consumer behaviour towards cadbury chocolate pdf
#1

Hi. Im doing my final year project about consumer behaviour toward chocolate consumption. Can i have ur as a support article ?
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#2

Cadbury is a British multinational confectionery company wholly owned by American company Mondelez International (originally Kraft Foods) since 2010. It is the second largest confectionery brand in the world after Wrigley's.[2] Cadbury is headquartered in Uxbridge, Greater London and operates in more than fifty countries worldwide. It is famous 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 Telegraph named Cadbury among Britain's most successful exports.[3]

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.[4]

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.[5] Cadbury merged with J. S. Fry & Sons in 1919, and Schweppes in 1969. 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.

Abstract
The objective of modern marketing is to make profits through satisfying and delighting the consumers’ need and wants. Hence, the marketers have to understand the real needs, wants, beliefs and attitudes of the consumers towards their products and services. This is an attempt to understand the behavior of consumer of Bhubaneswar and Cuttack of Odisha towards the chocolate industry like Cadbury and Nestle.

TRENDS IN THE INDUSTRY  With socio-economic changes rapidly taking place, the young and not so young population will lead a new life style and chocolate eating is definitely going to be widespread and acceptable.  In the industry, both population and family incomes as well as urbanisation are on the increase.  There has been a significant growth in the middle class, with 5.8 million people having upgraded to the quoted middle class.  There is quantified data on FMCG usage having increased (NRS-VI & IRS’98 figures) Thanks to the above reasons the growth in the chocolate market is estimated to be at 22% in 2001. But marketers in the industry are looking forward to a much higher growth rate, as India’s per capita consumption of chocolates is only 15 Gms. Versus 6 Kg in the west. THE INDIAN CHOCOLATE MARKET CAN BE SLICED INTO FOUR PARTS  Moulded Chocolate Segment - comprising slab chocolates like Dairy milk chocolates, etc. These are made by pouring the ingredients into moulds.  Countline Segment - comprising bars like 5 star, Bar One, Perk, Kit Kat, etc. These have ingredients other then chocolate and are usually Bar shaped, making for chunky bites.  Choco-Panned Segment - comprising chocolate forms like Butterscotch, Nutties, Tiffins, etc. Panned variety has different cores/centers which are covered with a layer of chocolate.

 Sugar-Panned Segment - comprising chocolate forms such as Gems, Chocolate eclairs, etc. These generally have a sugar coating on the outside. OBJECTIVE OF THE STUDY In the above backdrop, an attempt is made to make comparative study to undertake an in-depth enquiry into buying behavior of male and female consumers with regard to Chocolate Industry. The objectives of the study are  To analyze the consumption patterns with regard to Cadbury’s and Nestle in the sample area.  To examine the purchase behavior of sample Cuttack and Bhubaneswar towards the Industry.  To examine the consumer behaviour towards these industries of male and female of the area under study. LIMITATIONS OF THE STUDY  The study is restricted to Cuttack and Bhubaneswar areas of Odisha only.  The sample is limited; it may not represent scenario of all the consumers.  The period of study conducted for the period of four months i.e. January2012 to April 2012. CUSTOMER SATISFACTION WITH REGARD TO FMCGS To measure the satisfaction levels of consumers with regard to FMCGs the following product-related attributes are identified: quality, quantity, price, taste, freshness, nutritional value ,flavor and packaging etc, while general factors included: availability, range of products, regularity of supply, cold storage facility, proximity of retail shop etc. For the purpose of quantification of the responses of semi-urban consumers, weights have been assigned as +3,+2,+1, 0 and -1 for the responses “ extremely satisfied”, “ satisfied”, “ neither satisfied nor dissatisfied”, “ dissatisfied”, “ extremely dissatisfied”, respectively. Final scores for each feature are calculated by multiplying the number of responses by the weights of corresponding responses. The resultant weighted scores of these features provided by the respondents are shown in Table-1 RESEARCH AND METHODOLOGY With reference to the selection of the research universe the state of Odisha has been selected with specifications to the compulsions of the geographical territory, linguistic boundary, and administrative settlement commonness. Odisha is an Eastern Indian state, the state boundaries are on the Bay of Bengal Sea. South- Andhra Pradesh, West –Chhattisgarh and Jharkhand, North- West Bengal having a total area of 1,55,707 Square Kilometers with total population of 36,706,920 ( as per Indian census survey-2001) , population density 236 per Square Kilometers,
Sex Ratio 972 literacy rate of 63.61%. The state is comprising of 30 districts (Administrative Divisions) and 58 Sub-Divisions. SAMPLING PLAN In support to the objective of the research there is a primary research through questionnaire administration method in the field through stratified random sampling method covering Bhubaneswar and Cuttack area of the state. Total 120 questionnaire served 94 responded, which consists of 47male and 47 female of area under study.
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