MBA404 Consumer Behavior: Cadbury Oreo Marketing Psychology

This report provides an analysis of consumer behavior using Cadbury Oreo as a case study. It explores various factors influencing consumer purchase decisions, including consumer perception, attitudes, motivation, and the impact of family, culture, and individual differences. The analysis is based on a survey conducted to understand consumer preferences related to Cadbury Oreo, focusing on aspects like pricing, packaging, taste, and brand awareness. The findings highlight the importance of consumer attitudes, perceptions, and cultural values in shaping purchasing decisions, emphasizing the role of family influence and taste preferences in the context of Cadbury Oreo consumption. The report concludes with key insights into how these factors collectively impact the popularity and market success of the product.

Running head: CADBURY OREO
CADBURY OREO
Name of the Student
Name of the University
Author Note

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Executive Summary
In order to understand whether any firm will be achieving success in the long run or not,
it becomes considerably important for the firm to ensure that it is able to successfully
engage in the satisfaction of the customers by providing the products which are good to
use. In order to abide by this, it becomes considerably important for the firm to
understand the factors affecting the consumer purchase and satisfaction which can be
stated to the customer attitude, awareness, perception and beliefs. Hence, the primary
motive of the given report is to understand the thinking of the consumer by providing an
analysis of the survey conducted for the product of Cadbury Oreo.

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Table of Contents
Purpose..............................................................................................................................3
Development of the survey instrument..............................................................................3
Administration processes...................................................................................................3
Data Analysis.....................................................................................................................4
Consumer Perception....................................................................................................4
Consumer Attitudes........................................................................................................5
Consumer motivation.....................................................................................................6
Group and Individual differences...................................................................................6
Family and lifestyle.........................................................................................................6
Culture/Region...............................................................................................................7
Findings.............................................................................................................................7
References.........................................................................................................................8
Appendix............................................................................................................................9
Questionnaire and Responses.......................................................................................9

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Purpose
A product or a service`s success can be largely contributed to the perception
which the consumer has about the product and the different attitudes as well as the
behaviour of the consumer towards the entire purchasing procedure. According to
Baker and Saren (2016), the purchasing decision of the consumer can be stated to be
influenced by a wide number of factors and hence, it is the duty of the companies to
ensure that they are able to successfully influence the purchasing decision of the
consumers and ensure higher sales and revenue. The product which has been chosen
for the purpose of the report can be stated to the Cadbury Oreo biscuit. The Cadbury
Oreo biscuit is an extremely popular brand around the globe and is a favorite among all.
It is for this purpose, that the survey which had been conducted prior to the particular
survey has been done on Oreo and the findings of the survey will be analyzed in the
particular section.
Development of the survey instrument
In order to conduct a survey and to understand the perception of the different
customers, a survey was formulated which was centered on the particular product and
aimed to understand the overall mindset of the consumers. This also aimed to examine
the attitudes of the consumers, their behavior, the cultural background and influence of
the family and friends on their purchase. Hence, it was decided that a series of 10 basic
questions centered on the topic of Consumer perception, culture, attitude and behavior
will be formed which will be then followed by the collection of data. The survey
instrument which was made use of was the Survey Monkey which is an online survey
platform which allows the different individuals and researches to undertake a
comprehensive research and understand the overall purpose of their study. In addition
to this, they will also be successfully able to gain an understanding of the real
consumers. The sample size which has been selected for the same can be stated to be
around 16 respondents. These 16 respondents helped to provide valuable insights into
the concept of consumer perception and behavior which helped to further build the
argument.

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Administration processes
The administration processes and the research procedure which is present in the
case can be stated to be very simple. The paper is a reflection of the survey which was
conducted using the medium of Survey Monkey and with respect to this it needs to be
mentioned that the overall approach of the paper can be stated to be mixed research
approach whereby the findings will be derived upon using a quantitative as well as a
qualitative method approach. This means that the questionnaire which will be used for
the survey and the responses which will be achieved will be analyzed with respect to
the formulation of the different charts and graphs. The responses achieved will help in
the support of the literature collected with respect to the same. In this manner, the
theoretical concepts and models can be easily compared against the literature available
in the particular topic. Moreover, after analyzing the particular data which has been
received, future predictions with respect to the same can also be done, which will go a
long way in assisting to understand the reasons for which the Oreo is purchased by the
consumers and whether the particular revenue of the firm will be impacted by the choice
as made by the consumers. Moreover, derivations on the particular aspects which
influences a customer to purchase a particular product will also be made based on
which the findings of the paper can be presented and analyzed.
Data Analysis
The survey was formed to ask the student questions on various topics which
ranged from their choice and opinion, their preferred color, their pricing factor
influencing the purchase, the impact of peers on their purchasing decision, the
packaging as an influential factor and various others.
Consumer Perception
The perception of the consumer can be defined as the particular thought about
the product which can vary from individual to individual. In the similar aspect, it can also
be mentioned that, the consumer perception theory is generally based on the analysis
of the factors which tends to influence the purchase of a particular product or not
(Bagozzi et al. 2018).

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From the survey, the following information was attained with respect to
Consumer perception. When asked about the price of the product and the customer
perception of the consumer, it was understood that around 25% of the respondents
strongly believed that the pricing of the consumer was set right and around 43% of the
respondents simply agreed to it that the pricing of the product can be stated to be
correct. Hence, in this aspect, it can be mentioned that the overall perception of the
consumers with regarding to the pricing of the Oreo biscuits can be stated to be
considerably positive.
Secondly, when the different consumers were asked about their perception of
Oreo as the best product available in the market, around 25% strongly believed that the
product is one of the best brands as available in the market whereas around 62.5% of
the consumers believed that it was likely that the product is one of the best products as
available in the market. Moreover, when asked about the packaging of the product,
43.75% of the respondents strongly believed that the product has a sound packaging.
Hence, in this context the consumer perception can be largely understood which
helps in the identification of the factors shaping consumer perception.
Consumer Attitudes
The consumer attitudes can be rightfully defined as the sum total of the different
beliefs, feelings or behavioral aspects which presents the intention of the consumer
towards a particular object (Bagozzi et al. 2018). These particular aspects are highly
dependent on one another and with respect to this, it can also be mentioned that, they
influence the manner in which a customer reacts to a particular product.
When asked about the awareness of the predict, the responses achieved can be
stated to be highly positive in nature, with respect to which it can be mentioned that, the
consumers can be stated to have a positive attitude towards the particular product.
Moreover, when the consumers were asked whether they would recommend the
product to the fellows, they stated that around 25% of them would be recommending the
product very likely, whereas around 50% of the respondents stated that they would be
positively interested in recommending the product. The consumer attitude is also
influenced by the source they get the information from. Around 50% of the respondents

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gain the information from the Television whereas the social media also forms an
important source of information.
Consumer motivation
The consumer motivation can be rightfully defined as the manner in which the
consumer is desired for a particular product (Baker and Saren 2016). It is the particular
drive to satisfy a particular need of the individual which helps to ensure long term
success.
When the consumers were asked about the best aspect of the product, they were
asked to choose among various motivational factors which comprised of Taste, Price,
Brand Name, Packaging and Quality. To this around 81.25% of the respondents
mentioned that the Taste of the biscuit can be stated to be the factor which tends to
motivate them to buy the Oreo. On the other hand around 6% of the respondents
believed that the packaging, Quantity and the Brand name respectively are the factors
which motivate them.
Group and Individual differences
The group and individual differences can be defined as the differences which
may exist between the different individuals who belong to the same group and the
manner in which this has an impact on the purchasing decision at large (Tan, Chai and
Min 2017). In this aspect, it was discovered that peer review or pressure was not a
factor concerning their decision making.
Family and lifestyle
The family as well as the lifestyle of the individual also tends to have a strong
impact on the overall thinking of the individual. The family has one of the greatest
influences on the individual`s purchasing decision and the kind of lifestyle which an
individual aims to fulfill at large (Lowe and Alpert 2015).
Very often the consumer purchases a product for the purpose of family
consumption and in this aspect, it can be rightfully mentioned that, around 50% of the
respondents stated that they purchase the product for the children in the family whereas
43% purchase it for their siblings. Only 6% of the respondents stated that they purchase

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it for their parents. Hence, the children have a huge influence on the purchasing
decision.
Culture/Region
The culture can be stated to be the beliefs, traditions and other such aspects
which can have a strong impact on the individual and the society (Shao, Grace and
Ross 2019). A culture influences an individual to make a particular purchase or not.
The decision of any consumer is dependent on the availability of the product in
the region as well. Hence, in this aspect, it could be understood that, the Chocolate
flavor us highly popular as 81.25% of the respondents believed that, Chocolate was
largely available whereas 18% of the respondents were under the belief that, Vanilla is
popular for them.
Findings
Therefore, from the given data analysis as done on the response of the survey
received and the literature as available in the particular topic. The given findings have
been arrived at:
1. Consumer attitude tends to form one of the most crucial factors while making a
purchase decision. In the case of the Cadbury Oreo, it was largely understood
that the attitude has an impact on the recommendation of the product has done
and the source from which they gain the information on the product.
2. Consumer perception forms the basis of the purchase and is highly reflected on
the popularity of the product amongst the target market. Moreover, the packaging
of the product also tends to have a strong impact on the perception of the
consumer.
3. The family values and culture of an individual likely predict the type of product the
consumers will be purchasing. From the survey, it could be understood that the
particular purchase decision of Oreo is largely dependent on the children`s
preference and the flavor chosen is also biased towards their choice.

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References
Bagozzi, R.P., Rosa, J.A., Celly, K.S. and Coronel, F., 2018. Marketing-Management.
Walter de Gruyter GmbH & Co KG.
Bahl, S. and Chandra, T., 2018. Impact of Marketing Mix on Consumer Attitude and
Purchase intention towards' Green'Products. A Journal of research articles in
management science and allied areas (refereed), 11(1), pp.1-11.
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Bilgihan, A., Barreda, A., Okumus, F. and Nusair, K., 2016. Consumer perception of
knowledge-sharing in travel-related online social networks. Tourism Management, 52,
pp.287-296.
Kim, E. and Drumwright, M., 2016. Engaging consumers and building relationships in
social media: How social relatedness influences intrinsic vs. extrinsic consumer
motivation. Computers in Human Behavior, 63, pp.970-979.
Liang, S., Zhang, Z., Zhang, Z., Law, R. and Sun, W., 2017. Consumer motivation in
providing high-quality information: building toward a novel design for travel guide
websites. Asia Pacific Journal of Tourism Research, 22(6), pp.693-707.
Shao, W., Grace, D. and Ross, M., 2019. Consumer motivation and luxury
consumption: Testing moderating effects. Journal of Retailing and Consumer
Services, 46, pp.33-44.
Sinesio, F., Saba, A., Peparaio, M., Civitelli, E.S., Paoletti, F. and Moneta, E., 2018.
Capturing consumer perception of vegetable freshness in a simulated real-life taste
situation. Food Research International, 105, pp.764-771.
Tan, B.C., Chai, L.T. and Min, P.S., 2017, April. Attitude towards eating “green”: Do
consumer consciousness, healthy lifestyle, and value orientation matter. In Conference
Paper(pp. 153-160).
Lowe, B. and Alpert, F., 2015. Forecasting consumer perception of
innovativeness. Technovation, 45, pp.1-14.

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Appendix
Questionnaire and Responses
1. Have you tasted Cadbury Oreo?
Options: Yes /No
2. What is the best thing you like about the product?
Options: Taste/Price/Quantity/ Brand name/ packaging
3. According to you is the price of the product set right?
Options: 1-5
5-Strongly Agree
1: Strongly disagree
4. How often do you purchase the product?
Once a week
Twice a week
Once a month
Twice a month
Others
5. How likely will you recommend the product?
Very likely/Likely/Neutral/Unlikely/ Very unlikely
6. Which is the widely available Oreo flavour in your country or region?
Chocolate/Vanilla/Mint/ Strawberry
7. Who all like to eat Oreo in your family?
Parents/Children/ Spouse
8. From where do you get the info about the product
Newspaper/ Social media/ TV/ Radio/others
9. How likely will you rate the product as the best cream biscuit brand in the market?

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Very likely/ likely/ neutral/ Unlikely/ Very unlikely
10. Do you believe that Cadbury Oreo has a sound packaging and appeal?
Strongly agree /Agree / Neutral/ strongly disagree/ Disagree
Responses

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