Consumer Behaviour towards Cadbury Products - Survey Analysis

This report analyses the survey conducted to understand consumer behaviour towards Cadbury products. The survey aimed to understand the customers in order to better understand their needs, preferences and buying patterns. The report highlights key findings such as customer motivation, perception, loyalty, and emotions associated with Cadbury products. The report also suggests strategies for the brand to improve its promotion and distribution strategies.

Consumer behavior and marketing psychology
Cadbury Products

Consumer behaviour and marketing psychology 1
Contents
Introduction........................................................................................................................1
Purpose of the survey........................................................................................................1
Development of the survey instrument..............................................................................1
Administration process......................................................................................................1
Data analysis and key findings..........................................................................................2
References.........................................................................................................................8
Appendices........................................................................................................................9

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Introduction
Businesses across the globe work towards understanding their consumers, identifying
their needs and fulfilling these needs. This ensures that customers get what they need
and businesses get more customers. Various businesses invest heavily in
understanding consumer behaviour. A customer’s purchase decision depends upon a
variety of factors which significantly impact the customer (Desai, 2014). This includes
social factors, economic factors, cultural backgrounds as well as family lifestyles.
A thorough understanding of consumer behaviour, preferences and patters can help
business strategize innovative ways to promote their product and mould their offerings
to better suit customer needs. This report highlights upon customer’s behaviour with
regards to purchasing Cadbury products. Cadbury is a leading confectionary brand in
the world. The brand is well known through different geographic locations and produces
several leading brands under the Cadbury umbrella.
Purpose of the survey
The aim of the survey is to understand consumer behaviour towards Cadbury brand.
The purpose is to understand the customers in order to better understand their needs,
preferences and buying patterns. The questionnaire prepared aims to ask questions
that throw light upon consumer’s lifestyle, culture, family values and social factors
influencing them.
Development of the survey instrument
The survey has been created via online portal offered by Survey monkey. The
questionnaire prepared has ten questions. There has been no known bias in creating
the questionnaire. The survey monkey tool is transparent and demonstrates clarity in
results which helps in analysing data better. The estimated time to complete the survey
is two minutes.

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Administration process
After the questionnaire and survey were prepared, an online web link was shared with
recent consumers of Cadbury products. A total of people have filled the survey. There
was no bias in the selection of participants. The survey has a 100% response rate. The
selection of participants is entirely at random and no bias on the bases of caste, creed,
religion, geographic location, gender or profession has been made.
Data analysis and key findings
After the combined data from all the participants has been received, a thorough data
analysis is conducted. The details and the results of the data analyzed are shared
below. The data collected not only helped us in understanding Cadbury customers
better but also assisted us in recommending strategies to the brand in order to target
and address their customers in an effective manner.
What inspires you to buy Cadbury products?
Options Percentage
Taste 89.29%
Packaging 3.57%
Price 0.00%
Advertisement 17.86%
Ease of Availability 10.71%

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Every customer has a different inspiration towards buying a particular product.
Sometimes it can be the price, sometimes it can be the packaging and at sometimes it
can be the creativity of the advertisement of the product. Therefore the very first
question aims at understanding precisely what inspires and motivates customers to buy
Cadbury products. Understanding customer motivation is important for the brand to
improve its promotion strategy (Ramya & Ali, 2016).
In terms of Cadbury products, over 89% of the people are inspired by the taste of
Cadbury products to buy the product. This goes on to show that the basic offering of the
product which is the taste is excellent and largely preferred by people. Besides taste,
the advertisements and packaging of the product also inspire people to buy Cadbury
products. The fact that Cadbury is easily available is also an important motivating factor
for customers to buy Cadbury.
Why do you prefer Cadbury over other brands specially Nestle, Godiva and
Dove?
Options Percentage
Price 14.29%
Taste 53.57%
Packaging 0.00%
Availability 25.00%
I do not prefer Cadbury over these
brands.
7.14%

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The level of competition wrath faced by businesses across different industries is very
high. Same is the case in confectionary industry. While a business is facing competition
from other brands, it is important for the business to device strategies to differentiate its
products or services (Jing, 2015). This particular question hence tries to understand the
reason behind Cadbury customers preferring Cadbury over other competitors. This
understanding will the brand identify its strength over competitors and the same can be
used for better promotional strategy.
Cadbury customers prefer Cadbury products over other brands because of the taste of
Cadbury products. It is important to note that over 92% of respondents do prefer
Cadbury products over other brands for different reasons. 0% of the respondents have
preferred Cadbury over other brands due to its packaging. Therefore, it goes to show
that there is surely some room for improvement in the way Cadbury packages its
products.
What is your perception of Cadbury products?
Options Percentage
Very positive 39.29%
Positive 46.43%
Neutral 10.71%
Negative 3.57%
Very Negative 0.00%

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There is a customer perception associated with every product. Same is the case with
Cadbury. Understanding customer perception will help brands in positioning their
products in a better manner. Customer perception is also directly related to the brand
image of the product (Rahi, 2016).
Customer perception is also influenced by several factors and can be changed over a
period of time (Keller, 2016). Cadbury’s customer have a highly positive perception of
the brand. Television advertisement, feedback from other customers, brand
ambassadors associated with the brand largely work towards shaping a customer’s
perception.
Over 85% of the respondents have an either positive or a very positive perception of the
brand. This highlights upon effective brand positioning of Cadbury products. None of the
respondents perceive the product to be very negative.
Who consumes Cadbury products in your family?
Options Percentage
Children 28.57%
Adults 7.14%
All except grandparents 32.14%
Everyone 32.14%

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The primary influencing factor for any product is one’s family. Family values, habits and
lifestyle have a significant impact on customer’s purchase decisions (Beck & Kenning,
2015). This question aims at understanding the members in the family that consume
Cadbury products. The purpose of this question is to further understand if Cadbury is
consumed throughout the family or if it is within the social practices of the family to
consume Cadbury products.
It has been noted that over 32% of the respondents have mentioned that everyone in
their family consumes Cadbury. This information can be used by the brand to advertise
itself as a family brand. Again over 32% of the people said that only grandparents in the
family do not consumer Cadbury. In this case it can be assumed that it is probably
because of health reasons and hence does not reflect negatively on the brand. Over
28% of the respondents mentioned that only children consume Cadbury. Therefore the
brand can create certain children centric advertisements as well.
How frequently do you consume Cadbury chocolate?
Options Percentage
Daily 3.57%
2-3 times a week 50.00%
Once in a month 32.14%
Rarely 14.29%
Never 0%

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The frequency with which a product is consumed largely defines the customer’s attitude
towards the brand (So, King, Sparks & Wang, 2016). A frequently consumed product
determines a positive perception and an optimistic attitude towards the brand.
Over 50% of Cadbury customers consume the product 2-3 times a week. This is a
positively high frequency for a confectionary product. Important thing to note is that 0%
of the respondents said that they never consume the product. This reflects positively on
the brand’s availability and overall consumption.
Which is your favourite Cadbury product?
Options Percentage
Dairy milk 53.57%
Fruit & Nuts 21.43%
Caramel 7.14%
Crunchy 3.57%
Bubbly 10.71%
Rum & Raisins 3.57%
There are several products that are launched and sold under the Cadbury umbrella.
Brands need to analyse and identify their most sold products in order to understand
their most profitable products. This helps them identify which particular product requires
more attention than the others. If a particular product is preferred then the distribution of

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that product can be increased. While if a product is not preferred much then the brand
must work towards identifying the reason behind this low preference and attempt to
address it.
Cadbury’s Dairy Milk is undoubtedly the most famous Cadbury product which is
preferred by all. However, it is high time for the brand to improve upon its strategies to
promote other products specifically Rum & Raisins, Caramel and Crunchy. This would
lead to enhancements of overall brand profitability.
Are you a loyal Cadbury customer?
Options Percentage
Yes. I do not buy other brands. 50.00%
If Cadbury is unavailable, I buy other
brands
35.71%
No. I keep trying products from different
brands.
14.29%
Customer loyalty is the aim of every brand. A high level of customer loyalty is a sign of
the brand’s positive image and positioning in the minds of customers (Leaniz &
Rodríguez, 2016). A customer loyalty is a true form of appreciation towards a brand.
Loyal customers are more profitable for the firm in the longer run as they not only buy
Cadbury products frequently but also refer the product to others creating a loop of
positive synergies.
50% of the customer have mentioned that they are fiercely loyal to the brand. While
35.71% of respondents have mentioned that they prefer Cadbury over other brands

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provided it is available. This level of customer loyalty reflects positively on the brand’s
image and positioning.
Are there specific occasions when you prefer to consume Cadbury products?
Options Percentage
When I am sad 10.71%
When I am happy 32.14%
When I am unwell 0.00%
During a celebration 14.29%
No specific occasion 64.29%
Social factors have a significant influence on a customer’s buying behaviour (Vries,
Gensler & Leeflang, 2017). Social factors influencing customer decision can be
identified by understanding the occasions on which they prefer to consumer the product.
This question aims to identify exactly that. The question helps in understanding how
people perceive the brand and on what occasion or mood is the brand preferred. This
understanding can help the brand in curating promotional strategies that highlight those
occasions and further motivating customers to buy the product.
Over 64% of the respondents have mentioned that they consume Cadbury for the taste
of it irrespective of the occasion. It can be noted that upon this information, the brand
can improve upon its advertising strategy and motivate people to crave for their product

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over specific occasions as well. This would help the consumers in relating with the
brand’s personality at a deeper level.
Which emotions do you associate with Cadbury products?
Options Percentage
Immense happiness 28.57%
Energetic 14.29%
Free spirited 3.57%
Celebration 25.00%
Sadness 0.00%
Love 17.86%
No Emotions. I just have it for the taste 25.00%
There are several emotions associated with every brand. This is because every brand
has certain human characteristics and attributes. All these attributes combine together
to form the personality of the brand. This personality of the brand in turn allows
customers to associate emotions with the brand of their choice. If a customer likes a
brand, positive emotions would be associated with the brand. On the other hand, if a
customer does not like the brand then he or she will associate negative emotions with
that brand. The emotions that a customer regards with the brand are also largely

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dependent on brand advertisements and overall positioning of the brand (Levy & Hino,
2016).
Over 75% of the respondents associate some or the other emotion with the brand. None
of the respondents depicted any negative emotion towards the brand which goes on to
show a positive brand image of Cadbury. The brand can also curate more emotional
advertisements and promotions to encourage people to associate emotions with the
brand.
How likely are you to recommend Cadbury products to others?
Options Percentage
Very likely 46.43%
Likely 21.43%
Neither likely nor unlikely 28.57%
Unlikely 0.00%
Very unlikely 0.00%
Cadbury does not need recommendation 3.57%
The most important contribution of a customer towards the success of the brand is
further promotion of the brand through word of mouth publicity (Berger, 2014). Loyal
customers and customers who are very happy with the brand tend to promote the brand

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further by recommending it to others. This question aims to identify the intention of the
customer with regards to their contribution towards word of mouth marketing of the firm.
It is important to note that social media has heightened the role played by customer in
the brand positioning of any product (Kumar et. al., 2016).
None of the respondents depict any form of resistance to promote the brand or
recommend it to others. This goes on to show that Cadbury products are well liked and
trusted by respondents. Hence they would give their word for the brand.
Conclusion
There are various factors that influence the customer buying behaviour for any product.
Cadbury’s customers are influenced by a large number of social factors, family values,
economic factors, cultures, traditions and lifestyles. The survey results indicate that
Cadbury has a largely positive brand image in the market and its customers tend to
associate the brand with several optimistic emotions. The findings from the analysis can
be used by the brand to improve upon its excellent marketing and promotion strategy.
Such efforts and continued awareness of customer behaviour will help the brand in
increased brand loyalty, positive brand image and hence enhanced profitability.

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References
Beck, S. and Kenning, P., 2015. The influence of retailers’ family firm image on new
product acceptance: an empirical investigation in the German FMCG
market. International Journal of Retail & Distribution Management, 43(12), pp.1126-
1143.
Berger, J., 2014. Word of mouth and interpersonal communication: A review and
directions for future research. Journal of Consumer Psychology, 24(4), pp.586-607.
de Vries, L., Gensler, S. and Leeflang, P.S., 2017. Effects of traditional advertising and
social messages on brand-building metrics and customer acquisition. Journal of
Marketing, 81(5), pp.1-15.
Desai, K.S., 2014. A study on consumer buying behaviour of cosmetic products in
Kolhapur. Reviews of Literature, 1(10), pp.1-11.
Jing, B., 2015. Lowering customer evaluation costs, product differentiation, and price
competition. Marketing Science, 35(1), pp.113-127.
Keller, K.L., 2016. Reflections on customer-based brand equity: perspectives, progress,
and priorities. AMS review, 6(1-2), pp.1-16.
Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R. and Kannan, P.K., 2016. From
social to sale: The effects of firm-generated content in social media on customer
behavior. Journal of Marketing, 80(1), pp.7-25.
Leaniz, P.M.G. and del Bosque Rodríguez, I.R., 2016. Corporate image and reputation
as drivers of customer loyalty. Corporate Reputation Review, 19(2), pp.166-178.
Levy, S. and Hino, H., 2016. Emotional brand attachment: a factor in customer-bank
relationships. International Journal of Bank Marketing, 34(2), pp.136-150.

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Rahi, S., 2016. Impact of customer value, public relations perception and brand image
on customer loyalty in services sector of Pakistan. Arabian J Bus Manag Review
S, 2(2).
Ramya, N. and Ali, S.M., 2016. Factors affecting consumer buying
behavior. International Journal of Applied Research, 2(10), pp.76-80.
So, K.K.F., King, C., Sparks, B.A. and Wang, Y., 2016. The role of customer
engagement in building consumer loyalty to tourism brands. Journal of Travel
Research, 55(1), pp.64-78.

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Appendices

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