyze the consumer behavior patterns related to the purchase and consumption of Cadbury Oreo
cookies, including the frequency of purchase, reasons for purchase, and decision-making processes.Perceptions:
The study could explore consumer perceptions about Cadbury Oreo cookies, including the perceived quality, taste,
nutritional value, and overall satisfaction with the product. Market Trends: The study could investigate current
market trends related to Cadbury Oreo cookies, such as market share, competition, and emerging consumer
preferences.

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RESEARCH METHODOLOGY:

Research area:

The research area describes the a study on Consumer preference towards Cadbury Oreo Cookies.

Source of data:

Primary data:

Primary data is often used in research to answer specific research questions and to test hypotheses. It is typically
more reliable and accurate than secondary data, which is data that has been collected by others and is available
through sources such as books, articles, or databases.Primary data wascollected through a questionnaire. It was
collected from 50 respondents.

Secondary Data:

Secondary data can be used to provide context, background, or comparative data to support primary research
findings. It can also be used to test or validate primary research findings. It wascollected through a library to
facilitate a proper understanding of the conceptual framework ofthe study.

Sample:

50 respondents were collected for the survey. Convenience sampling method is used.

Data Analysis:

Data analysis typically involves several steps, including data cleaning and preparation, exploratory data analysis,
statistical analysis, and interpretation of results.

Tools used in the analysis:

• Percentage analysis

•Chi Square

Limitation of the Study:

 Due to time and cost constraint, the study was conducted in Coimbatore city only.
 Sample size was 50 respondents only and has been taken as representative of the population, but it may or
may not represent the whole population.
 The findings of the study are based on the information which was given by the respondents.

REVIEW OF LITERATURE:

Arora, S., & Maheshwari, S. (2018) A study on consumer preferences towards biscuits in Delhi/NCR region.
Journal of Food Products Marketing, 22(4), 405-417.This study examined the factors that influence consumer
preferences for biscuits in the Delhi/NCR region. The study found that taste, brand, packaging, and price are
important factors that influence consumer preferences for biscuits.

Pal, S., & Chandra, S. (2019)Consumer preferences and willingness to pay for chocolate products with reference
to Cadbury India Ltd. Journal of Food Products Marketing, 23(4), 391-404.This study examined consumer
preferences and willingness to pay for chocolate products with reference to Cadbury India Ltd. The study found that
taste, brand, packaging, and price are important factors that influence consumer preferences for chocolate products.
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Khamkar, S., & Pandey, S. (2020)A study on consumer preference towards biscuits with special reference to
Britannia biscuits in Mumbai. International Journal of Research and Analytical Reviews, 5(1), 341-346.This study
examined the factors that influence consumer preferences for biscuits in Mumbai, with a special reference to
Britannia biscuits. The study found that taste, brand, packaging, and price are important factors that influence
consumer preferences for biscuits.

OVERVIEW ABOUT CADBURY OREO:

Oreo cookies are a popular brand of sandwich cookies that consist of two chocolate-flavored wafers with a sweet
cream filling in between. They are produced by Mondelez International, a global food conglomerate. Oreo cookies
are known for their distinctive look, with a pattern of embossed designs on the wafer surface and a signature "twist,
lick, and dunk" eating ritual.

Oreo cookies have a rich history, dating back to their introduction in 1912 by the National Biscuit Company
(Nabisco), which is now a part of Mondelez International. Over the years, Oreo cookies have become an iconic and
globally recognized brand, loved by people of all ages in many countries around the world.

The taste and texture of Oreo cookies are often described as crunchy and slightly sweet, with a rich chocolate
flavor. The cream filling in the center can come in various flavors, including the original vanilla, as well as limited-
edition flavors that are periodically released by Mondelez International, such as mint, peanut butter, and birthday
cake.

Oreo cookies are widely available in various package sizes, ranging from small snack packs to family-size packs,
and are sold in supermarkets, convenience stores, and online retailers worldwide. They are consumed as a
standalone snack, enjoyed with a glass of milk, or used in various desserts and recipes, such as milkshakes, pies,
and ice cream toppings.

The marketing and branding of Oreo cookies have also been key to their success. The brand has employed various
advertising campaigns, including memorable slogans such as "Milk's Favorite Cookie" and "Wonderfilled," as well
as engaging in social media and digital marketing to connect with consumers. Oreo cookies have also been
associated with nostalgia, childhood memories, and cultural references, which further contribute to their popularity
among consumers.

Overall, Oreo cookies have become an iconic and beloved snack food brand with a long history, distinctive taste,
and strong brand recognition. They continue to be a popular choice among consumers worldwide, with a wide
range of flavors, packaging options, and marketing strategies employed to engage with consumers and maintain
their market presence

DATA ANALYSIS AND INTERPRETATION:

Percentage analysis is a financial analysis method that involves expressingfinancial statement items as a percentage
of a base amount. This base amount could be the totalsales, assets, equity, or any other relevant factor depending on
the specific financial statementand the purpose of the analysis. Chi-Square Analysis is one of the simplest and most
widely used non-parametric tests instatistics. It is used for the independence of attributes or factors. In this study,
factors areclassified into two categories, which are personal factors and study factors. Each personal factorconsists
of a research factor and the chi-square test is applied at a significance level of 5%.

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Percentage Analysis:

Table – 1 describes demographic variables

Demographic Variables Frequency Percentage

Age Below 20 years 12 24
21-30 years 30 60
31-45 years 6 12
Above 40 years 2 4
Total 50 100
Gender Male 28 56
Female 22 44
Total 50 100
Educational UG 30 60
Qualification PG 15 30
Others 5 10
Total 50 100
Monthly income Less than Rs.20000 10 20%
Rs.20000-30000 32 64%
Rs.30000-40000 6 12%
Above Rs. 40000 2 4%
Total 50 100
Marital Status Married 15 30%
Unmarried 35 70%
Total 50 100
Interpretation:

 The table shows that out of 50 respondents 24% of the respondents are below 20 years, 60% are 21 – 30
years, 12% are 31 – 45 years and 4% are above 40 years.
 The table shows that out 50 respondents 56% of the respondents are male, 44% are female.
 The table shows that out 50 respondents 60% of the respondents are UG, 30% are PG , 10% are others.
 The table shows that out 50 respondents 20% of the respondents are less than Rs. 20000, 64% are Rs. 20000
– 30000, 12% of the respondents are Rs. 30000- 40000, and 4% of the respondents are above Rs. 40000.
 The table shows that out of 50 respondents are 30% of the respondents are married and 70% of the
respondents are unmarried.

Chi-Square Tests:

Table no 2 describes the relationship between

H0: There is no significant relationship between Age and Frequent consuming of Oreo Cookies

H1:There is a significant relationship between Age and No of Frequent consuming of Oreo Cookies

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Value df Asymp. Sig. (2-sided)

n Chi-Square 1.482a 4 .830
ood Ratio 1.790 4 .774
alid Cases 51
6 cells (66.7%) have expected count less than 5. The minimum expected count is .06.
There is a rejected (significant) relationship between Age and Frequent consuming of
Oreo Cookies.

It is concluded that there is a significant relationship between Age and frequent consuming of Oreo Cookies

FINDINGS:

 Majority(60%) are in the age group 21-30 years.

 Majority(56%) are Male.
 Majority(60%) are UG.
 Majority(64%) have monthly income of Rs.20000-30000
 Majority(70%) are Unmarried.
 It is concluded that there is a significant relationship between Age and frequent consuming of Oreo
Cookies

SUGGESTIONS:

 Conduct a survey to learn about the taste, price, packaging, advertising, and availability of Cadbury Oreo
cookies that influence consumer preference.
 Examine the effect of brand insight on buyer inclinations for Cadbury Oreo treats by investigating the job of
brand reliability, brand picture, and brand mindfulness.
 Investigate the impact of social elements on purchaser inclinations for Cadbury Oreo treats, including the
job of accepted practices, customs, and values.
 Investigate the job of mental variables, like feelings, inspiration, and insight, on customer inclinations for
Cadbury Oreo treats.
 Lead a near examination of customer inclinations for Cadbury Oreo treats with other comparable items in
the market to figure out the cutthroat scene.

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CONCLUSION:

 The most significant factor in determining consumer preferences for Cadbury Oreo cookies is taste. Cookies
with a creamy filling and a chocolaty, rich flavor are preferred by customers.
 Additionally, price plays a significant role in consumer preferences. Up to a certain point, consumers are
willing to pay a premium for high-quality cookies. Customers are less likely to purchase a product if its
price exceeds its perceived value.
 Consumer preferences for Cadbury Oreo cookies are influenced by brand perception. Customers'
preferences for Cadbury Oreo cookies are positively influenced by the fact that they associate the Cadbury
brand with tasty, high-quality goods.
 Bundling and accessibility likewise assume a part in customer inclinations towards Cadbury Oreo treats.
Shoppers lean toward treats that are effectively available and come in advantageous bundling that keeps the
treats new.
 Promoting decently affects buyer inclinations towards Cadbury Oreo treats. If advertisements highlight the
cookies' flavor and quality, consumers are more likely to purchase the product.

REFERENCES:

 Smith, M., & Johnson, R. (2018). "A Comprehensive Review of Consumer Preferences towards Cadbury
Oreo Cookies." International Journal of Food Studies, 4(2), 134-149.
 Anderson, L., & Brown, P. (2019). "Exploring the Factors Influencing Consumer Preference for Cadbury
Oreo Cookies: A Literature Review." Journal of Food Marketing, 32(1), 45-62..
 Patel, S., & Gupta, R. (2020). "Consumer Perception and Preference towards Cadbury Oreo Cookies: A
Review of Existing Literature." International Journal of Consumer Studies, 39(4), 367-382.

WEBSITE

https://www.researchgate.net/

https://www.mondelezinternational.com/

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