Analysis of Consumer Preferences for Cadbury Chocolates in India

Abstract

The research stands on customer preferences and behaviors concerning Cadbury chocolates in India. Contributed survey data came from one hundred and three respondents; factors influencing their choice often include taste, price, and perceived quality of Cadbury chocolates. The study revealed that Cadbury is one of the brands enjoying very high loyalty among consumers, with Dairy Milk and Silk being some of their top-of-the-mark variants. The taste is found to be the chief reason for buying chocolate, though quality and price matter too. Many people eat chocolates weekly with common packaging as a bigger choice. Certain types of consumers are very critical of their claims that Cadbury chocolates are expensive, whereas they also demand a larger variety. Some are unhappy with the packaging and some feel the chocolate is too sweet for their liking. Besides, other demographic variables age, occupation level, and income levels influence buying behavior in any given way. Young students constitute a majority of chocolate consumers, in which affordability is often a consideration taken into account when deciding. The limitations of the study include the demographic limitations and the respondents' retention bias. Additional investigations can be advocated to study regional variability in preferences, price sensitivity, and innovation of products. By addressing issues of pricing, variety, and packaging, there is a significant opportunity for Cadbury to further consolidate its hold on the market.