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

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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

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Chapter 1 INTRODUCTION
1.1 INDUSTRY SCENARIO

Indian chocolate market Market growth in the chocolate segment has hovered between 1020%. 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
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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”.

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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:
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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?

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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”.

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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

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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 selfassuredness in their lifestyles. Their research found that it would make the product stand out.

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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)
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NO PERCEIVED NEED

CONSUMERS
PERCEIVED NEED

NO/INACTIVE EXPERIENCE, BAD EXPERIENCE

ACTIVE ADVERTISING EXPERIENCE

NEGATIVE PERCEPTION

POSITIVE 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.

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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.

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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:
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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?

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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.
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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.
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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

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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

Frequency Percent Cadbury 86 Valid Nestle Amul Other Total 4 2 8 100 86.0 4.0 2.0 8.0 100.0

Valid Percent 86.0 4.0 2.0 8.0 100.0

Cumulative Percent 86.0 90.0 92.0 100.0

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Fig.3.1

Table3.1a Cadbury Brand

Valid Frequency Percent Percent Cadbury Valid Others Total 86 14 100 86.0 14.0 100.0 86.0 14.0 100.0

Cumulative Percent 86.0 100.0

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

Table 3.1b Nestle Brand

Valid Frequency Percent Percent Nestle Valid Others Total 4 96 100 4.0 96.0 100.0 4.0 96.0 100.0

Cumulative Percent 4.0 100.0

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

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Table3.1c Amul Brand

Valid Cumulative Frequency Percent Percent Percent Amul 2 2.0 98.0 100.0 2.0 98.0 100.0 2.0 100.0

Valid Others 98 Total 100

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.
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Table 3.2 What would you prefer for dessert

Valid Cumulative Frequency Percent Percent Percent Chocolate 21 ice-cream 61 Valid Indian sweets Others Total 13 5 100 21.0 61.0 13.0 5.0 100.0 21.0 61.0 13.0 5.0 100.0 21.0 82.0 95.0 100.0

Valid Chocolate Other Total

Frequency Percent 21 79 100 21.0 79.0 100.0

Valid Percent 21.0 79.0 100.0

Cumulative percent 21.0 79.0 100.0

Valid Ice-Cream Other

Frequency Percent 61 39 61.0 39.0

Valid Percent 61.0 39.0

Cumulative percent 61.0 100

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Total

100

100.0

100.0

100.0

Valid Indian Sweets Other Total

Frequency Percent 13 87 100 13.0 87.0 100.0

Valid Percent 13.0 87.0 100.0

Cumulative percent 13.0 100 100.0

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.

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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 2 Packaging 3 New flavor 4 Brand 5 Price 100 0 100 0 100 0 100 0 100 0 1.67 2.95 2.78 2.33 2.86 1.422 1.140 1.177 1.207 1.271 1 1 1 1 1 5 5 5 5 5

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Table 3.3a Taste Valid Frequency Percent Percent 1 2 Valid 3 4 5 79 4 2 1 14 79.0 4.0 2.0 1.0 14.0 100.0 79.0 4.0 2.0 1.0 14.0 100.0 Cumulative Percent 79.0 83.0 85.0 86.0 100.0

Total 100

From the above table, Table 3.3b Packaging Valid Frequency Percent Percent Valid 1 2 3 4 5 11 23 37 18 11 11.0 23.0 37.0 18.0 11.0 100.0 11.0 23.0 37.0 18.0 11.0 100.0 Cumulative Percent 11.0 34.0 71.0 89.0 100.0

Total 100

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Table 3.3c New flavor Frequenc Valid y Percent Percent Valid 1 2 3 4 5 17 22 36 16 9 17.0 22.0 36.0 16.0 9.0 100.0 17.0 22.0 36.0 16.0 9.0 100.0 Cumulative Percent 17.0 39.0 75.0 91.0 100.0

Total 100

Table 3.3 d Brand Frequenc Valid y Percent Percent Valid 1 2 3 4 5 27 39 16 10 8 27.0 39.0 16.0 10.0 8.0 100.0 27.0 39.0 16.0 10.0 8.0 100.0 Cumulative Percent 27.0 66.0 82.0 92.0 100.0

Total 100

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Table 3.3e Price Frequenc Valid y Percent Percent 1 Valid 2 3 4 5 17 23 31 15 14 17.0 23.0 31.0 15.0 14.0 100.0 17.0 23.0 31.0 15.0 14.0 100.0 Cumulative Percent 17.0 40.0 71.0 86.0 100.0

Total 100

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.

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Table 3.4 Willingness Frequen Valid cy Percent Percent strongly agree slightly agree Neutral 31 38 23 31.0 38.0 23.0 5.0 3.0 100.0 31.0 38.0 23.0 5.0 3.0 100.0 Cumulativ e Percent 31.0 69.0 92.0 97.0 100.0

Valid

slightly 5 disagree strongly agree Total 3 100

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.

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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 N Hybrid variety of 100 chocolate Valid N (list wise) 100 Minim Maxim Std. um um Mean Deviation 1 5 2.45 1.266

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Hybrid variety of chocolate Frequen Valid cy Percent Percent Valid definitely 25 yes probably 38 yes Undecided 13 probably 15 not definitely 9 not Total 100 25.0 38.0 13.0 15.0 9.0 100.0 25.0 38.0 13.0 15.0 9.0 100.0 Cumulative Percent 25.0 63.0 76.0 91.0 100.0

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
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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 y Percent Percent Valid Yes No 68 32 68.0 32.0 100.0 68.0 32.0 100.0

Cumulative Percent 68.0 100.0

Total 100
Table 3.6 Awareness

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

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Correlations Are you aware of Have you the new tried the new desert desert Chocolates chocolates Are you aware Pearson Correlation 1 .977** .000 100 100 1

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

Have you tried the Pearson .977** 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.
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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

Freq poor mediocre satisfactory Valid good excellent Total Missing System Total 4 3 6 35 20 68 32 100

% 4.0 3.0 6 35 20 68 32 100.0

Valid Cumulative Percent Percent 5.9 5.9 4.4 10.3 8.8 19.1 51.5 70.6 29.4 100.0 100.0

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.

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Table 3.9 Price

Freq % Valid Poor 1 1.0 mediocre 9 9.0 satisfactory 22 22.0 Good 23 23.0 excellent 13 13.0 Total 68 68.0 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 Percent Percent 1.5 1.5 13.2 14.7 32.4 47.1 33.8 80.9 19.1 100.0 100.0

Freq. % Valid Poor 2 2.0 Mediocre 2 2.0 satisfactory 26 26.0 Good 29 29.0 Excellent 9 9.0 Total 68 68.0 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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Valid Cumulative Percent Percent 2.9 2.9 2.9 5.9 38.2 44.1 42.6 86.8 13.2 100.0 100.0

Table 3.11Texture

Freq Valid

Poor 2 Mediocre 1 satisfactory 15 Good 33 Excellent 17 Total 68 Missin System 32 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 Poor mediocre satisfactory Good Excellent Total Missing Total System 4 1 10 36 17 68 32 100 % 4.0 1.0 10.0 36.0 17.0 68.0 32.0 100.0 Valid Percent 5.9 1.5 14.7 52.9 25.0 100.0 Percent 5.9 7.4 22.1 75.0 100.0

% 2.0 1.0 15.0 33.0 17.0 68.0 32.0

Valid Cumulative Percent Percent 2.9 2.9 1.5 4.4 22.1 26.5 48.5 75.0 25.0 100.0 100.0

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 have you tried the new desert chocolates Total yes no 36 2 38

probably yes 18 2 20

undecided 3 4 7

probably not definitely not 2 0 2 1 0 1

Total 60 8 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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