Title - Consumer Survey for
Cadbury’s Drinking Chocolate
Table of Contents
1.
Introduction
All marketing starts
with the consumer. So consumer is a very important person to a marketer.
Consumer decides what to purchase, for whom to purchase, why to purchase, from
where to purchase, and how much to purchase. In order to become a successful
marketer, he must know the liking or disliking of the customers. He must also
know the time and the quantity of goods and services, a consumer may purchase,
so that he may store the goods or provide the services according to the likings
of the consumers. Gone are the days when the concept of market was let the
buyer’s beware or when the market was mainly the seller’s market. Now the whole
concept of consumer’s sovereignty prevails. The manufacturers produce and the
sellers sell whatever the consumer likes. In this sense, “consumer is the
supreme in the market”.
In
this research I have survey the product performance and buying behavior of a
famous brand of chocolates-Cadbury, which are consumed by people of all ages.
During this research I have interacted with people of “Mumbai”. After this
research I came to know how people perceives these products on the variables
like price, quality, advertisement, satisfaction, taste, packaging, brand
loyalty etc. I also came to know which particular brand of chocolate is most
preferred by people of different age groups. In this research I have surveyed
that how frequently and how much chocolate they consume, whether they buy
small, big or family pack. Trend of ongoing changes in their likings has been
shown in the report. In this report I have tried to explain the entire research
and facts product wise.
2.
Importance of the Study
As
consumers, we play a very vital role in the health of the economy local,
national or international. The decision we make concerning our consumption
behavior affect the demand for the basic raw materials, for the transportation,
for the banking, for the production; they effect the employment of workers and
deployment of resources and success of some industries and failures of others.
Thus marketer must understand this. Preference (or "taste") is a
concept, used in the social
sciences, particularly economics.
It assumes a real or imagined "choice" between alternatives and the
possibility of rank ordering of these alternatives, based on happiness,
satisfaction, gratification, enjoyment, utility
they provide. More generally, it can be seen as a source of motivation.
In cognitive sciences, individual preferences enable choice of
objectives/goals.
The
study of the consumer preference not only focuses on how and why consumers make
buying decision, but also focuses on how and why consumers make choice of the
goods they buy and their evaluation of these goods after use. So for success of
any company or product promotion it is very necessary to depart its
concentration towards consumer preference.
3.
Significance of the
Study
The
origin of chocolate can be traced back to the ancient Maya and Aztec
civilizations in Central America, who first enjoyed “chocolati” a much-prized
spicy drink made from roasted cocoa beans. 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.
To read more…….
Writekraft
Research & Publications LLP
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