Report on Consumer behavior towards dairy milk

CONSUMER BEHAVIOR TOWARDS DAIRY MILK CHOCOLATE
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ABSTRACT:
Consumer behavior research is continuous process. Understanding
consumer is never ending, it gives insights to marketer to adapt his marketing strategies. The
objective on studying the consumer behavior is to understand the behavior of the consumer in
quite deep. This study is to understand CB towards FMCG we have taken product of Dairy
milk chocolate. Study involves both primary data and secondary data. survey method used to
collect the responses of the questionnaire from the sample size of hundred across Hubli and
Dharwad. Our main objective consists of studying the consumer behavior towards chocolate
with reference to DAIRY MILK. The features of dairy milk Chocolate influencing the
consumers. We also have thrown light on the buying behavior of the consumers. This study
gives us insight in understanding the why does a consumer buy dairy milk chocolate? His
knowledge about the product and loyalty towards it. This study gives a whole sum of
understanding the consumers’ behavior towards a product particularly dairy milk chocolate.

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Title: A Project on Consumer Behavior towards Dairy Milk Chocolate.
Introduction:
All of us are consumers. We consume things of daily use; we also consume and buy
the products according to our needs, preferences and buying power. These can be consumable
goods, durable goods, specialty goods or, industrial goods.
What we buy, how we buy, where and when we buy, in how much quantity we buy depends
on our perception, self concept, social and cultural background and our age and family cycle,
our attitudes, beliefs, values, motivation, personality, social class and many other factors that
are both internal and external to us. While buying, we also consider whether to buy or not to
buy and, from which source or seller to buy. In some societies, there is a lot of affluence and,
these societies can afford to buy in greater quantities and at shorter intervals. In poor
societies, the consumer can barely meet his barest needs.
What is consumer behavior?
Consumer behavior can be defined as the decision-making process and physical
activity involved in acquiring, evaluating, using and disposing of goods and services. It is the
study of consumers’ actions during searching for purchasing, using, evaluating and disposing
of dairy milk chocolate.

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Importance of consumer behavior:
1. Consumer behavior knowledge is applied in Marketing Management. A sound
understanding of the consumer behavior is essential to the long-term success of any
marketing program. It is the corner stone of marketing concept which stress on
consumer wants and needs, target market selection, integrated marketing and profits
through the satisfaction of the consumers.
2. Consumer behavior is also important in non-profit and social organizations. Such
organizations are govt. agencies, religious organizations, universities and charitable
organizations.
3. Consumer behavior is applied to improve the performance of government agencies as
well. For instance, the performance of government transportation is poor. It can be
improved by knowing the needs and wants of the consumers. Getting checks from
them for their likes or dislikes. Same can be applied to other organizations like
universities and charitable organizations.
4. Consumer behavior also helps in marketing of various goods which are in scarcity.
People are made aware that gas, fuel, water and natural resources are in scarcity.
Consumers are encouraged to reduce their consumption of these commodities.
5. Consumer benefit from the investigation of their own behavior. When the consumer
learns the many variables that affect his behavior. He gets educated and understands
better how to affect his own behavior. Also benefit consumer in a formal sense.

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COMPANY PROFILE
Type Subsidiary
Industry Confectionery
Founded Brimingham , UK.
Products Oreo crunch, bubbly, caramel, silk, fruit
and nut, little bar, shots.(INDIA)
Parent Mondelez international
Website www.cadbury.co.in
Target Group of Product:
The Target group of Dairy Milk Chocolate is more or less to all the age groups as all the
group of population consume Dairy milk chocolate due its essence of sweet taste and other
factors that has been satisfying the consumers every day with new innovation in the product
lines, the variants, packaging style, the affordability, quality, ingredients, nutrition and other
aspects like Dairy milk chocolate can be presented to the loved ones as a gifts during many
occasions like birthdays, festivals and other special occasions. Thus the target market for this
product is mainly children, youth, men and women of all ages.

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OBJECTIVES
 To study the consumer behavior towards chocolate with reference to DAIRY
MILK
Dairy milk as a product is known for its brand name here under our study we
shall examine the product wholly as a chocolate as well as covering the other
aspects which emphasis the quality, price, size and various other factors.
 To understand the buying pattern of the consumers of DAIRY MILK
This objective analyses how much the consumers spend on dairy milk
chocolate and their satisfaction level in-terms of their expenditures.
 To identify the characteristics that emphasis the buying decision of the consumer
Here the main objective under lying the study is to trace out the features which
influences the buying decision of the consumers.
 To analyze the relationship between various characteristics of consumers.
To carry out the cross analysis of the data collected such as gender-gift
expectations, gender – expenditure, gender – consumption.
RESEARCH METHODOLOGY
Descriptive Research
Research objective calls for more detailed data on a specific topic; you’ll be conducting
quantitative descriptive research. The goal of this form of market research is to measure
specific topics of interest, usually in a quantitative way. Descriptive research depends on the
survey method, on the sample size that we undertake in our studies. Surveys are the most
common research instrument for descriptive research. As we are studying the consumer
behavior of Dairy milk Chocolate we have chosen the descriptive type of research for our
convenient study.
Survey method
 Survey method is suitable to collect primary data about consumer behavior.
 Easier to find the target population.
 We collect information from consumers
 Survey method useful to find out the behavior of the consumers towards the product.
Data collection:
 Primary Data collection:
Under the primary method we shall take up the survey method, where in
we will select a sample population according to which we will further proceed with the
questionnaire method. In the project as we are using the descriptive method, we will have to
rely on the questionnaires that will be filled by the consumers of dairy milk. And also on the
observations will the primary source derived.
 Secondary data collection:

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For the secondary data we will have to depend upon the sources like news papers, journals,
research studies and other sources will be used.
Sampling method used is simple random sampling for convince, and also the chocolate like
dairy milk everyone is aware of and also consumes (i.e maximum number of people). Hence
this method of sampling is used.
Sampling frame we are using in our research is the households and paying guests near by
ghandinagar, kalyanagar and Srinagar these areas are selected because of the availability of
the students of our target population on which the survey has been conducted as the selected
age group is between11-35.
Sample size - 100
Importance of the research:
Research helps all managers to study about the consumer behavior, so in this research period
we will analyze the internal and external factors of Dairy milk chocolate which gives insights
about the product as a whole and how it helps the consumers in the long run of consumption.
Such research carried on will give more inputs regarding the consumer behavior and their
perceptions regarding the product. This helps the company to consider the suggestions and
findings of the study which further assists them in giving what the consumer expects out of
the product. This will give a delight on the part of the consumers as they would be lad to
welcome ones that are favorable towards them.

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ANALYSIS OF THE SURVEY CONDUCTED
RESPONDET’S PROFILE
As per our objective of understanding the consumer behavior of Dairy Milk Chocolate, we
have presented the age segmentation which depicts totally six divisions which begins from
11-20 and ends up to the range of 21-35.
All of the respondents that we have encountered most of them are the students
belonging to schooling and students pursuing secondary education. Most of the respondent
resident of Dharwad but as the survey has been conducted in the local paying guest get
together few of them are from the native places like Bellary, Belgaum and other places
around Dharwad.
The table below shows the age segmentation of the consumers of Dairy milk chocolate.
As per our convenience for conducting the survey we have selected the
segment of the people of age between 11 to35. One of the reasons for choosing this target
segment was that respondents below 10 years will not be able to understand the questions and
the objective might not be achieved, even if we get the data that might be biased because of
the influence of their parents or guardians and respondents above 35 might not be so fond of
eating chocolates so we have restricted but in the later stages one can find the answer to the
question of whether age is barrier or no for this particular product.
The table below shows the gender bifurcation.
GENDER NO.s PERCENTAGE
MALE 60 63.83
FEMALE 33 36.17
AGE NO.s PERCENTAGE
11 to 20 32 34.04
21 to 35 62 65.96

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Our survey on consumer behavior towards dairy milk chocolate consists of male and
female of different ages, groups, educational qualification, geographical area and place. This
survey was conducted as per our convenience and has derived men in higher rate compared to
its opposite gender.
CONSUMPTION OF CHOCOLATE:
Chocolate consumption has been scientifically linked to a longer life. A few pieces of
chocolate every month may make you life both sweeter and longer. Chocolate is considered
as a major source of dietary copper, which is required for a healthy life-style as chocolates
are rich in minerals such as magnesium and iron. Chocolates are source of energy as a result
more number of population consumes chocolate with maximum urge for taste
Similarly in our study we can find 96% of the population under our consideration also
consumes chocolate which depicts that consumption of chocolate due to its taste is more or
less universal world- wide.
Few of the reasons why people consume chocolate is it serves as a remedy for cough, it
lowers cholesterol and stabilizes blood pressure, chocolates are rich source of iron. Eating
more chocolates reduces risk of heart disease.
Thus chocolates not only serve as the source of sweetness and taste but also good for
health and people of India are lovers of taste and health conscious. This reflects the survey
made by us in the similar direction.
Male,
63.83%
Female,
36.17%
GENDER
Consuming Not Consuming
96% 4%
yes
96%
no
4%
Percentage of people consuming
chocolates

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AWARENESS ABOUT DAIRY MILK:
In recent days Cadbury dairy milk launched a creative OOH campaign to raise
awareness about the product. This campaign aims to encourage consumers to explore the
various different variants in Cadbury dairy milk and also to build awareness and allow
consumers to experience the key textures present in the range.
It is evident that Cadbury as brand name is more popular for the kind of products it has been
producing in India with its different variant and it has been doing its work in creating
awareness.
84%
16%
Awareness
AWARENESS Percentage
Yes 79 84.04
No 15 15.96

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FEATURES:
Cadbury means more than a sweet taste in the mouth. There is a social history in these
chocolate bars, which takes us back to the times that worked hard and used their money to do
good. Dairy milk producing chocolate as a product is bestowed with their unique feature
which is successful in attracting its audience through its attractive packaging style, color,
logo, the advertisements, etc.
About the internal features like smell
and taste it has features like smooth melting
quality without too much of sweetness in it
in order to retain the taste and its quality if
the chocolate has been conjoined with its
smell which is pleasant and tempts the
consumers to have a bit and not get
exhausted. Apart from this the ingredients
used in this product like milk, sugar, cocoa,
butter, palms, nuts, shea, emulsifiers and
flavorings.
But, through the findings we can interpret that due to the smell and taste being
tangible and that the consumer can actually experience it are more influenced by smell and
taste as one of its features. While ingredients and other aspects are unseen and indefinable at
one glance of the consumer.
OCCASIONS:
Occasions are those happy moments which
brings people together they can be happy, sad, plain or
so on. To make occasion best, memorable and sweeter
it is said that a chocolate can make it.
These occasions can be birthdays, anniversaries, wedding, Fathers day, mother day, teachers
day, valentine day, Raksha Bandan and festivals like Deepavali, Christmas, Easter, Pongal
and many others.
FEATURES No's Percentage
Ingredients 13 15.85
Smell &
Taste 45 54.88
Packing 13 15.85
Nutrition 11 13.41
OCCASION No's Percentage
Festivals 4 4.30
Birthdays 26 27.96
Special
Days 39 41.94
Others 24 25.81
Ingreden
ts
16%
Smell &
Taste
55%
Packing
16%
Nutrition
13%
Features

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Thorough data we got by our study we find that consumers buy dairy milk chocolates more
on their special days which is being mentioned above. Special day here not only includes
those mentioned above it can be special to anyone because they feel it special day.
The next occasion where people buy dairy milk
chocolate is on birthdays as it positioned in the
advertisements and other promotional activities like
KAUN BANEGA CORERPATI which lie under the
heading of other occasion as per our questionnaire
format.
VARIANTS:
Variants refers to diverse or variety of a product in our context. Dairy milk carries a brand
name which is as popular as the name of its product. This popularity does not restrict itself
only to the brand name or its monopoly rather dairy milk chocolate till date has been coming
up with different variants and tastes to meet the expectations of the consumers this involves
innovation in its product. the variants the dairy milk chocolate carries are dairy milk silk,
bubble, fruit and nut, crackle, shots, crunch.
For our study we have considered the most popular variants among those silk is the highest
percentage winner for the reasons like the availability, taste and aroma and awareness.
Variants
Bubble
Silk
Shots
Others
Variants No's Percentage
Bubble 13 13.98
Silk 64 68.82
Shots 11 11.83
Others 5 5.38
0
10
20
30
40
50
Festivals Birhtdays Special
Days
Others

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EXPENDITURE:
The finest rich creamy texture along with the mouth-feel of smooth chocolate drape
all these melt perfectly to conjure up the smooth silk experience is available from the range of
Rs5 RS10, RS20 up to several hundreds. But for our research purpose we have restricted to
RS60 because we are carrying out the survey for the school going and secondary education
students who would mostly buy this dairy milk chocolate from their pocket money.
EXPENDITURE No.s
Rs 5 8
Rs 10 29
Rs 20 18
Rs 60 38
Since dairy milk products price range from Rs5 to several hundreds the affordable
objective of the company is wide and it tries to reach the remote parts of the population and
by this we can infer that a child to the aged can afford to buy dairy milk chocolates and by
data which we have got from our sample population we come to conclusion that since the
consumer fall between 11 to 35, the level of consumption is pretty high and we can also infer
that the youngsters spend more on the confectionaries, gifts and other aspects. Rs60 for a
chocolate is quite affordable to them this is reflected in the table shown above and also the
chart displayed below.
19%
41%
31%
9%
Expenditure on dairy milk.
1 2 3 4

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SIZE:
The satisfaction level of consumers is determined by the amount of chocolate they
consume and dairy milk chocolate has been able to meet the requirements of its consumers by
facilitating them with different sizes of chocolates ranging from 5 cubes (RS5) i.e 10gms to
varying sizes for example 137gms of RS150.
This shows the utility of the consumers and also gives the freedom of choice from small too
big.
On the comparative basis, according to the table shown above we find much
difference on the satisfaction level of the consumers. However it depends upon the individual
consumer’s satisfaction level about the amount of chocolate that a person can consume.
AGE BARRIER
Food is the basic essentials for a human being to survive. Taste is the most basic
charm of food. As far as chocolate is concerned it is one of the most amazing inventions of
human being is like icing on the cake and chocolate is the single most craved food world-
wide.
Children, girls, boys, men, women youth and the aged are the beneficiaries of the
chocolate. A single cube of a chocolate enlightens everyone no matter of what age group
person belongs to. There are no limitations or restrictions for anyone to consume chocolate.
No's Percentage
Satisfied 53 56.99
Not satisfied 40 43.01
0
10
20
30
40
50
60
Size

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Dairy milk known for its variants, taste, quality, and its advantages has set up a bench
mark attracting all the consumers of all ages. It is evident that its features like availability,
affordability, quality, taste and other aspects dairy milk has been the apple of everyone’s eye.
This reflects the statistics of our study which says that age cannot shunt the
consumption of dairy milk, while yet a small portion of sample i.e 14% would say age is
barrier and reason behind this can be the care of the children or siblings oral problem that
they might encounter because of consumption of chocolate.
The table below shows the consumers buying Dairy Milk chocolate from different
places.
0.00 50.00 100.00
Yes
No
AGE
BARRIER No’s %
Yes 13 13.98
No 80 86.02
PLACE No's Percentage
Kirana Shops 26 27.96
Malls 30 32.26
Medical
stores 6 6.45
Others 31 33.33
Kirana
shop
28%
Malls
32%
Medical
stores
7%
Others
33%
Place

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Since we have collected the data from across Dharwad, and people living in Hubli
Dharwad, the number off malls are increasing day by day. As a result it is the quality of the
young stairs to roam around and enjoy their life more or less in the luxurious From the above
table we find the number of consumers who buy Dairy milk chocolate from the number of
places namely Kirana Stores, medical stores, Malls and other available places. Out of all
these, we find 33% of the consumers buying the Dairy milk chocolate from other sources
other than above mentioned stores pop and mom stores, general stores and other places
where in people find it easier to buy Dairy milk chocolate.
DAIRY MILK AS a GIFT
We all view chocolate as a treat and something special. This view of chocolate is all
tied up in the history of chocolate from ages right up to modern times as it s renowned as a
great comfort food with benefits of health. So chocolate can be expected as gift from loved
ones. When it comes to dairy milk chocolate there is no occasion to consume and enjoy the
smoothness of the chocolate but attributes of dairy milk is such that consuming it anywhere
irrespective of occasions makes it a happy one.
Presentable percentage
Yes 79.57
No 20.43
Dairy milk chocolate and its features are consumer friendly. It is in plentiful supply
for its loyal consumers and can be purchased in inexpensive form ranging from different
price level. The variants, price and occasion are supported by the data in our survey in the
earlier part of our research.
yes
80%
no
20%
Dairy milk as a Gift

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Hence, the dairy milk consumers appreciate and value receiving a chocolate as a gift
that is unusual and special. Many people have dairy milk chocolate as a favorite product that
they will buy for their beloved once as gifts for all occasion which is held as a thoughtful gift
which can be clearly reflected in the quantitative outcome of our survey.
HEALTH CONCERN
Anything concerned to health makes the people ponder over any product. likewise
confectionaries are one of the most regarded and discussion oriented product. dairy milk
chocolate is on those.
The effects of chocolate are possibly negative and positive on health of the consumers which
also depends upon their appetite. Unconstrained consumption of large quantities of any
energy rich food such as chocolate without a corresponding increase in activity will lead to
different health issues. Nevertheless, chocolate also has positive effects health as it reduces
the risk of cardiac
arrest.
Since our sample population has not faced any health issues related to consumption of
chocolate we can conclude by the numbers that dairy milk chocolate is not harmful, as per the
knowledge of sample population we also have 40% of respondents being in contrast with
their counter parts. This can be inferred that they know some ill-effects chocolate in common
as it contains chemicals like caffeine, fat and lead, which has risks of obesity.
0
50
100
yes No
Sugar freeNo's Percentage
Healthy 59 63.44
Not healthy 34 36.56
0.00
20.00
40.00
60.00
80.00
healthy not healthy
Health concern
percenatge

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We also got the results regarding dairy milk to produce sugar free chocolates which is of
more concern as of now because the diabetes has become a common man health threat.
LOYALTY
Loyalty and addiction are two different things. Loyalty towards a product is due to its
retaining capacity and addiction towards a product is due to consumers’ reinforcement. Now
it is about dairy milk chocolate both as a loyalty and addiction.
For chocolate the human body gets addicted due to its internal features and added
preservatives if consumed beyond a limit, but loyalty is a different aspect. Loyalty towards
dairy milk chocolate of the consumer is from ages and it has retained the same length of
loyalty in a progressing graph.
When we observe the chart from the data obtained there is less difference between people
being loyal towards dairy milk chocolate between the two heads medium and high. This
directly reflects that the consumers prefer dairy milk chocolate over others due their loyalty.
Preference Percentage
Yes 48 51.61
No 45 48.39
Dairy milk chocolate is generally known for its brand name and the quality that it
produces, by the table we can ascertain that half of the respondents prefer diary milk
chocolate while others say that there are other preferences. This difference can be plotted due
to some reasons of competition of other brands and probably the consumers expect more
from the product or due to the traditional factors despite of the preference.
Loyalty
Very high
High
Medium
Low
Very low

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INFLUENCING FACTORS
There are innumerable factors influencing the consumers to consume the products. The
company tries its best to attract its consumers through various promotional activities and
strategies which is confined to their efforts of making their product to be sold in the highest
range.
INFLUENCING FACTORS
PERCENTAGE ADV PG AMB TS VAR
NEGLIIBLE 13.98 29.03 31.18 19.35 7.53
LITTLE 40.86 46.24 45.16 39.78 36.56
VERMUCH 45.16 24.73 23.66 40.86 55.91
From the Table above, the cross sectional analysis gives the all the factors that
influence the consumers in the consumption of dairy milk chocolate, we have come out with
the highest influencing factor to the advertisements.
The influencing factors considered for our study are advertisement, peer group, brand
ambassadors, theme song and variants. Among these we are able to trace out that
advertisement has influenced people most because of the nice messages that are passed by
these advertisements like family situation, peer group, special occasions involved in the ads.
All these make the consumer get easily attracted and also attached with such ads which
makes the bond build between the product and the consumers. Hence we find 45%
respondents tell that they are influences very much by the advertisement that they portray.
BRAND AMBASSADORS
14%
41%
45%
ADVERTISEMENT
1 2 3

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Yet another feature is the Brand ambassadors. The brand ambassadors may include
popular personalities whom the consumers follow. Film stars sports legends, business men
come under this purview. When comes to Dairy milk chocolate Brand Ambassadors like
Amitab Bacchan influence the consumers as he has a fan following. This has been reflected
in the chart by consumers being influenced by 24%.
PEER GROUP INFLUENCE
While the other set of influencing factors for the consumption can be of peer group
influence. This has its own psychological regard. As we have surveyed many students we can
find out the peer group influence among the sample population find one individual getting
influenced by other peer of his or her age in order to retain in the group of their idea, style
and fashion. More over consuming chocolate just for fad also is another factor which satisfies
this point. But the respond say that that have been little influenced by this influencing factors.
31.18
45.16
23.66
1 2 3
BRAND
AMBASSADORS
29%
46%
25%
PEER GROUP
1
2
3

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THEME SONG:
All the products which advertize will
definitely have one or the other task of
theme song, tunes and jingles which grasps
the minds of the consumers and crates an
idea about the product. Similarly we also
find Dairy milk chocolate as product
carrying a theme song as and when it is
telecasted. And as and when this theme
song gets more familiar, we have seen
people setting it as their phone ringtone. On
par with loyalty, theme song so contributes
in keeping the consumers in sync with the
product a also its familiarity .And this we
find in the able consumers being influenced
very much by 55%.
VARIANTS
Apart from all this we have variants which further include chocolates in different
product lines example: Dairy Milk Silk, Bubble, Nut and Fruit, Crackle, Shots, Crunch and so
on. Many consumers like this aspect of Dairy milk chocolate with variants and hence can be
conclude that Variants as an influence to the consumers play an important role.
7%
37%
56%
Variants
1 2 3
19%
40%
41%
THEME SONG
1
2
3

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CROSS ANALYSIS
According to our objective the data determined from the survey has extracted the
information regarding the relationship between their age and the product that is dairy ilk
chocolate, similarly the gender influencing the purchase of the product due to various reasons
may vary. Hence we have put up the following tables which shows the cross analysis of
various factors that are related to the consumers behavior which fulfills our objective.
GENDER-GIFT EXPECTATIONS
GIFT-EXPECTATIONS
YES NO TOTAL
MALE 45 14 59
FEMALE 30 4 34
TOTAL 75 18 94
It is normal tendency of human being to expect something special. Among these the
women tend to wish, dream and expect more. As a result we have found out that dairy milk
being a special confectionary consumed all over the world for its quality and taste the
consumers have a tendency of getting some offers and gift along with the product they buy.
This tendency is carried forward with the chocolates as well and this is the result which is
also being observed by the company and as result of that we see the free gift or small toys for
children coming free with particular kind of dairy milk product.
Eg: We get kung-fu panda or doctor panda free with Cadbury gems.
GENDER - AMOUNT SPENT ON AVG
AMOUNT SPENT
RS5 RS10 RS20 RS60 TOTAL
MALE 6 24 15 14 59
FEMALE 2 5 3 24 34
TOTAL 8 29 18 38 94
As per the consumption of chocolate is considered we see that the female members consume
more as per the data collected. The amount they pay to consume dairy milk chocolate is Rs60
when compared male members it has turned out to Rs10 this data draws us to a conclusion
that girls and women are fascinated more towards big sized chocolate.

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GENDER - CHOCOLATE LIKED
CHOCOLATE
BUBBLE SILK SHOTS OTHERS TOTAL
MALE 9 40 7 3 59
FEMALE 4 24 4 2 34
TOTAL 13 64 11 5 94
From the above the table we can clear find out that ‘silk’ is the most preferred product line
because it has delicious taste and it is available in almost all the places which can be seen in
earlier part of our research. So most of the respondents which we encountered prefer the silk
variant and in that more of women prefer the silk as it is the big and tasty chocolate which is
being seen that women like to spend on big chocolates more in above interpretation.
CONCLUSION
After the survey, collection of data, analysis and interpretation we have found many aspects
about Dairy milk product as a chocolate. We have analyzed how far the consumers are
satisfied with the product, what are the influencing factors for the consumption of the
chocolate. Consumers also plead for the sugar free chocolates as they want the product to
benefit them when concerned with the health. Many on the side also feel good about the
quality of the Dairy milk chocolate , the variants are one of the most fascinating aspect of the
product as they come out with something new and in innovativeness is always involved in it
may it be the product, advertisement, theme song so on. This study has enabled us to come
out with the insights of the product and more importantly understand the consumer behavior
of the Dairy milk consumers.

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REFERENCES
 “Consumer Behavior”
Author: Leon G.Schiffman, Joseph Wisenbliy, S.Ramesh Kumar
Publication: Pearson
Edition: Eleventh, year
 “Advertizing and the minds of the consumer”
Publication: Max Sutherland
Edition: Third
 www.dairymilk.in
 www.Slideshare.in
 www.scribd.com
 Alan R. Andreasen, “Cheap But Good Marketing Research”,2nd Edition
 www.wiki.org

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