Dairy Milk_final Report.docx

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 Milk’s 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 Milk’s 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 customer’s 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 Milk’s 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 milk’s 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

1

2

Taste Price Availabilit y First impression of Dairy Milk

Name

Gender 

Male



Female



Age (In years) <15



20-35



35-50



>50

ed

3

4

5

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%

4

20%

5 27%

1 2 3 4 5

Fig 13

Fig 14