Critical Analysis of the Effect of Advertising on Consumer Buying Behaviour Cadbury’s Chocolate

Name:              Kumari Meenakshi (2007 – 2009)

Title:                    Critical Analysis of the Effect of Advertising on Consumer Buying Behaviour Cadbury’s Chocolate

Summary

The main purpose of the study is to know the expectations of those customers who like the chocolate and the satisfaction levels of customers with the services provided by the Company. In the present competitive environment it is very crucial to every business firm to ensure satisfaction to its customers.  According to one survey it was found that it costs five times more to attract a new customer than to retain an existing customer. 

So with all these parameters taking into consideration one can say that it is very important to provide goods and services that satisfy customers needs or wants irrespective of the industry or scale of the business in which a firm is operating. Here the main purpose of the survey is to know the various factors that are very important in satisfying the customers’ needs and to know how company is ensuring its customers satisfaction. The expectations of customers are vary from one customer to the other customer. For example some customers are only concerned about the returns that they are getting in a fund but at the same time there are some other customers who are very specific about the location, ambience and front line employees’ interaction and some other parameters.  It is very difficult to any business firm to satisfy all the expectations of all customers but there are some common factors that are essential to fulfill. The objectives of the projects are given as below. The details of the survey such as the source of data, the sample size taken and the methods of analysis are all given briefly in the methodologies. There are some constraints throughout the project, which are given clearly in the limited.

Scope of the Study

As learning is a human activity and is as natural, as breathing. Despite of the fact that learning is all pervasive in our lives, psychologists do not agree on how learning takes place. How individuals learn is a matter of interest to marketers. They want to teach consumers in their roles as their roles as consumers. They want consumers to learn about their products, product attributes, potential consumers benefit, how to use, maintain or even dispose of the product and new ways of behaving that will satisfy not only the consumer’s needs, but the marketer’s objectives. The scope of my study restricts itself to the analysis of consumer preferences, perception and consumption of Cadbury and Nestle Chocolates. There are many other brands of chocolates available but my study is limited to two major players of chocolates leaving behind the others. The scope of my study is also restricts itself to Delhi region only.

Conclusion

A survey of the people has been conducted to know the liking pattern of the two products Cadbury and Nestle. It is observed that overall people like to eat Cadbury brand rather than Nestle. It is concluded that mostly people preferred Dairy Milk 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.

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.
• Nestle company should concentrate on its packing as people are least satisfied with it while 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.

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The above article is a summary extract from the dissertation projects of the MBA and BBA students of Skyline College. Skyline, situated in Delhi and Gurgaon (NCR) is a premier institute providing management education specialising in MBA and BBA degrees and specialist courses for travel and tourism as well as mass communication.