IMT HYDERABAD

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,

The affective component, and
The conative component.

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.

Attitude toward the ad model

According to our survey, 50% of the consumers agree that advertisements of Dairy Milk
attract them towards making the purchase decision. Apart from this statistic 33% of the
respondents strongly agree that the advertisements of Dairy Milk are attractive to them. In
addition to this, as far as the advertising medium is concerned 95% of the consumers are
affected by the Television, 3% by internet and 2% by hoardings.

Changing the Motivational Functions of Attitudes

Value Expressive Function Dairy Milk as a product supports and enhances the Indian
consumers beliefs and values attached to the various celebrations that are part of their
culture. Based on the ads that marketers have created wherein they support these notions, our
survey shows that 30% of the consumers believe that Dairy Milk is a significant part of their
celebrations.
CONSUMER PERCEPTION
Perceptual organization
Grouping - The respondents in our survey have the instinctive tendency to group or associate
Dairy Milk chocolate with celebration and family. 27%- 30% of the consumers agree that
Dairy Milk play a role in their celebrations and also connects to the family

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

Do you buy/consume Cadbury Dairymilk?

Yes
No
How frequently do you buy Dairy milk?
Everyday

Weekly

Monthly

Rarely in a year

Why do you buy Dairymilk?

It is tasty

Evoke celebrating emotions

Gives you relevant information about the product as compared to other brands

Your friends and Family eat the same so you eat it

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

Postpone your purchase

Move to another nearby store in search for it

Dairymilk is a significant part of my celebrations

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree
I am attracted by the packaging of Dairy Milk.
Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

Dairy Milk gets me closer to family

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

I buy Dairy Milk because it comes from the house of Cadbury

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

I am attracted by the advertisements of Dairy Milk.

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

Cadbury advertisements emotionally connect to me

Strongly Disagree

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

Age (In years)

<15

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

Purchase of DM if given a discount

No

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

DM from house of Cadbury

Strongly
Disagree

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

DM gets me closer to my family

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

DM ads emotionally connects me

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