The document provides information about Cadbury Dairy Milk chocolate in India. It discusses Cadbury Dairy Milk's history in India since 1948 and how it has become synonymous with chocolate in India. It also summarizes some of Cadbury Dairy Milk's key advertising campaigns such as "Real Taste of Life" from 1994 that positioned it as a chocolate for adults, and "Kuch Meetha Ho Jaaye" from 2004 featuring Amitabh Bachchan that made it synonymous with Indian sweets. The document highlights how Cadbury Dairy Milk has remained at the top of the Indian chocolate market through its delicious taste and memorable advertising.

1. CADBURY INDIA’S LIMITED
RESEARCH METHODOLGY
Mrs. Ruchika Jaiswal
Submitted By: - Rahul Pandey & Ritesh Garg
2013

2. ACKNOWLEDGEMENT
A work is never a work of an individual. I owe a sense of
gratitude to the intelligence and co-operation of those people
who had been so easy to let me understand what I need from
time to time for completion of this exclusive project.
I am greatly to my faculty Mrs. Ruchika Jaiswal (faculty,
Research Methodology, IMS Ghaziabad) for him constant
guidance, advice and help which enabled me to finish this
project report in time.
I express my sincere thanks to all Faculties member and
student of INSTITUTE OF MANAGEMENT STUDIES,
GHAZIABAD for their generous help in various ways for the
completion of this project in time.
Last but not the least I would like to thanks to God for his
blessing. Without him I could not have completed the project
and thanks to them who are internally and externally involved
in this project.

3. TABLE OF CONTENTS
1.Introduction to the study
2.Consumer Preference
3.Scope of the study
4.Objective of the study
5.Limitation of the study
6.About chocolate
-Consumption of chocolate in India
-About Cadbury dairy milk
-About Cadbury dairy milk silk
7. Research Methodology
8. Facts figure about the chocolate
9. Analysis of the survey study
10. Finding
-Consumer research
-Product research
-Pricing research
- Advertising research
11. Suggestions and Recommendation
12. Bibliography
13. Annexure

4. INTRODUCTION
In this research I have survey the product performance and buying behavior of famous brands
of chocolates –Cadbury, which are consumed by people of all ages. During this research I
have interacted with people of “Ghaziabad”. After this research I came to know how people
perceives these products on the variables like price, quality, advertisement, satisfaction, taste,
packaging, brand loyalty etc. I also came to know which particular brand of chocolate is most
preferred by people of different age groups. In this research I have surveyed that how
frequently and how much chocolate they consume, whether they buy small, big or family
pack. Trend of ongoing changes in their likings has been shown in the report. In this report I
have tried to explain the entire research and facts product wise.

5. CONSUMER PREFERENCE
All marketing starts with the consumer. So consumer is a very important person to a
marketer. Consumer decides what to purchase, for whom to purchase, why to purchase, from
where to purchase, and how much to purchase. In order to become a successful marketer, he
must know the liking or disliking of the customers. He must also know the time and the
quantity of goods and services, a consumer may purchase, so that he may store the goods or
provide the services according to the likings of the consumers. Gone are the days when the
concept of market was let the buyer‟s beware or when the market was mainly the seller‟s
market. Now the whole concept of consumer‟s sovereignty prevails. The manufacturers
produce and the sellers sell whatever the consumer likes. In this sense, “consumer is the
supreme in the market”.
As consumers, we play a very vital role in the health of the economy local, national or
international. The decision we make concerning our consumption behavior affect the demand
for the basic raw materials, for the transportation, for the banking, for the production; they
effect the employment of workers and deployment of resources and success of some
industries and failures of others. Thus marketer must understand this.
Preference (or "taste") is a concept, used in the social sciences, particularly economics. It
assumes a real or imagined "choice" between alternatives and the possibility of rank ordering
of these alternatives, based on happiness, satisfaction, gratification, enjoyment, utility they
provide. More generally, it can be seen as a source of motivation. In cognitive sciences,
individual preferences enable choice of objectives/goals.
The study of the consumer preference not only focuses on how and why consumers make
buying decision, but also focuses on how and why consumers make choice of the goods they
buy and their evaluation of these goods after use. So for success of any company or product
promotion it is very necessary to depart its concentration towards consumer preference.

6. SCOPE OF THE STUDY
As learning is a human activity and is as natural, as breathing. Despite of the fact that
learning is all pervasive in our lives, psychologists do not agree on how learning takes place.
How individuals learn is a matter of interest to marketers. They want to teach consumers in
their roles as their roles as consumers. They want consumers to learn about their products,
product attributes, potential consumers benefit, how to use, maintain or even dispose of the
product and new ways of behaving that will satisfy not only the consumer‟s needs, but the
marketer‟s objectives.
The scope of my study restricts itself to the analysis of consumer preferences, perception and
consumption of Cadbury and Nestle Chocolates. There are many other brands of chocolates
available but my study is limited to major players of chocolates leaving behind the others.
The scope of my study is also restricts itself to Ghaziabad region only.

7. OBJECTIVES OF THE STUDY
This project is based on the comparative study consumer behavior towards Cadbury chocolates.
Objectives of the study are:
 The other objective is to know about the customer satisfaction level associated with the
product and the customer preference level.
 To increase customer satisfaction and recapture the market share by fulfilling the
customer needs.
 To study the factors affecting the consumption pattern.

8. LIMITATIONS OF THE STUDY
In attempt to make this project authentic and reliable, every possible aspect of the topic was
kept in mind. Never the less, despite of fact constraints were at play during the formulation of
this project. The main limitations are as follows:
 Due to limitation of time only few people were selected for the study. So the sample
of consumers was not enough to generalize the findings of the study.
 The main source of data for the study was primary data with the help of self-
administered questionnaires. Hence, the chances of unbiased information are less.
 People were hesitant to disclose the true facts.
 The chance of biased response can‟t be eliminated though all necessary steps were
taken to avoid the same.

9. Chocolate
The very word makes your mouth water.
Chocolate is more than just a food: it’s a state of mind.
Chocolate as we know it
The first mention of chocolate being eaten in solid form is when bakers in England began
adding cocoa powder to cakes in the mid 1600‟s. Then in 1828 a Dutch chemist, Johannes
van houten, invented a method of extracting the bitter tasting fat or “cocoa butter” from the
roasted ground beans, his aim was to make the drink smoother and more palatable, however
he unknowingly paved the way for solid chocolate as we know it.
Chocolate as we know it today first appeared in 1847 when fry & sons of Bristol, England –
mixed sugar with cocoa powder and cocoa butter (made by the van houten process) to
produce the first solid chocolate bar then in1875 a Swiss manufacturer,
Daniel peters, found a way to combine (some would say improve, some would say ruin)
cocoa powder and cocoa butter with sugar and dried milk powder to produce the first milk
chocolate.
CONSUMPTION OF CHOCOLATES IN INDIA
Chocolate consumption in India is extremely low. Per capita consumption is around 160 gms
in the urban areas, compared to 8-10kg in the developed countries. In rural areas, it is even
lower. Chocolates in India are consumed as indulgence and not as a snack food. A strong
volume growth was witnessed in the early 90‟s when Cadbury repositioned chocolates from
children to adult consumption. The biggest opportunity is likely to stem from increasing the
consumer base. Leading players like Cadbury have been attempting to do this by value for
money offerings, which are affordable to the masses.

10. Cadbury Dairy Milk
Cadbury Dairy Milk encapsulates an enormous breath of emotions, from shared values such
as family togetherness, to the personal values of individual enjoyment. It stands for goodness.
A moment of pure magic!
Cadbury Dairy Milk (CDM) entered the Indian market in 1948, and since then for consumers
across India, the word Cadbury has become synonymous with chocolate. CDM remains at the
top of the Indian chocolate market not only because of its most delicious, best tasting
chocolate but also because of its memorable communication.
Our Advertising:
In the early days, the brand had a huge fan following among kids. In order to build stronger
appeal among older age groups, the brand re-positioned itself through the classic ‘Real Taste
of Life’ campaign in 1994. The campaign positioned Cadbury Dairy Milk as the chocolate
that awakened the little child in every grown up and very soon, both teenagers and adults,
were hooked on to this bar of pure magic.
With the launch of the Rs. 5 pack in 1998, CDM became more affordable and hence more
accessible for the masses. The ensuing positioning of „Khaane Waalon ko khaane ka Bahana
Chhayie’ made consumption into a joyful, social occasion.
In 2004, the `Kuch Meetha Ho Jaaye’ campaign was launched, seeking to
increase CDM consumption by making it synonymous with traditional sweets (Mithai). With
Amitabh Bachchan as the face and voice of the brand, the campaign went on to become a
huge success. People could relate to the commercials that were aired to promote Cadbury

11. Dairy Milk. How many can forget the `Pappu Pass Ho Gaya’ commercial? The country
cheered on as Pappu fell in love in the Pappu Love Test commercial. Then came`Miss
Palampur’ and the country celebrated the beauty pageant with a difference. The`Kenya‟
commercial that was aired in 2008 celebrated the spirit of cricket and that of true
sportsmanship. In 2009, we aired another commercial under the `Kuch Meetha Ho
Jaaye’ platform, called the `Pay Day’ commercial.
In the year 2010, the `Shubh Aarambh’ campaign was launched, drawing lines from the
traditional Indian custom of having something sweet before embarking on something new.
With `Shubh Aarambh’, Cadbury took the Dairy Milk journey a step further into the hearts of
its million lovers.
With the current campaign „Khaane Ke Baad Meethe Mein Kuch Meetha Ho Jaaye’, our aim
is to introduce the thought of having a CDM as a post dinner meetha (dessert).

12. Cadbury Dairy Milk Silk
Cadbury Dairy Milk has captured the heart of Indian consumers for over six decades; but
there was room for a more premium entrant in the category. And enter CDM Silk.
Most CDM lovers thought that nothing could taste better, but CDM Silk came as a welcome
surprise! It is creamier, smoother, and tastier. Its dome shaped cubes pack more chocolate
and hence provide a superior eat experience.
Launched in January 2010, with a tantalizing taste that tempts the taste buds, CDM
Silk delivered an exquisite chocolate eating experience in the Indian market.
Our Advertising:
The advertising highlights the joy of savoring CDM Silk and builds on its creamy and smooth
experience that instantly melts in your mouth. This brand promise was beautifully captured
by the tagline `Have You Felt Silk Lately?’
The campaign comprised of three commercials which showcased different protagonists
indulging and savoring Cadbury Dairy Milk Silk chocolate, with innocence and unabashed
joy, unmindful of their surroundings.

13. RESEARCH METHODOLOGY
This chapter describes the methodology of the study. This project is based on information
collected from primary sources. After the detailed study, an attempt has been made to present
comprehensive analysis of consumption of Cadbury chocolates consumed by the people. The
data had been used to cover various aspects like consumption, consumer‟s preference and
customer‟s satisfaction regarding Cadbury chocolates. In collecting requisite data and
information regarding the topic selected, I went to the residents of Ghaziabad and collected
the data.
Survey design:
The study is a cross sectional study because the data were collected at a single point of time. For the
purpose of present study a related sample of population was selected on the basis of convenience.
Sample Size and Design:
A sample of 100 people was taken on the basis of convenience. The actual consumers were
contacted on the basis of random sampling.
Research Period:
Research work is only carried for 2 or 3 weeks.
Research Instrument:
This work is carried out through self-administered questionnaires. The questions included
were open ended, dichotomous and offered multiple choices.

14. Data Collection:
The data, which is collected for the purpose of study, is divided into 2 bases:
 Primary Source: The primary data comprises information survey of
“Comparative study of consumer behavior towards Cadbury chocolates”. The data
has been collected directly from respondent with the help of structured
questionnaires.
 Secondary Source: The secondary data was collected from internet, References
from Library.
Data Analysis:
The data is analyzed on the basis of suitable tables by using mathematical techniques. The
technique that I have used is bar technique.
Facts figures about the Cadbury
Global Market of Chocolates
 Size of USD 110 billion
 Growth rate of 2.5 %
 Nestle is the global market leader followed by Mars
 Market getting stagnant in mature western markets
 Asia, eastern Europe and southern America have greatest growth prospects

15. Indian Market
 Size of Rs 8 billion in value and around 33,000 tons in volume
 Low per capita consumption of around 160 gm as compared to 8 kg in UK
 Very low penetration level
 Growth rate of 11.5%
Market Overview
Demand : Past & Future (in MT)
80
70
60
50
Demand : Past &
40
30 Future
20
10
0
9
1
3
5
3
5
7
00
01
01
01
-0
-0
-0
02
04
06
-2
-2
-2
-2
08
10
12
14
20
20
20
20
20
20
20
Region-wise Distribution of Sales
Region-wise Distribution of Sales
South
20% North
North
35%
East
West
West South
East
33%
12%

16. Age-wise Market Segmentation
Age-wise Market Segmentation
Over 55 years 2-8 years
25-54 years 7% 16% 2-8 years
22%
8-25 years
25-54 years
over 55 years
8-25 years
55%
Leading Player's Share (%)
Amul
8%
Nestle
22% Cadbury's
Nes tle
Am ul
Cadbury
70%

17. ANALYSIS OF THE STUDY
Age
Between 0-10
Between 10-20
Between 20-30
above 30
According to the above analysis it is concluded that I have surveyed 100 respondents out of which 14,
42, 33, 11 belongs to age group 0-10, 10-20, 20-30, above30 respectively.
Gender
Male
Female
According to the above analysis it is concluded that most of the female prefer like to eat chocolate
Do you like to eat chocolate?
yes
no
From the above analysis of the given sample of 100 respondents it is concluded that out of 100
people 95 people likes to eat chocolate while only 5 people don’t prefer to eat chocolate.

18. Which of the following do you prefer?
Plain Chocolate
White nuts
With fruit (Raisins)
With fruit and nuts
With caramel
According to the above analysis it is concluded that most of the people like to eat fruits and nuts as
compare to other segment of dairy milk chocolate.
If there was a discount on Cadbury Dairy
Milk Silk, you think you would be more likely
to buy it?
yes
No
According to the above analysis it is concluded that out of sample of 95 people who eat chocolate 72
are attracted to buy chocolate on discount and 23 were attracted by some other reasons.
Approximately, how many chocolate bars
would you purchase in one week?
Less than 5
5 or 10
More than 10
According to the above analysis it is concluded that mostly people purchase chocolates weekly.

19. When you think of Cadbury, which chocolate
comes to your mind?
Diary milk
Five stars
Perk
Silk
Any other
According to the above analysis it is concluded that most of the people like to eat new cadbury dairy
milk silk.
Can you give your favorite chocolate one
adjective?
Yummy
Tasty
Crunchy
Chew
According to the above analysis it is concluded that most of the people likes to eat yummy hard
chocolate and chew form of a chocolate is least preferred.
Which variants you like most Cadbury Dairy
Milk Silk?
Milk Chocolate
Roast Almond
Fruit &Nut
Orange Peel
According to the above analysis it is concluded that most of the people like to eat Fruit & Nut as
compare to another.

20. Do you think Cadbury Silk is a commodity
consumed by children only?
Yes
No
May be
According to the above analysis it is concluded that the chocolate is not only consumed by children
only it‟s consumed by every age group of people.
According to you, which is the most
preferred chocolate after Cadbury?
Amul
Nestle
Campco
The above analysis of given sample of 93 respondents who eat chocolates it is concluded that only 73
people likes to eat Cadbury chocolates and after Cadbury they would like to preferred Nestle or more.
Do you think now people have become more
health conscious that the need for chocolate
has declined?
Yes
No
May be

21. According to the above analysis it is concluded that most of the people now become health conscious
so Cadbury should introduced sugar free Cadbury chocolate to attract health conscious people.
INFLUENCING FACTORS DURING PURCHASE OF CADBURY CHOCOLATES
FACTORS GRAND TOTAL AVERAGE RANK
335 4.6 1
FLAVOR/TASTE
PRICE 235 3.2 7
QUALITY 307 4.2 2
PACKAGING 277 3.79 3
FORM 231 3.16 8
BRAND 271 3.71 4
IMAGE 262 3.59 5
COLOR 224 3.07 9
SHAPE 213 2.92 10
262 3.59 6
QUANTITY
According to the above analysis it is concluded that on an average mostly people are influenced by
flavor/taste followed by quality, packaging and brand. Here color and shape are not all influencing
people while purchasing Cadbury chocolates.

22. 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:
 Taste/Flavor
 Brand
 Image
 Quality
 Packaging
FINDINGS
 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 the quality, packing, shape, color, and quantity
etc of their favorite chocolate.
 PRICING RESEARCH:
This includes ability to consume, to pay for the product,
how much a person can spend on his/her favorite chocolate. In this I have tried to find out
consumer‟s 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 media-mix and measuring advertising effectiveness.

23. CONCLUSION
A survey of the people has been conducted to know the liking pattern of the
products Cadbury. It is observed that overall people like to eat Cadbury brand rather
than Nestle or other. It is concluded that mostly people preferred Dairy Milk Silk of
Cadbury due to its flavor/taste, quality and image and due to its hard form. Some
people often like to have a chocolate with good flavor, quality and crunchiness so
they are going towards Kit Kat and Munch of Nestle due to its taste and crunchiness.
It is thus concluded from the facts collected that mostly people refer to buy
big pack of their favorite chocolate, and sometimes some of them go for small and
family pack.
SUGGESTIONS AND RECOMMENDATIONS
 Company should concentrate more on television for advertisement, as mostly people
get attracted through television only.
 For promotional offers, company should go for free gifts rather than going for other
ways.
 Cadbury should concentrate on the shape of a chocolate.
 People are unsatisfied with the price and quantity of chocolate so companies should
concentrate in this regard also.

24. BIBLIOGRAHY
 http://www.cadburyindia.com
 http://www.aphrodite-chocolates.co.uk/history_chocolate.html
 http://www.google.com.in
 http://www.cadbury.co.nz/carnival/index.html
 http://www.packaging-technology.com/…/cadbury4.html
 http://www.chocolatereview.co.uk
 http://en.wikipedia.org/wiki/preference
 http://answers.yahoo.com

25. SURVEY ANALYSIS
Questionnaire
1. Name: - ……………………………………………………………
2. Age: - ………………………
3. Gender:-
[ ] Male [ ] Female
4. Do you like to eat Cadbury chocolate?
[ ] Yes [ ] No
5. Which of the following do you prefer?
Plain Chocolate [ ]
White nuts [ ]
With fruit (Raisins) [ ]
With fruit and nuts [ ]
With caramel [ ]
6. If there was a discount on Cadbury Dairy Milk Silk, you think you would
be more likely to buy it?
[ ] Yes [ ] No
7. Approximately, how many chocolate bars would you purchase in one
week?
Less than 5 [ ]
5-10 [ ]
More than 10 [ ]
8. When you think of Cadbury, which chocolate comes to your mind?
Diary milk [ ]
Five stars [ ]
Perk [ ]
Silk [ ]
Any other …………………..

26. 9. Do you think that chocolate is a luxury purchase or necessity?
……………………………………………………..................
10.Can you give your favorite chocolate one adjective?
Yummy [ ]
Tasty [ ]
Crunchy [ ]
Other ………………….
11. Which variants you like most Cadbury Dairy Milk Silk?
Milk Chocolate [ ]
Roast Almond [ ]
Fruit &Nut [ ]
Orange Peel [ ]
12. Do you think Cadbury Silk is a commodity consumed by children only?
[ ] Yes [ ] No [ ] May be
13. According to you, which is the most preferred chocolate after Cadbury?
[ ] Amul [ ] Nestle [ ] Campco
14. Do you think now people have become more health conscious that the
need for chocolate has declined?
[ ] Yes [ ] No [ ] May be
15. Do you think sugar free Cadbury chocolate should be more introduced to
attract health conscious people?
[ ] Yes [ ] No [ ] May be
Thank You