A Study On Impact of Television Advertising on Purchasing

Decision on Kids With reference To Cadbury Chocolates

By
Tania Majumder
Date of Submission: 26-04-2020

THE ICFAI UNIVERSITY, TRIPURA

A Study On Impact of Television Advertising on Purchasing
Decision on Kids With reference To Cadbury Chocolates

By
Tania Majumder
ID:19IUT0160023

A report submitted in partial fulfilment of the requirements of

The MBA Program (The Class of 2019-2021)

THE ICFAI UNIVERSITY, TRIPURA

 CONTENTS
Sr.no Topic Page no.

1 Introduction 1

2 Objective 2

3 Company Profile 3-6

4 Methodology 6

5 Data Analysis 7-19

6 Findings 20

7 Conclusion 21

8 Conceptual Relevence 22

9 Reference 23

10 Appendix 24-26
 Acknowledgement
I would like to express my sincere gratitude to my project supervisor,
Professor Prabal Chakraborty, (Faculty of FMS Dept.) for providing
her invaluable guidance, comments and suggestions in completing my
project on “A Study On Impact of Television Advertising on
Purchasing Decision on Kids With reference To Cadbury
Chocolates.”.

I would also like to extend my gratitude to Head of the Department Dr.

Dhananjoy Datta for providing me with all the facility that was
required and my fellow team members for helping me in the
accomplishment of the project.

DATE: 26/04/2020 Tania Majumder

MBA (Gen Mgmt) 1st Year
 INTRODUCTION
Television is one of the strongest media in a society and due to its reach and
popularity has the power to influence culture of a particular country. As far as
global business is concerned advertising is one of the crucial part in marketing
management. It is infact the most powerful and persuasive medium to sell
goods and services to corpus in the present society. Advertisements help to
create attitudes and beliefs about any product or service. A huge amount is
spend every year by the Indian confectionary players for their products and due
to this non-branded and local products has seen decline in their sales. As we all
know in today's world young kids have a far greater influence on the parent’s
purchasing decision than a few decades before. The entrants are trying to
influence children and students by adopting a variety of tactics. They try to
influence the children directly through various promos and contests that provide
with lot of adventure. Exposure to advertisements of confectionery products
like chocolates influences children's preferences, choices and request for these
products. It also affects the kid's behaviour, attitude and spending pattern.
Advertisements are heavily promoted during children's viewing time and keep
updating the kids of the new products arriving in the market. Sample size taken
for the study is 50. Area chosen for the study is one of the popular coaching
centre of Khowai town, Tripura. It has been noted that children like to watch
cartoon serials or cartoon movies. They also like to watch discovery channels
and movies as well and after watching advertisements of any product especially
chocolates children demand to buy these products.

1
 OBJECTIVE

The objective of the study is to find out the impact of television advertisising on
purchasing decision of kids with reference to Cadbury chocolates.

2
 COMPANY PROFILE

Cadbury, formerly Cadbury's and Cadbury Schweppes, is a British multinational

confectionery company wholly owned by Mondelez International (originally Kraft
Foods) since 2010. It is the second largest confectionery brand in the world after
Mars. Cadbury is internationally headquartered in Uxbridge, west London, and
operates in more than 50 countries worldwide. It is known for its Dairy Milk
chocolate, the Creme Egg and Roses selection box, and many other confectionery
products. One of the best-known British brands, in 2013 The Daily Telegraph
named Cadbury among Britain's most successful exports.

Cadbury was established in Birmingham, England in 1824, by John Cadbury who

sold tea, coffee and drinking chocolate. Cadbury developed the business with his
brother Benjamin, followed by his sons Richard and George. George developed
the Bournville estate, a model village designed to give the company's workers
improved living conditions. Dairy Milk chocolate, introduced in 1905, used a
higher proportion of milk within the recipe compared with rival products. By
1914, the chocolate was the company's best-selling product. Cadbury, alongside
Rowntree's and Fry, were the big three British confectionery manufacturers
throughout much of the nineteenth and twentieth centuries.

3
Cadbury was granted its first Royal Warrant from Queen Victoria in 1854. It has
been a holder of a Royal Warrant from Elizabeth II since 1955. Cadbury merged
with J. S. Fry & Sons in 1919, and Schweppes in 1969, known as Cadbury
Schweppes until 2008, when the American beverage business was split as Dr
Pepper Snapple Group; the rights ownership of the Schweppes brand had already
differed between various countries since 2006. Cadbury was a constant
constituent of the FTSE 100 on the London Stock Exchange from the index's 1984
inception until the company was bought by Kraft Foods in 2010.

PRODUCT MIX OF CADBURY IN INDIA

1. Chocolates: 5 star, 5 star crunchy, 5 star fruit & nut, Bournville Almond,
Bournville Rich Cocoa, Dairy Milk, Dairy Milk Silk, Dairy Milk Fruit & Nut,
Dairy Milk Oreo, Dairy Milk Silk, Dairy Milk Silk Bubbly, Dairy Milk Silk
Roasted almond, Perk, Fuse, Temptation Cashew Appeal etc.

2. Bags and Boxes: Celebrations, Celebrations Almond Magic,Celebrations

Favourites,Celebrations Mini,Celebrations Rich Dry Fruit, Choclairs, Gems
Perk Home Treats 5 Star Home Treats Dairy Milk Shots Dairy Milk Shots
with Friends etc.

4
3. Beverages and Health Drinks: Bournvita, Bournvita 5 Star Magic, Bournvita
Women, Tang etc.

4. Biscuit: Cream pie, Oreo Orginial, Oreo Choco crème,Oreo Orange Crème,
Oreo Strawberry Crème, Bournvita Choco cookies, Oreo Golden etc.

5
 METHODOLOGY
Research Design: For this study descriptive research design is used.

Sampling Technique: Simple Random Sampling is used.

Sample Size: 50

Statistical Tool: Pie-Chart, Column Graph and Bar Graph have been used.

Percentage Analysis has also been used in the project.

Data Type: Primary Data and Secondary Data

Primary Data Collection Technique: Structured Questionnaire were distributed

through google form to children and parents.

Secondary Data Collection Technique: Secondary Data were collected through

Internet, Journals, newspapers related to specific industry.

6
 DATA ANALYSIS
Table 1
Gender Of Respondents(Children)
Sr. No. Gender No of Respondents Percentage(%)
1. Male 28 56
2. Female 22 24

CHART SHOWING GENDER OF THE RESPONDENTS

No Of Respondents

22

28 Male
Female

Data Interpretation: Out Of 50 respondents 28 were male and 22 were female.

7
 Table 2
No of Hours Of Watching Television Of The Respondent(Children)
Sr. No. Hours (In a Day) No of Respondents Percentage
1. Less Than 1 hour 12 24
2. 1-2 hrs 20 40
3. 2-3 hrs 13 26
4. Above 3 hours 05 10

Chart Showing No of Hours Of Watching Television Of The

Respondents

No of Respondents

5
12

13 Less Than 1 hour

1-2 hrs
2-3 hrs
20 Above 3 hours

Data Interpretation: Out of 50 Respondents 24% watch TV less than 1 hr, 40%
watch TV between 1-2 hrs, 26% watch between 2-3 hrs. 10% watch more than 3
hrs.

8
 TABLE 3
TV Programs Children Like To Watch

Sr. No. TV Program No Of Respondent Percentage(%)

1. Cartoons 18 36
2. Movies 08 16
3. Sports 17 34
4. Others 07 14

Chart Showing Television Programs Respondents Like To Watch

No Of Respondent
7
18
1 Cartoons
2 Movies
17 3 Sports
4 Others
8

Data Interpretation: Out of 50 Respondents 36% watch cartoons, 16% watch

movies, 34% watch sports and 14% watch other shows.

9
 Table 4
Factor Influence Children’s purchasing decision more (Question To
Parents)
Sr No. Factor No Of Respondents Percentage
1. Advertisement on 27 54
Television
2. Advertisement On 02 04
Other Media
3. Offers 08 16

4. Friends 13 26

Chart Showing Factors Influence the purchasing Decision Of Children more

6
13
5

4
8
3
2
2
27
1

0 5 10 15 20 25 30

No Of Respondents Factor

Data Interpretation: Out of 50 Respondents 54% Respondents get more

influenced by Advertisement on Television, 4% by advertisement on other media,
16% by offers and 26% by friends.

10
 Table 5
How much advertisement on television influence the children to buy
the Chocolates(Question To Parents)
Sr No. Influence Level No Of Respondents Percentage
1. Often 22 44
2. Rarely 12 24
3. Sometimes 10 20
4. Not At All 06 12

Chart Showing Degree of Influence Of TV Advertisements On the Buying

Decision Of Children

No Of Respondents

10 22
Often
Rarely
Sometimes
12 Not At All

Data Interpretation: Out of 50 Respondents 44% Respondents often get

influenced to buy the product after seeing the advertisements on television , 24%
get influenced to buy rarely , 20% sometimes, and 12% respondents don’t get
influenced at all.

11
 Table No 6
Television Advertisement Helps to Make Better Selection For your
Child (Question To Parents)
Sr. Television Advertisement Helps No. Of Percentage (%)
No. To Make Better Selection Respondents
1. Agree 18 36
2. Disagree 14 28
3. Indifferent 18 36

18 18
18
16 14
14
No Of Respondents

12
10
8
6
4
2
0
Agree Disagree Indifferent

Advertisement Helps For Better Selection

Data Interpretation: Out of 50 Respondents 36% Respondents agreed that

television advertisement helped them to make better selection , 28% disagreed,
and 36% respondents don’t know whether it helped them or not.

12
 TABLE 7
Children Familiar With The Television Advertisement Of Cadbury

Sr. No. Remember The No. Of Percentage (%)

Television Advertisement Respondents
1. Yes 33 66%
2. No 17 34%

No. Of Respondents

17

Yes
33
No

Data Interpretation: Out of 50 Respondents 66% respondents are familiar with

the television advertisement of Cadbury chocolates and 34% are not familiar with
the television advertisement.

13
 TABLE 8
The Content and Message of the Television Advertisement Is
Truthful and Ethical
Sr. No. Found The Content and No Of Percentage (%)
Message of The Advertisement Respondents
Truthful and Ethical
1. Strongly Agree 04 08
2. Agree 10 20
3. Moderate 11 22
4. Disagree 15 30
5. Strongly Disagree 10 20

Chart showing the response of finding the advertisement truthful and ethical

No Of Respondents

10 4
10 Strongly Agree
Agree
Moderate
15
11 Disagree
Strongly Disagree

Data Interpretation: Out of 50 Respondents 08% respondents strongly agreed

that the content and message in the television advertisement is truthful and
ethical, 30% agreed, 20% are moderate, 24% disagreed, and 18% strongly
disagreed.

14
 TABLE 9
Reliability of the product as shown in the Television Advertisement
Sr. No. Found the product reliable as No Of Percentage (%)
shown in the advertisement Respondents
1. Strongly Agree 05 10
2. Agree 08 32
3. Moderate 15 30
4. Disagree 16 16
5. Strongly Disagree 06 12

No Of Respondents

12% 10%
16% Strongly Agree

32% Agree
Moderate
30% Disagree
Strongly Disagree

Data Interpretation: Out of 50 Respondents 10% respondents strongly agreed

that the product is reliable as shown in the advertisement, 32% agreed, 30% are
moderate, 16% disagreed, and 12% strongly disagreed.

15
 TABLE 10
Character Associated With The Advertisement Influenced The
Children More
Sr. Character No. Of Percentage (%)
No. Respondents
1. Cartoon Characters 16 32
2. Film Star 12 24
3. Sports Personalities 16 32
4. Others 06 12

No. Of Respondents

6
16

Cartoon Characters
16 Film Star
Sports Personalities
12 Others

Data Interpretation: Out of 50 Respondents 32% respondents like cartoon

characters, 24% like film stars, 32% like sports personalities, and 12% like other
characters .

16
 TABLE 11
Adding Social Message With The Television Advertisement Helps
To Increase Children’s Moral Values

Sr. No. Adding Social Message No. Of Percentage (%)

Will increase Moral Respondents
Values
1. Agree 37 74%
2. Disagree 05 10%
3. Indifferent 08 16%

40
No Of Respondents

30

20 37

10
5 8
0
Agree Disagree Indifferent
Adding Social Message Helps To Increase Moral values

Data Interpretation: Out of 50 Respondents 74% Respondents agreed that adding

social message to the television advertisement help to increase the moral values
in the children, 10% disagreed, and 16% respondents don’t know whether it
helped or not.

17
 TABLE 12
Factors Of The Advertisement Influence The Purchase Decision Of
Parents
Factor Highly Satisfied Neutral Dissatisfied Highly Total No Of
Satisfied Disatissfied Respondents
Necessary 04 16 14 06 10 50
Information
08% 32% 28% 12% 20% 100%
Good Value 10 18 12 07 03 50
Of Society
20% 36% 24% 14% 06% 100%

Results In 05 14 12 13 06 50
Better
Product 10% 28% 24% 26% 12% 100%

Result In 06 12 16 08 08 50
Better Price
12% 24% 32% 16% 16% 100%

Data Interpretation: 1. 8% parents are very satisfied with the necessary

information provided in the advertisement, 12% are satisfied , 28% are neutral,
32% are unsatisfied and 20% are very dissatisfied.

2. 20% parents are very satisfied with the good value of society in the
advertisement, 36% are satisfied , 24% are neutral, 14% are unsatisfied and 06%
are very dissatisfied.

18
3. 10% parents are very satisfied with the necessary with results in better product
from the advertisement, 28% are satisfied , 24% are neutral, 26% are unsatisfied
and 12% are very dissatisfied.

4. 12% parents are very satisfied with the result in lower price from the
advertisement, 24% are satisfied , 32% are neutral, 16% are unsatisfied and 16%
are very dissatisfied.

19
 FINDINGS
1. Majority of the Respondents watch TV between 1-2 hrs.

2. Majority of the Respondents watch Cartoons and Sports Shows in TV and

they also prefer the advertisements more which endorsed sports
personalities and cartoon characters.

3. Advertisement On television influence the purchasing decision of the

children more.

4. There is mixed response about how much children get influenced to

purchase the product after watching the advertisement on TV. But majority
of the parents said often their children get influenced by the advertisement
of Cadbury chocolates.

5. There are equal responses between the parents who agreed that
advertisement on television help them for better selection of Cadbury
chocolates and the parents who actually don’t know whether the
advertisements on Television help them to make better section of
chocolate

6. Majority of the children are familiar with advertisements of Cadbury

chocolates.

7. Majority of the parents disagreed about finding the message in the

advertisement truthful and ethical and also reliability of the product related
to the advertisements.

8. Majority of the parents agreed that adding social message to the

advertisement helps to increase the moral values of their children and it
also creates good value in society.

20
 9. Maximum parents are satisfied with information provided in the television
advertisement. But they are quite satisfied with the product and price after
buying the product watching the advertisement.

CONCLUSION
Today particularly young children an important role as consumer. While their
parents are about the product is healthy for them or not, but during the time of
shopping the first thing comes in their mind to purchase the advertised product.
In this area of survey, the advertising message and the personality and character
related to advertisement have stronger effect on children. As far as Cadbury
chocolates are concerned children are more influenced by television
advertisement than any other medium of advertisement. After the research, I had
found children’s impact on purchasing decision in family has increased now-a-
days and children sometime insist their parents to purchase these Cadbury
products for them and parents had seen good result from the product after
purchasing.

21
 CONCEPTUAL RELEVANCE
Advertising:- According to American Marketing Association “ Advertising is any
paid form of non-personal presentation and promotion of ideas, goods and
services by an identified sponsor.”

Objectives of Advertising:-

1. To introduce a new product by creating interest for it among the prospective

customers.

2. To support personal selling programme. Advertising may be used to open

customers’ doors for salesman

3. To reach people inaccessible to salesman.

4. To enter a new market or attract a new group of customers.

5. To enhance the goodwill of the enterprise by promosing better quality products

and services.

Selecting appropriate medium of advertisements:

The message that has to be delivered is very critical for the selection of medium
for the advertisement. A particular type of message requires a particular type of
medium. If the product or service needs a demonstration, then a television
advertisement would be appropriate. If a high quality output in colour is required
then multicolored magazines would do the better job compared to newspapers. If
there is a need to build the brand image of the company on the basis of some
personality traits, then they can be advertised during relevant programs on
televisions and radios. Eg- ads relating to chocolates and biscuits are aired on
cartoon network, ads relating to cosmetics are aired on primetime on television
when soaps are being telecasted and so on.

22
 REFERENCES
• www.scribd.com
Date and Time Of Viewing: 20 April,2020; 7:30 pm.

• www.slideshare.net
Date and Time Of Viewing: 20 April,2020; 9:30 pm.

• www.wikepedia.org
Date and Time Of Viewing: 21 April,2020; 9:00 am.

• www.researchgate.net
Date and Time Of Viewing: 21 April,2020; 7:00 pm.

• Marketing Management, By ICFAI Press.

23
 APPENDIX
Questionnaire for the Survey On Impact of Television Advertising
on Purchasing Decision on Kids With reference To Cadbury
Chocolates.
*(Separate Questions were formed for both parents and children. I am
adding the questions which were useful to conduct the study)
Personal Details
Name:
Age:
Gender:

1. How many hours you watch Television in a day?

a. Less than 1 hr
b. b. 1-2 hrs
c. 2-3 hrs
d. More than 3 hrs.
2. Which program you like to watch the most in TV?
a. Cartoons
b. Movies
c. Sports
d. Others
3. What/Who influence the purchasing behavior of children more?
a. Advertisements on TV
b. Advertisement on Other Media
c. Offers
d. Friends
4. How much advertisement on television influence the children to buy the
Chocolates?
a. Often
b. Rarely
c. Sometimes
d. Not at all

5. Does Television Advertisement Help to Make Better Selection For your

Child?
a. Agree
b. Disagree
c. Indifferent

6. Are You Familiar With The Television Advertisement Of Cadbury?

a. Yes
b. No
7. Do you think the Content and Message of the Television Advertisement Is
Truthful and Ethical?
a. Strongly Agree
b. Agree
c. Moderate
d. Disagree
e. Strongly Disagree

8. Do you think the product is reliable as shown in the Television

Advertisement?
a.Strongly Agree
b.Agree
c.Moderate
 d.Disagree
e.Strongly Disagree

9.bWhich Character Associated With The Advertisement Influence you The

Children More?

a. Cartoon Character

b. Movie Stars

c. Sports Personalities

d. Others

10. Do you think adding Social Message With The Television Advertisement help
to Increase Children’s Moral Values?

a. Agree

b. Disagree

c. Indifferent

10. Factors Influence the Purchase Decision of Parents:-

Factor Highly Satisfied Moderate Dissatisfied Highly

Satisfied Dissatisfied
Necessary
Information
Good Value Of
Society
Results In
Better Product
Results In
Good Value