Research on Consumer Perception Towards Chocolates

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Research on:
"Consumer preference and perception of Cadbury Chocolate with reference to other market players" By: To:
Pooja PatelChetna Makwana
Roll No: 31
MBA (Sem-1)

EXECUTIVE SUMMARY:
The project title "Consumer preference and perception of Cadbury Chocolate with reference to other market players" deals mainly with the consumer behaviors. In this project I had done extensive market research regarding Cadbury Chocolate and its brands and some competitor’s brands like Nestle, Amul, etc. There has been a stiff competition among the different chocolate brands, especially among Cadbury and nestle. The scope of the project was to collect data from the selected market locations of south Gujarat, analyze the significance of the data and the conclusion. I had gone to different market locations of South Gujarat and Interviewed different consumers about their preference and buying behaviors of selecting a particular brand of chocolate. I had also given Questionnaire to them in this regard and took their feedback, which later helped me in coming out with results, which are analyzed and shown through graphs. In this project I have interviewed personally different consumers from Children to Housewives, Students to Professionals. I found different buying behaviors among them according to mood, occasion, choice, pricing, quality, availability &advertising of different chocolates. But among all brands of chocolates, Cadbury's brand is more preferred by the consumers and it is market leader in chocolates. And above all the Cadbury's Dairy Milk is liked most.

OBJECTIVE OF THE STUDY:
The objective of this study is to make generalization of consumers buying behavior towards the purchase of chocolates and then to measure the extent of brand loyalty, altogether with knowing what other marketing mix variable affect buyer’s decision regarding the purchase of chocolates. This study is a step toward generalizing the consumer purchase pertaining to following major set objectives: >To know the consumer behavior and to identify the level of consumer satisfaction towards different brands of chocolates. >To test the brand loyalty among different gender of different age. >Analysis of the product, pricing, availability, quality, taste, advertising and packaging of Cadbury Chocolates.

LITERATURE REVIEW:
After having detailed study of Principles of marketing management book by Kotler and Keller, we came to know about consumer purchasing behavior and other various attributes of marketing mix like place and product strategy in alignment with promotion and pricing strategies and concept of brand loyalty with all the major attributes of a good brand. Beside this detailed study of various research papers and articles has also been made to know the practical applicability of the concept. Consumer leant about chocolate from many sources, mainly from friends and families, through advertisement and from their own experience. Whether a promotion and advertising hurt or help a brand is under-researched (Mela, Gupta & Lehman, 1997). In the long-run, advertisement helps brands by making consumer less price sensitive and more loyal. The purchase decision pertaining to particular brand and loyalty is a result of various attributes of the product. Women are ‘comprehensive processors’ who try to gather all available information about the product Advertisement can change consumer’s perception of a product in terms of attributes content and proportion and also influence consumer’s taste for attributes (Gwin & Gwin, 2003). (Mowen & Minor, 1998). Understanding why a consumer choose a product based upon its attributes helps marketers to understand why some consumers have preferences for certain brands (Gwin & Gwin, 2003). Both tangible and intangible attributes of a product are equally important in choosing a product or brand (Myers, 2003). There is no evidence that certain attributes are more related to...
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