A

PROJECT REPORT
ON

“A STUDY ON CONSUMER PERCEPTION

TOWARDS CADBURY CHOCOLATES WITH
REFERENCE TO SATNA CITY”

SUBMITTED TO

AWADHESH PRATAP SINGH UNIVERSITY, REWA (M.P.)

FOR THE AWARD OF

MASTER OF BUSINESS ADMINISTRATION
MBA (SEMESTER-IV)

BY

UMA MISHRA
UNDER GUIDANCE OF
PROF. SANKALP SHUKLA

VINDHYA INSTITUTE OF MANAGEMENT & RESEARCH,

SATNA (M.P.)
2016- 2017

1
VINDHYA INSTITUTE OF MANAGEMENT & RESEARCH,
SATNA (M.P.)

GUIDE’S CERTIFICATE
This is to certify that MISS. UMA MISHRA has satisfactorily completed the

Project work on “A Study on Consumer Perception towards Cadbury Chocolates

with reference to Satna City” under my guidance for the partial fulfillment of

MBA (Semester-IV) submitted to Awadhesh Pratap Singh University, Rewa

during the academic year 2016-2017.

To best of my knowledge and belief the matter presented by her is original

work and not copied from any source. Also this report has not been submitted

earlier for the award of any Degree of Awadhesh Pratap Singh University, Rewa.

Place: Satna PROF. Sankalp Shukla

Date: / / 2017 (Project Guide)

2
VINDHYA INSTITUTE OF MANAGEMENT & RESEARCH,
SATNA (M.P.)

DECLARATION

I undersigned, hereby declare that this project report entitled “A Study on

Consumer Perception towards Cadbury Chocolates with reference to Satna City”

prescribed by AWADHESH PRATAP SINGH UNIVERSITY, REWA during the academic

year 2016-2017 under the guidance of PROF. SANKALP SHUKLA is my original work.

The matter presented in this report has not been copied from any source. I

understand that any such copying is liable to be punishable in any way the

university authorities deem to be fit. Also this report has not been submitted

earlier for the award of any Degree or Diploma of Awadhesh Pratap Singh

University, Rewa or any other University.

This work humbly submitted to Awadhesh Pratap Singh University for the

partial fulfillment of Master of Business Administration (Sem-IV).

PLACE: SATNA
UMA MISHRA
DATE: / / 2017

3
VINDHYA INSTITUTE OF MANAGEMENT & RESEARCH,
SATNA (M.P.)

ACKNOWLEDGEMENT

Whenever we are standing on most difficult step of the dream of our life,
we often remind about The Great God for His blessings & kind help and he
always helps us in tracking off the problems by some means in our lifetime. I feel
great pleasure to present this project entitled “A Study on Consumer Perception
towards Cadbury Chocolates with reference to Satna City”.

I am grateful to those people who help me a lot in preparation of this

project report. It is their support and blessings, which has brought me to write
this project report. I have a deep sense of gratitude in my heart for them.

I am very thankful to my project guide Prof. Sankalp Shukla for his whole-
hearted support and affectionate encouragement without which my successful
project would not have been possible.

Finally, I am very grateful to Mighty God and inspiring parents whose

loving & caring support contributed a major share in completion of my task.

Uma Mishra

4
 TABLE OF CONTENTS

S.N. Contents Page No.

1 Introduction of Project 6-9

2 Company Profile 10-14

3 Review of Literature 15-17

4 Objectives 18-19

5 Research Methodology 20-25

6 Data Analysis & Interpretation 26-34

7 Findings & Suggestions 35-37

8 Limitations 38-39

9 Conclusion 40-41

10 References 42-43

Annexure
11 44-47
Questionnaire

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 CHAPTER-I

INTRODUCTION OF PROJECT

6
INTRODUCTION:

The term “perception” can be defined as the ability to derive meaning. Derived from the
word “perceive”, it refers to the ability of giving meaning to whatever is sensed by our sense
organs. It is the process through which an individual interprets ones’ sensory impressions to
give meaning to them. Schiffman defines it as “the process by which an individual selects,
organizes, and interprets stimuli into a meaningful and coherent picture of the world.”

Perception can be better explained by understanding the nature and characteristics of

perception:

1. Perception is a complex process. After a stimulus is detected by the sense organs, the
perception process comes into play and involves the interplay of three processes, viz.,
selection, organization and interpretation. It is a dynamic process.
2. It is also an intellectual process; it involves a lot of cognitive effort. Once sensation
takes place, the perception process involves the selection, organization and
interpretation of data.
3. Perception is broad in nature; it includes a physiological component (through
sensation), as well as sociological and psychological components.
4. Perception is a subjective process as two people may perceive the same stimuli
differently. While two persons may be exposed to the same stimuli, the manner in
which they select them, organize and interpret them is different. This is because the
two are impacted by their background, learning and experiences, motivation,
personality, cultures, values and lifestyles, social class effects etc which may be
different from each other.

The perceptual process starts when a person is exposed to a stimulus and the sensory
receptors report the same to the human body. While the senses may be exposed to various
stimuli, the human senses select only some of these at a point of time. This is because the

7
sense organs have a limited capacity at a particular point of time. After the sense organs,
report a few stimuli, the perceptual process takes over. Of the stimuli that have been detected,
few are selected, organized and interpreted for meaning. This is known as perception.

During this process of selection, organization and interpretation, the human being is
assisted by the memory bank or the information that is stored in his long term memory. This
is known as the schema. The scheme acts as a filtering mechanism and helps select some of
the stimuli, and then interpret and organize them. The selection, organization and
interpretation by the human mind is done on the basis of i) characteristics of the perceiver,
and ii) characteristics of the situation. The characteristics of the perceiver include learning
and experiences, knowledge and beliefs, motivation, need and involvement, attitude,
personality, social class, culture etc. All these constructs act as the bases of the schema, and
put together affect the perceptual process. The characteristics of the situation include the time
and location.

NATURE OF PERCEPTION:

6.4.4 THE PERCEPTUAL PROCESS AND THE MECHANISM:

People perceive things differently because of their characteristics and backgrounds,
and because of the different perceptual mechanisms that take place. Although we may differ
in such processes, universally speaking, the perceptual process comprises four components,
viz., input, perceptual mechanism, output and behavior. Let us have a discussion on these.
i. Input: The input to the perceptual process refers to the various stimuli that surround an
individual and exist in his environment. It could assume various forms, for example, it could
be another person, object, thing, or situation. The perceptual process begins when the sensory
receptors detect a stimulus in the environment, which acts as an input to the perceptual
mechanism.

ii Perceptual mechanism: The perceptual mechanism consists of three sub-processes, viz.,

selection, organization and interpretation. Once the sense organs detect a stimulus in the
environment, a person selects, organizes and interprets it through perceptual selectivity,

8
perceptual organization and perceptual interpretation. Put together, these are known as
perceptual mechanisms.
 Perceptual selection or perceptual selectivity refers to a tendency within a person to
select one or a few out of the many stimuli present in the environment; this selectivity
is based on one’s demographic, socio-cultural and psychographic factors. A person
would tend to select those stimuli that appear relevant and attractive to him.
 Perceptual organization refers to the process of organizing the various stimuli with
other cues around so that a whole picture can be created. In other words, the various
stimuli are organized and given a form. It is the process of organizing inputs into a
definite, coherent and interpretable structure.
 Perceptual interpretation refers to the process of drawing in inferences out of the
organized whole (of stimuli), and giving meaning to it.

iii Output: Once the input has been interpreted, it results in an output. This output towards
the stimuli assumes various forms, for example, in the formation of emotions and moods,
feelings and opinions, as well as attitudes and beliefs.

iv Behavior: The resultant behavior is an outcome of the output. Based on his emotions and
moods, feelings and opinions, as well as attitudes and beliefs, a person would enact out a
behavior. This behavior is a function of and will be reflective of such emotions and moods,
feelings and opinions, as well as attitudes and belief.

9
 CHAPTER-II

COMPANY PROFILE

10
COMPANY PROFILE:

Chocolate
The very word makes your mouth water.
Chocolate is more than just a food: it’s a state of mind.

Chocolate as we know it

The first mention of chocolate being eaten in solid form is when bakers in England began
adding cocoa powder to cakes in the mid 1600’s. Then in 1828 a Dutch chemist, Johannes
van houten, invented a method of extracting the bitter tasting fat or “cocoa butter” from the
roasted ground beans, his aim was to make the drink smoother and more palatable, however
he unknowingly paved the way for solid chocolate as we know it.
Chocolate as we know it today first appeared in 1847 when fry & sons of Bristol, England –
mixed sugar with cocoa powder and cocoa butter (made by the van houten process) to
produce the first solid chocolate bar then in1875 a Swiss manufacturer,
Daniel peters, found a way to combine (some would say improve, some would say ruin)
cocoa powder and cocoa butter with sugar and dried milk powder to produce the first milk
chocolate.

CONSUMPTION OF CHOCOLATES IN INDIA

Chocolate consumption in India is extremely low. Per capita consumption is around 160 gms
in the urban areas, compared to 8-10kg in the developed countries. In rural areas, it is even
lower. Chocolates in India are consumed as indulgence and not as a snack food. A strong
volume growth was witnessed in the early 90’s when Cadbury repositioned chocolates from
children to adult consumption. The biggest opportunity is likely to stem from increasing the
consumer base. Leading players like Cadbury have been attempting to do this by value for
money offerings, which are affordable to the masses.

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Cadbury Dairy Milk

Cadbury Dairy Milk encapsulates an enormous breath of emotions, from shared values such
as family togetherness, to the personal values of individual enjoyment. It stands for goodness.
A moment of pure magic!

Cadbury Dairy Milk (CDM) entered the Indian market in 1948, and since then for consumers
across India, the word Cadbury has become synonymous with chocolate. CDM remains at the
top of the Indian chocolate market not only because of its most delicious, best tasting
chocolate but also because of its memorable communication. 

Our Advertising:
In the early days, the brand had a huge fan following among kids. In order to build stronger
appeal among older age groups, the brand re-positioned itself through the classic ‘Real Taste
of Life’ campaign in 1994. The campaign positioned Cadbury Dairy Milk as the chocolate
that awakened the little child in every grown up and very soon, both teenagers and adults,
were hooked on to this bar of pure magic.

With the launch of the Rs. 5 pack in 1998, CDM became more affordable and hence more
accessible for the masses. The ensuing positioning of ‘Khaane Waalon ko khaane ka Bahana
Chhayie’ made consumption into a joyful, social occasion.

In 2004, the `Kuch Meetha Ho Jaaye’ campaign was launched, seeking to

increase CDM consumption by making it synonymous with traditional sweets (Mithai). With
Amitabh Bachchan as the face and voice of the brand, the campaign went on to become a
huge success. People could relate to the commercials that were aired to promote Cadbury
Dairy Milk. How many can forget the `Pappu Pass Ho Gaya’ commercial? The country

12
cheered on as Pappu fell in love in the Pappu Love Test commercial. Then came`Miss
Palampur’ and the country celebrated the beauty pageant with a difference. The`Kenya’
commercial that was aired in 2008 celebrated the spirit of cricket and that of true
sportsmanship. In 2009, we aired another commercial under the `Kuch Meetha Ho
Jaaye’ platform, called the `Pay Day’ commercial.

In the year 2010, the `Shubh Aarambh’ campaign was launched, drawing lines from the
traditional Indian custom of having something sweet before embarking on something new.
With `Shubh Aarambh’, Cadbury took the Dairy Milk journey a step further into the hearts of
its million lovers.

With the current campaign ‘Khaane Ke Baad Meethe Mein Kuch Meetha Ho Jaaye’, our aim
is to introduce the thought of having a CDM as a post dinner meetha (dessert).

Cadbury Dairy Milk Silk

Cadbury Dairy Milk has captured the heart of Indian consumers for over six decades; but
there was room for a more premium entrant in the category. And enter CDM Silk.
Most CDM lovers thought that nothing could taste better, but CDM Silk came as a welcome
surprise! It is creamier, smoother, and tastier. Its dome shaped cubes pack more chocolate
and hence provide a superior eat experience.

Launched in January 2010, with a tantalizing taste that tempts the taste buds, CDM
Silk delivered an exquisite chocolate eating experience in the Indian market.

13
Our Advertising:
The advertising highlights the joy of savoring CDM Silk and builds on its creamy and smooth
experience that instantly melts in your mouth. This brand promise was beautifully captured
by the tagline `Have You Felt Silk Lately?’

The campaign comprised of three commercials which showcased different protagonists

indulging and savoring Cadbury Dairy Milk Silk chocolate, with innocence and unabashed
joy, unmindful of their surroundings. 

14
 CHAPTER-III

REVIEW OF LITERATURE

Review of Literature:

15
Perception is basically an organism which describes an individual’s perceived image which
he expect from any product or service. Observation can be changed or influenced by
numerous factors.

AWARENESS OF CONSUMER ABOUT PRODUCT:

Brown et al. (2000) reported that the need for educating young generation specially those
who are in their adolescence are noticeably increasing, given their regular food eating habits
and International Journal of Advancements in Research & Technology, behaviour, children
who are in their teenage prefer food with respect to food nutritious as well as three factors
plays very important role, home envirnment, school and social gatherings .

Aaker (2000) assess that brand awareness plays a vital role in consumer perception especially
when their buying pattern is not defined. Branded items gives the feeling of familiarity
especially in low involvement products for example soaps and other day to day usage items,
media and advertisement are effective tools for awareness.

Nandagopal and Chinnaiyan (2003) conclude that the mode of purchase of product also
effecting buying pattern and so perception of consumer.

FACTORS INFLUENCE THE CONSUMPTION PATTERN:

Kumar et al. (1987) examined those factors which effect buying decisions making of large
number of respondents for different food products. Country, origin, and brand of the product
impact effectively and largely. Brand of the product is the most important factor since
consumers more attracted toward brand. Income, age and awareness are dependant factors.

Sabesson (1992), stated that brand of processed food is chosen by its quality, taste of the
product and price of product. These are the major factor which affects the criteria for food
brand selection.

16
Rees (1992), study he explains those factors which influence consumer choice of food and
flavor includes food texture, appearance, taste and quality whereas use of microwave and
reduction in traditional cooking are the factors which effect consumer usage of product.

Vanniarajan and Kubendran (2005) describe that consumer perception and usage of any
product can be changed due to change in food eating habbits. If income and urbanization
increases in among consumers then the percentage of income spent on
consumption Increases. The urban consumer mostly like branded products as compared to
rural consumers.

17
 CHAPTER-IV

OBJECTIVES OF THE STUDY

OBJECTIVES

18
This project is based on the comparative study consumer behavior towards Cadbury
chocolates. Objectives of the study are:
 The other objective is to know about the customer satisfaction level associated
with the product and the customer preference level.
 To increase customer satisfaction and recapture the market share by fulfilling the
customer needs.
 To study the factors affecting the consumption pattern.

19
 CHAPTER-V

RESEARCH METHODOLOGY

Research Methodology:

20
This chapter describes the methodology of the study. This project is based on information
collected from primary sources. After the detailed study, an attempt has been made to present
comprehensive analysis of consumption of Cadbury chocolates consumed by the people. The
data had been used to cover various aspects like consumption, consumer’s preference and
customer’s satisfaction regarding Cadbury chocolates. In collecting requisite data and
information regarding the topic selected, I went to the residents of Ghaziabad and collected
the data.

This project is prepared with the help of theoretical knowledge as well as practical
knowledge & a crumb of advises & suggestions from the concerned professors. As far as
practical is concerned, all the information about the companies information available on
internet. The theoretical pert taken from the various books & magazines available on this
subject. And other recent happing in marketing is taken from magazines & news paper.
Overall this mission has been completed with the combination of all those things & it had
been with the best of my facts & information.

Research methodology refers to search for knowledge. Redman and Mory define research as
a “Systematized effort to gain new knowledge. Research is an academic activity and such the
term should be used in technical sense. According to Clifford Woody, Research comprises
defining and redefining problem, formulating hypothesis or suggested solutions; collecting,
organizing and evaluating data; making deductions and research conclusions; and at last
carefully testing the conclusions to determine whether they fit the formulating hypothesis.

Research is thus an original contribution to the existing stock of knowledge making for its
advertisement. It is pursuit of truth with the help of study, observation, comparison and
experiment. In short the search for knowledge through objective and systematic method of
finding solution to problem is research.

RESEARCH DESIGN

21
Methodology is the way to systematically solve the research problem. Research methodology
just does not deals with research methods but also consider the logic behind the methods. It
may be understood as a science of studying how research is done scientifically and
systematically. In studying research problem along with the logic behind them it is necessary
for the researcher to know the research methods, would apply to the problem given to him.
All this means that it is necessary for the researcher to design methodology from problem to
problem.

Research methodology may be summarized in the following steps –

1. Defining the research objective.

2. Preparing the research design.
3. Implementation of the research design.

Survey design:
The study is a cross sectional study because the data were collected at a single point of time.
For the purpose of present study a related sample of population was selected on the basis of
convenience.

Sample Size and Design:

A sample of 100 people was taken on the basis of convenience. The actual consumers were
contacted on the basis of random sampling.

Research Period:
Research work is only carried for 2 or 3 weeks.

Research Instrument:
This work is carried out through self-administered questionnaires. The questions included
were open ended, dichotomous and offered multiple choices.

Data Collection:
The data, which is collected for the purpose of study, is divided into 2 bases:
22
  Primary Source: The primary data comprises information survey of “Compara-
tive study of consumer behavior towards Cadbury chocolates”. The data has been
collected directly from respondent with the help of structured questionnaires.
 Secondary Source: The secondary data was collected from internet, References
from Library.

Data Analysis:
The data is analyzed on the basis of suitable tables by using mathematical techniques. The
technique that I have used is bar technique.

Facts figures about the Cadbury

Global Market of Chocolates
 Size of USD 110 billion

 Growth rate of 2.5 %

 Nestle is the global market leader followed by Mars

 Market getting stagnant in mature western markets

 Asia, eastern Europe and southern America have greatest growth prospects

Indian Market
 Size of Rs 8 billion in value and around 33,000 tons in volume

 Low per capita consumption of around 160 gm as compared to 8 kg in UK

 Very low penetration level

 Growth rate of 11.5%

Market Overview

23
 Demand : Past & Future (in MT)

80
70
60
50
Demand : Past &
40
30 Future
20
10
0

Region-wise Distribution of Sales

Region-wise Distribution of Sales

South
20% North
35% North
East
West

West South
Eas t
33%
12%

Age-wise Market Segmentation

Over 55 years 2-8 years

25-54 years 7% 16% 2-8 years
22%
Age-wise Market Segmentation 8-25 years
25-54 years

8-25 years over 55 years

24
55%
 Leading Player's Share (%)

Amul
8%
Nestle
22% Cadbury's
Nes tle
Am ul
Cadbury
70%

25
 CHAPTER-VI
DATA ANALYSIS & INTERPRETATION

DATA ANALYSIS AND INTERPRETATION

26
According to the above analysis it is concluded that I have surveyed 100 respondents out of
which 14, 42, 33, 11 belongs to age group 0-10, 10-20, 20-30, above30 respectively.

According to the above analysis it is concluded that most of the female prefer like to eat
chocolate

27
From the above analysis of the given sample of 100 respondents it is concluded that out of
100 people 95 people likes to eat chocolate while only 5 people don’t prefer to eat
chocolate.

According to the above analysis it is concluded that most of the people like to eat fruits and
nuts as compare to other segment of dairy milk chocolate.

28
According to the above analysis it is concluded that out of sample of 95 people who eat chocolate 72
are attracted to buy chocolate on discount and 23 were attracted by some other reasons.

According to the above analysis it is concluded that mostly people purchase chocolates weekly .

29
According to the above analysis it is concluded that most of the people like to eat new
cadbury dairy milk silk.

According to the above analysis it is concluded that most of the people likes to eat yummy hard
chocolate and chew form of a chocolate is least preferred.

30
According to the above analysis it is concluded that most of the people like to eat Fruit & Nut
as compare to another.

According to the above analysis it is concluded that the chocolate is not only consumed by
children only it’s consumed by every age group of people.

31
The above analysis of given sample of 93 respondents who eat chocolates it is concluded that
only 73 people likes to eat Cadbury chocolates and after Cadbury they would like to
preferred Nestle or more.

32
According to the above analysis it is concluded that most of the people now become health
conscious so Cadbury should introduced sugar free Cadbury chocolate to attract health
conscious people.

INFLUENCING FACTORS DURING PURCHASE OF CADBURY CHOCOLATES

FACTORS GRAND TOTAL AVERAGE RANK

335 4.6 1
FLAVOR/TASTE
PRICE 235 3.2 7
QUALITY 307 4.2 2
PACKAGING 277 3.79 3
FORM 231 3.16 8
BRAND 271 3.71 4
IMAGE 262 3.59 5
COLOR 224 3.07 9
SHAPE 213 2.92 10
262 3.59 6
QUANTITY

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According to the above analysis it is concluded that on an average mostly people are
influenced by flavor/taste followed by quality, packaging and brand. Here color and shape
are not all influencing people while purchasing Cadbury chocolates.

REASONS FOR NOT SWITCHING OVER TO OTHER BRANDS

All the consumers why they continue to buy the old brand gave various important reasons.
The most important reasons given by the consumers were:
 Taste/Flavor
 Brand
 Image
 Quality
 Packaging

34
 CHAPTER-VII
FINDINGS & SUGGESTIONS

35
FINDINGS

 CONSUMER RESEARCH:
Consumer research deals with consumer and their
problems and solution to the problems. In this I came to know about the consumers
need and expectation levels regarding products and ascertainable levels of consumer
satisfaction.

 PRODUCT RESEARCH:
Under product research I came to know about the
modification which consumers wants as to the quality, packing, shape, color, and quantity
etc of their favorite chocolate.

 PRICING RESEARCH:
This includes ability to consume, to pay for the product,
how much a person can spend on his/her favorite chocolate. In this I have tried to find out
consumer’s price expectations and reactions.

 ADVERTISING RESEARCH:
Under this I have concluded that whether the
advertisement appeals the consumers or not. This also includes evaluating and
selecting the proper media-mix and measuring advertising effectiveness.

36
 SUGGESTIONS AND RECOMMENDATIONS

 Company should concentrate more on television for advertisement, as mostly people

get attracted through television only.
 For promotional offers, company should go for free gifts rather than going for other
ways.
 Cadbury should concentrate on the shape of a chocolate.
 People are unsatisfied with the price and quantity of chocolate so companies should
concentrate in this regard also.

37
CHAPTER-VIII
LIMITATIONS

38
LIMITATIONS:

In attempt to make this project authentic and reliable, every possible aspect of the topic
was kept in mind. Never the less, despite of fact constraints were at play during the
formulation of this project. The main limitations are as follows:

 Due to limitation of time only few people were selected for the study. So the sam-
ple of consumers was not enough to generalize the findings of the study.
 The main source of data for the study was primary data with the help of self-ad-
ministered questionnaires. Hence, the chances of unbiased information are less.
 People were hesitant to disclose the true facts.
 The chance of biased response can’t be eliminated though all necessary steps were
taken to avoid the same.

39
CHAPTER-IX
CONCLUSION

40
Conclusion:

A survey of the people has been conducted to know the liking pattern of
the products Cadbury. It is observed that overall people like to eat Cadbury brand
rather than Nestle or other. It is concluded that mostly people preferred Dairy
Milk Silk of Cadbury due to its flavor/taste, quality and image and due to its hard
form. Some people often like to have a chocolate with good flavor, quality and
crunchiness so they are going towards Kit Kat and Munch of Nestle due to its
taste and crunchiness.
It is thus concluded from the facts collected that mostly people refer to
buy big pack of their favorite chocolate, and sometimes some of them go for
small and family pack.

41
CHAPTER-X
REFERENCES

42
 REFERENCES

BOOKS

1. Philip Kotler, “Marketing Management”, 11th edition, Pearson education Asia

Publication.

2. C.R.Kothari, “Research Methodology methods & techniques”, New Age Interna-

tional (P) Ltd. publishers, 2nd edition.

WEBSITES

 http://www.cadburyindia.com
 http://www.aphrodite-chocolates.co.uk/history_chocolate.html
 http://www.google.com.in
 http://www.cadbury.co.nz/carnival/index.html
 http://www.packaging-technology.com/…/cadbury4.html
 http://www.chocolatereview.co.uk
 http://en.wikipedia.org/wiki/preference
 http://answers.yahoo.com

43
CHAPTER-XI
ANNEXURE

44
 SURVEY ANALYSIS
Questionnaire

1. Name: - ……………………………………………………………

2. Age: - ………………………

3. Gender:-
[ ] Male [ ] Female

4. Do you like to eat Cadbury chocolate?

[ ] Yes [ ] No

5. Which of the following do you prefer?

Plain Chocolate [ ]
White nuts [ ]

With fruit (Raisins) [ ]

With fruit and nuts [ ]

With caramel [ ]

45
6. If there was a discount on Cadbury Dairy Milk Silk, you think you
would be more likely to buy it?
[ ] Yes [ ] No

7. Approximately, how many chocolate bars would you purchase in one

week?
Less than 5 [ ]

5-10 [ ]

More than 10 [ ]

8. When you think of Cadbury, which chocolate comes to your mind?

Diary milk [ ]

Five stars [ ]

Perk [ ]

Silk [ ]

Any other …………………..

9. Do you think that chocolate is a luxury purchase or necessity?

……………………………………………………..................
10.Can you give your favorite chocolate one adjective?
Yummy [ ]

Tasty [ ]

Crunchy [ ]

Other ………………….

46
11. Which variants you like most Cadbury Dairy Milk Silk?
Milk Chocolate [ ]

Roast Almond [ ]

Fruit &Nut [ ]

Orange Peel [ ]

12. Do you think Cadbury Silk is a commodity consumed by children

only?
[ ] Yes [ ] No [ ] May be

13. According to you, which is the most preferred chocolate after Cad-
bury?

[ ] Amul [ ] Nestle [ ] Campco

14. Do you think now people have become more health conscious that the
need for chocolate has declined?

[ ] Yes [ ] No [ ] May be

15. Do you think sugar free Cadbury chocolate should be more introduced
to attract health conscious people?
[ ] Yes [ ] No [ ] May be

Thank You

47