DECLARATION
I hereby declare that the dissertation titled “INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION” has been prepared under the guidance of Prof. JAIRAJ NAIR in partial fulfillment of MBA degree of Bangalore University, and is my original work. This project does not form a part of any report submitted for degree or diploma of Bangalore University or any other university.
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Place: Bangalore Date:
Dr. NAGESH.S.MALLAVALLI PRINCIPAL MPBIM, Bangalore
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Guide’s Certificate
I hereby declare that the research work embodied in this dissertation CADBURY entitled “INFLUENCE ON OF PACKAGING OF
PRODUCTS
CONSUMER
PURCHASE
DECISION” has been undertaken and completed by Mr. Vikram Rajpurohit under my guidance and supervision. I also certify that he has fulfilled all the requirements under the covenant governing the submission of dissertation to the Bangalore University for the award of MBA Degree.
Place: Bangalore Date:
Prof. JAIRAJ NAIR Internal guide MPBIM, Bangalore
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ACKNOWLEDGEMENT
The successful accomplishment of any task is incomplete without acknowledging the contributing personalities who assisted, inspired and lead us to visualize the things that turn them into successful stories for our successors. I am happy to express my deep sense of gratitude to Dr. Nagesh Mallavali, (Principal, M.P.Birla Institute of Management), for their encouragement, guidance and many valuable ideas imparted to me for my project. I extend my sincere thanks to Prof. JaiRaj Nair (Internal Guide)
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KUALA LUMPUR, Oct 24 (Bernama) — Fazren, 29, has a degree in transport management but has been working as an administrative assistant at a government agency over the past four years. “I have applied for many jobs, both in the civil and private sectors. When I was offered the post of an administrative assistant (at a government agency) I did not hesitate to accept even though the post ...
for providing me all the information required and the guidance through out the project without which this project would not have been possible. With special regards I would also like to sincerely thank all Shop owners, Retailers, Customers and friends for their help in completing my project successfully.
Vikram Rajpurohit
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Table of contents
Chapter Executive Summary 1
Introduction Background of the study Statement of the problem Need and Importance of study Objectives of the study
Title
Page no. 10 11 12 13 13 14 15 16-21 22-27 28 29 29 29 30 31 31 31 32 32 32 32 33 34-66 67-69 70-71 72-73 74-78 79
2
CADBURY PRODUCTS PRIVATE LIMITED Company Profile Products Profile
3
Review of Literature Purpose of Literature Review Methodology of Literature Review Benefits from Literature Review
4
Research Methodology Hypothesis Type of Research Sampling Technique Types of Data Sample Size Research Techniques Data Analysis Limitations of the Research
5 6 7 8 9 10
Data Analysis and Interpretation List of findings Conclusion Recommendations Annexure Bibliography
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LIST OF GRAPHS/CHARTS AND TABLES [CUSTOMERS]
No of table & Chart 1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9 1.10 1.11 1.12
Particulars Response to question Response to question Response to question Response to question Response to question Response to question Response to question Response to question Response to question 1 2 3 4 5 6 7 8 9
Page no.
37 38 39 40 41 42 43 44 45 46 47 48
Response to question 10 Response to question 11 Response to question 12
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LIST OF GRAPHS/CHARTS AND TABLES [Retailers/Sellers]
No of table & Chart 2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 2.9 2.10 2.11 2.12 2.13 Particulars Response to question Response to question Response to question Response to question Response to question Response to question Response to question Response to question Response to question 1 2 3 4 5 6 7 8 9 Page no.
52 53 54 55 56 57 58 59 60 61 62 63 64
Response to question 10 Response to question 11 Response to question 12 Response to question 13
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When asked to describe the ideal customer for my company, I thought it would be very simple. First, the customer would need my product badly. Second, they would have deep pockets. Finally, if the product was not as good as they expected, they wouldn't complain at all and still buy my company's product. As it turns out, that was just too simple. As I began to analyze the ideal customer for my ...
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EXECUTIVE SUMM RY
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EXECUTIVE SUMMARY
The term “Cadbury” synonymous with chocolates in India. Cadbury Company manufactures and sells chocolates confectionaries, drinking chocolate, malted food drinks and recently forayed into the Bagged snack Category with Cadbury Bytes. Has a presence in the entire range, starting from low priced hard boiled sweets and sugar confectionery to the premium range of chocolates. The following report attempts to make a study on the chocolate industry and the topic of my study is “INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION” Reason for selecting this topic is to know more about the effect of Packaging and its actual fact that the Product Packaging influence to consumer purchase decision. Various factors influence a customer to be satisfied with the company products. The factors like quality, taste, price, availability etc. Customer happiness is a very important factor to attract and retain the customers. Cadbury Company has realized that it is important to keep their customers happy for the smooth running of their business. Without knowing and understanding the customer’s satisfaction, feedback and reaction of customers, organization cannot know what the customers want and expect from the organization, especially in service industry such as Chocolate Industry. The study considers various aspects like introduction to service sector, historical background of Cadbury industry in India and company’s profile of Cadbury Company, the background of the study, its research design and methodology. The analysis of the data is presented through various charts and graphs. It concludes by looking at the study problems and recommendations for the company. From the survey it can be said that Cadbury is the most favorite Products in India. The Consumers of Cadbury are happy with its products with specially eye-catching packaging. The analysis of the survey tells Cadbury Packaging have more satisfied and happy customers compared to Nestle or Amul.
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Introduction
1
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Nowadays everything has to go faster. Because of the increasing speed of changing market-demands new products replace old ones much earlier than before, so the Packaging of products has to go faster. Packaging is a part of our daily life, it has a impact on the way we live in the modern consumer society, In the case of Cadbury packaging must not only look appealing but it has to protect the contents and make distribution as effective as possible the ever changing consumer behaviour is constantly creating challenges and opportunities for Cadbury owner and packaging producer to find novel way satisfy consumer needs. Packaging plays a major role when products are purchased. After all, it is the first thing seen before making purchase choices and it is widely recognized that over 50% of purchasing decisions are made at the shelf, or point of purchase. Therefore, packaging that creates differentiation and identity in the relatively homogenous consumer packaged goods industry is highly important. Packaging is one of the main marketing strategies used by Cadbury Company in order to sell their products.
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BACKGROUND OF THE STUDY
In toady’s competitive world it has become imperative for companies around the world to keep a track on what a consumer wants from the various products and services offered to him with eye-catching packaging; It is also necessary for us to keep a tab on the changing needs of the consumers so that we may align our products and services accordingly to meet the customer expectations.
PRODUCT AND SERVICE FEATURES
Customer satisfaction with a product or service is influenced by the Packaging evaluation of product and service features. In conducting satisfaction studies, most firms will determine through some means what the
important features and attributes are for their service and them measure perceptions of those features as well as overall service satisfaction.
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CUSTOMER SATISFACTION
“Everyone knows what satisfaction is, until asked to give a definition. Then, it seems, nobody knows” This quote of customer satisfaction, express the challenge of defining this most basic of customer concepts. Satisfaction is the consumers’ fulfillment response. It is a judgment that a product of service feature, of the product of the service itself, provides a pleasurable level of consumption related fulfillment. Customer satisfaction will be influenced by specific product or service features and by perceptions of the quality. Satisfaction will also be influenced by customer’s emotional responses, their attributions and their perceptions of equity.
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Southwest Airlines The original vision of Herb Kelleher has helped to make Southwest Airlines profitable for over 32 years now. As the company moves forward, they will need to find innovative new ways to retain and increase their customer base, and remain competitive. This paper will discuss the concepts that have made Southwest unique from the start; and how the company can continue to increase ...
CUSTOMERS EMOTIONS
Customer’s emotions can also affect their perceptions of satisfaction with a product and services. These emotions can be stable, pre-existing emotions. Specific emotions may also be included by the consumption experience itself, influencing a customer’s satisfaction with the service.
STATEMENT OF THE PROBLEM
Packaging is very important factor in influencing consumer behavior towards the product; this research aims to find out the influence of packaging of Cadbury products in relation to the formation of consumer attitudes and perceptions towards the Cadbury products. Analyze and identify, packaging of Cadbury products are plays an important role to attract the new customers or advantages of the company makes the existing customers stay with the same company.
NEED AND IMPORTANCE OF THE STUDY
Packaging is very important factor of any product. For many firms improving customers, sales with increase his profit; but all thinks depend upon
customer. Packaging is very effective segment of consumer purchase decision. Cadbury firm have discovered that increasing levels of customer purchase decision, satisfaction, can be kinked to customer loyalty and profits.
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Customers seek out products which one is attractive and good looking and producers that are best able to satisfy their requirements. A product does not need to be rated highest by customers on all dimensions, only on those they think and decision are important. There is an important relationship between customer and packaging. This relationship is particularly strong when customers are very motivated of product packaging. The purpose, of course, in measuring customer satisfaction is to see where a company stands in this regard in the eyes of its customers, thereby enabling service and product improvements (by packaging) that will lead to higher sales/satisfaction levels. As the Cadbury Company intends to increase its market sales and concentrate more on its products packaging, this study will help them to devise / improve their strategies.
OBJECTIVES OF THE STUDY
“The objectives are needed in every area where performance and result directly” The project was designed as a preliminary step to understand the attitude of Customer/ the buyer concerned for ordering Cadbury products. Based on the conclusions and recommendations of the report a more extensive study would be commissioned. The objectives of the project are as follows: To find out the impact of Cadbury packaging towards perception and purchase behaviour on consumer To study the need of packaging in Cadbury product promotion. To find the importance of Cadbury packaging. To understand the reasons behind Packaging
The Coursework on Family Business-Cadbury (Chocolate)
The Cadbury company is known for its chocolate-covered Cadbury Créme Eggs, one of its many confectionary products. Cadbury Chocolates hold a formidale 10% of the total market share of confectionary industry, making it the second-largest candy maker in the world next only to Mars. Other candy brands produced by Cadbury are Dairy Milk, Flake, Trebor and Bassett, and Green & Black’s ( ...
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Cadbury India Limited
Company & Products Profile
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2
Company Profile
The Cadbury story is a fascinating study of industrial and social development, covering well over a century and a half. It shows how a small family business developed into an international company combining the most sophisticated technology with the highest standards of quality, technical skills and innovation. The Cadbury story is a fascinating study of industrial and social developments. From a one man business in 1824, Cadbury has grown to be one of the world’s largest producers of chocolate.
History
The history of Cadbury as manufacturers of chocolate products in Birmingham dates back to the early part of the 19th century, when John Cadbury opened a shop in the centre of the city, trading as a coffee and tea dealer. Soon a new sideline was introduced – cocoa and drinking chocolate, which he prepared himself using a mortar and pestle. His lifelong involvement with the Temperance Society led him to provide tea, coffee and cocoa as an alternative to alcohol, believed to be one of the causes of so much misery and deprivation amongst working people in Britain at that time. A one-man business, opened in 1824 by a young Quaker, John Cadbury, in Bull Street Birmingham, was to be the foundation of Cadbury Limited, now one of the world’s largest chocolate producers. By 1831 the business had changed from a grocery shop and John Cadbury had become a manufacturer of drinking chocolate and cocoa, the start of the Cadbury manufacturing business as it is known today.
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The founding of the Cadbury business dates back to 1831 when John Cadbury first made cocoa products on a factory scale in an old malthouse in Crooked Lane, Birmingham. In 1847 the business moved to larger premises in Bridge Street, which had its own private canal spur linking the factory via the
The Essay on Flow Product Production Business Products
Business notes- operating system. Production Production takes place when resources such as raw materials, are changed in to products. Today in production is often to more generally as those activities that bring a product in to being. Features of production Production takes place when a business takes inputs, carries out a process and produces an output, which is the product... Input is the raw ...
Birmingham Navigation Canal to the major ports of Britain. Business continued at the Bridge Street site for 32 years and by 1878 the workforce had expanded to 200, so more space was needed. This heralded the move to Bournville and the building of what is now one of the largest chocolate factories in the world. John Cadbury retired in 1861 handing over the business to his eldest sons Richard and George. It is to their leadership that the success of the enterprise is owed as the company prospered.
All members of the Cadbury family John Cadbury (1801 – 1889), founder of the chocolate firm Richard Cadbury (1835 – 1899), manufacturer and philanthropist George Cadbury (1839 – 1922), younger brother, developed the firm and perfected the recipe for Dairy Milk Air Commodore Sir Egbert Cadbury, First World War flying ace and later managing director of the family firm Peter Cadbury, an entrepreneur who made his own career outside the family firm Laurence John Cadbury Sir Adrian Cadbury (b. 1929), businessman and commentator on corporate governance Dominic Cadbury (b. 1940), businessman and Chancellor of the University of Birmingham
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One Man Business- John Cadbury
John Cadbury was one of ten children of Richard Tapper Cadbury, a prominent Quaker who had moved to Birmingham from the West Country in 1794. In 1824, when he opened his shop at 93 Bull Street (Fashionable part of Birmingham), John was only 22.
Headquarters in London
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As a Company
We are the world’s largest confectionery company and have a strong regional presence in beverages in the America, Australia and India.
With origins stretching back over 200 years, today our products – which include good packaging and brands such as Cadbury are enjoyed in almost every country around the world. We employ around 60,000 people.
Concentrating on our core brands in beverages and confectionery since the 1980s, we have strengthened our portfolio through almost fifty acquisitions, including packaging/brand icons such as Mott’s, Canada Dry, Halls, Trident, Dentyne, Bubblicious, Trebor, Bassett, Dr Pepper, 7 Up and Snapple.
We employ 60,000 people in over 200 countries We are the worlds No 1 Confectionery company We are the world’s No 2 Gums company We are the world’s No 3 beverage company
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At Cadbury Schweppes, our core purpose is “Working together to create brands people love”. The core purpose captures the spirit of what we are trying to achieve as a business. We collaborate and work as teams to convert products into brands.
To align with our core purpose, Cadbury India has defined its Vision as “Life Full Of Cadbury and Cadbury Full of Life”. Cadbury India will participate in many spaces of consumer life through a cache of product offerings – be it chocolates or snacks or gum. We believe that work and fun can co-exist beautifully. Therefore at Cadbury India, it’s all about work hard, play harder! We bring moments of delight to our consumers everyday and every time. Therefore, we strongly believe that the people who create these products should also have fun while doing so.
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Indian Overview
Cadbury began its operations in 1948 by importing chocolates and then re-packing them before distribution in the Indian market. After 59 years of existence, it today has five company-owned manufacturing facilities at
Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New Delhi, Mumbai, Kolkota and Chennai).
The corporate office is in Mumbai.
Our core purpose “Working together to create brands people love” captures the spirit of what we are trying to achieve as a business. We collaborate and work as teams to convert products into brands. Currently Cadbury India operates in three sectors viz. Chocolate Confectionery, Milk Food Drinks and in the Candy category. Cadbury enjoys a value market share of over 70% – the highest Cadbury brand share in the world!
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Products Profile
By 1831 the business had changed from a grocery shop and John Cadbury had become a manufacturer of drinking chocolate and cocoa, the start of the Cadbury manufacturing business as it is known today. Early cocoa and drinking chocolates were balanced with potato starch and sago flour to counter the high cocoa butter content. Other ingredients were added to give healthy properties. The Cadbury family was closely involved in the evolution of drinking chocolate. From his grocery shop in Birmingham, where he sold mainly tea and coffee, John Cadbury started preparing cocoa and drinking chocolate, using cocoa beans imported from South and Central America and the West Indies. He experimented with a mortar and pestle to produce a range of cocoa and drinking chocolates with added sugar. Discover the history of Cadbury, from its social pioneering to the perfection of the recipe for Cadbury Dairy Milk; first launched in 1905, and still a market leader today. Find out all there is to know about making chocolate, and amaze yourself with the brand stories and brand timeline that show how many Cadbury brands have been favorites since the early 1900s.
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Cadbury Dairy Milk With a glass and a half of full cream milk in every 250g bar.
Cadbury Creme Egg A thick Cadbury chocolate shell filled with an irresistibly gooey centre.
Wispa The bubbly 80s favourite returns!
Flake Only the crumbliest, flakiest chocolate tastes like this.
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Bournville Deeply Dark An intense but surprisingly smooth dark chocolate with 60% cocoa
Cadbury Dairy Milk Melts Creamy Cadbury Dairy Milk with a deliciously smooth centre that slowly melts in your mouth.
Picnic Crispy wafer and chewy caramel covered in peanuts, raisins and Cadbury milk chocolate.
Heroes Individually wrapped miniatures of Cadbury favourites for everyone to share.
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Crunchie A golden honeycomb centre surrounded by delicious Cadbury chocolate.
Cadbury Hot Chocolate There are numerous ways to enjoy Cadbury Hot Chocolate!
Double Decker Two layers of crispy cereals and nougatine wrapped in delicious Cadbury chocolate.
Milk Tray The finest milk chocolate assortment, nothing else comes close to the magic of a box of milk tray.
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Cadbury Temptations “Too good to share” Cadbury Temptations is a range of delicious premium chocolate in five flavours The Cadbury Temptations range is available in 5 delicious flavour variants – Roast Almond Coffee, Honey Apricot, Mint Crunch, Black Forest and Old Jamaica.
Cadbury Bytes Cadbury Bytes was launched in 2004-05 as Cadbury’s foray into the rapidly growing packaged snack market.
Cadbury Celebrations Popular Packaging Brand Cadbury Celebrations was aimed at replacing traditional gifting options like Mithai and dryfruits during festive seasons.
Cadbury Eclirs Kar de dil pe jadoo
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Cadbury 5 Star Cadbury 5 Star is second largest after Cadbury Dairy Milk
Gems “Good things come in small packets”
Perk ‘Anytime, Anywhere’
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R L
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3
Purpose of Literature Review
The purpose of the literature review is to identify the problem statement, understand the data that has been gathered in the field of study and to make new finding on the problem statement. Packaging is one of the important
facilitator to accomplish market growth along with modern information technology and a well designed. Put the same quantity of one product in two boxes, one a plain white cardboard box and the other one in an attractive, colourful box, position them side by side on a supermarket shelf and sell them at exactly the same price, guess which one will sell? This is a simplified example to show you that packaging does influence customer behavior. There are a lot of variables to consider when deciding on the right packaging for a product and the main thing for a company to remember when choosing a package is that it must be adapted to consumer’s needs like Cadbury. A thorough literature survey will be done and a survey among the common public will be conducted to arrive at a conclusion.
Methodology of the review of literature
Different sources used in order to collect the information or data are: Retailers/Product Sellers Consumers Above sources have been analyzed and used in the research for better understanding of the topic.
Benefits from the literature review
The literature gives an insight into the importance of the Packaging of products. It has helped me to formulate the problem statement. It has helped me to formulate the objectives of the study. It has also served as a secondary data. The ultimate purpose of most Packaging is to help the probability of the sale of the product or a service.
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R M
4
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“Market research is the collection and analysis of data in order to identify and satisfy consumer needs. The main purpose is to reduce risk and facilitate decision making.”
HYPOTHESES
H0- Packaging doesn’t influence consumer purchasing behaviour of Cadbury. H1- Packaging influences consumer purchasing behaviour of Cadbury.
TYPES OF MARKET RESEARCH
For preparation of the project report, several methods were used to collect data and pertinent information. The data required for the study were collected from Field research and Desk research. Detailed and structured questionnaire was prepared for consumers. The secondary data were collected from the textbook, journals, magazine, and Internet web site.
Sampling Technique
Since the population for the study is quite large and since the study is limited by the constraints of resources and time, complete record of the consumers by survey method was not possible. Hence, the project used random sampling technique. In this survey the sampling procedure consist of all people who buy and sell chocolates. The advantage of this technique is that it is both economical and reasonably reliable.
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Types of Data
Data is the fact of an event. Data is the base for every research work. The data is mainly classified into two groups of market research – Field research and Desk research. Field research or primary research is carried out by contacting potential consumers
directly. It may include surveys, questionnaires and general observation. Surveys are usually carried out using a face to face interview. Desk research also known as secondary research is making use of information that
is already available. Books, journals, websites etc., have been consulted for obtaining related information.
Sample size
In this survey the sample size of 8 retailers/product sellers and 50 consumers (Bangalore City) who were interviewed for the purpose of this study.
Research Techniques
Structured Questionnaire Personal Interviews
Data Analysis
To know the customers response, the statement in the questionnaire was made on par with the objectives of the study. This involved reducing the accumulated data to a manageable size, developing summaries, looking for patterns, which will help the objectives of the study. After the collection of data, coding sheet was prepared to classify the data.
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The various tools that were used to for presentation are:
Bar graphs Column graphs Pie charts Line graphs Doughnut Cylinder
RESEARCH LIMITATIONS:
My research investigation is beset with the following limitations: The research is limited to a small sample of consumers and chocolate sellers/retailers functioning in Bangalore City due to time and cost constraints. The limited sample size to 30-50 consumers. The study is restricted to 5-10 product sellers/retailers. An interpretation of this study is based on the assumption that the respondents have given correct information.
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Data analysis and Interpretation
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5
Revelations of the Survey
Profile of the respondents has always an influence in the survey that will be conducted. So it is important that proper people are selected for responding the questionnaire. Two Types respondents 8 Chocolate sellers/retailers. 50 Customers
8
50
Retailers/Sellers
Customers
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CUSTOMERS
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1. What is the frequency of a purchase to Retail shop/Mall/Local store?
Table 1.1
Particulars Once a week Daily One a month Whenever the need arises No. of respondents 8 2 24 16
Graph 1.1
24 16
Once a week Daily One a month Whenever the need arises
2 8
Source: Field Investigation Interpretation
From the above chart it can be inferred that 48% of the respondents have accepted that they are monthly go to purchase Retail shop/Mall/Local store.
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2. Which brand comes to your mind when you think of Chocolate?
Table 1.2
Particulars Cadbury Nestle Amul Any other No. of respondents 38 10 1 1
Graph 1.2
1 1 10
Cadbury Nestle Amul Any other
38
Source: Field Investigation Interpretation
76% of the respondents agree that they think of Chocolate when Cadbury brand first comes in mind.
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3. Did you notice Packaging of that product before purchasing?
Table 1.3
Particulars Yes No Don’t remember No. of respondents 32 6 12
Graph 1.3
12
6 32
Yes
No
Don’t remember
Source: Field Investigation Interpretation
It is observed from the chart that 64% of the respondents are notice Packaging of that product before purchasing and respondents are say don’t remember. 12% not agree but 24% of the
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4. If yes where (You can tick more than one option if necessary)
Table 1.4
Particulars News papers/ Magazines Television Hoardings Internet Others No. of respondents 12 26 4 5 3
Graph 1.4
30 20 10 0
Newspaper Television Hoding Internet Others
Source: Field Investigation Interpretation
40% of the respondents say that they notice Packaging of that product before purchasing by Television.
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5. Are, you aware of Cadbury Company Ltd.
Table 1.5
Particulars Yes No No. of respondents 50 0
Graph 1.5
50
Yes No
0
Source: Field Investigation Interpretation
100% of the respondents are aware of Cadbury Company Ltd.
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6. How many products of Cadbury Company Ltd are you aware of?
Table 1.6
Particulars 1-2 products 3-5 products 6-10 products All the products No. of respondents 28 12 7 3
Graph 1.6
28
1-2 Products 3-5 Products 6-10 Products
12
All the products
3
7
Source: Field Investigation Interpretation
It can be noted from the above chart that 56% of the respondents are aware of 1-2 Cadbury products and 6% of the respondents are aware of all Cadbury products.
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7. What was the Last Cadbury product that you purchased? ______________________________________ Table 1.7 Particulars No. of respondents
Perk 5 Star Temptations Dairy Milk Picnic Bytes Gems Celebration Bournville Don’t remember
3 8 4 13 4 3 4 6 2 3
Graph 1.7
Perk 5 Star Temptations Dairy Milk Picnic Bytes Gems Celebration Bournville Don’t remember
14 12 10 8 6 4 2 0
Source: Field Investigation Interpretation
All respondents purchased different product of Cadbury but 26% of respondents are purchased DAIRY MILK, 16% purchased 5 Star and 12% purchased Celebration.
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8. Most important reason for go for a particular above Brand.
Table 1.8
Particulars Low price Packaging Taste/flavour Availability No. of respondents 0 35 12 3
Graph 1.8
35
Low Price Packaging Taste/Flavour 12 0 3 Availability
Source: Field Investigation Interpretation
70% of the respondent’s surveyed feel that Packaging is most important reason to go for a particular above Brand.
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9. Do you agree that the exposure through Packaging is a significant variable in consumer decision-making?
Table 1.9
Particulars Totally agree Totally disagree Somewhat agree Somewhat disagree Neither agree nor disagree No. of respondents 34 0 16 0 0
Graph 1.9
0 16
Totally agree Totally disagree Somewhat agree Somewhat disagree
34
0
Neither agree nor disagree
Source: Field Investigation Interpretation
68% of the respondents totally agree that the exposure through Packaging is a significant variable in consumer decision-making.
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10.) What do you think Packaging of Cadbury Products?
Table 1.10
Particulars A disturbance Influencing the customers Providing Information about the product Increasing the sales of the product No. of respondents 0 23 13 14
Graph 1.10
25
A disturbance
20 15 10 5 0
Influencing the customers Providing Information about the product Increasing the sales of the product
Source: Field Investigation Interpretation
According to the chart above 46% of the respondents feel that Packaging of Cadbury Products influencing the customers and 28% think Packaging of Cadbury Products Increasing the sales of the product.
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11.) What catches your attention most in a Packaging?
Table 1.11
Particulars Colour pattern Punch line Logo Pictures Others No. of respondents 30 7 7 5 1
Graph 1.11
Colour pattern
7 30
Punch line Logo
7
Pictures Others
1
5
Source: Field Investigation Interpretation
60% of the respondents say that Colour pattern attention most in a Packaging and 14% of the respondents say Punch line and Logo is most attention.
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12. How do you rate the “PACKAGING” factor for the following Chocolate providers?
Table 1.12 1-3 (POOR)
1 16 27 1
COMPANY
Cadbury Nestle Amul Other
4-6 (GOOD)
10 13 10 1
7-10 (EXCELLENT)
37 17 4 1
Graph 1.12
70 60 No. of Respondents 50 1 40 30 20 10 0
O R ) (P O
1 4 17 1 10 13 16 1
D ) EL LE N (G O O T)
27
37
10
Obtain Category
13
46
710
(E XC
Cadbury
Nestle
Amul
Other
Source: Field Investigation Interpretation
Most of the respondents are agree that Cadbury Products are providing good and attractive Packaging than other Chocolate Providers.
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HYPOTHESES TESTING
H0- Packaging doesn’t influences consumer purchasing behaviour of Cadbury. H1- Packaging influences consumer purchasing behaviour of Cadbury.
Q. no. 8.
QUESTION
Most important reason for go for a Packaging particular above Brand.
Options
No. of Respondents 35 0 12 3
Low Price Taste/Flavour Availability
TOTAL
9.
Do you agree that the exposure Totally Agree through Packaging is a significant Totally Disagree variable in consumer decisionmaking?
50
34 0 16 0 0
Somewhat agree
Somewhat disagree Neither agree nor disagree
TOTAL
50
| P- Ps | Z = —————√ PQ/n
P= Population Proportions Ps= Sample Proportions Q= 1-P n= Sample Size
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Q. no. 8
| 0.5 – 0.7 | Z = ——————-
= 2.828
√ 0.5×0.5/50
Z= 2.828 > 1.645
Q. no. 9
| 0.5 – 0.68 | Z = ——————-
= 2.546
√ 0.5×0.5/50
Z= 2.546 > 1.645
The level of significance was calculated based on above additional calculations. It is found that
H0 H1
REJECTED ACCEPTED
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RETAILERS OR SELLERS
– 51 –
1. Do you sell Chocolates?
Table 2.1
Particulars Yes No No. of respondents 8 0
Graph 2.1
8
Yes
No
0
Source: Field Investigation Interpretation
All the respondents (100%) sell Chocolates.
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2. Are, you aware of Cadbury Company Ltd.
Table 2.2
Particulars Yes No No. of respondents 8 0
Graph 2.2
Yes No
0
8
Source: Field Investigation Interpretation
100% respondents are aware of Cadbury Company Ltd.
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3. Have you sold Cadbury Chocolates?
Table 2.3
Particulars Yes No No. of respondents 8 0
Graph 2.3
0 8
Yes
No
Source: Field Investigation Interpretation
All the respondents (100%) sold Cadbury Chocolates.
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4. Would you interested in selling Cadbury Chocolates?
Table 2.4
Particulars Yes No No. of respondents 6 2
Graph 2.4
2
6
Yes
No
Source: Field Investigation Interpretation
Almost all the respondents (about 75%) surveyed feel that they are interested in selling Cadbury Chocolates but 25% not interested.
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5. Which factors motivated you to sell particular brand of Cadbury Chocolates?
Table 2.5
Particulars Low price Packaging Taste/ Flavour Availability No. of respondents 0 6 1 1
Graph 2.5
6 Low Price Packaging Taste/Flavour 1 0 1 Availability
Source: Field Investigation Interpretation
75% of the respondents are agree that Packaging factors motivated to sell particular brand of Cadbury Chocolates.
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6. Which products of Cadbury Chocolates do you sell or prefer to sell? Product: ……………………………………………………………………..
Table 2.6
Particulars 5 Star Perk Temptations Dairy Milk Bytes Celebrations No. of respondents 2 1 1 1 1 2
Graph 2.6
5 Star Perk
1.5
2
Temptations
1 0.5 0
Dairy Milk Bytes Celebrations
Source: Field Investigation Interpretation
All products of Cadbury Chocolates prefer to sell by respondents but 25% of the respondents prefer to sell 5 Star and 25% prefer Celebrations Chocolates.
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7. According to you, how often do you orders for Cadbury Chocolates?
Table 2.7
Particulars Once a week Daily One a month Whenever the need arises No. of respondents 5 1 0 2
Graph 2.7
1 0 Once a week Daily One a month 2 5 Whenever the need arises
Source: Field Investigation Interpretation
From the above chart it can be inferred that 62.5% of the respondents have accepted that they are weekly give order to purchase Cadbury Chocolates.
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8. A Packaging helps to sell Cadbury brand?
Table 2.8
Particulars Totally agree Totally disagree Somewhat agree Somewhat disagree Neither agree nor disagree No. of respondents 6 0 2 0 0
Graph 2.8
Totally agree
6 0
Totally disagree Somewhat agree
2 0
Somewhat disagree Neither agree nor disagree
Source: Field Investigation Interpretation
75% of the respondents are totally agree that Packaging helps to sell Cadbury brand
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9. What do you think Packaging of Cadbury Products?
Table 2.9
Particulars A disturbance Influencing the customers Providing Information about the product Increasing the sales of the product No. of respondents 0 3 1 4
Graph 2.9
4 3.5 3 2.5 2 1.5 1 0.5 0
Influencing the customers Providing Information about the product Increasing the sales of the product A disturbance
Source: Field Investigation Interpretation
It can be noted from the surveyed that 50% of the respondents think that Packaging of Cadbury Products increasing the sales of the product and 37.5% of the respondents think that Packaging of Cadbury Products influencing to the customers.
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10. What catches your attention most in a Packaging?
Table 2.10
Particulars Colour pattern Punch line Logo Pictures Others No. of respondents 4 0 2 2 0
Graph 2.10
0 2
Colour pattern Punch line
4
Logo Pictures
2 0
Others
Source: Field Investigation Interpretation
50% of the respondents say that Colour pattern attention most in a Packaging and 25% of the respondents say Pictures and Logo is most attention.
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11. Did you notice customer think Packaging of that product before purchasing?
Table 2.11
Particulars Yes No Don’t remember No. of respondents 4 2 2
Graph 2.11
2
4 2
Yes
No
Don’t remember
Source: Field Investigation Interpretation
It is observed that 50% of the respondents notice that customer think
Packaging of that product before purchasing.
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12. Do you agree that the exposure through Packaging is a significant variable in consumer decision-making?
Table 2.12
Particulars Totally agree Totally disagree Somewhat agree Somewhat disagree Neither agree nor disagree No. of respondents 6 0 2 0 0
Graph 2.12
Totally agree 6 0 Totally disagree Somewhat agree Somewhat disagree 2 0 Neither agree nor disagree
Source: Field Investigation Interpretation
75% of the respondents agree that the exposure through Packaging is a significant variable in consumer decision-making.
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13. How do you rate the “PACKAGING” factor for the following Chocolate providers?
Table 1.12 COMPANY
Cadbury Nestle Amul Other
1-3 (POOR)
0 0 5 6
4-6 (GOOD)
2 6 3 0
7-10 (EXCELLENT)
6 2 0 2
Graph 1.12
12 0 No. of Respondents 10 8 6 6 4 2 0
) R (P O O
3 6
2 0 2
5 2 0
) O D T) EL LE N (G O
6
Obtain Category
13
-6 4
710
(E XC
Cadbury
Nestle
Amul
Other
Source: Field Investigation Interpretation
Most of the respondents are agree that Cadbury Products are providing good
and attractive Packaging than other Chocolate Providers.
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HYPOTHESES TESTING
H0- Packaging doesn’t influences consumer purchasing behaviour of Cadbury. H1- Packaging influences consumer purchasing behaviour of Cadbury.
Q. no. 5.
QUESTION
Which factors motivated you to Packaging sell particular brand of Cadbury Low Price Chocolates?
Options
No. of Respondents 6 0 1 1
Taste/Flavour
Availability
TOTAL
8.
A Packaging helps to sell Totally Agree
8
6 0 2 0 0
Cadbury brand?
Totally Disagree Somewhat agree Somewhat disagree Neither agree nor disagree
TOTAL
8
| P- Ps | Z = —————√ PQ/n
P= Population Proportions Ps= Sample Proportions Q= 1-P n= Sample Size – 65 –
Q. no. 5
| 0.5- 0.75 | Z = —————-
= 3.536
√ 0.5×0.5/50
Z = 3.536 > 1.645
Q. no. 8
| 0.5- .75 | Z = —————-
= 3.536
√ 0.5×0.5/50
Z = 3.536 > 1.645
The level of significance was calculated based on above additional calculations. It is found that
H0 H1
REJECTED ACCEPTED
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M F
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6
MAJOR FINDING OF THE RESEARCH Major Findings
All of the respondents have aware of Cadbury Company and his products. While doing the survey, it was found that maximum 70% of respondents prefer to Cadbury Chocolates. About 20% and 10% of respondents prefer to Nestle and Other Local Chocolates. Among the Non-Cadbury category majority or the respondents have been Nestle customers. Packaging is the factors that influence customer to select a particular Cadbury Products. While doing the survey, it was noticed that the reasons that influence the respondents to prefer Chocolates by Cadbury are as follows: Packaging Taste/ Flavour Availability Most of them have used Cadbury Products previously and have later shifted to other Products. The respondents feel that the Packaging advantages have been the reasons for them to shift form their previous Products to their current ones. Retailers would not interest in selling Cadbury Chocolates because other Local Chocolate Company give good earnings than Cadbury Company.
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While doing the survey, it was noticed that customer ask chocolate directly by name CADBURY. All respondents are agree that the exposure Packaging is significant Variable in consumer decision-making.
Problems While Doing the Survey
Respondents are in hurry to Mall so they refuse to fill the questionnaire. There is less time to conduct survey. Respondents will not participate to answer some questions. While doing the survey, it is found that some respondents could not give proper answer.
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Conclusion
7
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Conclusion
Packaging plays a very important role in influencing consumer buying decision process. Cadbury packaging must not only look appealing but it has to protect the contents and make distribution as effective as possible the ever changing consumer behaviour is constantly creating challenges and opportunities for Cadbury owner and packaging producer to find novel way satisfy consumer needs. Packaging is one of the main marketing strategies used by Cadbury Company in order to sell their products. On the basis of the survey I found those customers are more satisfied by Cadbury Packaging as compared to others. Cadbury Product Packaging has got a good eye-catching image in the market. Mostly respondents totally agree that the exposure through Packaging is a significant variable in consumer decision-making Mostly respondents agree that Television Advertisements take care of Packaging of that product before purchasing. All respondents like Cadbury product’s label/care instruction: ‘Store in a cool, hygienic and dry place. Packaging is one of the main Promotion strategies used by Cadbury Company in order to sell their products.
Packaging when used effectively is no doubt, a powerful tool to attract customers in making a purchase decision. Cadbury Company can attract more customers and increase sales by proper use of Packaging.
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RECOMMENDATIONS
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8
RECOMMENDATIONS
The survey shows most respondents are satisfied and happy with the products of Cadbury Chocolate. Anyhow, some points are suggested as given below: Reach out to the customers with special offers. Prices should be reduced. Periodical survey pertaining to after sales satisfaction and complaint/inquiries. Company should concentrate more on advertisement as many of the customers are not aware of the full product range of the company. Retailers would not be interest in selling Cadbury Chocolates because other Local Chocolate Company give good earnings than Cadbury Company, So reduced cost and give good profit than others. Some of respondents like very formal colour of packaging. If possible than provide more choice option of one product. The promotional strategies to be follow by the company in combination with the existing ones in order to increase product awareness amongst the public are as follows, Give more attention to the product by taking up stalls in major exhibitions, fairs and other trade show. So, everybody aware of all range of Cadbury products.
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ANNEXURE
9
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ANNEXURE
QUESTIONNAIRE [CUSTOMER]
Dear Sir/Madam. I am a student of M.P.Birla Institute of Management undertaking a study on INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION. This questionnaire is framed for the purpose of finding out the “Packaging Effect” of Cadbury Company Ltd. I assure you that all the information provided by you will be kept strictly confidential and used for the academic purpose only.
Please Tick the appropriate Box
1. What is the frequency of a purchase to Retail shop/Mall/Local store? [ ]
Once a week [ ] One a month [ ] Daily [ ] whenever the need arises
2. Which brand comes to your mind when you think of Chocolate? [ ] Cadbury [ ] Amul [ ] Nestle [ ] Any other (Please specify) ____________
3. Did you notice Packaging of that product before purchasing? [ ] Yes [ ] No [ ] Don’t remember
4. If yes where (You can tick more than one option if necessary) [ ] News papers/ Magazines [ ] Hoardings [ ] Internet [ ] Others [ ] Television
5. Are, you aware of Cadbury Company Ltd. [ ] Yes [ ] No
6. How many products of Cadbury Company Ltd are you aware of? [ ] 1-2 products [ ] 6-10 products [ ] 3-5 products [ ] All the products
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7. What was the Last Cadbury product that you purchased? ______________________________________ 8. Most important reason for go for a particular above Brand. [ ] Low price [ ] Taste/flavour [ ] Packaging [ ] Availability
9. Do you agree that the exposure through Packaging is a significant variable in consumer decision-making? [ ] Totally agree [ ] Totally disagree [ ] Somewhat agree [ ] Somewhat disagree [ ] Neither agree nor disagree 10. What do you think Packaging of Cadbury Products? [ ] A disturbance [ ] Influencing the customers [ ] Providing Information about the product [ ] Increasing the sales of the product 11.) What catches your attention most in a Packaging? [ ] Colour pattern [ ] Pictures [ ] Punch line [ ] logo
[ ] Others (Please specify) ____________
12. How do you rate the “PACKAGING” factor for the following Chocolate providers?
PRODUCT PROVIDER Cadbury Nestle Amul Others (Please specify) ____________
OBTAIN NO.(Out of 10)
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QUESTIONNAIRE [RETAILARES]
Dear Sir/Madam. I am a student of M.P.Birla Institute of Management undertaking a study on INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION. This questionnaire is framed for the purpose of finding out the “Packaging Effect” of Cadbury Company Ltd. I assure you that all the information provided by you will be kept strictly confidential and used for the academic purpose only.
Please Tick the appropriate Box
1. Do you sell Chocolates? [ ] Yes [ ] No
2. Are, you aware of Cadbury Company Ltd. [ ] Yes [ ] No
3. Have you sold Cadbury Chocolates? [ ] Yes [ ] No
4. Would you interested in selling Cadbury Chocolates? [ ] Yes [ ] No
5. Which factors motivated you to sell particular brand of Cadbury Chocolates? [ ] Low price [ ] Taste/flavour [ ] Packaging [ ] Availability
6. Which products of Cadbury Chocolates do you sell or prefer to sell? Product: …………………………………………………………………….. 7. According to you, how often do you orders for Cadbury Chocolates? [ ] Once a week [ ] One a month [ ] Daily [ ] whenever the need arises
8. A Packaging helps to sell Cadbury brand? [ ] Totally agree [ ] Somewhat agree [ ] Totally disagree [ ] Somewhat disagree
[ ] Neither agree nor disagree
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9. What do you think Packaging of Cadbury Products? [ ] A disturbance [ ] Influencing the customers [ ] Providing Information about the product [ ] Increasing the sales of the product 10. What catches your attention most in a Packaging? [ ] Colour pattern [ ] Pictures [ ] Punch line [ ] logo
[ ] Others (Please specify) ____________
11. Did you notice customer think Packaging of that product before purchasing? [ ] Yes [ ] No [ ] Don’t remember
12. Do you agree that the exposure through Packaging is a significant variable in consumer decision-making? [ ] Totally agree [ ] Totally disagree [ ] Somewhat agree [ ] Somewhat disagree [ ] Neither agree nor disagree 13. How do you rate the “PACKAGING” factor for the following Chocolate providers?
PRODUCT PROVIDER Cadbury Nestle Amul Others (Please specify) ____________
OBTAIN NO.(Out of 10)
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Bibliography
BOOKS:
Marketing Management, Philip Kotler Principle of marketing, Philip Kotler
JOURNALS:
Marketing Journal
BUSINESS MAGAZINES:
Business Today The Economic Times
WEBSITES:
www.cadbury.com www.wikipedia.com www.google.com
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G OF P
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