Purchasing Behavior Of Cadbury Dairy Milk

Prepared By: Ravi Tiwari

Introduction
Cadbury starts in 1824 from John Cadbury . 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. Operated in over 60 countries.

Research Objectives
To identify chocolate consumption habits among different gender and age groups. To analyze the consumer perception about Cadbury dairy milk. To know the important factor which affects consumers to buy Dairy Milk. To know the most significant factors of preference.

Research Methodology
Research design:- Descriptive Sample design:- People of all age group including both genders. Sample size:- 70 Respondents Data collection method:- Questionnaire Method

Data Analysis
Gender

Male 15-20 14

51 21-25 14

Female 26-30 19

19 Above 31 23

Age group(Yrs.)

Martial status Education

Married Below 10+2 20

43 Graduate 42

Unmarried Post graduate 6

27 Professional degree 2

Occupation

Business

14

Govt. job

Private job

13

Student/others

37

No. of family members

0-1

2-4

5-6

37

Above 7

25

Annually income (Rs.)

Below 100000

37

Above 100000 200000

25

Above 200000 300000

Above 300000

Analysis
Purchase frequency of chocolate
30
25.00 25

20 15
10 13.00

17.00
Always

13.00
Many times Sometimes

5
0

2.00
Rarely Never

Purchase of chocolate
35 30 25 20 15 10 5 0 mom & General Retail storedairy booth pop shop Store 10.00
7.00

30.00 21.00
mom & pop shop General Store Retail store dairy booth

Purpose to purchase chocolate

30

28.00 25.00

25
20 15
Self consumption

10
5 0

7.00

7.00

Gift

1.00

Family

Sweets
Others

Respondents knowing about cadbury dairy milk

70 60 50 40 30 20 10
0

66.00

Yes

No

2.00 Yes No

Respondents purchasing Cadbury dairy milk

60 50
40

57.00

30
Yes No

20 10 9.00

0
Yes No

16 14

Factors influencing purchase of dairy milk

14.00 13.00

12 10
8 6 7.00 7.00
Taste
Crunchiness

8.00

8.00

Quality

4
2 0

Flavor
Availability

Price

Dairy milk purchase if other chocolates made cheaper

30
25

27.00

20
15

17.00

Always Many times

10
5

9.00
3.00

Sometimes Rarely Never

0.00 0
Always Many times Sometimes Rarely Never

Conclusions & Recommendations

The quality of Dairy Milk followed by easy availability of is good and customers find comfortable to buy it. The packing of Cadbury dairy milk is attractive and respondents are influenced by it. Quality and flavor are major strengths of Cadbury dairy milk. Majority of customers consume below 50 gm Cadbury dairy milk daily. Chocolate is mainly purchased for selfconsumption and for family.

Thank You