Burberry Case Analysis

A

Project report

On

Consumer Behavior for Cadbury Schweppes Dairy Milk

Under the guidance of : Submitted by:

Prof. Bikramjeet Rishi Varun Singhal 06FT-111

Vipin Tyagi 06FT-113

Yogesh Gupta 06FT-115

Yogesh Poddar 06FT-118

Samrath Pal Singh 06FT-120

INSTITUTE OF MANAGEMENT TECHNOLOGY, GHAZIABAD

Acknowledgements

We take this opportunity, to thank our facilitator Prof. Bikramjeet Rishi, who gave us the opportunity to work on this project as a part of our course. Under his kind and able direction and support we were able to give shape to this work.

We would also like to thank everyone, who has responded to our questionnaires, without which we would not have been able to do the analysis, which we have been able to accomplish.

We would also like to thank the shopkeepers of Sec 10, Kavi Nagar, Ghaziabad and Aggarwal Sweet Corner, Vikas Puri who allowed us to stand in front of their outlets so that we could interact with the customers.

Finally, we would like to thank all those people whose efforts have contributed directly or indirectly, to the completion of the project. Their efforts are greatly appreciated by all of us.

Executive Summary

The report tries to analyze, Cadbury's Dairy Milk as a brand from all the perspectives of brand loyalty, behavioral occasions, influencer, purchase and usage rate.

The study involved analysis of both the primary and secondary data. The primary data was collected by the group, from sector 10, Kavi nagar market and Aggarwal sweet corner, Delhi. Few questionnaires were also filled by respondents in Kolkata. The analysis of the data has been done using SPSS software using age along with various parameters.

Cadbury's Dairy Milk faces competition from internal as well as external brands. The report explains in depth, the competition the brand is facing, and how various situations and family members are contributing to the consumption of the chocolate.

The report also tries to analyze the various occasions, which might influence the buying behavior of a normal consumer.

Finally, as a group we have tried to give suitable recommendations on the basis of the responses and the results found.

Objectives of the study

The objective of this study is to understand the consumer behavior in case of Cadbury Chocolates through families and the reasons for the same. The parameters on which we will focus are:

1. Brand loyalty

Brands that consumers generally buy from the same manufacturer repeatedly over time rather than buying from multiple suppliers within the category. It also refers to the degree to which a consumer consistently purchases the same brand within a product class

2. Behavioral occasions: This was related to the relation between occasion influencing the buying of chocolate i.e. festivals or any other happy occasion. The result could have been both positive and negative relationship.

3. Age profiling/Buyer/Influencer Profiling is used to provide statistical information to support human resource management, including equality initiatives, by monitoring the make-up of the workforce. Profiling is more commonly applied to measuring the ethnic or gender make-up of an organisation, but it is also useful for measuring age diversity in employment.

4. Purchase (In terms of size)

Minor New Purchases - these purchases represent something new to a consumer but in the customer's mind is not a very important purchase in terms of need, money or other reason (e.g., status within a group).

Minor Re-Purchases - these are the most routine of all purchases and often the consumer returns to purchase the same product without giving much thought to other product options (i.e., consumer is brand loyalty).

Major New Purchases - these purchases are the most difficult of all purchases because these are important to the consumer but the consumer has little or no previous experience making the purchase AND is important. This type of decision often (but not always) requires the consumer to engage in an extensive decision-making process.

Major Re-Purchase - these purchase decisions are also important to the customer but the customer feels more confident in making the decision since they have experienced purchasing the product in the past.

5. Usage rate How often does the buyer use , that is eat, the product .does he eats two, four or more packs of chocolates in a given month

Rationale for Study

The study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as how

* The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products);

* The the psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media);

* The behavior of consumers while shopping or making other marketing decisions;

* Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome;

* How consumer motivation and decision strategies differ between products that differ in their level of