“A Study of Purchase Behaviour of Dairy Milk Chocolates”
SUBMITTED BY
Shweta Singh Yadav
UNDER THE GUIDANCE OF
Dr. Shweta Singh
MBA 2022-2024
SCHOOL OF BUSINESS GALGOTIAS UNIVERSITY May, 2024
Abstract
This study goes deep into the intricate consumer buying behavior dynamics with a specific focus on Cadbury Dairy Milk chocolates—a brand that not only reached iconic status across the world but has also etched a meaningful place in the Indian consumer's heart. Through the years, Dairy Milk has evolved from being a luxury item to a staple indulgence, becoming an irreplaceable part of Indian cultural and festive practices.
The key research goal here is to explore and analyze the multi-dimensional factors shaping consumer response towards Dairy Milk chocolate. They encompass both concrete factors—taste, cost, availability of the product, packaging—and abstract drivers—emotional connection, trust in the brand, nostalgia, social pressure, psychological satisfaction.
The study also delves into the advertising efforts, such as celebrity endorsements, storytelling, and emotional branding, which have all contributed to reinforcing the Cadbury presence in the market.
Impulse purchasing behavior, particularly within retail outlets where Dairy Milk chocolates are placed at checkout lines and busy aisles, is another main area of focus in the study.
The study also analyzes seasonal trends, including festivals and special occasions, which play a major role in influencing the buying behavior of consumers, forcing them to opt for Dairy Milk as a gift or as a celebratory product.
Following the emergence of digital marketing and online shopping, the study also finds shifting behavior in terms of online promotions, ease of home delivery, and tailored products.
Over the last few years, the rising tide of health-awareness in consumers has paved the way for the increasing trend in demands for products that promise lower sugar, lower calories, or increased nutritional value. In light of this development, the research measures consumer openness to more recent, healthier versions of Dairy Milk and their ability to acquire and retain new segments of customers.
