Contents

Chapter 1 INTRODUCTION..........................................................................................3

1.1 INDUSTRY SCENARIO.........................................................................................3

1.2. COMPANY OVERVIEW: CADBURY’S...................................................................4

1.3 RATIONALE OF OUR STUDY...............................................................................8

Chapter 2 LITERATURE REVIEW .................................................................................8

2.1 THE CONSUMER DECISION MAKING PROCESS...................................................8

2.2 Consumer Perception .....................................................................................10

2.3 RESEARCH OBJECTIVES:..................................................................................13

2.4 PROBLEM DEFINITION......................................................................................13

2.5 Hypothesis Formulation ..................................................................................14

2.6 RESEARCH QUESTIONS:...................................................................................14

Chapter 3 Research Methodology.............................................................................15

3.1 Research Method:............................................................................................15

3.2 Type of Study:................................................................................................16

3.3 Data Collection Methodology;..........................................................................16

3.4 Instrument Used..............................................................................................16

3.5 Sampling Plan..................................................................................................17

3.6 Data Analysis...................................................................................................17

HYPOTHESIS 1- Cadbury’s is the most preferred brand of chocolates among

Indian Consumers...............................................................................................18

Table 3.1Favorite Brand.....................................................................................18

HYPOTHESIS 2- Consumers prefer chocolates as deserts...................................20

Table 3.2 What would you prefer for dessert.....................................................21

HYPOTHESIS 3- Consumers consider various attributes, like taste texture,

packaging, price and new flavor, when buying a new chocolates......................23

1
 Table 3.3 Factors affecting Buying Behavior......................................................23

HYPOTHESIS 4- Consumers are willing to gift Chocolates on festivals...............26

HYPOTHESIS 5- Consumers are willing to try Hybrid varieties of Chocolates.....28

HYPOTHESES 6- Consumers are aware of the new desert line of Cadbury’s and
have tried one or both of the flavors..................................................................30

HYPOTHESIS 7- Consumers like the various attributes, like taste, texture,

packaging, price and sweetness of the new line of desert chocolates...............32

Table 3.13Cross Tabulation...................................................................................35

Chapter 4 CONCLUSIONS AND RECOMMENDATIONS................................................36

Major Findings.......................................................................................................36

SUGGESTIONS AND RECOMMENDATIONS..............................................................39

Conclusions and Implications................................................................................39

SCOPE FOR FURTHER STUDY.................................................................................40

............................................................................................................................ 40

2
Chapter 1 INTRODUCTION
1.1 INDUSTRY SCENARIO

Indian chocolate market

Market growth in the chocolate segment has hovered between 10-
20%. In the last five years, the category has grown by 14-15% on an
average and is expected to continue growing at a similar rate in the
next five years. The market presently has close to 60mn consumers
and they are mainly located in the urban areas. Growth will mainly
come through an increase in penetration as income levels improve.

Price sensitiveness of Indian consumers

The consumer is not price sensitive. But the category is price
sensitive. Downgrading does happen in other FMCG products.
Chocolate demand is however more a function of affordability.
Demand growth depends on shifts in income pyramid. When the
economy grows at a lower pace, the upward shift in income pyramid
is slower. This affects the rate at which new consumers are added.
But existing consumers, who can afford the product do not
downgrade.

Snack food positioning for chocolates

Snack food is a good “enabler”. It helps in softening people for
consumption, where the consumer feels that “yes, I can consume this
product”. There is an intended message behind the positioning of
chocolates as snack food. Perk still competes with dairy milk and not

3
 with biscuit/ other snack foods. India is still far away from using
chocolates as a snack food. You need to have an offer that adds value.
At the end of the day how many Indians can afford a snack food
priced at Rs 16-17 for 50gms?

Earnings sensitivity factors

Cocoa bean prices: domestic as well as international prices of key
raw materials – cocoa have significant impact on margins.
Excise duties: changes in excise levied on malt and chocolate
influences end product prices and thereby volume growth as well as
margins.

1.2. COMPANY OVERVIEW: CADBURY’S

Cadbury Schweppes is the no.1 confectionery and third largest soft
drinks company in the world. They manufacture, market and
distribute branded chocolates, confectionery and beverages that
brings smiles to millions of consumers across 180n countries.
The origin of the group goes back over two centuries. Some of the
most loved international brands are from the stable of Cadbury
Schweppes – Cadbury dairy milk, Dr Pepper, Flake, Motts and with
acquisition of Adams, brands like – Halls, Chlorets, Trident, Dentyne
and Bubaas bubble gum range are now part of the group’s portfolio.
55000 people populate the humming offices of Cadbury Schweppes
across the globe.
The core purpose of Cadbury Schweppes is “working better together
to create brands people love”.

4
 Cadbury India ltd.
Cadbury India began its operations as a trading concern in 1947. The
first taste of chocolate was defined by Cadbury in the Indian sub
continent. The company today employs nearly 2500 people across
India.
With brands like dairy milk, gems, 5 star, Bournvita, Perk,
Celebrations, Bytes Chocki, Delite and temptations, there is a
Cadbury offering to suit all occasions and moods.

VISION:
LIFE FULL OF CADBURY
Cadbury is an organization which impacts and interacts with the
consumers.
 Cadbury is present in most happy occasions in the life of the
consumer.

 Their brands excite their consumer.

 Cadbury is an expression of consumer’s life.
CADBURY FULL OF LIFE:

 Cadbury as a company is vibrant.

 Cadbury is a fun and energizing workplace.
 Cadbury is robust and alive.
Purpose and values:

5
Objective:
Grow shareholder’s value over the long term.
Strategy:
Create robust and sustainable regional positions in the core categories of
confectionery and beverages through organic growth, acquisition and
disposal.
Distribution:
Cadbury’s distribution network encompasses 2100 distributors and
450000 retailers. The company has total consumer base of over 65 mn.
Besides use of IT to improve distribution logistics, Cadbury is also
attempting to I prove the distribution quality. To address the issues of
product stability it has installed visi coolers at several outlets. This helps
in maintaining consumption in summer, when sales usually dip due to
fact that the heat affects product quality and thereby off-take.
Methods:
Increasing the consumer base by focusing on the twin proposition of
affordability and availability is being followed to drive future growth.
Small affordable priced packs have been launched, which have helped
improve penetration and eating habits by creating new reasons for
consumption.
“Cadbury in every pocket –t heir marketing strategy is aimed at
achieving this vision by growing the market, by appropriate pricing
strategy that will create a mass market and to have offerings in every
category to widen the market.”
How are Cadbury’s chocolates positioned within the impulse category?

6
In real life Cadbury’s products are fighting fro share of the consumer’s
pockets. They have realized that we are facing competition not only
from chocolates but also other impulse products such as soft drinks,
biscuits, salted snacks and ice cream. To maintain the share in the
impulse market, they have to make sure that they grow in line with the
impulse market or grow faster than that. Since the share of chocolates in
the impulse category is just 6 %, they believe that opportunities are
plenty here.

Competitors:
Cadbury India drives around 65% of its revenue from chocolate
confectionary, 12 % from sugar confectionery while the balance 24%
comes from malted food drinks.
Competition from Nestle has restricted the growth of the company,
which is a market leader in the chocolate confectionery market with
around 70 % share. There are the other multinational giants including
mars and Hershey’s which are evincing interest in this lucrative Indian
market and pose a threat to the company.
Dairy milk desserts:: Cadbury’s creative launch:
Cadbury has recently launched flavors of dairy milk silk and position
perk glucose. CDM desserts offer the perfect rounding off taste, after
meal that adds special “meetha” moments to the family. CDM desserts
positions itself as the perfect after meal, with the idea “khaane ke baad
kuch meetha ho jaye”.

7
1.3 RATIONALE OF OUR STUDY

The introduction of the new desserts line of chocolates by Cadbury’s

has generated varied responses. The brand is targeted to all age
groups and chocolate lovers. The main aim of Cadbury is to substitute
their products over Indian sweets.
Our study is to access the consumer perception and preference of the
new Cadbury chocolates and how far they constitute them as a
substitute to Indian sweets. With the help of a questionnaire which
consists of a variety of questions, we would get an insight of the
consumers mind regarding the acceptability of chocolates I place of
Indian sweets.

Chapter 2 LITERATURE REVIEW

2.1 THE CONSUMER DECISION MAKING PROCESS

8
Selecting a Brand Name
A products brand personality is a description of its characteristics in
relation to the target market for the product. It assists marketers to
develop suitable advertising and promotional campaigns for the
product. In the case of Cadbury’s dream the key elements of its brand
personality were designed so that they would appeal to female
consumers seeking style, confidence, sophistication and self-
assuredness in their lifestyles. Their research found that it would
make the product stand out.

9
 Shape, Size & Format
Consumers also had preferences fro squared block chocolate formats
as they are convenient bite sizes. This shape has proven to deliver a
good experience.
Packaging
The packaging for Cadbury’s product was also determined by
consumer research and influenced by the Cadbury’s brand
personality. It was designed to fit with the product’s image of being
soft and indulgent and had a particular appeal among the youngster
target market. Indeed the selected colors on the packaging of a
combination of blue and white were used for their attractiveness, as
reflecting indulgence to the youth and specially female purchaser.

Fig.2.1 Perk Glucose and Dairy Milk Silk

2.2 Consumer Perception

The Consumer Perception Theory (CPT)

10
 NO PERCEIVED
CONSUMERS
PERCEIVED NEED
NEED

NO/INACTIVE ACTIVE
EXPERIENCE, BAD ADVERTISING
EXPERIENCE
EXPERIENCE

NEGATIVE POSITIVE
PERCEPTION PERCEPTION

Fig.2.2: CPT Model

NO PURCHASE
PURCHASE

CONSUMER PERCEPTION THEORY (CPT) illustrates and explains

one method through which advertising is effective. There are two basic
concepts that need to be accepted in order for CPT to be understood:
cultural filtration, perceptual reality.
Cultural filtration is simply the reason that people perceive day to day
life differently from one another. Each person is unique and has had a
unique set of life events that shape the way they experience. An easy
way of understanding cultural filtration is by comparing the cultural
filter to a pair of sunglasses. When we wear tinted glasses we view the
world as being the color of the lens, the same applies with our cultural
filters. We gather our experiences on a wide variety of topics (politics,
education, knowledge, experiences family heritage, race, ethnicity,
sexuality habits, etc.) and form our own unique cultural filter.

11
The consumer must first have a perceived need or want. After exposure,
the consumer forms an opinion about the product. This perception
becomes the reality of that product to the consumer. It is possible that
this truth could change with exposure to competitive messages from a
wide variety of sources. If however, the product is perceived, and
therefore assigned the truth, of being positive it is then evaluated as to
whether or not it fills the need or want. If it does indeed fit the need, it is
likely that the consumer will proceed to the purchase stage of the model.
In the purchase at this stage the consumer decides to purchase or not to
purchase the product. Again, there are number of variables surrounding
this decision as surround each step and decision I the model.
“Communication is the primary tool for managing perceptions to
motivate the desired behavior”
If you want the target audience to buy something you must create a
need and mange the audience’s perception so that it feels that need and
belief that the product will satiate it.
There’s a difference between manipulation and giving people both the
opportunity to express a need and the best way to fulfill that need
through products, services etc.

Change perception to change behavior

Both goals require changing or reinforcing, consumer behavior.
Marketing is about getting prospects to change their behavior – to buy
from you instead of a competitor. Focus must be upon the marketing
efforts on improving your consumers’ perception of your company and
positive change in consumer buying behavior will follow.

12
2.3 RESEARCH OBJECTIVES:
The objective of our study can be summarized as:
• To assess the consumer perception and preference of chocolates
and how far they consider them as a substitute to Indian sweets.
Co- objectives:
• To compare and analyze chocolate consumption preferences across
age groups.

• Study of decision criteria that influences purchase of chocolates.

• To determine preferences relative to broad categories of desserts.

• Develop a framework and model so as to evaluate brand

preferences among consumers of chocolates.

2.4 PROBLEM DEFINITION

Background
Cadbury has launched its dessert range which has dairy milk silk, perk
glucose and fruit and nuts. These flavors are soft and smooth in taste in
order to replace sweets. Through this, Cadbury aims at capturing the
market share of the traditional mithais of India because although it is the
market leader in chocolates, in the sweets market it just occupies about
10% market share.

Management decision problem:

13
Can the desserts line of Cadbury be an alternative for Indian sweets?
Marketing researcher’s problem:
To evaluate the current preferences of consumers of chocolates and to
measure their perceptions about Cadbury’s new range of dessert
chocolates.

2.5 Hypothesis Formulation

H-1: Cadbury is the most preferred brand of chocolate among the
Indians
H-2: Consumers prefer chocolates as dessert.
H-3: Consumers consider various attributes, like taste texture,
packaging, price and new flavor, when buying a new chocolates
H-4: Consumers are willing to gift chocolates on festivals.

H-5: Consumers are willing to try Hybrid varieties of chocolates.

H-6: Consumers are aware of the new desert line of Cadbury’s and have
tried one or both of the flavors.
H-7: Consumers like the various attributes, like taste, texture,
packaging, price and sweetness of the new line of desert chocolates.
H-8: Consumers who have tried the new flavors once will try it again.

2.6 RESEARCH QUESTIONS:

1. What are the customer’s preferences regarding the broad categories of
desserts?

14
2. How receptive are customers to radically new recipe ideas for
chocolates?
3. How well are the customers aware of the new product?
4. What factors influence a customer’s purchase decision regarding
chocolates?
5. Will customers of Cadbury chocolates consider the product as
something that can be suitable gift for friends and family?
6. What is the likelihood that consumer’s of chocolates who have tried
the new product will make a repeat purchase?
7. How do the consumer’s of chocolates relatively view the major
brands?
8. What is the extent of differences between the preference patterns of
consumers belonging to the two broad generations of respondents?

Chapter 3 Research Methodology

3.1 Research Method:

Both primary qualitative and quantitative data was collected from
respondents to address the research problem. We referred to existing
research on a very similar product to gain insights into the process
involved in the marketing of such a product.
Based on the above, we developed a questionnaire which was
administered to two broad age- group categories and the responses were
analyzed.

15
3.2 Type of Study:
Our study begins with the study of broad dynamics in the consumer
market for chocolates in the Exploratory phase , followed by the
determination of consumer awareness , brand preference; preference of
chocolates varieties , the likeliness of product attributes influencing
purchase decision, concluding with the acceptability of the new product
in the descriptive phase.
3.3 Data Collection Methodology;

Secondary data
An extensive research over the internet helped us in obtaining
appreciatively relevant information on the market for chocolates, how
Cadbury’s used marketing research to successfully launch its new
product. We obtained the information about the consumption trends in
the Indian market and the company’s position in it.
Primary data
We conducted a pilot survey by means of which we could enhance the
quality of our questionnaire and eliminate redundancies. Following that,
we administered the questionnaire to 100 respondents. The survey was
conducted across the northern part of India including the Delhi,
Rajasthan, Haryana and other parts.

3.4 Instrument Used

The questionnaire administered for the purpose of the study included 10
questions that addressed our requirement of measuring consumer
preferences with respect to chocolates, and their perceptions about the
product under study.

16
3.5 Sampling Plan
The plan for sampling consists of population and sample definition.
Target Population:
Elements: individuals over the age group 18 years.
Sample Size: a total of 100 responses were collected.
Sampling Unit: Adult individuals.
Extent: New Delhi, Rajasthan, Haryana.
Time: January - march 2010.

Sampling technique:
Sampling without replacement, a formal questionnaire was administered
to respondents for the purpose of collecting primary data. The
respondents were given the questionnaire either as a printed sheet or
over the internet. Wherever required, their doubts were duly clarified.
The entire exercise took us 30 days. Proper efforts were made to
generate effective efforts.

3.6 Data Analysis

17
 HYPOTHESIS 1- Cadbury’s is the most preferred brand of chocolates
among Indian Consumers.
To test this hypothesis, we use descriptive analysis. We will test the
responses of respondents in favor of different brand of chocolates.

Table 3.1Favorite Brand

Valid Cumulative
Frequency Percent Percent Percent

Cadbury 86 86.0 86.0 86.0

Valid Nestle 4 4.0 4.0 90.0

Amul 2 2.0 2.0 92.0

Other 8 8.0 8.0 100.0

Total 100 100.0 100.0

18
 Fig.3.1

Table3.1a Cadbury Brand

Valid Cumulative
Frequency Percent Percent Percent

Cadbury 86 86.0 86.0 86.0

Valid Others 14 14.0 14.0 100.0

Total 100 100.0 100.0

We can see that 86% of the respondents prefer the brand Cadbury’s.

Table 3.1b Nestle Brand

Valid Cumulative
Frequency Percent Percent Percent

Nestle 4 4.0 4.0 4.0

Valid Others 96 96.0 96.0 100.0

Total 100 100.0 100.0

We can see that the 4% of the respondents prefer Nestle brand.

19
Table3.1c Amul Brand
Valid Cumulative
Frequency Percent Percent Percent

Amul 2 2.0 2.0 2.0

Valid Others 98 98.0 98.0 100.0

Total 100 100.0 100.0

From the above table, it is clear that only 2% people prefer Amul brand.

Statistical Conclusion
Since 86% of the consumers prefer Cadbury’s, the null hypothesis stands
accepted.
Marketing Research Conclusion
The brand preference of the consumers is a clear indication that
Cadbury’s is the most favored brand. The company should cash in on the
factor to gain maximum advantage. However, 10% of the respondents
do prefer some other/ imported brand, so Cadbury’s must consider the
global competition. This survey is mainly conducted among the younger
generations so the company should focus on the older generation also.

HYPOTHESIS 2- Consumers prefer chocolates as deserts

To test the hypothesis, we have to find the preference of deserts of
consumers. We have used descriptive statistics to analyze the preference
of deserts among consumers. The results are as follows.

20
Table 3.2 What would you prefer for dessert
Valid Cumulative
Frequency Percent Percent Percent

Chocolate 21 21.0 21.0 21.0

ice-cream 61 61.0 61.0 82.0

Valid Indian 13 13.0 13.0 95.0
sweets

Others 5 5.0 5.0 100.0

Total 100 100.0 100.0

Valid Frequency Percent Valid Cumulative

Percent percent
Chocolate 21 21.0 21.0 21.0
Other 79 79.0 79.0 79.0
Total 100 100.0 100.0 100.0

Valid Frequency Percent Valid Cumulative

Percent percent
Ice-Cream 61 61.0 61.0 61.0
Other 39 39.0 39.0 100

21
Total 100 100.0 100.0 100.0

Valid Frequency Percent Valid Cumulative

Percent percent
Indian 13 13.0 13.0 13.0
Sweets
Other 87 87.0 87.0 100
Total 100 100.0 100.0 100.0

From the above tables we can see that ice creams are the most preferred
deserts with the frequency of 61 responses. Chocolates come next with
21 responses. It is clear from the above tables that today people do not
much prefer to have Indian sweets for deserts because only 13 out of 100
have responded favorably to Indian Sweets being their favorite deserts.
From the data gathered through the survey which was conducted among
the youth, we find that out of 100 responses, there is a strong affinity
towards Ice creams as far as deserts are concerned.

Statistical Conclusion
From the above facts, we find that people do not prefer chocolates as
deserts. So the null hypothesis stands rejected.
Mark Research Conclusion
We find that chocolates are still not considered as deserts as compared to
ice creams. This may prove to be a problem for the company.

22
Though it has substituted Indian sweets as deserts but that is only among
the younger generation. There would be a blatant difference between the
two generations with respect to the choice of deserts.

HYPOTHESIS 3- Consumers consider various attributes, like taste texture,

packaging, price and new flavor, when buying a new chocolates
To test the Hypothesis we have to find the factors considered by
respondents towards the brand and new flavor of the product. To test this
hypothesis we will use descriptive statistics.

Table 3.3 Factors affecting Buying Behavior

N
Std. Minim Maxim
Valid Missing Mean Deviation um um

1 Taste 100 0 1.67 1.422 1 5

2 Packaging 100 0 2.95 1.140 1 5
3 New flavor 100 0 2.78 1.177 1 5
4 Brand 100 0 2.33 1.207 1 5
5 Price 100 0 2.86 1.271 1 5

23
 Table 3.3a Taste

Valid Cumulative
Frequency Percent Percent Percent

1 79 79.0 79.0 79.0

2 4 4.0 4.0 83.0

Valid 3 2 2.0 2.0 85.0

4 1 1.0 1.0 86.0

5 14 14.0 14.0 100.0

Total 100 100.0 100.0

From the above table,

Table 3.3b Packaging

Valid Cumulative
Frequency Percent Percent Percent

Valid 1 11 11.0 11.0 11.0

2 23 23.0 23.0 34.0

3 37 37.0 37.0 71.0

4 18 18.0 18.0 89.0

5 11 11.0 11.0 100.0

Total 100 100.0 100.0

24
 Table 3.3c New flavor

Frequenc Valid Cumulative

y Percent Percent Percent

Valid 1 17 17.0 17.0 17.0

2 22 22.0 22.0 39.0

3 36 36.0 36.0 75.0

4 16 16.0 16.0 91.0

5 9 9.0 9.0 100.0

Total 100 100.0 100.0

Table 3.3 d Brand

Frequenc Valid Cumulative

y Percent Percent Percent

Valid 1 27 27.0 27.0 27.0

2 39 39.0 39.0 66.0

3 16 16.0 16.0 82.0

4 10 10.0 10.0 92.0

5 8 8.0 8.0 100.0

Total 100 100.0 100.0

25
 Table 3.3e Price

Frequenc Valid Cumulative

y Percent Percent Percent

1 17 17.0 17.0 17.0

Valid 2 23 23.0 23.0 40.0

3 31 31.0 31.0 71.0

4 15 15.0 15.0 86.0

5 14 14.0 14.0 100.0

Total 100 100.0 100.0

Statistical Conclusion

Market Research Conclusion

HYPOTHESIS 4- Consumers are willing to gift Chocolates on festivals.

Foe testing this Hypothesis, we need to analyze the number of
respondents who are willing to gift chocolates on festivals. We will use
descriptive statistics for the same.

26
 Table 3.4 Willingness

Frequen Valid Cumulativ

cy Percent Percent e Percent

strongly 31 31.0 31.0 31.0

agree

slightly 38 38.0 38.0 69.0

agree
Valid
Neutral 23 23.0 23.0 92.0

slightly 5 5.0 5.0 97.0

disagree

strongly 3 3.0 3.0 100.0

agree

Total 100 100.0 100.0

The table shows that 69% of the respondents are to an extent, willing to
gift chocolates on festivals.
Statistical Conclusion
Since 69% of the respondents might prefer to gift chocolates on
festivals, the null hypothesis stands accepted.
Marketing research Conclusion
We see that 31% are strongly in favor of gifting chocolates on festivals
and 38% people also slightly agree to the same. Only 5% of the
respondents strongly disagree with the idea of gifting chocolates instead
of Local sweets on festivals.

27
This is a very good opportunity for the company to promote its products.
Hence this shows that younger generation is more comfortable with the
idea of perceiving the chocolates as gifts items.

HYPOTHESIS 5- Consumers are willing to try Hybrid varieties of

Chocolates.
To test this hypothesis, we use descriptive statistics. We use it to
decipher the number of consumers who are willing to try hybrid varieties
of chocolates and how willing are they to try these varieties. This
question is done on the basis of the responses to Question number 5 of
the Questionnaire.

Table 3.5 Descriptive Statistics

Minim Maxim Std.

N um um Mean Deviation

Hybrid variety of 100 1 5 2.45 1.266

chocolate
Valid N (list wise) 100

28
Hybrid variety of chocolate

Frequen Valid Cumulative

cy Percent Percent Percent

Valid definitely 25 25.0 25.0 25.0

yes

probably 38 38.0 38.0 63.0

yes

Undecided 13 13.0 13.0 76.0

probably 15 15.0 15.0 91.0

not

definitely 9 9.0 9.0 100.0

not

Total 100 100.0 100.0

We can see from the above tables that 63% of the respondents are
willing to try hybrid varieties of chocolates. 13% of the respondents are
still not sure, i.e. they are indifferent towards it. Only 245 of the
respondents have given a negative response.
Statistical Conclusion
From the above analysis, we can conclude that consumers are willing to
try hybrid varieties of chocolates. Thus the null hypothesis stands
accepted.
Marketing research Conclusion
We can see that 63% of the respondents have given a positive response
towards trial of hybrid varieties of chocolates. This is good news for the

29
company as this provides the company an opportunity to make a success
out of the new desert range of chocolates. There are 13% respondents
who are indifferent. Even these respondents can be converted to positive
responders with proper advertising and sales promotion measures.
Achieving a total of around 70% respondents who are willing to try
hybrid varieties of chocolates can be beneficial to the new desert range
of chocolates introduced by Cadbury’s.
HYPOTHESES 6- Consumers are aware of the new desert line of Cadbury’s
and have tried one or both of the flavors.

To test this hypothesis, we use descriptive statistics as well

as correlation. We find the awareness levels of consumers.
We will also find the correlation between awareness levels
and trial of the new flavors by the consumers.
Awareness

Frequenc Valid Cumulative

y Percent Percent Percent

Valid Yes 68 68.0 68.0 68.0

No 32 32.0 32.0 100.0

Total 100 100.0 100.0

Table 3.6 Awareness

We can see from the above table that 68% of the respondents are aware
of the new range of chocolates.

30
Correlations

Are you
aware of Have you
the new tried the new
desert desert
Chocolates chocolates

Are you aware Pearson 1 .977**

Correlation
of the new desert
chocolates Sig. (2-tailed) .000

N 100 100

Have you tried the Pearson .977** 1

new desert Correlation
chocolates
Sig. (2-tailed) .000

N 100 100

**. Correlation is significant at the 0.01 level (2-tailed).

Table 3.7- Correlation

From the above table we can see that there is a high correlation between
awareness and trial levels. We also see that they are positively
correlated.

Statistical conclusion
We conclude that consumers are moderately aware of the new desert line
of the chocolates. It is also seen that most of the consumers who are
aware have also tried the product. So the null hypothesis stands
accepted.

31
Marketing research conclusion
The awareness level is around 68% among respondents. This is not
satisfactory. The awareness level should be increased through
advertising. It is good to note that most of the consumers who are aware
have tried it. So the priority of the company is to increase awareness
levels.
HYPOTHESIS 7- Consumers like the various attributes, like taste, texture,
packaging, price and sweetness of the new line of desert chocolates.
To test the hypothesis, we have to find the likeness of respondents
towards taste and texture of the product. To test this hypothesis, we will
use descriptive statistics. We will find the frequency of positive and
negative responses.

Table 3.8 Taste

Valid Cumulative
Freq % Percent Percent
poor 4 4.0 5.9 5.9
mediocre 3 3.0 4.4 10.3
satisfactory 6 6 8.8 19.1
Valid
good 35 35 51.5 70.6
excellent 20 20 29.4 100.0
Total 68 68 100.0
Missing System 32 32
Total 100 100.0

We can see from the above table that from the 68% of people aware of
the brand, more than 89% of the respondents find it worth eating.

32
Table 3.9 Price
Valid Cumulative
Freq % Percent Percent
Valid Poor 1 1.0 1.5 1.5
mediocre 9 9.0 13.2 14.7
satisfactory 22 22.0 32.4 47.1
Good 23 23.0 33.8 80.9
excellent 13 13.0 19.1 100.0
Total 68 68.0 100.0
Missin System 32 32.0
g
Total 100 100.0
Out of the 68 respondents, 85.3% of the respondents think that the
product is priced appropriately.

Table 3.10 Degree of Sweetness

Valid Cumulative
Freq. % Percent Percent
Valid Poor 2 2.0 2.9 2.9
Mediocre 2 2.0 2.9 5.9
satisfactory 26 26.0 38.2 44.1
Good 29 29.0 42.6 86.8
Excellent 9 9.0 13.2 100.0
Total 68 68.0 100.0
Missin System 32 32.0
g
Total 100 100.0
From the above data, it is found that around 94% of the valid
respondents think that the degree of sweetness of the chocolate is good.

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Table 3.11Texture
Valid Cumulative
Freq % Percent Percent
Valid Poor 2 2.0 2.9 2.9
Mediocre 1 1.0 1.5 4.4
satisfactory 15 15.0 22.1 26.5
Good 33 33.0 48.5 75.0
Excellent 17 17.0 25.0 100.0
Total 68 68.0 100.0
Missin System 32 32.0
g
Total 100 100.0
We can see from the above data that around 95% of the 68 respondents
think that the texture of the product is good.

Table 3.12 Packaging

Cumulative
Freq. % Valid Percent Percent

Valid Poor 4 4.0 5.9 5.9

mediocre 1 1.0 1.5 7.4

satisfactory 10 10.0 14.7 22.1

Good 36 36.0 52.9 75.0

Excellent 17 17.0 25.0 100.0

Total 68 68.0 100.0

Missing System 32 32.0

Total 100 100.0

Out of those surveyed for dessert chocolates, around 90% of the

respondents think that the packaging of the product is good.

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Statistical Conclusion
The percentage of respondents who like the attributes is more than 85%
for most of the attributes. So the null hypothesis stands accepted.

Marketing Research Conclusion

Although more than half of the respondents like the attributes, the level
of likeness is still not satisfactory. The company needs to increase the
likeness for the attributes of the product.
CORRELATION ANALYSIS
HYPOTHESIS 8- Consumers who have tried the new flavors once
will try it again.
To test this hypothesis, we will find the cross tabulation of the people
who have tried the new desert chocolates would try it again.

Table 3.13Cross Tabulation

Would you try these flavors again?

definitely yes probably yes undecided probably not definitely not Total

have you tried the new yes 36 18 3 2 1 60

desert chocolates
no 2 2 4 0 0 8
Total 38 20 7 2 1 68

We can find from the above table that out of the 68% of the respondents
who have tried the new desert chocolate, 88.23% of the people would
like to try it again.
Statistical Conclusion

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Since 88.23% of the respondents who have tried the new desert, will
once again try it, therefore the null hypothesis stands accepted.
Marketing Research Conclusion
We can see that there is a high correlation between people who have
tried the new desert chocolate and those who would like to try it again.
The company will have to explore new ways to gain new customers and
retain the existing customers.
LIMITATIONS
1) Low recall on the part of the respondents regarding the specific
attributes of the product. Since we could not provide product
sample to the respondents, we received feedback that it is hard for
an average consumer to distinctively recall the taste, texture, flavor
etc of the product.

2) Being a recently introduced product, the desert chocolates have a

very low familiarity with the consumers in general. Therefore,
certain response criteria in the questionnaire remain unsatisfied for
these respondents.

3) Our lack of expertise in extensive quantitative analysis constrains

our ability to derive inferences to the micro level.

Chapter 4 CONCLUSIONS AND RECOMMENDATIONS

Major Findings

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 Finding 1# Ice Creams are the most preferred deserts with the
frequency of 61 responses. Chocolates come next with 21
responses and there is a close call for Indian sweets which is being
preferred by 13 respondents.

Finding 2# Consumers are willing to try hybrid varieties of

chocolates. We can see that 63% of the respondents have given a
positive response towards trial of hybrid varieties of chocolates.
This is good news for the company as this provides the company
with the opportunity to make a success out of the new desert range
of chocolates. There are 13% of the respondents who are
indifferent. Even these respondents can be converted to positive
responders with proper advertising and sales promotion measures.
Achieving a total of around 80% respondents who are willing to
try hybrid varieties of chocolates can be considered to be beneficial
to the new desert range of chocolates introduced by Cadbury’s.
This indicates that people are very much open to trying something
new.

Finding 3# Consumers are moderately aware of the new desert

line of chocolates. It is also seen that most of the consumers who
are aware have tried the product.

The awareness level is 68% among the respondents. This is not

satisfactory. The awareness level should be increased through
advertising. It is good to note that most of the consumers who are aware

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have tried the product. So the priority of the company is to increase
awareness levels among consumers.

Finding 4# The percentage of respondents who like the attributes is

more than 85% for most of the attributes. Although more than half of the
respondents like the product attributes, the levels of likeness are still not
satisfactory. The company further needs to look for causes of this and try
to increase the likeness for the attributes of the product.

Finding 5# 69% of the respondents is willing to gift chocolates on

festivals. This is a very good opportunity for the company to promote its
products. On analyzing this, we found that people are more comfortable
with the idea of perceiving the chocolates as gift items specially the
younger generations.
Finding 6# There is a high correlation between the consumers who have
tried the new favors once will again try it. The company should explore
new ways to gain new customers and retain existing ones. They will
have to analyze how to increase consumer loyalty towards these
products.
On analyzing the survey responses, we see that around 85% of
customers are positive about the idea of trying the product again

Finding 7# 85% of the consumers considers Cadbury’s as their most

preferred brand. The company should cash in on this factor to gain
maximum advantage. Cadbury rules the consumers’ minds preferring it
over other brands.

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SUGGESTIONS AND RECOMMENDATIONS

1) The company needs to penetrate further into the market as still

many people are not aware of the product. They need to advertise
in comparative larger arena.

2) Consumers consider Cadbury’s as their most preferred brand but

more than 50% of the consumers are not willing to try the product
again therefore they need to further increase the likeness for the
attributes of the product.

3) Company should continuously come up with new innovative

products as study reveals that consumers are willing to try new
hybrid varieties of chocolates.

4) Company should cash in on the opportunity that the willingness of

the consumers to gift chocolates on festivals, is providing.

Conclusions and Implications

 Ice creams are the most preferred deserts

 Consumers are willing to try new hybrid variety of chocolates.

 Consumers are moderately about the new desert line of
chocolates.

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  There is a need to change the product attributes.

 Consumers are willing to gift chocolates on festivals.

 Awareness level of the product is not very high.

SCOPE FOR FURTHER STUDY

 Repeat identical sample surveys over predetermined period of time
to comparatively analyze the results to establish effectiveness of
promotion efforts.
 Study should also be conducted to find the attribute preference of
the consumers and what they expect out of a hybrid variety of
chocolate.
 Study should also be conducted on the reason of consumers not
preferring chocolates as deserts.
 Another area where research should be conducted is the reason for
unwillingness of consumers to buy Cadbury’s desert chocolates
repeatedly.

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