A MARKET SURVEY PROJECT

REPORT ON

CONSUMER BEHAVIOUR TOWARDS DAIRY

MILK CHOCOLATE

Submitted in partial fulfillment of the requirements for the

award of the degree of

BACHELOR OF BUSINESS ADMINISTRATION

to

Chhatrapati Sahu Ji Maharaj University, Kanpur

Under the Guidance of Submitted by

Mrs. Ojashwini Srivastava Rani Bano
[Assistant Professor] BBA Sem-4
Roll No.- 22014000697

Session 2023-2024

Axis Institute of Higher Education, Kanpur

 CERTIFICATE

I hereby certify that this project report entitled "CONSUMER BEHAVIOUR

TOWARDS DAIRY MILK CHOCOLATE” submitted by RANI BANO to the
Department of AXIS INSTITUE OF HIGHER EDUCATION, KANPUR of Bachelor
of Business Administration is a bonafide in original research work carried out under
my guidance and supervision. The assistance and help rendered to the researchers
during the course of the investigation in the form of basic source material and
information have been duly acknowledged.

Mrs. Ojashwini Srivastava Dr. Neetu Singh

[Assistant Professor] Principal [AIHE]

Project Guide
 ACKNOWLEDGEMENT
I would like to express my special thanks of gratitude to my guider “Ojashwini
Srivastava” for their able guidance and support in completing my project .

I would also like to extend my gratitude to the Principal AIHE “Dr. Neetu Singh” for
providing me all the facility that was required.

I would also like to thank my parents and friends who helped me a lot in finalizing this
project within the limited time frame.

Submitted By:

Rani Bano

Roll No: 22014000697 BBA { 4th Semester}

 DECLARATION

I hereby declare that the Market Survey Project Report entitled “Consumer
Behaviour Towards Dairy Milk Chocolate” submitted to Axis Institute of Higher
Education, Kanpur in partial fulfilment of Degree of Bachelor of Business
Administration is the original work conducted by me. The information and data given
in the report is authentic to the best of my knowledge.

This Market Survey Project Report is not being submitted to any other University for
award of any other Degree, Diploma and Fellowship.

Place: Kanpur Roll No: 22014000697

Name of Student: Rani Bano
Date:
 TABLE OF CONTENTS

SR. No. CONTENTS Page No.

1} Introduction 1

2} Importance and significance 15

3} Objectives of the study 18

4} Company and Marketing Strategy 21

5} Methodology and Data Analysis based on the survey 23

6} Conclusion and Suggestions 48

7} References 51

8} Annexures 53
 CHAPTER-1
INTRODUCTION
 INTRODUCTION
Consumer Satisfaction:

A study on consumer usage and satisfaction regarding Cadbury Dairy Milk Chocolate
in Kanpur Town, Businesses survey because they have consumer that are willing to
buy their product or service. However, many times businesses fail to "check in" with
their customers to determine whether they are happy or not and what it will take to
make or keep them happy.

Consumers are the best source of business information whether it's to improve an
existing product or service or whether you're planning to launch something new.
There's no substitution for "getting it from the horse's mouth." When you open up the
lines of communication, you are able to align your resources to best advantage, and
you often can make changes or launch products more quickly.

Market Survey:

Marketing research as an integral part of a management information system should

provide a flow of information inputs, mainly from external sources, useful in
marketing decision-making. Marketing research that gives you a very good indication
of the past, but based on the data analysis they were not able to offer any predictions
or trends for the future.

A market is defined by demand. It is a demand that created supply interact, consumer

demand determines the characteristics of supply. A market is a place in which buyer
and sellers are meeting each other and exchange the goods and services. "Marketing
Research is systematic problem analysis, model building and fact finding for the
purpose of important decision-making and control in the marketing of goods and
services".
 COMPANY PROFILE

Cadbury's was the brand leader in the United Kingdom. In 1928, Cadbury's
introduced the "glass and a half slogan to accompany the Dairy Milk bar Production.
Many of the newer Dairy Milk varieties are now manufactured in the Republic of
Ireland, France and Poland. Aficionados complain that the product no longer tastes as
good and has lost its creamy texture. Dairy Milk itself is also manufactured in France
and these products are sold in the UK. Several reformulated versions are sold in the
United States as the
U.S. Food and Drug Administration does not allow products that replace cocoa butter
with vegetable fat to be called chocolate,

In June 1905, Cadbury launched its first Dairy Milk bar, with a higher proportion of
milk than previous chocolate bars, and it became the company's best-selling product
by 1913. George Cadbury Junior, responsible for the development of the bar, has said
"All sorts of names were suggested: Highland Milk, Jersey and Dairy Maid. But when
a customer's daughter suggested Dairy Milk, the name stuck.". Fruit and Nut was
introduced as part of the Dairy Milk line in 1928, soon followed by Whole Nut in
1933. In 1933 dairy milk went out of production briefly then came back in 1934. By
this point, Cadbury's was the brand leader in the United Kingdom. In 1928, Cadbury's
introduced the "glass and a half slogan to accompany the Dairy Milk bar.

In Australia, Cadbury Dairy Milk was reformulated in 2006 and again in 2009, with
the addition of palm oil as a replacement for some cocoa butter. This occurred in
conjunction with a weight reduction of the standard block from 250g to 200g. There
has been some outcry over the reduction in block size while the price stayed the same,
although Cadbury states that the wholesale cost per gram should be the same and the
retailers may not have adjusted their prices. In August 2009, Cadbury announced it
would return to a Cocoa Butter only formula due to a poor response from consumers.

Dairy Milk is sold in the United States under the Cadbury label, but it is manufactured
by The Hershey Company in Pennsylvania Fairtrade Cadbury secured Fairtrade
certification for solid-chocolate Dairy Milk bars in the UK and Ireland in 2009, with
the first bars bearing the Fairtrade Mark produced on 21 July 2009.
Dairy Milk is a brand of milk chocolate currently manufactured by Cadbury; except in
the United States where it is made by The Hershey Company. It was introduced in the
United Kingdom in 1905 and now consists of a number of products. Every product in
the Dairy Milk line is made with exclusively milk chocolate.

History:

1824-1900: Early History

In 1824, John Cadbury began selling tea, coffee, and drinking chocolate, which he
produced himself, at Bull Street in Birmingham, England. He later moved into the
production of a variety of cocoa and drinking chocolates, made in a factory in Bridge
Street and sold mainly to the wealthy because of the high cost of production. John
Cadbury became a partner with his brother Benjamin and the company they formed
was called 'Cadbury Brothers of Birmingham'.

The brothers opened an office in London and in 1854 they received the Royal
Warrant as manufacturers of chocolate and cocoa to Queen Victoria. In the 1850s the
industry received a much-needed boost, with the reduction in the high import taxes on
cocoa, allowing chocolate to be more affordable to everybody. Due to the popularity
of a new expanded product line, including the "Cadbury's Cocoa Essence".

The company decided to cease trading in tea in 1873. Master confectioner Frederic
Kinchelman was appointed to share his recipe and production secrets with Cadbury,
which led to an assortment of chocolate covered products.

1900-2007:

In 1905, Cadbury launched its Dairy Milk bar, with a higher proportion of milk than
previous chocolate bars, and it became the company's best-selling product by 1913.
Fruit and Nut was introduced as part of the Dairy Milk line in 1928, soon followed by
Whole Nut in 1933. By this point, Cadbury was the brand leader in the United
Kingdom. These were accompanied by several other products: Flake (1920), Cream-
filled eggs (1923), Crunchie (1929) and Roses (1938).[9] Cadbury's Milk Tray was
first
produced in 1915 and continued in production throughout the remainder of the First
World War.

More than 2,000 of Cadbury's male employees joined the Armed Forces and to
support the war effort, Cadbury provided clothing, books and chocolate to soldiers.
After the war, the Bournville factory was redeveloped and mass production began in
earnest. In 1918, Cadbury opened their first overseas factory in Hobart, Tasmania and
in 1919 undertook a merger with J. S. Fry & Sons, another chocolate manufacturer,
resulting in the integration of well- known brands such as Fry's Chocolate Cream and
Fry's Turkish Delight. [6] During World War II, parts of the Bournville factory were
turned over to war work, producing milling machines and seats for fighter aircraft.
Workers ploughed football fields to plant crops. As chocolate was regarded as an
essential food, it was placed under government supervision for the entire war. The
wartime rationing of chocolate ended in 1949, and normal production resumed.
Cadbury subsequently built new factories and had an increasing demand for their
products.
Production History:

Many of the newer Dairy Milk varieties are now manufactured in the Republic of
Ireland, France and Poland. Aficionados complain that the product no longer tastes as
good and has lost its creamy texture. Dairy Milk itself is also manufactured in France
and these products are sold in the UK, several reformulated versions are sold in the
United States as the U.S. Food and Drug Administration does not allow products that
replace cocoa butter with vegetable far to be called chocolate.

 In June 1905, Cadbury launched its first Dairy Milk bar. with a higher
proportion of milk than previous chocolate bars, and it became the company's
best-selling product by 1913.
 1933 dairy milk went out of production briefly then came back in 1934. By
this point, Cadbury's was the brand leader in the United Kingdom. In 1928,
Cadbury's introduced the "glass and a half slogan to accompany the Dairy
Milk bar.
 Cadbury secured Fairtrade certification for solid-chocolate Dairy Milk bars in
the UK and Ireland in 2009, with the first bars bearing The Fairtrade Mark
produced on 21 July 2009.
 On 14 September 2007, Cadbury Schweppes investigated a manufacturing
error over allergy warnings, recalling for the second time in two years
thousands of chocolate bars.
 A printing mistake at the Keynsham factory resulted in the omission of nut
allergy labels from 250g Dairy Milk Double Chocolate bars.
 On 5 September 2008, the Gorilla advert was relaunched with a new soundtrack
- Bonnie Tyler's "Total Eclipse of the Heart" - a reference to online mash-ups
of the commercial. Similarly, a version of the truck advert appeared, using
Bon Jovi's song "Livin on a Prayer".
 Both remakes premiered once again during the finale of Big Brother 2008.
 In June 2010 the Polish division, Cadbury-Wedel, was sold to Lotte of Korea,
The European Commission made the sale a condition of the Kraft takeover.
As part of the deal Kraft will keep the Cadbury.
  Hall's and other brands along with two plants in Skarbimierz, Lotte will take
over the plant in Warsaw along with the E Wedel brand.

OPERATIONS
United Kingdom:
The confectionery business in the UK is called Cadbury UK (formerly Cadbury
Trebor Bassett) and, as of August 2004, had eight factories and 3,000 staff in the UK.
Biscuits bearing the Cadbury brand, such as Cadbury Fingers, are produced under
license by Burton's Foods. Cadbury also owns Trebor Bassett, Fry's. Maynards and
Halls. Ice cream based on Cadbury products, like 99 Flake, is made under license by
Frederick's Dairies. Cadbury cakes and chocolate spread are manufactured under
license by Premier Foods, but the cakes were originally part of Cadbury Foods Ltd
with factories at Blackpole in Worcester and Moreton on the Wirral with distribution
depots throughout the UK.

Ireland
Cadbury Ireland Limited is based in Coolock in Dublin. Cadbury opened their first
Irish factory in Ossary RD., Dublin in 1933, when the company manufactured and
sold just three products. Today, it exports over 200 of its products to 30 countries
worldwide, making a contribution of €110 millions of Irish trade. Cadbury Ireland
uses local ingredients. More than €250 million worth of Cadbury chocolate is
produced in Ireland, is exported every year, bringing Ireland valuable earnings from
abroad,
Cadbury Ireland operates three factories in Ireland with two in Dublin, in Coolock
(where the headquarters of Cadbury Ireland are located) and Tallaght. The third is in
Rathmore, County Kerry. Products made by Cadbury in Ireland include Cadbury
Dairy Milk, Wispa, Flake, and Crunchie.

United States
Cadbury Adams produces candy, gum, breath mints and cough drops. It is
headquartered in Parsippany, New Jersey. The company was formed after the then
Cadbury Schweppes purchased the Adams brand from Pfizer in December 2002 for
US$4.2 billion. In Canada, Cadbury Adams also produces hydrogenated oil products
and chocolates such as the Caramilk bar, Cadbury Mr. Big, Dairy Milk, Cadbury Mini
Eggs and Wunderbar.
 PRODUCT PROFILE

The new milk chocolate was introduced to the British market in 1905 and, with its
unique flavour and texture, quickly became the market leader. Milk chocolate was
first made by Cadbury in 1897 by blending milk powder with the basic chocolate
ingredients of cocoa butter, cocoa mass and sugar. By today's standards the chocolate
wasn't particularly good it was very coarse and dry and neither sweet nor milky
enough.

At that time, the Swiss dominate the milk chocolate market with a product of superior
taste and texture produced by Daniel Peters of Vevey, using condensed milk rather
than milk powder.

In the early 1900s, George Cadbury Junior and experts at Bournville took on the
Swiss, researching new recipes and production methods.

By June 1904, the recipe was perfected and a delicious rich and creamy new milk
chocolate was ready for production.

Launched in 1905, Cadbury proudly boasted that its new milk chocolate was not only
"as good as," but better than the European milk chocolate. With its now-famous glass
and a half of full-cream milk in every 200gms, it contained far more milk than any
previously known chocolate.

The special flavours produced when fresh milk, cocoa mass and sugar are cooked
together in the first stages of the chocolate crumb making process give Cadbury Dairy
Milk its unique taste.

While advertising and packaging designs have evolved over the years, along with
considerable technological advances in production, the Cadbury Dairy Milk recipe is
still basically the same as it was in 1905.

Cadbury Dairy Milk blocks comes in a range of sizes suitable for all ages and
occasions from a quick snack, a self-indulgent treat, something to share with family
or friends or a gift.
Cadbury Dairy Milk is sold with a similar design worldwide the centerpiece of all
packaging is the iconic "glass and a half" image showing the famous glass and a half
of pure full cream milk flowing into a delicious chunk of Cadbury Dairy Milk
chocolate.

Cadbury Dairy Milk chocolate is one of the major success stories for Cadbury and
one of the world's most famous chocolate brands.

Cadbury Milk Chocolate Block

Cadbury Dairy Milk milk chocolate block is Australia's favourite chocolate. It has 'the
equivalent of a glass and a half of pure full-cream dairy milk in every 200g of
Cadbury Dairy Milk, Milk Chocolate'.

Cadbury Dairy Milk milk chocolate is the defining taste of chocolate in Australia and
is perfect for treating yourself and sharing among family and friends.
Cadbury Hazelnut Block

Cadbury Dairy Milk Hazelnut block has hazelnuts surrounded by Australia's favourite
Dairy Milk, milk chocolate.
The roasted hazelnuts provide a delicious combination of chocolate and hazelnut taste
and texture, perfect for any nut lover.

Cadbury Black Forest Block

Cadbury Dark Milk Perfectly Blended Chocolate

14
Cadbury Dairy Milk Boost

Cadbury Dairy Milk Boost contains Dairy Milk milk chocolate with choc flavoured
creme, smooth flowing caramel & biscuit pieces.

Cadbury Dairy Milk Moro

Cadbury Dairy Milk Moro contains Dairy Milk milk chocolate with choc malt
flavoured creme & smooth flowing caramel.

15
Cadbury Dairy Milk Freddo Rice Crisps Block

Milk chocolate with rice crisps.

Cadbury Caramello Block

Cadbury Dairy Milk Caramello block is a well-established brand in Australia,

consisting of Australia's favourite Cadbury Dairy Milk milk chocolate with a smooth
flowing caramel centre.

16
Cadbury Dairy Milk with Oreo Block

Dairy Milk milk chocolate with smooth vanilla flavoured crème and Oreo biscuits
pieces.

Cadbury Peppermint Block

Cadbury Dairy Milk milk chocolate with a flowing peppermint flavoured centre.

17
Cadbury Top Deck
Block

Cadbury Dairy Milk Top Deck block is Cadbury Dairy Milk milk. chocolate with a
layer of creamy white chocolate on the top deck.

Cadbury Dairy Milk Marvellous Creations Jelly Popping Candy Beanies

Cadbury presents Cadbury Dairy Milk Marvellous Creations Jelly Popping Candy
Beanies.
Flavoured Jelly Beanies and Popping Candy pieces covered in delicious Cadbury Dairy
Milk milk Chocolate.

18
 CHAPTER-2
IMPORTANCE AND SIGNIFICANCE
OF THE STUDY

19
 IMPORTANCE
Consumer behavior towards Dairy Milk chocolate is crucial for several reasons:

Market Demand: Understanding consumer behavior helps Cadbury (the

manufacturer of Dairy Milk) anticipate and meet consumer demand. By analyzing
purchasing patterns, preferences, and motivations, they can adjust marketing
strategies, product development, and distribution channels to maximize sales.

Brand Loyalty: Positive consumer behavior, such as repeat purchases and brand
advocacy, contributes to building strong brand loyalty. Consumers who have a
favorable experience with Dairy Milk are more likely to choose it over competitors,
even when faced with other options.

Product Innovation: By understanding consumer preferences, Cadbury can innovate

and introduce new flavors, packaging designs, or product variations to cater to
changing tastes and preferences. For example, if consumers show a preference for
healthier options, Cadbury may develop low-sugar or organic versions of Dairy Milk.

Marketing Effectiveness: Consumer behavior insights help Cadbury assess the

effectiveness of their marketing campaigns. By tracking metrics such as brand
awareness, purchase intent, and social media engagement, they can refine their
marketing strategies to better resonate with their target audience.

Price Sensitivity: Consumer behavior also influences pricing decisions. Cadbury

needs to understand how price changes affect demand for Dairy Milk and whether
consumers are willing to pay a premium for certain features or benefits.

Overall, monitoring and analyzing consumer behavior towards Dairy Milk chocolate
allows Cadbury to stay competitive, innovate, and maintain customer satisfaction in a
constantly evolving market.

20
 SIGNIFICANCE
Consumer behavior towards Dairy Milk chocolate is significant for several reasons:

Market Understanding: By analyzing consumer behavior, companies can

understand the preferences, buying habits, and trends related to Dairy Milk chocolate.
This understanding helps in product development, marketing strategies, and pricing
decisions.

Brand Loyalty: Consumer behavior influences brand loyalty. If consumers have

positive experiences with Dairy Milk chocolate, they are more likely to remain loyal
to the brand, resulting in repeat purchases and long-term profitability.

Product Development: Consumer feedback and preferences shape product

development efforts. By understanding what consumers like or dislike about Dairy
Milk chocolate, companies can innovate and introduce new flavors, packaging, or
product variations to meet consumer demands.

Marketing Strategies: Consumer behavior insights inform marketing strategies.

Companies can tailor their advertising, promotions, and branding efforts to resonate
with target audiences, thereby increasing brand visibility and sales.

Supply Chain Management: Understanding consumer demand patterns helps in

managing the supply chain efficiently. Companies can forecast demand, optimize
production schedules, and ensure product availability in the right quantities and
locations.

Competitive Advantage: Companies that closely monitor and respond to consumer

behavior gain a competitive advantage. By meeting consumer needs effectively, they
can differentiate themselves from competitors and maintain or increase market share.

Overall, consumer behavior towards Dairy Milk chocolate is crucial for the success
and growth of the brand, as it influences various aspects of business strategy, from
product development to marketing and supply chain management.

21
 CHAPTER-3
OBJECTIVES OF THE STUDY

22
 OBJECTIVES
Primary Objectives:
To find out the consumer satisfaction level of the Cadbury Dairy Milk Chocolates in
Kanpur Town.

Secondary Objectives:
 To know consumer preference about the purchase of the Cadbury Dairy Milk
Chocolates.
 To survey about people's expectations, pricing factors, price variations of
Cadbury Dairy Milk Chocolates.
 To find the consumer satisfaction level of Cadbury Dairy Milk Chocolates.
 To know the product usage and availability in the market.
 To make suitable suggestions for the improvement of production and
marketing of a Cadbury Dairy Milk Chocolates.

Consumer behavior towards Dairy Milk chocolate can vary based on various factors
such as demographics, psychographics, cultural influences, and marketing strategies.
Some objectives related to understanding consumer behavior towards Dairy Milk
chocolate could include:

 To Identifying Consumer Preferences for determine what attributes of Dairy

Milk chocolate consumers find most appealing, such as taste, packaging,
price, or brand image.

 To Understanding Purchase Motivations for explore the reasons why

consumers choose Dairy Milk chocolate over other brands or types of
chocolate, whether it's for indulgence, mood enhancement, gifting, or habit.

 It helps in Assessing Brand Loyalty to measure the extent to which consumers

exhibit loyalty to the Dairy Milk brand and investigate factors influencing
brand switching or loyalty retention.

23
  To Examining Buying Patterns for analyze consumer purchasing habits
regarding Dairy Milk chocolate, including frequency of purchase, channels
used (e.g., supermarkets, convenience stores, online), and seasonal variations.

 It provides Exploring Perceptions and Attitudes to investigate consumers'

perceptions and attitudes towards Dairy Milk chocolate, including perceptions
of quality, value for money, healthiness, and sustainability.

 To Segmenting the Market for identify distinct consumer segments based on

their attitudes, behaviors, and preferences towards Dairy Milk chocolate to
tailor marketing strategies and product offerings more effectively.

 To Evaluating Advertising and Promotion Impact for assess the effectiveness of

advertising campaigns, promotions, and product placements in influencing
consumer behavior and purchase decisions.
 It helps to Monitoring Competitor Activity for keep track of competitor
strategies and offerings in the chocolate market to understand how they impact
consumer behavior towards Dairy Milk chocolate.

By addressing these objectives, marketers can gain valuable insights into consumer
behavior towards Dairy Milk chocolate and develop strategies to attract and retain
customers effectively.

24
 CHAPTER-4
COMPANY AND
MARKETING
STRATEGY

25
 COMPANY AND MARKETING STRATEGY

To influence consumer behavior towards Dairy Milk chocolate, a company could

focus on several strategies:

Product Quality and Innovation: Continuously improving the quality of the product
and introducing new flavors or variations can attract consumers and encourage repeat
purchases.
Brand Image and Positioning: Establishing Dairy Milk as a premium chocolate
brand associated with indulgence, quality ingredients, and tradition can appeal to
consumers seeking a high-quality treat.
Marketing and Advertising: Utilizing various marketing channels such as social
media, television, and influencer partnerships to create engaging campaigns that
highlight the unique selling points of Dairy Milk, such as its creamy texture and
distinctive taste.
Price and Value Perception: Offering competitive pricing and occasional
promotions or discounts can make Dairy Milk chocolate more accessible to a wider
range of consumers while maintaining its perceived value.
Distribution Channels: Ensuring wide availability of Dairy Milk chocolate through
various distribution channels, including supermarkets, convenience stores, and online
platforms, can make it convenient for consumers to purchase.
Health and Wellness Messaging: Incorporating messages about the health benefits
of consuming chocolate in moderation, such as its mood-enhancing properties or
antioxidant content, can appeal to health-conscious consumers.
Customer Engagement: Building a strong relationship with consumers through
loyalty programs, interactive websites, and responsive customer service can foster
brand loyalty and encourage repeat purchases.

By implementing these strategies, a company can effectively influence consumer

behavior towards Dairy Milk chocolate, driving sales and brand loyalty.

26
 CHAPTER-5
METHODOLOGY AND DATA
ANALYSIS BASED ON THE
SURVEY

27
 RESEARCH METHODOLOGY
Introduction:
The essential purpose of marketing research is to provide information, which will
facilitate the identification of an opportunity or problem situation and manager in
arriving the best possible decision when such situations are encountered.

Research methodology is a basic plan, which guides the data collections and analysis
phases of the research project. It is a framework, which specifies the type course of
the data and the data collection periods.

Methods of Data Collection:

After identifying and designing the research problem and determining the specific
information, it requires solving the problem. Data or information for the research can
be collected through Primary Data and Secondary Data.

Primary Data:
These are data generating when the researcher investigates at a particular problem at
hand. Following methods can collect primary data,

 Observation Method
 Experimental Method
 Survey Method

The primary data for the report is collected through survey method with proper
questionnaire.

Secondary Data:
Secondary data are those data, which are collected from some earlier research work,
they are in the printed nature, Booklets, Statistical information etc., The secondary
data for this survey is collected from Internet, Printed booklets.

28
Sampling:
Sampling means where only a few units of population under study are considered for
analysis is called sampling.

Sample Unit:
I chose my sampling area at Kanpur Town for market survey of the Cadbury Dairy Milk
Chocolates.

Sample Size:
The sample size taken for the survey is 100 respondents.

Tools Used for Analysis:

The collected data were interpreted using percentage analysis method.

29
 DATA ANALYSIS AND INTERPRETATION

This is an attempt to organize and summarize data in order to increase results.

Usefulness in such a manner that enables the researcher to relate critical points with
the study objectives. Sometimes these organizing and summarizing of data requires
the use of summary statistical measures.

Such as percentage averages and dispersions since most marketing data are collected
through the use of samples, the reliability of the summary estimates is required to be
determined. In this survey the collected data are analyzed and interpreted by the
percentage analysis method.

Percentage Analysis Method:

Percentage method to a special kind of Ratio Percentage is used in making
comparison between two or more series of data percentage to describe relationship.

Research Design:
A marketing research design specifies the procedure for conducting and controlling
the research project. The choice of particular research design would follow from the
problem. As such there is no single best design. However, any marketing research
study must explicitly state its plan about collection and analysis of data.

30
 TABLE-
31

RESPONDENTS PREFERENCE OF CHOCOLATES

Source: Primary Data

Among the 100 Respondents:

 85% of Respondents like Chocolates.
 15% of Respondents do not like Chocolates.

31
 TABLE-
32

PREFERRED BRAND OF CHOCOLATES

Source: Primary Data

Among the 85 Respondents:

 64% of Respondents prefer buying Cadbury Chocolates.
 12% of Respondents prefer buying Nestle Chocolates.
 15% of Respondents prefer buying Necco Chocolates.
 9% of Respondents prefer buying other brand of Chocolates.

32
 TABLE-
33

RESPONDENTS PREFERENCE OF CHOCOLATE RELATING TO THE

CADBURY

Source: Primary Data

Among the 55 Respondents:

 55% of Respondents prefer Cadbury Dairy Milk chocolate.
 27% of Respondents prefer Cadbury Munch.
 13% of Respondents prefer Cadbury in Fivestar.
 5% of Respondents prefer other Cadbury product.

33
 TABLE-
34

REASON FOR THE PREFERENCE CADBURY DAIRY MILK

CHOCOLATES

Source: Primary Data

Among the 30 Respondents:

 86% of Respondents like Cadbury Dairy Milk Chocolate for its Taste.
 6% of Respondents like Cadbury Dairy Milk Chocolate for its Flavor.
 4% of Respondents like Cadbury Dairy Milk Chocolate for its Good
Packing. 4% of Respondents like Cadbury Dairy Milk Chocolate for Other
quality.

34
 TABLE-
35

RANKING OF CADBURY DAIRY MILK CHOCOLATE IN

CHRONOLOGICAL ORDER

Source:

Primary Data
 Among the 30 Respondents:
 60% of Respondents Rank Cadbury Dairy Milk Chocolate in the First Place.
 20% of Respondents Rank Cadbury Fivestar Chocolate in the Second Place.
 10% of Respondents Rank Cadbury Munch Chocolate in the Third Place.
 10% of Respondents Rank other Cadbury Chocolate in the Fourth Place.

35
 TABLE-
36
BUYING STATUS OF DAIRY MILK CHOCOLATES

Source: Primary Data

Among the 30 Respondents:

 56% of Respondents are buying Dairy Milk Chocolate Daily.
 44% of Respondents do not buy Dairy Milk Chocolate daily.

36
 TABLE-
37

RESPONDENTS PURCHASE INTERVALS

Source: Primary Data

Among the 17 Respondents:

 47% of Respondents buy Cadbury Dairy Milk chocolate once in a Week.
 23% of Respondents buy Cadbury Dairy Milk Chocolate Twice a Week.
 17% of Respondents buy Cadbury Dairy Milk Chocolate Once in a Month.
 13% of Respondents buy Cadbury Dairy Milk Chocolate Twice a Month.

37
 TABLE-
38
DURATION OF CONSUMING OF DAIRY MILK CHOCOLATE

Source: Primary Data

Among the 30 Respondents:

 60% of Respondents are consuming dairy milk chocolate for above 2 years.
 26% of Respondents are consuming dairy milk chocolate for the past 1-2 years.
 14% of Respondents are consuming dairy milk chocolate below 1 year.

38
 TABLE-
39

OPINION ABOUT THE STATUS OF AVAILABILITY OF DAIRY MILK

CHOCOLATE IN ALL SHOPS

Source: Primary Data

Among the 30 Respondents:

 80% of Respondents say that Dairy Milk Chocolate is available in all
shops.
 20% of Respondents say that Dairy Milk is not available in all shops.

39
 TABLE-40

RESPONDENTS OPINION ABOUT THE PRICE

Source: Primary Data

Among the 30 Respondents:

 86% of Respondents say that the Cost of Dairy Milk Chocolate is Reasonable.
 10% of Respondents say that there Cost of Dairy Milk Chocolate is Low.
 4% of Respondents say that the Cost of Dairy Milk Chocolate is high.

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 TABLE-41

RESPONDENTS OPINION ABOUT THE INFLUENCE OF BUYING OF

DAIRY MILK CHOCOLATE

Source: Primary Data

Among the 30 Respondents:

 90% of Respondents were influenced by Television Advertisement.
 10% of Respondents were influenced by Magazine Advertisement.

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 TABLE-42

OPINION ABOUT THE IMPROVEMENT OF ADVERTISEMENT FOR

DAIRY MILK CHOCOLATES

Source: Primary Data

Among the 30 Respondents:

 76% of Respondents Feel that the advertisement for Dairy Milk Chocolate
should be improved.
 24% of Respondents feel that the present Advertisement is enough.

42
 TABLE-43

RESPONDENTS OPINION ABOUT THE QUALITY OF DAIRY MILK

Source: Primary Data

Among the 30 Respondents:

 80% of Respondents feel that Dairy Milk Chocolate is better than other
Chocolates,
 20% of Respondents feel that Dairy Milk Chocolate is not that much better
than other chocolate.

43
 TABLE-44

RESPONDENTS PREFERENCE ABOUT THE PACKING STYLE OF DAIRY

MILK CHOCOLATE

Source: Primary Data

Among the 30 Respondents:

 73% of Respondents say that packing style is Excellent.
 20% of Respondents say that packing style is Good.
 7% of Respondents say that packing style is best.

44
 TABLE-45

OPINION ABOUT THE IMPROVEMENT IN THE CHOCOLATE

Source: Primary Data

Among the 30 Respondents:

 86% of Respondents likes to have improvement in the chocolate.
 14% of Respondents do not like any improvement in the chocolate.

45
 TABLE-46

RESPONDENTS OPINION ABOUT THE CHANGES IN THE DAIRY MILK

CHOCOLATE

Source: Primary Data

Among the 30 Respondents:

 46% of Respondents are saying that Dairy Milk Chocolate can be given in
Cream type.
 31% of Respondents are saying that can Dairy Milk Chocolate be given in
Biscuit type.
 23% of Respondents are saying that the chocolate can be of Cake Type.

46
 TABLE-47

OPINION OF OTHER PRODUCT IN THE ABSENCE OF DAIRY MILK

CHOCOLATE

Source: Primary Data

Among the 30 Respondents:

 70% of Respondents buy Fivestar in the absence of Dairy Milk Chocolate.
 26% of Respondents buy Munch in the absence of Dairy Milk Chocolate.
 4% of Respondents buy KitKat in the absence of Dairy Milk Chocolate.

47
 TABLE-48

RESPONDENTS OPINION ABOUT THE PURCHASE OF SAME LIKE

PRODUCT INTRODUCED WITH A LOW PRICE THEN DAIRY
MILK CHOCOLATE

Source: Primary Data

Among the 30 Respondents:

 75% of Respondents say that they won't buy the product even if the price is
low than Dairy Milk Chocolate.
 25% of Respondents say that they will buy the other product if the price is low
than Dairy Milk Chocolate.

48
 TABLE-49

RESPONDENTS PREFERENCES FOR NOT BUYING OTHER BRAND

CHOCOLATE

Source: Primary Data

Among the 24 Respondents:

 75% of Respondents say that no substitutes can make Cadbury Dairy
Milk chocolate.
 25% of Respondents do not buy other chocolate for Cadbury Dairy
Milk brand name.

49
 TABLE-50

FACTORS SATISFACTORY LEVEL ABOUT THE DAIRY MILK

CHOCOLATES

Source: Primary Data

Among the 30 Respondents:

 70% of Respondents are highly satisfied.
 13% of Respondents are Just Satisfied.
 17% of Respondents are satisfied to some extent.

50
 FINDINGS

 85% of Respondents like Chocolates.

 64% of Respondents prefer buying Cadbury Chocolates.
 55% of Respondents prefer Cadbury Dairy Milk chocolate.
 86% of Respondents like Cadbury Dairy Milk Chocolate for its Taste.
 60% of Respondents Rank Cadbury Dairy Milk Chocolate in the First Place.
 56% of Respondents are buying Dairy Milk Chocolate Daily.
 47% of Respondents buy Cadbury Dairy Milk chocolate once in a Week.
 60% of Respondents are consuming dairy milk chocolate for above 2 years.
 80% of Respondents say that Dairy Milk Chocolate is available in all shops.
 86% of Respondents say that the Cost of Dairy Milk Chocolate is Reasonable.
 90% of Respondents were influenced by Television Advertisement.
 76% of Respondents Feel that the advertisement for Dairy Milk Chocolate
should be improved.
 80% of Respondents feel that Dairy Milk Chocolate is better than other
Chocolates.
 73% of Respondents say that packing style is Excellent.
 86% of Respondents likes to have improvement in the chocolate.
 46% of Respondents are saying that Dairy Milk Chocolate can be given in
Cream type.
 70% of Respondents buy Fivestar in the absence of Dairy Milk Chocolate.
 75% of Respondents say that they won't buy the product even if the price is
low than Dairy Milk Chocolate.
 75% of Respondents say that no substitutes can make Cadbury Dairy Milk
chocolate.
 70% of Respondents are highly satisfied.

51
 CHAPTER-6
CONCLUSION AND SUGGESTION

52
 CONCLUSION
From the field survey, I know about that consumer's difference and their needs on
Cadbury Dairy Milk Chocolate. This survey method is the best method for collection
information regarding the product and opinion of the consumer. A survey is essential
to start any business. So, each and every graduate should have throughout knowledge
about the market condition.

I gained a broad knowledge during this survey. I hope Study experience will be a step
to build up my carrier in the future.

Consumer behavior towards Dairy Milk chocolate can be summarized as generally

positive. The brand has successfully established itself as a favorite among consumers,
with its creamy texture and rich taste appealing to a wide audience. Marketing efforts,
such as nostalgic advertisements and innovative product variations, have helped
maintain consumer interest and loyalty over the years. However, changing consumer
preferences, health concerns, and competition from other chocolate brands may
influence future consumption patterns. Overall, Dairy Milk remains a popular choice
among chocolate lovers, but adaptation to evolving consumer preferences will be
crucial for sustained success.

After the survey, collection of data, analysis and interpretation we have found many
aspects about Dairy milk product as a chocolate. We have analyzed how far the
consumers are satisfied with the product, what are the influencing factors for the
consumption of the chocolate. Consumers also plead for the sugar free chocolates as
they want the product to benefit them when concerned with the health. Many on the
side also feel good about the quality of the Dairy milk chocolate, the variants are one
of the most fascinating aspects of the product as they come out with something new
and in innovativeness is always involved in it may it be the product, advertisement,
theme song so on. This study has enabled us to come out with the insights of the
product and more importantly understand the consumer behavior of the Dairy milk
consumers.

53
 SUGGESTIONS
The company should consider on the price of the product to increase the sales. If the
company gives more Advertisements, it may increase the sales volume. Useful
compliment should be given to attract consumer.

The Company can produce different types of Dairy Milk Chocolate to the target
persons like, children, adults, youngsters, and aged people. The company should
concentrate more on its market as the number of alternative products is increasing.

LIMITATION

 The study was done only in Kanpur town.

 It took more than 20 days to get the opinions of the respondents.
 Some respondents gave wrong information.
 There was no response from the respondent during their work time.
 Some respondents feel irritated to answer the questions.

54
CHAPTER-7
REFERENCES

55
 REFERENCES
 https://www.academia.edu/14546227/A_PROJECT_REPORT_ON_CADBUR
Y_
 https://gscen.shikshamandal.org/wp-content/uploads/2022/sp/BBA20-
21/17.pdf
 http://117.211.166.25:8082/jspui/bitstream/123456789/330/1/SR-PG%20-
%20CDM%20FULL%20PROJECT.pdf
 https://www.researchgate.net/profile/Ajil_Aman/publication/342145372_On_
A_STUDY_ON_CUSTOMER_PREFERENCE_TOWARDS_CADBURY'S_
AND_NESTLE_CHOCOLATES_IN_LUCKNOW_Towards_partial_fulfillme
nt_of_Bachelor_of_Business_Administration_BBA_School_of_Management_
Babu_Banarasi_Das_Unive/links/5ee47edf299bf1faac526a2c/On-A-STUDY-
ON-CUSTOMER-PREFERENCE-TOWARDS-CADBURYS-AND-
NESTLE-CHOCOLATES-IN-LUCKNOW-Towards-partial-fulfillment-of-
Bachelor-of-Business-Administration-BBA-School-of-Management-Babu-
Banarasi-Das-Univer.pdf
 https://pdfcoffee.com/on-a-project-report-on-cadbury-marketing-strategy-pdf-
free.html
 http://www.dspace.dtu.ac.in:8080/jspui/bitstream/repository/16982/1/osho_fin
al_report.PDF
 https://www.bsssbhopal.edu.in/uploads/naac/criteria_1/students_projects/209
%20Priyanshu%20Pandiya.pdf
 https://www.static-contents.youth4work.com/y4w/d94afcd1-adfc-424d-ad3c-
220a6bbbaeb5.pdf

56
CHAPTER-8
ANNEXURES

57
A MARKET SURVEY ON CONSUMER USAGE AND
SATISFACTION REGARDING CADBURY DAIRY
MILK CHOCOLATE IN KANPUR
TOWN

58
59