Consumer Behaviour towards Cadbury Products - Survey Analysis

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

Consumer behaviour and marketing psychology 2
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.

Consumer behaviour and marketing psychology 3
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%

Consumer behaviour and marketing psychology 4
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%

Consumer behaviour and marketing psychology 5
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%