This document analyzes factors that contribute to the brand loyalty and success of Cadbury Dairy Milk chocolate in India. It conducts a survey of students and builds several statistical models to analyze the relationships. The key findings are:
1. Taste is found to have a significant effect on brand loyalty through hypothesis testing, while gender, price changes, and availability of dark chocolate do not have significant effects.
2. A linear regression model shows that taste has the strongest influence on brand loyalty out of the variables tested, which are taste, price, gender, and consumption of dark chocolate.
3. Culture plays an important role in Cadbury's branding strategy in India. Cadbury is commonly gifted during cultural celebrations
A study on relationship between income level and branded milkAlexander Decker
This study examined the relationship between income level and dimensions of branded milk in India. 325 milk consumers in Tamil Nadu completed questionnaires assessing their perceptions of branded milks along dimensions like imagery, feelings, and resonance. Statistical analysis found significant differences in imagery and feelings based on income level, but no significant differences in salience, performance, or resonance. The study provides insights into how income impacts consumer perceptions of branded milk brands.
Influence of Branded Grains in Indian Retail MarketsIOSR Journals
The study was designed to investigate the Relationship between Rice Branding Dimensions and Brand Rating. The study covers the population includes 780 consumers from Tamil nadu, who are all using branded rice. The questionnaires were given to 900 consumers who are all using branded rice. Out of 900 consumers contacted, 780 questionnaires were received with required coverage and details. The participants completed the two sets of self-reported questionnaires, including Background characteristics and variables chosen for this study in order to measure the influence of branded milk are the Salience, performance, Imagery, Judgment, Feelings, attitude and Resonance. The collected data were computed and analysed using multiple regressions. The findings of the study were generalized as follows: Statistically significant differences were found in Brand rating by the different brand dimensions like Salience, Performance, Imagery, feelings, attitude and Resonance. In the end of the study implications and conclusion were provided.
The document discusses a study on brand preference for cosmetics in Khulna City, Bangladesh. It aims to identify factors that influence brand preference and their relationship to buying behavior. A survey was conducted with 384 individuals, collecting data on brand image, fashion consciousness, price, promotion, quality, satisfaction and their impact on brand preference. Regression analysis found brand image, price and satisfaction have a positive impact while promotion, fashion consciousness and quality have a negative impact. Brand image and price were statistically significant factors.
working mom perception towards baby ACCESSORY PRODUCTS rittugyl22
This document summarizes research on factors that influence working mothers' perceptions of brands for baby accessory products in India. It finds that the baby accessory product market in India has grown significantly in recent years due to increasing incomes, availability of products, and awareness. Working mothers are an important customer segment as primary decision makers for purchasing baby products. The document reviews literature on how branding, marketing communications, and perceptions of quality influence customer-based brand equity.
An empirical analysis consumer perception towards branded trousersIAEME Publication
This document summarizes a research study on consumer perception of branded trousers in Coimbatore City, India. The study used a survey of 215 male respondents and statistical analysis to understand factors influencing brand preferences and perceptions of retail showrooms. Key findings include:
1. Raymond, Peter England, and John Player were the most preferred branded trouser brands. Other popular brands included Louis Philippe, Basics, and Arrow.
2. Factor analysis showed relationships between 20 factors influencing branded trouser preferences that were grouped into 6 components explaining over 50% of the variance.
3. Convenient store hours and offers/discounts were found to predict consumers' overall satisfaction with retail garments showrooms.
This document appears to be a research paper that studied the effect of branding on consumer purchase intentions in the clothing industry. It includes typical research paper sections like an introduction, literature review, research methodology, results and discussion, and conclusion. The literature review discusses how brands influence consumer perceptions and previous research on the topic. The methodology section describes a customer survey of 100 respondents used to understand the relationship between brand equity factors and purchase behavior. The results found that brand awareness, brand association and loyalty positively impact purchase decisions, and that visual brand elements like logo, color, and price mainly guide choices. The conclusion is that building strong brand equity can help clothing companies maintain customer loyalty.
An empirical analysis on consumer perception towards branded trousersIAEME Publication
This document summarizes a study that examined men's perceptions of branded trousers in Coimbatore City, India. The study investigated which trousers brand was most preferred and what factors influenced men's preferences. It also examined consumer perceptions of retail garments showrooms. Primary data was collected through surveys of 215 men and analyzed using statistical tests. Key findings were that certain factors significantly impacted men's preferences for particular trousers brands. Retailers could use these findings to better understand consumer behaviors and develop effective branding strategies.
A Study on Consumer Behaviour towards Branded Garments am ong Male Shoppersinventionjournals
In the age of identity crisis and need for differentiation, everyone is after uniqueness; particularly h ow one wishes to appear. India is a global market for fashion garments and there is a cut throat competition exi sting among brands. Companies are rigorously working on identifying consumer buying behaviour, preferences, creating awareness, and a positive attitude towards their brands in order to grab larger portion of the market. Therefore, it is become necessary to study the consumer behaviour towards various branded men`s garments. T he study emphasis on how consumer evaluate branded garments on the basis of style, texture, price, colour, adv ertisement and celebrity endorsements, preferences towards branded garments and reasons for purchasing bran ded garments. The researcher has used descriptive research design, conducted study only with 150 respondents from two Engineering college, Bangalore. Statistical tools like measurement of central tendency, Chi-Square ar e used to test and analyse the collected data. Finally, it is revealed that irrespective of age and education levels respondents are buying branded garments to enhance their style, ant to protect their self-respect.
A study on relationship between income level and branded milkAlexander Decker
This study examined the relationship between income level and dimensions of branded milk in India. 325 milk consumers in Tamil Nadu completed questionnaires assessing their perceptions of branded milks along dimensions like imagery, feelings, and resonance. Statistical analysis found significant differences in imagery and feelings based on income level, but no significant differences in salience, performance, or resonance. The study provides insights into how income impacts consumer perceptions of branded milk brands.
Influence of Branded Grains in Indian Retail MarketsIOSR Journals
The study was designed to investigate the Relationship between Rice Branding Dimensions and Brand Rating. The study covers the population includes 780 consumers from Tamil nadu, who are all using branded rice. The questionnaires were given to 900 consumers who are all using branded rice. Out of 900 consumers contacted, 780 questionnaires were received with required coverage and details. The participants completed the two sets of self-reported questionnaires, including Background characteristics and variables chosen for this study in order to measure the influence of branded milk are the Salience, performance, Imagery, Judgment, Feelings, attitude and Resonance. The collected data were computed and analysed using multiple regressions. The findings of the study were generalized as follows: Statistically significant differences were found in Brand rating by the different brand dimensions like Salience, Performance, Imagery, feelings, attitude and Resonance. In the end of the study implications and conclusion were provided.
The document discusses a study on brand preference for cosmetics in Khulna City, Bangladesh. It aims to identify factors that influence brand preference and their relationship to buying behavior. A survey was conducted with 384 individuals, collecting data on brand image, fashion consciousness, price, promotion, quality, satisfaction and their impact on brand preference. Regression analysis found brand image, price and satisfaction have a positive impact while promotion, fashion consciousness and quality have a negative impact. Brand image and price were statistically significant factors.
working mom perception towards baby ACCESSORY PRODUCTS rittugyl22
This document summarizes research on factors that influence working mothers' perceptions of brands for baby accessory products in India. It finds that the baby accessory product market in India has grown significantly in recent years due to increasing incomes, availability of products, and awareness. Working mothers are an important customer segment as primary decision makers for purchasing baby products. The document reviews literature on how branding, marketing communications, and perceptions of quality influence customer-based brand equity.
An empirical analysis consumer perception towards branded trousersIAEME Publication
This document summarizes a research study on consumer perception of branded trousers in Coimbatore City, India. The study used a survey of 215 male respondents and statistical analysis to understand factors influencing brand preferences and perceptions of retail showrooms. Key findings include:
1. Raymond, Peter England, and John Player were the most preferred branded trouser brands. Other popular brands included Louis Philippe, Basics, and Arrow.
2. Factor analysis showed relationships between 20 factors influencing branded trouser preferences that were grouped into 6 components explaining over 50% of the variance.
3. Convenient store hours and offers/discounts were found to predict consumers' overall satisfaction with retail garments showrooms.
This document appears to be a research paper that studied the effect of branding on consumer purchase intentions in the clothing industry. It includes typical research paper sections like an introduction, literature review, research methodology, results and discussion, and conclusion. The literature review discusses how brands influence consumer perceptions and previous research on the topic. The methodology section describes a customer survey of 100 respondents used to understand the relationship between brand equity factors and purchase behavior. The results found that brand awareness, brand association and loyalty positively impact purchase decisions, and that visual brand elements like logo, color, and price mainly guide choices. The conclusion is that building strong brand equity can help clothing companies maintain customer loyalty.
An empirical analysis on consumer perception towards branded trousersIAEME Publication
This document summarizes a study that examined men's perceptions of branded trousers in Coimbatore City, India. The study investigated which trousers brand was most preferred and what factors influenced men's preferences. It also examined consumer perceptions of retail garments showrooms. Primary data was collected through surveys of 215 men and analyzed using statistical tests. Key findings were that certain factors significantly impacted men's preferences for particular trousers brands. Retailers could use these findings to better understand consumer behaviors and develop effective branding strategies.
A Study on Consumer Behaviour towards Branded Garments am ong Male Shoppersinventionjournals
In the age of identity crisis and need for differentiation, everyone is after uniqueness; particularly h ow one wishes to appear. India is a global market for fashion garments and there is a cut throat competition exi sting among brands. Companies are rigorously working on identifying consumer buying behaviour, preferences, creating awareness, and a positive attitude towards their brands in order to grab larger portion of the market. Therefore, it is become necessary to study the consumer behaviour towards various branded men`s garments. T he study emphasis on how consumer evaluate branded garments on the basis of style, texture, price, colour, adv ertisement and celebrity endorsements, preferences towards branded garments and reasons for purchasing bran ded garments. The researcher has used descriptive research design, conducted study only with 150 respondents from two Engineering college, Bangalore. Statistical tools like measurement of central tendency, Chi-Square ar e used to test and analyse the collected data. Finally, it is revealed that irrespective of age and education levels respondents are buying branded garments to enhance their style, ant to protect their self-respect.
A Study on Consumer Behaviour towards Branded Garments am ong Male Shoppersinventionjournals
In the age of identity crisis and need for differentiation, everyone is after uniqueness; particularly h ow one wishes to appear. India is a global market for fashion garments and there is a cut throat competition exi sting among brands. Companies are rigorously working on identifying consumer buying behaviour, preferences, creating awareness, and a positive attitude towards their brands in order to grab larger portion of the market. Therefore, it is become necessary to study the consumer behaviour towards various branded men`s garments. T he study emphasis on how consumer evaluate branded garments on the basis of style, texture, price, colour, adv ertisement and celebrity endorsements, preferences towards branded garments and reasons for purchasing bran ded garments. The researcher has used descriptive research design, conducted study only with 150 respondents from two Engineering college, Bangalore. Statistical tools like measurement of central tendency, Chi-Square ar e used to test and analyse the collected data. Finally, it is revealed that irrespective of age and education levels respondents are buying branded garments to enhance their style, ant to protect their self-respect.
The article analyzes the concept of the brand, the advantages and disadvantages of the brand, the best brands in the world. The article states that a brand is a graphic mark, word or phrase that denotes and distinguishes goods belonging to one company from goods belonging to another company. The brand is one of the elements of marketing, advertising. Brand may include various symbols, their combinations, and other visual information. Brand can consist of a brand name and a brand symbol. Brand should not be confused with the company logo, which identifies the company itself, but the company may use a common mark, in which case both the logo and the brand are as follows itself. Margarita Išoraite "Best Brand in the World" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-6 , October 2021, URL: https://www.ijtsrd.com/papers/ijtsrd46351.pdf Paper URL : https://www.ijtsrd.com/management/marketing/46351/best-brand-in-the-world/margarita-išoraite
This document summarizes a research study exploring the popularity of branded apparel among youth. A sample of 52 youth ages 17-27 from major Indian cities were surveyed. The objectives were to determine brand preferences, most preferred brands, factors influencing purchase of brands, and the relationship between brands and social status. Data collection methods included a literature review and primary data from questionnaires. Statistical analysis included charts, findings, and techniques like correlation, mean, standard deviation, and t-tests. Key findings were that Levis was the most popular brand, quality and design most influenced purchases, and no significant difference was found between brand preference and social status perception.
This document summarizes a study on the buying decisions of men regarding shirts from single brand showrooms versus multi-brand retail outlets. It provides background on the growth of branded menswear in India. The objectives are to understand factors influencing brand and store selection. Previous related studies examined brand preference, impact of advertising, and customer shopping behavior in modern retail formats. The methodology involved a survey of 200 men in Erode, India regarding their demographic details, purchase patterns, and ratings of showroom factors. Results found that education level, income, and marital status influence purchases. Brand quality and status were highly ranked factors. Single brand and multi-brand showrooms were rated on location, service, product variety, prices, discounts, and credit
This document summarizes a study on the buying decisions of men regarding shirts from single brand showrooms versus multi-brand retail outlets. It provides background on the growth of branded menswear in India. The objectives are to understand factors influencing brand and store selection. Previous related studies examined brand preference, impact of advertising, and customer shopping behavior in modern retail formats. The methodology involved a survey of 200 men in Erode, India regarding their demographic details, purchase patterns, and ratings of showroom factors. Results found that education level, income, and marital status influence purchases. Brand quality and status were highly ranked factors. Single brand and multi-brand showrooms were rated on location, service, product variety, pricing and payment options. The
2.[4 10]importance of brand personality to customer loyaltyAlexander Decker
This document discusses the importance of brand personality in building customer loyalty. It reviews past research that found loyal customers are more profitable than acquiring new customers, as retaining customers costs less. The paper presents a conceptual model examining how brand personality influences customer loyalty. It explores the concept of brand personality and analyzes factors that lead to customer loyalty. The goal is to understand how brand personality affects a positive attitude toward a brand and makes customers loyal.
A STUDY IN THE EFFECTIVENESS OF CONSUMER BRAND PREFERENCEasha mishra
The research team conducted a survey of 200 respondents in Andheri (East), Malad (West) in Mumbai to study consumer brand preferences for tea, toothpaste, and bread. The sample included people from different age groups, genders, occupations, and education levels. Key findings included that Colgate and Tata Tea were the most preferred brands for toothpaste and tea. For bread, people preferred Wips and Britannia. The survey also found that many respondents wanted changes to packaging, taste, size or color of brands. The research provided insights into consumer perceptions and preferences for selected brands.
This project is an extensive research on the buying behavior of consumers for different brands of chocolates. It covers facts and figures and depicts all graphs of the companies. It begins with the introduction of industries. It covers some of the major strategies adopted by the companies like their pricing policy, sales promotion, and advertising policy, distribution policy etc. The project has been made interesting with the inclusion of the topics, which covers the 4P’s of marketing.
The major players in the sweet confectionary industry in India are Amul, Campo, Cadbury, and Nestle. They have a cut-throat competition among themselves. Whatever strategy is followed by one company, it is copied by the other to make themselves popular among the market too.
11.enterprise involvement of women entrepreneursAlexander Decker
This document summarizes research from 6 sources on topics related to livestock production and marketing in sub-Saharan Africa. It examines cattle marketing channels used by small-scale farmers in South Africa, the adaptive capacity of rural poor to water scarcity in Kenya, cattle and small ruminant production systems in sub-Saharan Africa, the role of livestock in wealth creation in developing countries, pastoralist livestock marketing behavior in northern Kenya and southern Ethiopia, and agricultural marketing in tropical Africa. The document provides an overview of several studies focused on understanding livestock practices and challenges in the region.
This document summarizes research from 6 sources on topics related to livestock production and marketing in sub-Saharan Africa. It examines cattle marketing channels used by small-scale farmers in South Africa, the adaptive capacity of rural poor to water scarcity in Kenya, cattle and small ruminant production systems in sub-Saharan Africa, the role of livestock in wealth creation in developing countries, pastoralist livestock marketing behavior in northern Kenya and southern Ethiopia, and agricultural marketing in tropical Africa. The document provides an overview of research focused on understanding livestock practices and challenges faced by rural communities in the region.
The document summarizes a research project on the impact of brand image on consumer behavior using Debenhams, a luxury UK brand, as a case study. The research had three objectives: 1) to analyze how brand image influences consumer behavior and decision making regarding Debenhams, 2) to explore consumer behavior related to Debenhams, and 3) to suggest ways to develop Debenhams' brand image. The results found that Debenhams has strong brand familiarity and association that influence consumers. However, not all luxury consumers are familiar with Debenhams, so the brand needs to focus on developing recognition and awareness through marketing activities.
A Study on Buying Behavior of Retailers at Sri Jayalakshmi Garments Dindugulijtsrd
This paper is based on the study of how a Consumer as an individual or as a groups or organizations select, buy, use and dispose ideas, goods and services to satisfy their needs and wants. Retailers buying behavior is the result of the attitudes, references, intentions, and decisions made by the customers in the market place before buying a product. The objective of this study is to find the level of retailer's satisfaction, to identify the most influencing factor of buying behavior of retailers and to identify relationship between socio - economic variables and retailers buying behavior towards Sri Jayalakshmi Garments. The descriptive type of research is used in this study. The primary and secondary data are used for this study. The tool used is chi - square test. The population size is 150 and the sample size is 100. The study was restricted only to Dindugul district. A. Mohamed Bilal | A. Priyanka Jain | V. Priyanka "A Study on Buying Behavior of Retailers at Sri Jayalakshmi Garments Dindugul" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-6 , October 2019, URL: https://www.ijtsrd.com/papers/ijtsrd29164.pdf Paper URL: https://www.ijtsrd.com/management/marketing/29164/a-study-on-buying-behavior-of-retailers-at-sri-jayalakshmi-garments-dindugul/a-mohamed-bilal
The document discusses market segmentation and summarizes key points from the literature. It begins by defining market segmentation as dividing a large market into smaller subgroups based on common needs and behaviors. It then reviews several common bases for segmentation, including geographic, demographic, psychographic, and behavioral factors. Some examples discussed include segmenting by age, gender, income level, lifestyle, and occasions. The document also outlines criteria for effective market segments and reviews literature on the importance and competitive necessity of segmentation. It concludes by describing the sources of data gathered - official Indian census data and projected population data from a marketing textbook.
“A DESCRIPTIVE STUDY OF BRAND IMAGE AND CONSUMER PERCEPTION ON CONSUMER LOYAL...Vidhu Arora
“A DESCRIPTIVE STUDY OF
BRAND IMAGE AND CONSUMER PERCEPTION ON CONSUMER LOYALTY AND
PREFERENCE TOWARDS A BRAND: PATANJALI AYURVEDA LTD”- questionnaire based survey
This study analyzes the purchase patterns of cosmetic consumers in Kerala, India. It uses a survey of 300 cosmetic shop customers in three major cities. The majority of respondents live in urban areas and are female. Half are college graduates. The study examines demographic characteristics and explores factors like brand, price, and location that influence cosmetic purchases. It aims to understand consumer segments and spending to help cosmetic companies market more effectively to consumers in Kerala.
Celebrity endorsement a congruity measure of personalitiesAlexander Decker
This document discusses a study on celebrity endorsements and brand personality congruity. The study aims to test how congruence between a celebrity's personality and a brand's personality affects the effectiveness of an endorsement. 120 survey respondents rated their perceptions of brands' personalities and celebrities' personalities. Congruity measures from Aaker's personality scale were used to analyze the congruence effect. The results indicated that while some level of congruence between a brand and endorser's personality is beneficial, it may be effective at a moderate level of congruence. The research provides insights for practitioners on selecting celebrity endorsers and determining branding strategies based on congruence effects.
11.celebrity endorsement a congruity measure of personalitiesAlexander Decker
This document summarizes a research study on celebrity endorsement and brand personality congruity. The study aimed to test the congruence between the personality of a snack brand (Sunfeast) and the celebrity endorser (Shahrukh Khan). Survey respondents rated the brand and celebrity personalities using 42 adjectives from Aaker's brand personality scale. The results showed moderate congruence between the brand and endorser personalities. A graph compares the mean ratings for each adjective between the brand and celebrity, finding mostly comparable but some differing personality perceptions. The research provides insights for practitioners on determining an effective celebrity endorsement strategy based on brand-celebrity congruence.
This document discusses a study on the effects of branding on restaurants' image in selected restaurants in Nairobi, Kenya. The study found that 25% of managers believed their brand name earned them repeated guests, 25% said their name could attract customers easily, 25% felt it made them popular, and 25% said it influenced their high sales. Most restaurants sampled were indigenous (92.7%) rather than exotic. Most customers were employed nearby, showing the restaurants suited business clients more than others. Over half of customers (58.3%) first learned of the restaurant through local media advertisements.
Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
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A Study on Consumer Behaviour towards Branded Garments am ong Male Shoppersinventionjournals
In the age of identity crisis and need for differentiation, everyone is after uniqueness; particularly h ow one wishes to appear. India is a global market for fashion garments and there is a cut throat competition exi sting among brands. Companies are rigorously working on identifying consumer buying behaviour, preferences, creating awareness, and a positive attitude towards their brands in order to grab larger portion of the market. Therefore, it is become necessary to study the consumer behaviour towards various branded men`s garments. T he study emphasis on how consumer evaluate branded garments on the basis of style, texture, price, colour, adv ertisement and celebrity endorsements, preferences towards branded garments and reasons for purchasing bran ded garments. The researcher has used descriptive research design, conducted study only with 150 respondents from two Engineering college, Bangalore. Statistical tools like measurement of central tendency, Chi-Square ar e used to test and analyse the collected data. Finally, it is revealed that irrespective of age and education levels respondents are buying branded garments to enhance their style, ant to protect their self-respect.
The article analyzes the concept of the brand, the advantages and disadvantages of the brand, the best brands in the world. The article states that a brand is a graphic mark, word or phrase that denotes and distinguishes goods belonging to one company from goods belonging to another company. The brand is one of the elements of marketing, advertising. Brand may include various symbols, their combinations, and other visual information. Brand can consist of a brand name and a brand symbol. Brand should not be confused with the company logo, which identifies the company itself, but the company may use a common mark, in which case both the logo and the brand are as follows itself. Margarita Išoraite "Best Brand in the World" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-6 , October 2021, URL: https://www.ijtsrd.com/papers/ijtsrd46351.pdf Paper URL : https://www.ijtsrd.com/management/marketing/46351/best-brand-in-the-world/margarita-išoraite
This document summarizes a research study exploring the popularity of branded apparel among youth. A sample of 52 youth ages 17-27 from major Indian cities were surveyed. The objectives were to determine brand preferences, most preferred brands, factors influencing purchase of brands, and the relationship between brands and social status. Data collection methods included a literature review and primary data from questionnaires. Statistical analysis included charts, findings, and techniques like correlation, mean, standard deviation, and t-tests. Key findings were that Levis was the most popular brand, quality and design most influenced purchases, and no significant difference was found between brand preference and social status perception.
This document summarizes a study on the buying decisions of men regarding shirts from single brand showrooms versus multi-brand retail outlets. It provides background on the growth of branded menswear in India. The objectives are to understand factors influencing brand and store selection. Previous related studies examined brand preference, impact of advertising, and customer shopping behavior in modern retail formats. The methodology involved a survey of 200 men in Erode, India regarding their demographic details, purchase patterns, and ratings of showroom factors. Results found that education level, income, and marital status influence purchases. Brand quality and status were highly ranked factors. Single brand and multi-brand showrooms were rated on location, service, product variety, prices, discounts, and credit
This document summarizes a study on the buying decisions of men regarding shirts from single brand showrooms versus multi-brand retail outlets. It provides background on the growth of branded menswear in India. The objectives are to understand factors influencing brand and store selection. Previous related studies examined brand preference, impact of advertising, and customer shopping behavior in modern retail formats. The methodology involved a survey of 200 men in Erode, India regarding their demographic details, purchase patterns, and ratings of showroom factors. Results found that education level, income, and marital status influence purchases. Brand quality and status were highly ranked factors. Single brand and multi-brand showrooms were rated on location, service, product variety, pricing and payment options. The
2.[4 10]importance of brand personality to customer loyaltyAlexander Decker
This document discusses the importance of brand personality in building customer loyalty. It reviews past research that found loyal customers are more profitable than acquiring new customers, as retaining customers costs less. The paper presents a conceptual model examining how brand personality influences customer loyalty. It explores the concept of brand personality and analyzes factors that lead to customer loyalty. The goal is to understand how brand personality affects a positive attitude toward a brand and makes customers loyal.
A STUDY IN THE EFFECTIVENESS OF CONSUMER BRAND PREFERENCEasha mishra
The research team conducted a survey of 200 respondents in Andheri (East), Malad (West) in Mumbai to study consumer brand preferences for tea, toothpaste, and bread. The sample included people from different age groups, genders, occupations, and education levels. Key findings included that Colgate and Tata Tea were the most preferred brands for toothpaste and tea. For bread, people preferred Wips and Britannia. The survey also found that many respondents wanted changes to packaging, taste, size or color of brands. The research provided insights into consumer perceptions and preferences for selected brands.
This project is an extensive research on the buying behavior of consumers for different brands of chocolates. It covers facts and figures and depicts all graphs of the companies. It begins with the introduction of industries. It covers some of the major strategies adopted by the companies like their pricing policy, sales promotion, and advertising policy, distribution policy etc. The project has been made interesting with the inclusion of the topics, which covers the 4P’s of marketing.
The major players in the sweet confectionary industry in India are Amul, Campo, Cadbury, and Nestle. They have a cut-throat competition among themselves. Whatever strategy is followed by one company, it is copied by the other to make themselves popular among the market too.
11.enterprise involvement of women entrepreneursAlexander Decker
This document summarizes research from 6 sources on topics related to livestock production and marketing in sub-Saharan Africa. It examines cattle marketing channels used by small-scale farmers in South Africa, the adaptive capacity of rural poor to water scarcity in Kenya, cattle and small ruminant production systems in sub-Saharan Africa, the role of livestock in wealth creation in developing countries, pastoralist livestock marketing behavior in northern Kenya and southern Ethiopia, and agricultural marketing in tropical Africa. The document provides an overview of several studies focused on understanding livestock practices and challenges in the region.
This document summarizes research from 6 sources on topics related to livestock production and marketing in sub-Saharan Africa. It examines cattle marketing channels used by small-scale farmers in South Africa, the adaptive capacity of rural poor to water scarcity in Kenya, cattle and small ruminant production systems in sub-Saharan Africa, the role of livestock in wealth creation in developing countries, pastoralist livestock marketing behavior in northern Kenya and southern Ethiopia, and agricultural marketing in tropical Africa. The document provides an overview of research focused on understanding livestock practices and challenges faced by rural communities in the region.
The document summarizes a research project on the impact of brand image on consumer behavior using Debenhams, a luxury UK brand, as a case study. The research had three objectives: 1) to analyze how brand image influences consumer behavior and decision making regarding Debenhams, 2) to explore consumer behavior related to Debenhams, and 3) to suggest ways to develop Debenhams' brand image. The results found that Debenhams has strong brand familiarity and association that influence consumers. However, not all luxury consumers are familiar with Debenhams, so the brand needs to focus on developing recognition and awareness through marketing activities.
A Study on Buying Behavior of Retailers at Sri Jayalakshmi Garments Dindugulijtsrd
This paper is based on the study of how a Consumer as an individual or as a groups or organizations select, buy, use and dispose ideas, goods and services to satisfy their needs and wants. Retailers buying behavior is the result of the attitudes, references, intentions, and decisions made by the customers in the market place before buying a product. The objective of this study is to find the level of retailer's satisfaction, to identify the most influencing factor of buying behavior of retailers and to identify relationship between socio - economic variables and retailers buying behavior towards Sri Jayalakshmi Garments. The descriptive type of research is used in this study. The primary and secondary data are used for this study. The tool used is chi - square test. The population size is 150 and the sample size is 100. The study was restricted only to Dindugul district. A. Mohamed Bilal | A. Priyanka Jain | V. Priyanka "A Study on Buying Behavior of Retailers at Sri Jayalakshmi Garments Dindugul" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-6 , October 2019, URL: https://www.ijtsrd.com/papers/ijtsrd29164.pdf Paper URL: https://www.ijtsrd.com/management/marketing/29164/a-study-on-buying-behavior-of-retailers-at-sri-jayalakshmi-garments-dindugul/a-mohamed-bilal
The document discusses market segmentation and summarizes key points from the literature. It begins by defining market segmentation as dividing a large market into smaller subgroups based on common needs and behaviors. It then reviews several common bases for segmentation, including geographic, demographic, psychographic, and behavioral factors. Some examples discussed include segmenting by age, gender, income level, lifestyle, and occasions. The document also outlines criteria for effective market segments and reviews literature on the importance and competitive necessity of segmentation. It concludes by describing the sources of data gathered - official Indian census data and projected population data from a marketing textbook.
“A DESCRIPTIVE STUDY OF BRAND IMAGE AND CONSUMER PERCEPTION ON CONSUMER LOYAL...Vidhu Arora
“A DESCRIPTIVE STUDY OF
BRAND IMAGE AND CONSUMER PERCEPTION ON CONSUMER LOYALTY AND
PREFERENCE TOWARDS A BRAND: PATANJALI AYURVEDA LTD”- questionnaire based survey
This study analyzes the purchase patterns of cosmetic consumers in Kerala, India. It uses a survey of 300 cosmetic shop customers in three major cities. The majority of respondents live in urban areas and are female. Half are college graduates. The study examines demographic characteristics and explores factors like brand, price, and location that influence cosmetic purchases. It aims to understand consumer segments and spending to help cosmetic companies market more effectively to consumers in Kerala.
Celebrity endorsement a congruity measure of personalitiesAlexander Decker
This document discusses a study on celebrity endorsements and brand personality congruity. The study aims to test how congruence between a celebrity's personality and a brand's personality affects the effectiveness of an endorsement. 120 survey respondents rated their perceptions of brands' personalities and celebrities' personalities. Congruity measures from Aaker's personality scale were used to analyze the congruence effect. The results indicated that while some level of congruence between a brand and endorser's personality is beneficial, it may be effective at a moderate level of congruence. The research provides insights for practitioners on selecting celebrity endorsers and determining branding strategies based on congruence effects.
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Success crowns cadbury dairy milk: Brand and culture analysis
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2. 177 International Journal of Applied Business and Economic Research
Success Crowns Cadbury Dairy Milk: Brand and Culture Analysis
Success Crowns Cadbury Dairy Milk: Brand and Culture Analysis
Semila Fernandes1*
, Srijani Chaudhuri2
and A. Vidyasagar3
1
Symbiosis Institute of Business Management, A Constituent of Symbiosis International University, 95/1, 95/2, Electronics City Phase 1,
Hosur Road, Bengaluru-560100. E-mail: semila.fernandes@sibm.edu.in
2,3
Symbiosis Institute of Business Management, A Constituent of Symbiosis International University, 95/1, 95/2, Electronics City Phase 1,
Hosur Road, Bengaluru-560100. E-mails: srijani.c18@gmail.com; vidyasagar@sibm.edu.in
Abstract: Cadbury Dairy Milk is one of the most popular milk chocolates World-wide. Introduced in 1905, it
has been the best-selling chocolate over the years. In India it covers 70 percent of the market share. With such
a huge population accepting it, Cadbury is a signature of branding and culture.The motto of this paper is to
demonstrate how branding and culture together crowns the success of Cadbury. The study would delve into
the functional benefits, brand image of Cadbury Dairy Milk and culture behind its consumption. Based on a
primary survey, it suggests the brand image of Cadbury Dairy milk and the paradigm shift in the cultural
change with regards to the consumption of this chocolate. It would also examine the elements of brand
loyalty, taste, relevance of a brand ambassador, consumption habits and in general consumer behavior.
Background/Objectives: Cadbury Dairy Milk has maintained its position as a dominant player in the Indian market
since almost century. How has CDM modified its strategies over time to retain its position? What are the
factors that has significantly affected the brand loyalty? Also what is the importance of Indian culture in
building CDM’s brand image?
Methodology: To answer these questions, an exploratory research was conducted by circulating a questionnaire
among the students of a reputed management institution. To justify the study, the responses in the questionnaire
like “Do you purchase CDM because it tastes good?’’ were converted into relevant dummy variables and an
OLS model was built to find the relationship with brand loyalty. In the proposed model brand loyalty is the
dependent variable and taste preference, gender opinion, price, etc. are independent variables. A relationship
among the variables will rightly explain the effect of the brand image.
To find an answer to the effect of culture on brand image, a descriptive study is conducted, with their preference
to buy CDM. For a clear understanding, a Venn diagram is created in the later part of the paper.
The findings show that taste is proved to be most relevant in consuming CDM in comparison to other variables
like price elasticity, gender response and affinity towards dark chocolate. Taste is undoubtedly, the success
3. International Journal of Applied Business and Economic Research 178
Semila Fernandes, Srijani Chaudhuri and A. Vidyasagar
factor of CDM and it is reflected again and again in various parts of the analysis. The other part of the analysis
spoke about relevance of culture in CDM branding strategy. A good number of the sample uses CDM as a
form of gift in different occasions (festive or celebrations).
Keywords: Branding, Brand loyalty, Cadbury, Culture.
1. INTRODUCTION
Brand relevance is an important aspect for the success of a product. Over the years, it has been witnessed
that brand relevance is the significant factor that illustrates strategic success and market dynamics. To make
a brand successful over a long period of time, it is necessary to continuously, innovate on its product type,
determine the price mechanism, have a strong distribution strategy and decide on promotion strategies.
Often it is seen that a product has lost its brand value, not because the quality of the product has declined
but that the brand as a whole has become irrelevant. At this point it is necessary to conduct market
research and understand the interest or inclination of the customers and create subcategories of the products,
as per requirement (Aaker, 2010). The inclination of a consumer, relating to a particular product can be
affected by the choice and preferences, requirement, price elasticity and culture. The later has a strong
power to add on to the brand value silently. Study of culture in brands is major area of concern in the
present era of globalization. Culture is defined as the values, ethics, rituals, traditions, material objects and
services produced or valued by members of society (Solomon et. al., 2010).
When culture is added as a form of branding, customers try to live the brand values (Cayla and
Arnould, 2008) thus making everyone internal and external to the organization realize that “Brand is
culture” and “Culture is Brand” (Taylor, B. 2010). Cultural aspects of a consumer vary from place to place.
The cultures of two countries like Pakistan and India would differ across various parameters, for example,
the Surf Excel advertisement in India, portrays advertisements relating to Diwali celebration, whereas in
Pakistan, it shows Ramadan celebration. In other words, it is responsible in creating a guideline on how a
person should live. Consumers relate to the Logos of the brand Nike and Mc Donalds, and hence are able
to create brand salience (Holt, 2002).
Keeping this idea in mind, Cadbury Dairy Milk (CDM), one of the leading confectionary in the
world, with 70 percent market share in India has developed its strategies from time to time and landed as a
successful player (http://www.iloveindia.com/economy-of-india/top-50-companies/cadbury-india.html,
retrieved on 18/6/2016). The focus on its quality, pricing and especially cultural branding, has given it the
current position.
In this paper, a quantitative analysis is performed on 116 responses from students of a reputed
Management institution in the month of February 2016. The study draws a picture of the sentiments and
perception of the buyers relating to the product.
2. LITERATURE REVIEW
Cadbury was first launched in 1824 in England and in 1948 it was incorporated in India. It holds around 70
percent of market share in India with a wide range of chocolate products like Cadbury Dairy Milk, Dairy
Milk Silk, Oreo, etc. Over the years it has maintained its image with different strategies and stood as the
chief player in the Indian Market. It has made its brand relevant by adding new products and upgrading
4. 179 International Journal of Applied Business and Economic Research
Success Crowns Cadbury Dairy Milk: Brand and Culture Analysis
their advertising strategies. This kind of approach has kept most of the competitors in severe worry (Aaker
2010). To analyze the success of CDM, in this paper, a model is built. One of the main variables to
determine brand loyalty is gender. It is seen that gender does have a prominent effect in the affecting the
brand loyalty. Many studies have confirmed that genders differ in their cognitive power, which affects their
behavioral use (Molm. 1985). There was a study in order to see women or men were more brand loyal for
service providing industries. This clearly implies that brand loyalty differs by gender; there should be different
selling approaches for the two groups (Melnyk, Osselaer and Bijmolt, 2009)
Secondly, price and promotion are two segments that explain branding to quite a large extent. Through
promotion there is already an expectation on the particular product. Eventually, distorting the price may
affect the same. (Lattind and Bucklin, 1989)
Thirdly, it is necessary to maintain the brand image of the product in tune with the consumer attitude.
Thus, leading to creating brand equity which broadly falls under the philosophy of nurturing the brand
(Faircloth, Capella and Alford, 2001).
Finally, introduction of new products within the brand’s portfolio creates internal conflicts and may
cannibalize the sales. But indirectly, the features of the new product may be responsible for the brand
loyalty of the existing image (Nowlis and Simonson, 1996). Various studies, speak about the relation between
the existing brand and the extended brand (Broniarczyk and Alba, 1994). Product variety has always affected
the choice and brand perception (Berger, Draganska and Simonson, 2007).
The other aspect of the paper deals with culture and branding. Culture plays an important role in the
theory of branding. In a cross country analysis, it was seen that the dissatisfaction was different for the
Americans and Chinese. On the other hand, their mode of expression was also different along with the
cultural background of the two countries (Chan and Wan, 2008). Therefore, analyzing the cultural component
helps the company in sustaining itself in the existing competitive market. Culture affects the socio-
economical functioning which is an integral part for constructing business strategies (Roth, 1995).
Similarly, brand awareness helps generate repeat purchases which enhances consumer buying process
and finally augments the growth of the particular product (Hower and Brown, 1990). Correct form of
advertisement with better visual and verbal components is able to hold the culture of the targeted audience
and bring out better impact on branding (Mitchell, 1986).
3. OBJECTIVE
1. To create a model, analyzing how different variables affect brand loyalty.
2. Understanding the importance of culture in branding.
4. RESEARCH DESIGN
Cadbury Dairy Milk has maintained its position as a dominant player in the Indian market since almost
century. Even with the existence of the rival companies and a wide variety of chocolate products, it hasn’t
lost its popularity. Hence the question arises, how has CDM modified its strategies over time to retain its
position? What are the factors that has significantly affected the brand loyalty? Also what is the importance
of Indian culture in building CDM’s brand image?
5. International Journal of Applied Business and Economic Research 180
Semila Fernandes, Srijani Chaudhuri and A. Vidyasagar
To answer these questions, an exploratory research was conducted by circulating a questionnaire
among the students of a reputed management institution (Refer Methodology Section). To justify the
study, the responses in the questionnaire like “Do you purchase CDM because it tastes good?’’ were converted
into relevant dummy variables and an OLS model was built to find the relationship with brand loyalty. In
the proposed model brand loyalty is the dependent variable and taste preference, gender opinion, price,
etc. are independent variables. A relationship among the variables will rightly explain the effect of the
brand image.
To find an answer to the effect of culture on brand image, a descriptive study is conducted, with their
preference to buy CDM. For a clear understanding, a Venn diagram is created in the later part of the paper.
5. METHODOLOGY
One of the research approaches to analyze branding or culture is by way of undertaking consumer fieldwork.
A primary survey was conducted, using the electronic medium on a group of students in a reputed
management institution. The survey was open for two days in the Month of February, 2016. 116 responses
were collected by circulating a questionnaire regarding their perception about the popular chocolate Cadbury
Dairy Milk (CDM). Due to missing values and the ease of the analysis, the final sample was boiled down to
107. Eventually, a quantitative analysis was performed. The analysis was divided into two categories. Firstly,
to understand the purpose behind the purchase of CDM, the data is studied closely and depicted graphically.
CDM is no longer a mere chocolate; it has been an easily available sweet product, which can be used for
various occasions. It has woven into the Indian culture through its availability and advertising campaigns.
Secondly, to understand the significance on its brand loyalty, a model is created. The model relates taste
(quality of CDM), availability of dark chocolate (new product), price movement and gender preference to
its brand loyalty. Considering the few determinants of brand loyalty, the equation is as follows:
(dummy_loyal) = �1
(dummy_taste) + �2
(dummy_price) + �3
(dummy_gender) + �4
(dummy_dc) + �;
where
dummy_taste = Perception about taste
dummy_price = Response to price elasticity
dummy_gender = Gender response
dummy_dc = Affinity towards dark chocolate
The analysis was performed using the statistical software RStudio (an open source software) and
MS Excel.
6. DATA ANALYSIS
6.1. Objective 1: Brand and Brand Loyalty
6.1.1. Does Taste have an effect on brand loyalty?
To check the effect of taste on brand loyalty, a hypothesis testing was conducted.
H0: Taste has no effect on brand loyalty
H1: Taste has some effect on brand loyalty.
6. 181 International Journal of Applied Business and Economic Research
Success Crowns Cadbury Dairy Milk: Brand and Culture Analysis
Table 1
Hypothesis Testing for Brand loyalty and Taste.
Person’s Chi-squared test with Yates’ conitinuity correction
Data: table (R.Cadbury.work$Dummy_taste, R.Cadbury.work$Dummy_loyal)
X–squared = 13.147, df = 1, p-value = 0.000288
The P-Value is low at 5 percent confidence interval therefore; the null hypothesis cannot be accepted.
Therefore, taste has some effect on brand loyalty.
6.1.2. Does Gender have an effect on brand loyalty?
To check the effect of gender on brand loyalty, a hypothesis testing was conducted.
H0: Gender has no effect on brand loyalty
H1: Gender has an effect on brand loyalty.
As the P-Value is high at 5 percent confidence interval therefore; the null hypothesis is accepted. This
clearly indicates that Gender has no effect on brand loyalty.
Table 2
Hypothesis Testing for Brand loyalty and Gender.
Person’s Chi-squared test with Yates’ conitinuity correction
Data: table (Rtest$Dummy_Gender, Rtest$Dummy_loyal)
X–squared = 0.0091543, df = 1, p-value = 0.9238
6.1.3. Does dark chocolate consumption have any effect in consumption of CDM?
There has been a continuous competition between dark chocolate lovers and CDM. To check how dark
chocolate consumption has an effect in CDM consumption, a hypothesis testing was conducted.
H0: Dark Chocolate consumption has no effect on CDM consumption.
H1: Dark Chocolate consumption has some effect on CDM consumption.
Table 3
Hypothesis Testing for Brand loyalty and availability of new product (dark chocolate).
Person’s Chi-squared test with Yates’ conitinuity correction
Data: table (Rtest$Dummy_dc, Rtest$Dummy_loyal)
X–squared = 0.65248, df = 1, p-value = 0.4192
As the P-Value is high at 5 percent confidence interval therefore; the null hypothesis is accepted. This
clearly indicates that dark chocolate consumption has no effect on CDM consumption.
6.1.4. Does change in price affect the brand loyalty?
Price is a driving force for most of the purchase decisions. A slight change in the price of CDM, affects the
purchasing behavior of the consumers. To check how change in price affects the brand loyalty, a hypothesis
testing was conducted.
7. International Journal of Applied Business and Economic Research 182
Semila Fernandes, Srijani Chaudhuri and A. Vidyasagar
H0: Increase in price has no effect on brand loyalty of CDM.
H1: Increase in price has some effect on brand loyalty of CDM.
Table 4
Hypothesis Testing for Brand loyalty and Price Change.
Person’s Chi-squared test with Yates’ conitinuity correction
Data: table (Rtest$Dummy_Price, Rtest$Dummy_loyal)
X–squared = 0.85549, df = 1, p-value = 0.355
As the P-Value is high at 5 percent confidence interval therefore; the null hypothesis is accepted.
Thus, increase in price has no effect towards the brand loyalty of CDM.
To check the extent to which taste, price, gender and consumption of dark chocolate is affecting the
brand loyalty of CDM; a linear regression model was created. Dummy variables were assigned to derive the
relation.
Table 5
Model- Effect on Brand Loyalty by multiple variables.
1m(formula = Dummy_loyal ~ Dummy_taste + Dummy_Price + Dummy_Gender + Dummy_dc)
Residuals:
Min 1Q Median 3Q Max
–0.7935 –0.4479 0.2064 0.3099 0.5757
Coefficients:
Estimate Std. error t-value Pr(>|t|)
(Intercept) 0.4441886 0.122455 3.608 0.000483 ***
Dummy_taste 0.248221 0.106467 2.331 0.021737 *
Dummy_Price –0.115020 0.120119 –0.958 0.340597
Dummy_Gender 0.005987 0.093043 0.064 0.948822
Dummy_dc 0.097478 0.093812 1.039 0.301272
signif. codes: 0 ‘***’ 0.001 ‘**’ 0.01 ‘*’ 0.05 ‘ . ’ 0.1 ‘ ’ 1
Residual standard error: 0.04614 on 100 degrees of freedom
Multiple R-squared: 0.07406, Adjusted R-squared: 0.03702
F-statistic: 2 on 4 and 100 DF, p-value: 0.1003
The results show significance only in the case of taste. Taste has been a major factor to strengthen
brand loyalty over time for the brand CDM. The coefficient of taste show that if the taste of CDM drives
up brand loyalty by 24 percent. As it can be seen, the R- square and Adjusted R- squared did not provide a
satisfactory value. But after dropping few insignificant variables, there was improvement of the same.
8. 183 International Journal of Applied Business and Economic Research
Success Crowns Cadbury Dairy Milk: Brand and Culture Analysis
Table 6
Reason for eating CDM
Row Labels Count of Why do you eat Cadbury Dairy Milk?
I love the packaging 2
I love the taste 81
It is easily available 20
It is not at all expensive 4
Source: Primary data collection through questionnaire.
To further strengthenthe significant variable (taste), the direct question on the reasons for consumption
of CDM was plotted (Figure 1). It clearly shows that 76 percent of the total share loves the taste. In
numbers, 81 responses confirmed the fact (Table 6) . Easy availability holds 18 percent, which adds a
feather to their distributional success.
Table 7
What has helped Cadbury to build a good brand image?
Row Labels Count of Which of the following, according to you, has helped Cadbury build a good brand image?
Quality 28
Taste 47
Unique Advertisements 27
Well-known Brand Ambassador 5
Source: Primary data collection through questionnaire.
Figure 1: Reasons for eating CDM
Source: Author’s creation from the collected data.
9. International Journal of Applied Business and Economic Research 184
Semila Fernandes, Srijani Chaudhuri and A. Vidyasagar
On a similar note, another direct question was posed, i.e. What has helped Cadbury to build their
brand Image? As it can be clearly seen from Table 7 and Figure 2 , that the biggest share is for its taste and
quality (70%). Therefore undoubtedly, not neglecting on its quality is the major reason of success.
6.2 Objective 2: Branding and Culture
For a product like Cadbury, cultural perspective becomes utmost important as the consumption choices
cannot be understood without the cultural context. Consumers’ culture determines the priorities the
consumer attaches to activities and products (Solomon et.al., 2010).
The questionnaire that was prepared had a question that would understand the purpose for buying
Cadbury. Over the years, CDM has changed from being a mere chocolate for consumption to a gifting item
on various occasions. It has woven into the culture and tradition of the country. The four purposes that
was broadly identified, after literature review are: Gift to a friend, Self-consumption as a snack, festive gift
and a sweet dish. It was seen that people purchased CDM not only for self-consumption but due to all
possible combination of the four. The analysis from the survey evidently confirms that the main purpose
for CDM consumption is self-consumption for snack (Figure 3).
Around, 69 percent will choose Cadbury as a snack along with other options. This indirectly supports
the hypothesis testing (Table: 1), that taste is the responsible for Brand loyalty. The taste of the chocolate
is majorly responsible for its growth and success in the market. The second major share comes towards,
buying it as a form of gift. CDM with its attractive packs and advertisement has made its product appropriate
for different celebrations, which is a significant part of the Indian culture. Along with its easy availability,
Figure 2: What has helped Cadbury to Build a Brand Image
Source: Author’s creation from the collected data.
10. 185 International Journal of Applied Business and Economic Research
Success Crowns Cadbury Dairy Milk: Brand and Culture Analysis
CDM becomes a good gift form. This justifies 55 percent of the sample, wanting to purchase it. This
leaves behind the last component, which is as a sweet dish. The existing sample does not want to purchase
for this purpose. The probable reason behind it is the diabetes awareness across the globe.
Table 8
In which situation, one is most likely to eat a CDM.
Row Labels Count of In which of the following situation are you most likely to eat a
Dairy Milk?
I can eat it anytime and anywhere 65
When I am happy and want to celebrate success 20
When I am hungry and want some dose of energy 17
When I am sad and want to divert my mind 4
Figure 3: Purpose for Buying CDM
Source: Author’s Creation from the collected data.
11. International Journal of Applied Business and Economic Research 186
Semila Fernandes, Srijani Chaudhuri and A. Vidyasagar
Table 8 and Figure 4 tell the situation when people are most likely to eat CDM. It is seen there is an
emotional attachment with CDM. Whether, it is to celebrate success or diverting the mind, this product
has been interlinked with the day to day life.
Table 9
Perception about Chocolate
Row Labels Count of What is your perception about chocolate?
Chocolate makes you live longer 4
Chocolate makes you slim 1
Chocolates as an energy booster 20
Chocolates make you feel happy 83
Source: Author’s Creation from the collected data.
In general, the perception about chocolate is very positive. 77 percent of the population believes that
chocolates have the power to add happiness. 18 percent share that idea that it is an energy booster. The
other minor section stick to the idea of chocolates has the capability of making someone live longer and
also slimmer (Table 9 and Figure 5). All of these stand as an advantage for CDM. The general perception
about chocolate in the crowd, adds on to their business strategies.
Another important aspect of CDM that added flavor to their cultural aspect of branding is their
advertisement and publicity. The taglines like “kuchmeetha ho jaye”, “AajPehliTarikhhain”, etc. helped
Figure 4: In which situation one is most likely to eat a CDM
Source: Author’s creation from the collected data.
12. 187 International Journal of Applied Business and Economic Research
Success Crowns Cadbury Dairy Milk: Brand and Culture Analysis
people relate to it much more. Hence, a question was asked on their repurchase decision based on the tag
line “kuchmeetha ho jaye”. 46 percent said, 2 to 5 times in a month, they would purchase the product. 11
percent said 5 to 10 times and 4 percent specifies, more than 10 times (Table 10, Figure 6). This shows their
power of the campaign and thoughtful business strategy.
7. CONCLUSION
In the first portion of the analysis, taste is proved to be most relevant in consuming CDM in comparison
to other variables like price elasticity, gender response and affinity towards dark chocolate. Taste is
undoubtedly, the success factor of CDM and it is reflected again and again in various parts of the analysis.
The other part of the analysis spoke about relevance of culture in CDM branding strategy. A good number
of the sample uses CDM as a form of gift in different occasions (festive or celebrations). In addition, the
advertisement campaigns, has promoted repurchasing to quite a great extent.
Figure 5: Perception about Chocolate
Source: Author’s creation from the collected data
Table 10
Repurchase after hearing “Kuch Meetha ho Jaye”
Row Labels Count of How often in a month do you eat Dairy Milk After hearing “kuch meetha ho jaye”?
2-5 times 48
5-10 times 12
More than 10 times 4
Never 41
Source: Author’s Creation from the collected data.
13. International Journal of Applied Business and Economic Research 188
Semila Fernandes, Srijani Chaudhuri and A. Vidyasagar
Figure 6: Repurchase after hearing “KuchMeetha ho Jaye”
Source: Author’s creation from the collected data
8. LIMITATION
1. The sample size is limited.
2. The collected responses are restricted to a selected set of target audience (students) only.
9. SCOPE OF FUTURE RESEARCH
1. The sample size can be increased as larger sample gives better accuracy to the analysis.
2. Logit analysis can be performed on the cultural aspect to define Branding and Culture in a
quantitative form.
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