BRM Project

Project Report of Business Research Management

ON

Factors affecting the behavior of consumers for the purchase of Cadbury Dairy Milk.

To:

By:

Dr. Sadia Samar Ali Associate Professor

Sudesh Sharma (041/JKBS/PGDM/AICTE-10) 1

DECLARATION

I hereby declare that the project work entitled “Factors affecting the behavior of consumers for the purchase of Cadbury Dairy Milk” submitted to the JK BUSINESS SCHOOL, is a record of an original work done by us under the guidance of Dr. SADIA SAMAR ALI, JKBS, GURGAON, and this project work has not performed the basis for the award of any Degree or diploma/ associate ship/fellowship and similar project if any.

Sudesh Sharma 041/JKBS/PGDM/AICTE-10

2

CERTIFICATE OF THE GUIDE

This is to certify that the Project Work titled “Factors affecting the behavior of consumers for the purchase of Cadbury Dairy Milk” is a bonafide work of Sudesh Sharma carried out in partial fulfillment for the award of degree of PGDM in JK BUSINESS SCHOOL under my guidance. This project work is original and not submitted earlier for the award of any degree / diploma or associate ship of any other University / Institution.

Dr. Sadia Samar Ali Associate Professor JK Business School Gurgaon

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PREFACE The research report is necessary for the partial fulfillment of PGDM curriculum and it provides an opportunity to the researcher in understanding the industry with special emphasis on the development of skills in analyzing and interpreting practical problems through the application of management theories and techniques. It is a new platform of learning through practical experience, which incorporates survey and comparative analysis. It gives the learner an opportunity to relate the theory with the practice, to test the validity and applicability of his classroom learning against real life business situations. The researcher has conducted a research on “Factors affecting the behavior of consumers for the purchase of Cadbury Dairy Milk”

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ACKNOWLEDGEMENT

We owe great thanks to many people who helped and supported me during the entire project. My deepest thanks to Dr SADIA SAMAR ALI, the Guide of the project for guiding and correcting various documents of mine with attention and care. She has taken pains to go through the project and make necessary correction as and when needed.

SIGNATURE: DATE:

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Content S No.

Particulars

Page No.

1

Introduction

7-9

2

Literature Review

10

3

Research Methodology

11

4

Data Analysis

12-14

5

Findings

15-24

6

Conclusions & Recommendations

25

7

Future Findings & managerial applications

26

8

Bibliography

27

9

Appendix

28-29

6

INTRODUCTION

Cadbury worldwide They are currently the world's biggest confectionery company with a number one or number two positions in 20 of the 50 largest confectionery markets across the globe. They create chocolate, gum and candy brands people love - brands like Cadbury, Trident and Halls. Cadbury starts back in 1824 when John Cadbury opened a shop in Birmingham selling cocoa and chocolate. Since then Cadbury have expanded our business throughout the world by a programme of organic and acquisition led growth. On 7 May 2008, the separation of our confectionery and Americas Beverages businesses was completed creating Cadbury plc with a vision to be the world's BIGGEST and BEST confectionery company.

A few facts and figures • • • • •

Cadbury make and sell three kinds of confectionery: chocolate, gum and candy Cadbury operate in over 60 countries John Cadbury opened for business in 1824 making us nearly 200 years young Cadbury work with around 35,000 direct and indirect suppliers Cadbury employ around 50,000 people Every day millions of people around he world enjoy Cadbury brands

Cadbury India Ltd. Cadbury is a leading global confectionery company with an outstanding portfolio of chocolate, gum and candy brands. Cadbury employ around 50,000 people and have direct operations in over 60 countries, selling our products in almost every country around the world. 7

Products 1. Cadbury Celebrations Cadbury Celebrations was aimed at replacing traditional gifting options like Mithai and dry- fruits during festive seasons. 2. Éclairs Éclairs was first discovered by a local confectionery firm in London, England in the 1960s. The firm then became part of Cadbury in 1971 making Cadbury Éclairs the second largest brand in the company.

3.

Gems

The saying "Good things come in small packets" has been proven right many a times and it couldn't have been truer for the pretty chocolate buttons called Gems. The sheer taste and the fun associated with eating Cadbury Gems and the joy of sharing it with friends has made the brand a dear companion and a source of nostalgia for consumers.

4.

Perk

A pretty teenager; a long line, and hunger! Rings a bell? That was how Cadbury launched its new offering; Cadbury Perk in 1996. With its light chocolate and wafer construct, Cadbury Perk targeted the casual snacking space that was dominated primarily by chips & wafers. With a catchy jingle and tongue in cheek advertising, this 'anytime, anywhere' snack zoomed right into the hearts of teenagers.

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5.

Temptations

Ever see people hide away their chocolate since they don’t want to share it! If you have, then its likely to be a bar of Cadbury Temptations! Cadbury Temptations is a range of delicious premium chocolate in five flavours.

6. 5 Star Chocolate lovers for a quarter of a century have indulged their taste buds with a Cadbury 5 Star. A leading knight in the Cadbury portfolio and the second largest after Cadbury Dairy Milk with a market share of 14%, Cadbury 5 Star moves from strength to strength every year by increasing its user base.

7. Cadbury dairy milk The story of Cadbury Dairy Milk started way back in 1905 at Bourneville, U.K., but the journey with chocolate lovers in India began in 1948. The pure taste of Cadbury Dairy Milk is the taste most Indians crave for when they think of Cadbury Dairy Milk.

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Literature Review Cadbury’s Dairy Milk Chocolate is a classic brand that has been a success worldwide. It is highly loved and has the potential to be extremely successful in the U.S. Given the trends towards more healthy consumption, it can be positioned as an everyday hedonic indulgence that is acceptable! The slogan “A glass and a half full,” suggests that it is relatively healthy. This brand would also be positioned away from the cheap chocolate market, which is currently highly saturated. It should be more premium and indulgent than Hershey’s but still affordable and once more, relatively healthy. The target market as in all other countries will range from children to adults. http://kimberlychan.com/writing/files/cadbury_article.pdf It was concluded that mostly people preferred Dairy Milk of Cadbury due to its flavor/taste, quality and image and due to its hard form. Some people often like to have a chocolate with good flavor, quality and crunchiness so they are going towards Cadbury Dairy Milk. People are choosing Cadbury Dairy Milk because of its taste and flavor. The taste of Cadbury Dairy Milk has been improving from many years. The other factor of choosing Dairy Milk cans its attractive packaging which they have been changing from time to time.

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Research Methodology

Problem:Factors affecting the behavior of consumers for the purchase of Cadbury Dairy Milk. Research Objectives Is to identify chocolate consumption habits. Is to analyze the consumer perception about Cadbury dairy milk. Is to know the important factor which affects consumers to buy Dairy Milk. 1. Is to know the most significant factors of preference. Research design:Descriptive: - Knowing the associative relationship of variables. Population: - Consumers using chocolate Product. Sample design:Non-probability with convenience: - There is equal chance of every element of population to be selected in sample and there is no restriction or rules to select the elements. The sample elements are selected through convenience. Sample size:70 Data collection method:The data collected was primary in nature and collected through survey method by personal interview. Data collection instrument:Data collection instrument is a structured schedule.

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Data Analysis Gender Age group( Yrs.)

Martial status Education Occupation No. of family members Annually income (Rs.)

Male 15-20 Married Below 10+2 Business

1 4

0-1

2 0 1 4 0

Below 100000

3 7

51 21-25

14

43 Graduate

Female 26-30

Govt. job

Unmarried 42 Post graduate 6 Private job

2-4

8

Above 100000 200000

19

19 Above 31

23

13

27 Professional 2 degree Student/others 37

5-6

37

Above 7

25

25 Above 200000 300000

8

Above 300000

0

6

1.Purchase frequency of chocolate Always Many times Sometimes Rarely Never

13 25 17 13 2

2. Daily chocolate consumption. (Gm.) Below 50 Above 50 to 100 Above 100 to 150 Above 150

42 16 7 5

3.Purchase of chocolate mom & pop shop General Store Retail store dairy booth

21 30 11 8

12

4.Purpose to purchase chocolate Self consumption Gift Family Sweets Others

25 8 28 8 1

5.Respondents knowing about Cadbury dairy milk Yes No

68 2

6.Respondents purchasing Cadbury dairy milk Yes No

60 10

7.Brand of chocolate purchased most often Cadbury dairy milk Perk Kit kat Munch

27 14 13 16

8.Frequency of buying it Always Many times Sometimes Rarely

7 40 17 6

9.Factor influencing to buy Cadbury dairy milk Quality Taste Crunchiness Flavor Availability Price

17 10 9 16 10 8

10.Cadbury dairy milk consumption (daily). (Gm.) Below 50 Above 50 to 100 Above 100 to 150

50 17 3

13

Above 150

0

11.Frequency of buying Cadbury dairy milk if other chocolate are made cheaper Always 0 Many times 12 Sometimes 33 Rarely 21 Never 4

Findings Gender: 73% Respondents are male. 27% Respondents are female. Age: -(Yrs.) 20% Respondents are between 15-20. 14

20% Respondents are between 21-25. 27% Respondents are between 26-30. 33% Respondents are above 31. Marital status: 69% Respondents are married. 31% Respondents are unmarried. Education: 29% Respondents are below 10+2. 59% Respondents are graduate. 9% Respondents are postgraduate. 3% Respondents have professional degree. Occupation: 20% Respondents are doing business. 9% Respondents are doing government job. 19% Respondents are doing private job. 52% Respondents are students. Number of family members: 0% Respondents have 0-1 members. 11% Respondents have 2-4 members. 53% Respondents have 5-6 members. 36% Respondents have above 7 members.

Annual income: -(Rs.) 53% Respondents have below 100000. 36% Respondents have above 100000-200000. 11% Respondents have above 200000-300000. 0% Respondents have above 300000.

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Age 25

23.00 19.00

20 14.00

15

14.00

10 to 20 21 to 25

10

26 to 30

5 0 10 to 20

21 to 25

26 to 30 Above 31

Gender 60 51.00 50 40 30 19.00

20 10 0 Male

Male

Female

Female

16

Education 45 40 35 30 25 20 15 10 5 0

42.00

Below 10+2

20.00 Graduate

6.00

2.00 Post Graduate

Proffessional degree

Occupation 40

37.00

35 30 25 20 15

14.00

10

Business

13.00

Government job

6.00

5

Private job

0

Students\others

Family members

40

37.00

35 30

25.00

25

0 to 1

20

2 to 4

15 5 0

5 to 6

8.00

10

Above 7

0.00 0 to 1

2 to 4

5 to 6

Above 7

17

Income 40

37.00

35 30

25.00

25

Below 1 lakh

20

Above 1 to 2 lakh

15

5

0.00

0 Below 1 lakh

30

Above 1 to Above 2 to 2 lakh 3 lakh

Above 3 lakh

25.00

20

17.00 13.00

Always

13.00

Many times

10 5

Above 3 lakh

Purchase frequency of chocolate

25

15

Above 2 to 3 lakh

8.00

10

Sometimes

2.00 Rarely

0

Never

18

Daily chocolate consumption 42.00

45 40 35 30

Below 50

25 20

16.00

Above 50 to 100

15 10

6.00

5

Above 100 to 150

4.00 Above 150

0 Below 50 Above 50 to 100

Above 100 to 150

Above 150

Purchase of chocolate 35

30.00

30 25

21.00

20 15 10

mom & pop shop

10.00

General Store Retail store

7.00

dairy booth

5 0 mom & pop General Retail store dairy booth shop Store

19

Purpose to purchase chocolate 30 25

28.00 25.00

20 Self consumption

15 10

7.00

Gift

7.00

5

Family

1.00

0

Sweets Others

Respondents knowing about cadbury dairy milk

70

66.00

60 50 40

Yes

30

No

20 10

2.00

0 Yes

No

20

Respondents purchasing Cadbury dairy milk

57.00

60 50 40 30

Yes

No

20 9.00

10 0 Yes

No

Brand purchased mostly

25

22.00

20

Cadbury dairy milk

14.00

15

12.00

Kit kat

9.00

10

Perk

Munch

5 0 Cadbury dairy milk

Perk

Kit kat

Munch

Frequency of purchasing it 40 35 30 25 20 15 10 5 0

38.00

Always

14.00

Many times

3.00

2.00 Always

Many times Sometimes

Rarely

21

Sometimes Rarely

16 14

Factors influencing purchase of dairy milk

14.00

13.00

12 10 7.00

8

8.00

7.00

8.00

Quality Taste

6

Crunchiness

4 2

Flavor

0

Availability Price

Dairy milk consumption (daily). (gm) 45

42.00

40 35 30 Below 50

25 20 15

Above 50 to 100

12.00

Above 100 to 150

10 5 0

2.00

0.00

Below 50 Above 50 to Above 100 Above 150 100 to 150

22

Above 150

Dairy milk purchase if other chocolates made cheaper

30

27.00

25 20

Always

17.00

Many times

15 9.00

10

Sometimes

3.00

5 0

0.00 Always

Rarely Never

Many times Sometimes

Rarely

23

Never

Conclusions & Recommendations This project is based on a customer survey in Gurgaon for Cadbury dairy milk. This survey is based on 70 respondent feedbacks. After tabulation, findings & data analysis following conclusions are drawn: 1. The availability of Cadbury dairy milk is good and customers find comfortable to buy it. 2. The price of gold milk is average and if lowered can have positive effect. 3. The packing of Cadbury dairy milk is attractive and respondents are influenced by it. 4. The quality of Cadbury dairy milk is good and respondents are highly satisfied with it. 5. The taste of gold milk is Cadbury dairy milk and respondents are enjoying it. 6. Quality and flavor are major strengths of Cadbury dairy milk. 7. Majority of customers consume below 50 gm Cadbury dairy milk daily. 8. Chocolate is mainly purchased for self-consumption and for family.

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Future research and Managerial implications

• The research conducted was limited to Gurgaon city only. • Due to time constrains more time could not be devoted to individual respondent. • Due to unwillingness of providing any information, the respondents filled the questionnaire casually, which might have affected the consolation. • The projection is purely based on verbal meetings and may be influenced by unprecedented factors. • Non-co-operative behavior of respondent was a big problem in this survey.

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BIBLIOGRAPHY

Book Kothari C. R.; Research Methodology; 3rd Edition; methods and techniques, Vishwa publication. • www.cadburyindia.com • www.wikipedia.org • http://www.cadbury.co.nz/carnival/index.htm • http://en.wikipedia.org/wiki/preference • http://kimberlychan.com/writing/files/cadbury_article.pdf

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ANNEXURE Problem:Factors affecting the behavior of consumers for the purchase of Cadbury Dairy Milk. Date Gender Age group( Yrs.) Martial status Education Occupation No. of family members Annually income (Rs.)

: -________________________________ Male 15-20

Married Below 10+2 Business

Female 26-30

21-25

0-1

2-4

Unmarried Post graduate Private job 5-6

Below 100000

Above 100000 200000

Above 200000 300000

Graduate Govt. job

Above 31

Professional degree Student/Others Above 7 Above 300000

Ques1:- How frequently do you purchase chocolate? (a) Always (b) Many times (c) Some times (d) Rarely

(e) Never

Ques2: - How much chocolate do you consume daily? (a) 50 Gm. (b) 100 Gm. (c) 150 Gm

(d) Above 150 Gm.

Ques3:- From where do you purchase the chocolate? (a) Mom & pop shops (b) General store (c) Retail store

(d) Dairy booth

Ques4:- For what purpose do you purchase the chocolate most often ? (a) Self consumption (b) Gift (c) Family (d) Sweets

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(e) Other

Ques5:- Do you know about Cadbury dairy milk chocolate? (a) Yes (b) No

Ques6:- Do you buy it? (a) Yes (b) No Ques7:- Which brand of chocolate you buy most often? (a) Cadbury dairy milk (b) Perk (c) Kit Kat (d) Munch Ques8:- How often do you buy it? (a) Always (b) Many times

(c) Some times

Ques9: - What influence you to buy Cadbury? (a) Quality (b) Taste (c) Crunchiness (e) Availability

(d) Rarely

(d) Flavor

(f) Price

Ques10: - How much Cadbury dairy milk chocolate do you consume daily? (a) 50 Gm. (b) 100 Gm. (c) 150 Gm (d) Above 150 Gm. Ques11: - If other chocolate are available cheaper would you still buy Cadbury dairy milk? (a) Always (b) Many times (c) Some times (d) Rarely (e) Never

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