MBA PROGRAMME

BATCH 2012-14, SEMESTER – 2nd

SUBJECT: RESEARCH METHODOLOGY FOR MANAGEMENT

Prepared by:

Chauhan Shiney 12MBA015

Gandhi Happy 12MBA022

Joshi Dhaivat 12MBA030

Patel Nirav 12MBA073

Patel Sodam 12MBA078

Sapra Dhwani 12MBA087

SUBMITTED TO: DR. GOVIND DAVE

CHAROTAR UNIVERSITY OF SCIENCE AND TECHNOLOGY (CHARUSAT)

INDUKAKA IPCOWALA INSTITUTE OF MANAGEMENT (I2IM)

T. ANAND, GUJARAT

AT. & PO. CHANGA – 388 421 TA: PETLAD

A STUDY ON INFULENCE OF CADBURY ADVERTISEMENT ON

CONSUMERS

ABSTRACT:-

In this research we are going to study how the advertisement of Cadbury creates

an impact on consumers and influence them to purchase the particular product. The factors that

attracts the customers of different age groups to buy the product. This will also give us the

information about the market share and market growth of the Cadbury. Different products of

Cadbury are to be studied and what impact its products creates on the customers taking into

consideration the different festival advertisement promoted by the company. To have chocolates

people don’t need a reason, because they can have it anytime, any season.

INTRODUCTION:-

Advertising of Cadbury are attractive and attached with some emotions and love.

This has created change in buying Cadbury chocolates like preferring on festivals, occasions,

achievements, etc. This Research is about the various advertisements by Cadbury Dairy Milk at

different point of time to achieve certain objectives. Cadbury is the market leader in chocolates

in India and it also is a very popular brand which enjoyed the trust of its consumers. Cadbury

came up with a series of campaigns to target the adult group, starting with the 'Real taste of life'

campaign, to encourage people to bring out the child in them.

Some of the famous tag lines of Cadbury are:

“KUCH MEETHA HO JAYE”, “MEETHE MEIN KUCH MEETHA HO JAYE”, “PAPPU

PASS HO GAYA” ,”SHUBH AARAMBH”

These tag line also become a factor to attract customers with the brand ambassador like

AMITHABH BACCHAN.

LITERATURE REVIEW:-

Television is the most effective media used in advertising a product. In view of this

more consideration should be given to television as a media of advertisement because of motion,

sound, special visual effect, geographic coverage also the product can be demonstrated and

described on TV. (Faziollah Kazemi, 2000)

Many researchers including Brassington and Pettitt (2003), Erdogan and Baker

(2000) and Redenbach (2000) have found that brands are sensitive to the communication and

anchors which catalyze consumer behavior.

Baldinger and Robinson (1996) have observed that, brand managers are supplementing

their mass-media advertising with more direct communications, through direct and interactive

methods to build and maintain consumer loyalty.

RESEARCH GAP:-

This study is not yet done in the charusat campus. So we will make the survey in

CHARUSAT campus and know the influence of Cadbury advertisement on students of

CHARUSAT.

RESEARCH OBJECTIVES:-

To understand the role of media on consumer purchase behavior.

To find out the response of consumers towards Cadbury advertisement.

To find out influence of Cadbury advertisement on consumer.

RESEARCH MODEL:-

INDEPENDENT VARIABLE DEPENDENT VARIABLE

Age Influence of Cadbury advertisement on consumers.

Tastes and preferences

Festivals and occasion

CONCEPTUAL DEFINITION:-

Chocolate

Consumption of Cadbury chocolate makes us feel carefree, special, spontaneous,

and delighted.

Advertisement

An advertisement is the activity to do familiarity of products to customer and thereby to

attract them towards it. It may be through medium of television, internet, radio, hoardings etc

and negative or positive impact of an advertisement is known as an influence of advertisement.

Consumers

A consumer is a person or group of people who are the final users of products and or

services generated within a social system.

OPERATIONAL DEFINITION:

Influence of an advertisement

Advertisement of Cadbury relates a person with Emotions and Love, festivals, occasions,

achievement and this create an influence on people and make them to buy and eat Cadbury dairy milk

Chocolate.

HYPOTHESIS

There is a significant influence of Cadbury’s advertisement on consumer’s buying.

There is a significant influence of Cadbury’s advertisement on age of consumer.

There is a significant influence of Cadbury’s advertisement on tastes and preferences of

consumer.

RESEARCH DESIGN/METHODOLOGY:-

Research Design:

The research design adopted in this research is descriptive research method.

Sources of Data:

The sources from which we have collected the data are primary and secondary sources.

Data Collection method and Instrument:

We have used questionnaire as a medium to collect the data.

SAMPLING PLAN:

Sampling Frame: CHARUSAT Campus

Sampling Size: 50 Respondents

Sampling Unit: Age Group 18 to 25

Sampling Method: Non Probability sampling

A study on Influence of CADBURY advertisement on Consumers

QUESTIONNAIRE:

For each statement given below please mark {√} in the Box to indicate your opinion regarding statement:

NO. STATEMENTS Strongly Agree

Agree Moderate Disagree StronglyDisagree

1 I like the advertisement of the Dairy Milk

2 I like the Dairy Milk advertisements in comparison with other chocolate advertisements

3 Advertisement of Dairy Milk influences me to buy it

4 I watch Dairy Milk Advertisement with more interest than other advertisement

5 I like the jingle of Dairy milk

6 I never changed the channel when it showed Dairy Milk advertisement

7 I like to buy the Dairy Milk for my friends on occasion or celebrations

8 I prefer Dairy Milk on festivals than Indian Sweet

9 I believe the product is reliable as shown in advertisement

10 I like the concepts shown in Dairy Milk advertisement

Your Suggestions If any _______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

REFERENCES:-

Bibliography

Ashworth, j. (2009). Taste factor affect on selection of cadbury chocolates.

Badinger& Robinson. (1996).

Brassington and pettitt. (2003).

director, c. (2000). cadbury overview.

Erdogan and Baker. (2003).

Faziollah Kazemi. (2003).

Jones, G. (1884). Advertisement factor affect much more in marketing.

Shendge, D. (2011). A comparative study of consumer preference towards cadbury. solapur: 10.