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Dairy Milk - Final Report
Dairy Milk - Final Report
Consumer Behavior
DAIRY MILK
Submitted by
GOPIKA GUPTA
LIKHITHA BALERAO
APURVA SINHA
NEMADE SAGAR CHANDRAKANT
PRANAV RANJAN
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In order to study the attitudes and perceptions of Cadbury Dairy Milk consumers a survey
was conducted. For this purpose, a questionnaire was designed which received 40 responses.
The results of the survey have been interpreted and represented in this report.
CONSUMER ATTITUDE
According to the survey conducted, the attitude of a Dairy Milk consumer can be explained
on the basis of the following models:
The Tri-Component attitude Model
The three components of this model are:
The cognitive component This component signifies the knowledge and perceptions
commonly referred to as the beliefs about the features of an attitude object the person
acquires from direct experience as well as various source. Features of Dairy Milk such as
Taste and packaging have an impact on the attitude formation of the customer. As per the
survey conducted, 85% of the consumers are of the opinion that Dairy Milks Taste is the
most important attribute and the primary reason for the consumption of the chocolate. In
addition to this, 33% of the consumers highly rate this particular attribute (on a scale of 1 to
5). Another feature that has come out significantly in the survey is Dairy Milks packaging.
65% of the consumers agree that packaging is one such attribute which attracts them towards
Dairy Milk.
The affective component This component represents the customers emotions and feelings
regarding the attitude object. As per the survey, 60% of the consumers associate themselves
emotionally to the advertisements of Dairy Milk whereas 35%-38% of the consumers are
indifferent towards Dairy Milk being a part of their celebrations as well as getting closer to
the family.
The conative component This component emphasizes the likelihood that an individual will
undertake a specific action or behave in a particular way commonly referred to as the
intention to buy with regard to the attitude object. According to the survey, 48% of the
consumers intend to buy Cadbury Dairy Milk on a weekly basis. Also, the Television medium
of advertisement affects or attracts the consumers the most towards the purchase of Dairy
Milk (95% of the respondents). Another aspect related to this component found in the survey
is that if a specific discount rate is applied on the sales of dairy milk chocolates, 80% of the
consumers are of the opinion that their likelihood of purchasing more dairy milk chocolates
would increase. The survey also throws some light on the fact that if there is a nonavailability of these (Dairy Milk) chocolates in a store that the consumers visit, 60% of the
consumers would prefer to buy any other chocolate which is available in the store.
Attitude towards object model
Consumers evaluation of a product is a function of the extent to which the product has each
of the given set of attributes as well as the importance of each of these attributes to the
consumer. As per the survey, the taste, price and packaging have emerged as the most
important attributes of Cadbury Dairy Milk. 33% of the consumers highly rate such attributes
of Dairy Milk as taste and price i.e. 5 on a scale of 1 to 5. Also, another attribute to mention
here is packaging, as 65% of the consumers agree that packaging is a significant attribute
which attracts them towards buying Cadbury dairy Milk.
Perceptual Interpretation
1. First impressions The consumers of Dairy Milk have generally had a good
impression of the chocolate since its introduction. In our survey when we asked
people to describe their first impression of Dairy milk in one word they used words
like Yummy, Tasty, and Chocolaty.
2. Halo effect As depicted in the survey 40% people say that they are affected towards
purchase of Diary milk for the reason that it comes from the house of Cadbury
Consumer Imagery
Brand Image
According to the survey the unique metal position that Dairy milk has created in the minds of
its consumer is that it is an integral part of their celebrations and their emotional connect with
their family. 27% - 30% of the consumers agree that Dairy Milk is a part of their celebration
and also get closer to the family.
Package Image
Packaging forms an important part of Dairy Milks consumers purchase decision. 65% of the
consumers agree that they are attracted by the packaging of the Dairy Milk which has a cover
that is purple in colour which is appealing to the eyes. It represents brightness and happiness
to which consumers can connect
Perceived Price
How consumers perceive a price strongly influences their purchase intentions. In the case of
Dairy Milk 33% of the consumers believe that dairy milks price gives them full satisfaction
i.e 5 on the rating scale of 1 to 5. However, at the same time 80% of the consumers are of the
opinion that they would increase the purchase of Dairy Milk if the price is discounted.
ANNEXURE
Questionnaire
Weekly
Monthly
Rarely in a year
Gives you relevant information about the product as compared to other brands
If there is any discount on Dairymilk chocolates will you be more likely to buy?
Yes
No
If Cadbury Dairymilk is not available in your nearby store, would you
Buy any other chocolate
Disagree
Neutral
Agree
Strongly Agree
I am attracted by the packaging of Dairy Milk.
Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree
Disagree
Neutral
Agree
Strongly Agree
Disagree
Neutral
Agree
Strongly Agree
Disagree
Neutral
Agree
Strongly Agree
Disagree
Neutral
Agree
Strongly Agree
Advertising medium that attracts me the most to make my purchase decision of Dairymilk is
Newspaper
Television
Internet
Hoardings
Rate the following attributes of Dairy Milk on a scale of 1-5
Taste
Price
Availabilit
y
First impression of Dairy Milk
Name
Gender
Male
Female
20-35
35-50
>50
ed
Interpretation of Responses
Dairy Milk (DM)
Buy/Consume DairyMilk
Yes
Frequency of consumption of DM
No
10% 13%
Everyday Weekly Monthly Rarely in a year
30%
48%
100%
Fig 1
Fig 2
Purpose of consumption
Yes
10%5%
20%
80%
Fig 3
85%
Fig 4
Evoking
celebrations
emotions
It is tasty
Your friends
and Family
eat the same
so you eat it
Non Availability of DM
Buy any
other
Chocolate
18%
23% 60%
Move to
other store
& search for
it
Postpone
your
purchase
10% 5%
Disagree
20%
Neutral
Agree
40%
Strongly Agree
25%
Fig 5
Fig 6
Part of my celebration
Strongly Disagree
20%
Neutral
30%
Strongly Agree
Fig 7
Disagree
10%
3%
Agree
Strongly
Disagree
3%10%
Disagree
28%
25%
38%
35%
Fig 8
Neutral
Agree
Strongly
Agree
Attracted by advertisements of DM
Attracted by Packaging of DM
Strongly
Disagree
Strongly
Disagree
10% 3% 10%
Disagree
13%
Neutral
5%
13%
33%
Neutral
Agree
Agree
Strongly
Agree
65%
Disagree
Strongly
Agree
50%
Fig 9
Fig 10
Advertisment Medium
Hoardings
Internet
Television
Strongly
Disagree
13% 3% 5%
Disagree
20%
3% 3%
Neutral
Agree
Strongly
Agree
60%
95%
Fig 11
Fig 12
Price
1
7%
13%
33%
20%
27%
Taste
2
3
33%
7%
13%
20%
5
27%
1
2
3
4
5
Fig 13
Fig 14