INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

INTRODUCTION

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 behavior 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.

BACKGROUND OF THE STUDY

In today’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.

S.R.S. First Grade College, Chitradurga-577502 Page 1

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

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.

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 product 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.

S.R.S. First Grade College, Chitradurga-577502 Page 2

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

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
 To know the customer perception to words packaging of the Cadbury.
 To know the packaging attributes is more attract by the customers.
 To find out the problems facing in the packaging in the Cadbury.
 To find out the brand image and customer preference of Cadbury.

S.R.S. First Grade College, Chitradurga-577502 Page 3

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

INDUSTRY PROFILE

INDIAN CHOCOLATE INDUSTRY AT A GLANCE

The Indian chocolate industry may surpass the Rs 7,500-crore mark by 2015 with the help of
growing consumption in the urban and semi-urban areas, according to the industry chamber
Associated Chambers of Commerce and Industry of India (ASSOCHAM). Currently, the Indian
chocolate market is worth around Rs 4,500 crore. The Indian chocolate industry is registering a
compound annual growth rate of 25 per cent at present. The demand for chocolates in India has
clocked about 35% rise as against last year primarily in urban areas due to the rising shift to
chocolates from traditional mithai around the festival season.

High income levels in the urban sector are a good reason for the rapid growth of the chocolate
industry in India. More than 65% of the consumption occurs in the urban market. Today, the
Indian confectionery industry is one of the fastest growing in the world with an estimated market
size of over Rs 2,000 crore per annum accounting for an annual growth of 18-20 per cent.

The global chocolate market is estimated to be around $85

billion. The Indian confectionery industry is further categorised
into sub-sectors such as sugar- based confectionery, chocolate-
based confectionery and gums. After Liberalisation, Privatisation
and Globalisation, India has witnessed tremendous growth in
F&B sector, particularly, in the confectionery segment. Many
foreign players like Nestle and Cadbury forayed into the Indian
market to tap 100+ million customers and are ruling the roost till
date

S.R.S. First Grade College, Chitradurga-577502 Page 4

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

According to India Chocolate Market Forecast & Opportunities, 2018, the per capita
consumption of chocolates is increasing in the country which will continue to flourish the market
revenues. It is expected that India chocolate industry will be growing at the CAGR 23% by
volume between the years 2013-2018 and reach at 3,41,609 Tons. The dark chocolates are
expected to account for the larger market share when compared to milk and white chocolates in
the coming years. The introduction of medicinal and organic ingredients in the manufacturing of
chocolates had lead to a new trend and development in the country, which will be adapted by
major manufacturers to remain active in the market.

INDIA IS THE FASTEST GROWING MARKET FOR ADULT CONSUMPTION OF

CHOCOLATES AND CANDIES

Chocolate and confectionery makers say adult consumption of chocolates and candies is growing
at the fastest pace in India, and companies like Mondelez, Mars, Nestle, Perfetti Van
Melle, Parle and ITC are launching new products and brands that target the grown-up.

Now there's a lollipop to overcome boredom, sugar-free mint for the calorie conscious, a toffee
which can boost romance, and dark chocolates that are bitter yet sweet.

Spencer's Retail president & CEO Mohit Kampani says almost 20% of chocolate sales in at the
retailer come from adult chocolates. "Adult chocolate consumption is getting a fillip from
modern retail. A recent Nielsen report shows chocolate sold through modern retail has outpaced
that of general trade," he says.

S.R.S. First Grade College, Chitradurga-577502 Page 5

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

Kampani says new ways of positioning the brands has put the category into high consumption
mode, with per capita consumption going up from 40 gm in 2005 to 120 gm this year.

Urban consumers now buy chocolates and confectionery for everyday consumption. Earlier, they
would buy them mostly during festivals. Also, more and more Indian consumers are replacing
traditional sweets with chocolates.

Indians now prefer chocolates over 'chaat and tikki' in a substantial change in snack consumption
pattern, according to a report by leading chocolate maker Mars along with research firm IMRB.
The report mapping snacking consumption patterns among Indians was released in June.
"Over the years, change in consumers' preferences, eating habits and their global exposure has
given a boost to the chocolate industry," MV Natarajan, managing director (chocolate) at Mars
International India, says. He says that the chocolate market is registering high growth mainly
because of availability, affordability, anytime-anywhere consumption and convenience.
"Chocolates are now considered a fun-to-eat snack rather than occasional luxuries and an
important item in consumers' grocery baskets," Natarajan says.

It's hardly surprising then that Mars, which makes Snickers, Galaxy and Mars chocolates,
debuted its first television commercial for Snickers with 50-something actor Rekha late last year.

India's chocolate market is estimated at around Rs 3,000 crore while the organised confectionery
market is around Rs 2,000 crore. The overall chocolate market is growing 15% a year, while the
growth in modern retail is almost double of that.

As per a recently published report by TechSci Research, India's chocolate market is expected to
reach $3.2 billion by 2018 due to increasing gifting culture in the country and increase in the
income bracket.

Devendra Chawla, president (Food Bazaar) at the country's largest retailer Future Group, says
Indian consumers are upgrading their mithai consumption with chocolates, leading to
premiumisation in the category.

The chocolate market in precedent years has been witnessing tremendous growth in terms of
value as well as volume. The governance of market is maintained by large international giants

S.R.S. First Grade College, Chitradurga-577502 Page 6

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

through franchisee and expansion into new markets which is leading to the growth of the
chocolates market in India. Indian chocolate industry has registered a growth of 15% per annum
from 2008 to 2012 and is projected to grow even at a higher rate in future. The industry has a
positive outlook due to phenomenal growth in the confectionery industry, rising per capita
income and gifting culture in the country.

Chocolate is wildly popular for individual consumption, as gifts and for the purposes of baking
and cooking. Due to the dominance of large-scale production dynasties, franchises and small
businesses tend to focus on unique or specialty items and services. The demand for cocoa is
predicted to rise by 30% by 2020, the industry is all set to ignite for a country like India. The
chocolate industry offers a wide variety of opportunities for the small business owners too. The
industry growth will be driven by population growth as well as expansion into new markets,
product innovation and rising disposable income levels leading to a greater purchasing of
premium offerings.

Indian Demographics and Chocolate Industry

As far as India’s demographics is concerned, it is a country with very pronounced humid tropics
suitable for cocoa plantations. In the early 70’s, the plantations were introduced as a mixed crop

S.R.S. First Grade College, Chitradurga-577502 Page 7

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

due to their commercial importance. They are cultivated in the southern states of India, albeit
with not too much ease. Off the total cocoa production in our country, 1/3rd of it is produced
singularly by Tamil Nadu.
A latest trend that has set its foot in the Indian market is the increasing demand for dark and
sugar free chocolates. People are aware of the benefits of dark chocolate and have developed a
taste for it. Hence, chocolate manufacturers are introducing medicinal and organic ingredients in
their productions so as to remain active in the market.
There is a growing awareness for ingredients which takes care of wellness and there are various
international certifications for such chocolates too.

Statistics
Changing consumer preferences and lifestyles, eating habits, and their global exposure to
international brands have led to higher sales for the Indian chocolate industry, which registered a
growth of 15% per annum from 2008 to 2012 and is expected to grow at CAGR 23 % by volume
between the years 2013-2018 and reach 3, 41, 609 tons according to a report ‘India Chocolate
Market Forecast & Opportunities, 2018′ published by TechSci Research. The chocolate industry
is usually segmented by the type of ingredients used to produce chocolates. This includes dark,
milk and white chocolates. Milk chocolate is the most popular category contributing 75 % to the
total sales of chocolates, followed by white chocolate – 16 % and dark chocolate – 9% , as stated
in the report.
Often associated with high quality fine chocolate, bean-to-bar chocolate production requires the
chocolate maker to be involved in the process from as early as fermenting and drying the cocoa
beans.
The trends that could transform India’s chocolate industry :

 Eight markets drive 70% of the world’s confectionery growth. According to an International
report, they are Brazil, China, Colombia, India, Russia, South Africa, Turkey and Vietnam.
 The most dramatic change in consumer taste is a surge in the popularity of chocolates,
especially dark chocolates.
 Other important factors include: Premiumisation (demand for “moments of happiness”),
Convenience (portion control), Value, Variety of Flavors (new combinations, nostalgia,
artisanal ingredients), etc.

S.R.S. First Grade College, Chitradurga-577502 Page 8

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

 An increase in investments by confectionery companies, governments and NGOs in cocoa

farmer development programs.
 Digital technology could revolutionize the supply chain as 3D printing is a disruptive
innovation that could change the behavior of companies and consumers.
 With obesity a global epidemic, the industry needs to assuage concern with healthier
products that could transform the market for chocolate.

S.R.S. First Grade College, Chitradurga-577502 Page 9

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

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 morta 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.
The founding of the Cadbury business dates back to 1831 when John
Cadbury first made cocoa products on a factory scale in an old malt house in Crooked Lane,
Birmingham.
In 1847 the business moved to larger premises in Bridge Street, which had
its own private canal spurs linking the factory via the Birmingham Navigation Canal to the major
ports of Britain.

S.R.S. First Grade College, Chitradurga-577502 Page 10

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

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 Bourneville 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

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.

S.R.S. First Grade College, Chitradurga-577502 Page 11

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

Headquarters in London

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

S.R.S. First Grade College, Chitradurga-577502 Page 12

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

CORE PURPOSE
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
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.

S.R.S. First Grade College, Chitradurga-577502 Page 13

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

CADBURY INDIA LTD

About Cadbury India

Cadbury India Ltd. is a part of the Mondelēz International group of companies and is in the
business of creating a delicious world - producing delectable chocolate confectionaries, gum and
candy products, and popular beverages and foods that include many of India's most popular and
trusted food brands.

We believe strongly in delighting our customers by offering the best quality products possible.
Over the years we have won our customers' hearts and achieved a 70 percent market share in the
chocolates category in India. Our flagship brand Cadbury Dairy Milk (CDM) is considered the
"Gold Standard" for chocolates - the pure taste of CDM defines the chocolate taste for the Indian
consumer.

Ranked fourth among India's most admired companies by Fortune India, in 2012, Cadbury India
is a part of Mondelēz International (NASDAQ: MDLZ), the global snacking and food company
and a spin-off from Kraft Foods Inc. Mondelēz International is the world's largest chocolate,
biscuit baker and candy maker, and the second-largest maker of gum.

Cadbury Bournvita is India's leading malted food drink and Halls is the undisputed leader in the
medicated candy category. Other much wanted brands include Cadbury Choclairs, Gems, 5-Star,
Perk, Bourneville, Celebrations and Bubble gum. We recently entered the Indian biscuits market
with the launch of the world's No. 1 biscuit brand Oreo. Tang, one of the world's leading
beverage brand and Toblerone, the popular chocolate are now available in Indian stores.

Cadbury India has been in India for over 60 years, having started in 1948 as an importer of
chocolates.
Our work ethic, values systems and quality standards make us an employer of choice in India.
Our large community extends into India's agricultural spaces. Since 1965, Cadbury has
pioneered and enhanced the development of cocoa cultivation in India. For over two decades, we
have worked with the Kerala Agricultural University to undertake cocoa research and improve

S.R.S. First Grade College, Chitradurga-577502 Page 14

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

cocoa yields. Our cocoa team works with farmers to improve incomes through best practices in
all aspects of cocoa cultivation - from planting to harvesting. Our efforts have touched the lives
of thousands of farmers.

Headquartered in Mumbai, Cadbury India has sales offices in New Delhi, Mumbai, Kolkata and
Chennai and six manufacturing facilities at Thane, Bengaluru, Hyderabad, Induri (Pune),
Malanpur (Gwalior) and Baddi (Himachal Pradesh).

Cadbury India Ltd, a subsidiary of Cadbury Schweppes Overseas Ltd is a leading global
confectionery company with an outstanding portfolio of chocolate, gum and candy brands. The
company manufactures and sells chocolate blocks, slabs, or bars; coated wafer biscuits; malted
food; and sugar confectionery. They also export their products to Sri Lanka, Dubai, Ghana and
Maldives. The company has manufacturing facilities at Thane and Induri in Maharashtra,
Malanpur in Madhya Pradesh, Bangalore in Karnataka and Baddi in Himachal Pradesh and 4
sales offices at Mumbai, Kolkata, New Delhi, and Chennai. The corporate office is in Mumbai.
The company operates in four categories namely, Chocolate Confectionery, Milk Food Drinks,
Candy and Gum category. In the Chocolate Confectionery business, the company has maintained
their undisputed leadership over the years, which has some key brands, namely Cadbury Dairy
Milk, 5 Star, Perk, Éclairs and Celebrations. In the Milk Food drinks segment, the main product
is Bournvita, which is the leading Malted Food Drink in the country. In the medicated candy
category Halls is the undisputed leader and in the gums category the company launched the
worldwide dominant bubble gum, with the name Bubbaloo. Cadbury India Ltd was incorporated
in the year 1948 as a private limited company with the name Cadbury Fry (India) Pvt Ltd. The
company began their operations in India by importing chocolates. In the year 1950s, the
company started the manufacture of Chocolate and Bournvita. Also, they launched Cadbury's
Fruit & Nut. In the year 1960s, the company set up a Cocoa Research Centre in Kerala. They set
up their first plant in India at Thane in Maharashtra. Also, they launched Cadbury's Tiffin’s, Nut
Butterscotch, Caramels, Crackle, 5 Star and Gems. In the year 1970s, the company
commissioned the Malt Extract Plant at Induri in Maharashtra. The name of the company was
changed from Cadbury Fry (India) Pvt Ltd to Cadbury India Ltd. They launched Cadbury's
Éclairs during this period. In the year 1980s, the company was converted into a public limited

S.R.S. First Grade College, Chitradurga-577502 Page 15

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

company. In the year 1990s, the company launched the Sugar Confectionery business with
Trebor Googly. They launched Cadbury's Perk, Cadbury's Truffle and Picnic during this period.
In the year 2002, the company increased the production of Malted Foods from 6,570 tonnes to
7,900 tonnes. In December 2002, Cadbury Schweppes Plc UK acquired the global non-chocolate
confectionary business of Pfizer Inc, USA namely Warner Lambert India Pvt Ltd. In the year
2003, Halls and Clorets were manufactured and successfully marketed by the company. Also, the
company increased the production capacity of Malted Foods by 700 tonnes to 8,600 tonnes.
Cadbury Schweppes Plc through their subsidiaries, Cadbury Schweppes Overseas Ltd and
Cadbury Schweppes Mauritius Ltd acquired equity shares of the company in excess of 90% with
led to delisting of the company's equity shares from The Stock Exchange, Mumbai with effect
from January 20, 2003 and National Stock Exchange Ltd, Mumbai with effect from February 7,
2003. In the year 2005, the company increased the production capacity of Malted Foods by 4,600
tonnes to 13,200 tonnes and Hard Boiled confectionery & Gums by 1,026 tonnes to 8,651
tonnes. In the year 2006, they increased the production capacity of Malted Foods by 9,000 tonnes
to 22,200 tonnes and Hard Boiled confectionery & Gums by 1,489 tonnes to 10,140 tonnes. In
the year 2007, the company expanded the production capacity of Malted Foods by 4,200 tonnes
to 26,400 tonnes and Hard Boiled confectionery & Gums by 6,630 tonnes to 16,770 tonnes and
in the year 2008, they expanded the production capacity of Hard Boiled confectionery & Gums
by 7,830 tonnes to 24,600 tonnes. In March 2008, the company launched Cadbury Lite for
consumers with diabetes, which contains a sugar substitute called Maltilol that ensures a low
glycemic index in the product. In May 2008, the company joined hands with Tamil Nadu
Agricultural University for a research project to promote Cocoa cultivation in Tamilnadu. In
October 2008, the company launched their dark chocolate Cadbury Bourneville Fine Dark
Chocolate in India, which is the fastest growing segment in the confectionary category. The
chocolate is available in four different variants namely, Rich Cocoa, Almond, Hazelnut and
Raisin & Nut. In February 2009, they launched Cadbury Bournvita Li'l Champs, their latest
offerings for children. The company is setting up a new manufacturing facility (Unit 2) at Baddi,
Himachal Pradesh. The construction of the unit is progressing well and is expected to be fully
operational in the year 2009.

S.R.S. First Grade College, Chitradurga-577502 Page 16

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

OUR BUSINESS IN INDIA

About Mondelez India Foods Private Limited (Formerly Cadbury India Ltd.)
Mondelez India Foods Private Limited is a part of the Mondelēz International group of
companies and is in the business of creating delicious moments of joy – by producing delectable
chocolate confectionaries, gum and candy products, and popular beverages and foods that
include many of India's most popular and trusted food brands.
We strongly believe in delighting our customers by offering the best quality products possible.
Over the years we have won our customers' hearts, making us the market leaders in the
chocolates category in India. Our flagship brand Cadbury Dairy Milk (CDM) is considered the
"Gold Standard" for chocolates - the pure taste of CDM defines the chocolate taste for the Indian
consumer.
Our other much loved brands include Cadbury Bournvita, CDM Silk, Cadbury Choclairs, Gems,
5-Star, Perk, Bournville, Celebrations, Halls, Oreo and Tang.
Ranked 3rd amongst India’s Most Admired Companies by Fortune India in 2013, , Mondelez
India Foods Private Limited is a part of Mondelēz International (NASDAQ: MDLZ), the global
snacking and food company and a spin-off from Kraft Foods Inc. Mondelēz International is the
world's largest chocolatier, biscuit baker and candy maker, and the second-largest maker of gum.
Mondelez India Foods Private Limited has been in India for over 6 decades, having started in
1948 as an importer of chocolates.
Our work ethic, values systems and quality standards make us an employer of choice in India.
Our large community extends into India's agricultural spaces. Since 1965, Mondelez India Foods
Limited has pioneered and enhanced the development of cocoa cultivation in India. For over two
decades, we have worked with the Kerala Agricultural University to undertake cocoa research
and improve cocoa yields. Our cocoa team works with farmers to improve incomes through best
practices in all aspects of cocoa cultivation - from planting to harvesting. Our efforts have
touched the lives of thousands of farmers.
Headquartered in Mumbai, Mondelez India Foods Private Limited has sales offices in New
Delhi, Mumbai, Kolkata and Chennai and manufacturing facilities at Thane, Induri (Pune),
Malanpur (Gwalior), Baddi (Himachal Pradesh) and Sri City (upcoming site).

S.R.S. First Grade College, Chitradurga-577502 Page 17

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

OUR GROWTH STRATEGY

At Mondelēz International, our Strategy Globe captures who we are, what we stand for and
what we want to achieve. This visual model of our strategy articulates our passion for growth —
for our people, our business and our impact on the world around us.

Our Purpose is to create more moments of joy. We do so through big and small moments each
day, beyond the delicious taste of our products to also include joy for colleagues, consumers,
customers, communities and investors.
Our Strategy Globe also establishes the Vision for our organization: to build the best snacking
company in the world. We’ll reach our Vision with a keen focus on our three Goals:
 Grow Our People. By building world-class capabilities and providing
meaningful career experiences, we create a great place to work. Visit Careers for
more information.
 Growing Our Business. We’re focused on achieving best-in-class cost
management, innovating with speed and growing the profitability and sales of our
iconic Brand Family. Read our stories below for more information.
 Growing Our Impact. We’re committed to enhancing the well-being of the
people who make and enjoy our products, the communities we serve and the
planet as a whole. See Well-Being for more information.
Our Values provide the foundation for our strategy. They reflect the essence of our culture and
set a high standard for how we work and behave every day.

S.R.S. First Grade College, Chitradurga-577502 Page 18

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

OUR GROWTH STORIES

NEW RDQ CENTER BREAKS GROUND IN POLAND
$15 million investment
What an exciting day for our Polish team last week. On June 8, in bright sunshine, we proudly
broke ground to officially start the construction of our new global Research, Development &
Quality (RDQ) site in Bielany Wroclawskie. With a symbolic turn of the first shovelful of soil,
Rob Hargrove, EVP RDQ, and Marcin Krzyzanowski, Advisor to the Lower Silesia Governor,
marked this important milestone for Poland and our RDQ network in Europe.
The state-of- the-art research and development facility is expected to open in the first quarter
2017 and will support new products and technologies for our beloved Power Brands like
Cadbury Dairy Milk, Milka, Barni and Oreo. The site is expected to host 250 scientists,
engineers and other specialists recruited from all over the world, including Poland. It will also be
equipped with innovation labs, a new pilot plant and a "collaboration kitchen," a creative space
for new ideas and experimentation.
"This $15 million investment supports our growth strategy to offer innovative chocolate and
biscuit products that meet the changing needs of consumers, while maintaining a competitive
edge in the markets of tomorrow," Rob Hargrove said. "Embedding one of our largest research
hubs here clearly signals the importance of Poland and Europe within our global RDQ network."

OPENING OUR LARGEST MANUFACTURING PLANT IN ASIA PACIFIC

Builds on our nearly 70-year legacy in India
Today, we inaugurated the first phase of our largest manufacturing facility in Asia Pacific in Sri
City, Andhra Pradesh, India. This milestone builds on our nearly 70-year history of
manufacturing in India. With an investment of US$190 million, the plant will annually produce

S.R.S. First Grade College, Chitradurga-577502 Page 19

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

approximately 60,000 tons of India’s favorite Cadbury Dairy Milk chocolate to start. By 2020,
the multi-category food campus is expected to reach an annual capacity of 250,000 tons and
create close to 1,600 jobs.
“India is a priority market for us, and we continue to invest behind our brands, routes to market
and people to drive sustainable growth. We are bullish about India and see this country as a huge
opportunity. We are investing today and building capacity for tomorrow,” said Maurizio
Brusadelli, EVP & President, Asia Pacific, Mondelēz International.
Spread over 134 acres, the new Sri City site will operate state-of-the-art Lines of the Future and
is part of our commitment to build a world-class manufacturing footprint to accelerate the growth
of our Power Brands around the world

LAUNCHING FIRST-OF-ITS KIND ADVERTISING MODEL

New media monetization model to help fuel growth
People are consuming more media than ever before. “Media consumption” includes pretty much
every move you make after stepping out of the shower in the morning to turning off the light
before bed – browsing the internet, watching TV, reading a magazine, streaming music,
livestreaming debates on social platforms, etc.
Research tells us that the average person spends half of his/her waking life, over eight hours a
day, consuming media of some sort. And this devotion to media consumption will only grow
over time.
From an advertising standpoint, this multitude of choice has put consumers in the driver’s seat.
They consume content when and how they want it. They’re increasingly skipping ads, blocking
ads or avoiding ads entirely.
“Capturing audience attention is more difficult than ever. As audiences become more
empowered to control their viewing experience, the old model of interruptive advertising is
rapidly becoming irrelevant,” said Laura Henderson, Global Head of Content & Media
Monetization.
That’s why we’re launching a new media monetization model that will allow us to improve the
return on investment of our global media spending. Through this “fearless marketing” model,
we’ll focus on forming new media partnerships to acquire, develop and distribute content
properties that build our Power Brands and generate revenue. We’ll be able to make larger-scale

S.R.S. First Grade College, Chitradurga-577502 Page 20

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

investments by creating engaging and commercially viable content, thereby leading to

incremental revenue streams. Our goal is for up to 10 percent of the company’s global media
investments to break even or turn a profit by 2020.
ACQUIRING WORLDWIDE LICENSE FOR CADBURY BISCUITS
Opportunities to accelerate growth with Cadbury chocobakery platform

We’re pleased to announce a deal with Burton’s Biscuit Company to purchase the license that
enables us to manufacture, market and sell Cadbury-branded biscuits all around the world,
subject to regulatory approval.
It’s been 30 years since the Cadbury biscuit brands were originally granted to Burton’s by the
former Cadbury business.
“Ownership of the Cadbury biscuits license offers us exciting opportunities to accelerate global
growth and innovation, as we expand our leading position in biscuits, globally and in Europe ”
said Hubert Weber, Executive Vice President and President, Mondelēz Europe. “The transaction
will help us to unify and expand our global Cadbury biscuits portfolio in key markets and enable
us to explore delicious new products by using the best of our chocolate and biscuit innovation
platforms.”
Mondelēz International and Burton’s Biscuit Company have agreed that Cadbury-branded
biscuits will continue to be manufactured in Burton’s factories by their employees under a co-
manufacturing agreement. The companies have agreed not to disclose financial terms of the
transaction.
This exciting transaction will help us continue our mission to grow our brands in markets all
around the world.

OUR BUSINESS IN INDIA

About Mondelez India Foods Private Limited (Formerly Cadbury India Ltd.)

S.R.S. First Grade College, Chitradurga-577502 Page 21

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

Mondelez India Foods Private Limited is a part of the Mondelēz International group of
companies and is in the business of creating delicious moments of joy – by producing delectable
chocolate confectionaries, gum and candy products, and popular beverages and foods that
include many of India's most popular and trusted food brands.
We strongly believe in delighting our customers by offering the best quality products possible.
Over the years we have won our customers' hearts, making us the market leaders in the
chocolates category in India. Our flagship brand Cadbury Dairy Milk (CDM) is considered the
"Gold Standard" for chocolates - the pure taste of CDM defines the chocolate taste for the Indian
consumer.
Our other much loved brands include Cadbury Bournvita, CDM Silk, Cadbury Choclairs, Gems,
5-Star, Perk, Bournville, Celebrations, Halls, Oreo and Tang.
Ranked 3rd amongst India’s Most Admired Companies by Fortune India in 2013, , Mondelez
India Foods Private Limited is a part of Mondelēz International (NASDAQ: MDLZ), the global
snacking and food company and a spin-off from Kraft Foods Inc. Mondelēz International is the
world's largest chocolatier, biscuit baker and candy maker, and the second-largest maker of gum.
Mondelez India Foods Private Limited has been in India for over 6 decades, having started in
1948 as an importer of chocolates.
Our work ethic, values systems and quality standards make us an employer of choice in India.
Our large community extends into India's agricultural spaces. Since 1965, Mondelez India Foods
Limited has pioneered and enhanced the development of cocoa cultivation in India. For over two
decades, we have worked with the Kerala Agricultural University to undertake cocoa research
and improve cocoa yields. Our cocoa team works with farmers to improve incomes through best
practices in all aspects of cocoa cultivation - from planting to harvesting. Our efforts have
touched the lives of thousands of farmers.
Headquartered in Mumbai, Mondelez India Foods Private Limited has sales offices in New
Delhi, Mumbai, Kolkata and Chennai and manufacturing facilities at Thane, Induri (Pune),
Malanpur (Gwalior), Baddi (Himachal Pradesh) and Sri City (upcoming site).

S.R.S. First Grade College, Chitradurga-577502 Page 22

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

OUR MANAGEMENT TEAM

Meet our management team. They guide our company in our quest to achieve our two goals: to
achieve top-tier financial performance and make Mondelēz International a great place to work.
Learn more about our team by clicking on their photo.

Maurizio Brusadelli
Executive Vice President Tim Cofer Brian Gladden
Irene Rosenfeld and President, Asia, Chief Growth Officer Executive Vice
Chairman and Chief Middle East & Africa President and Chief
Executive Officer
Financial Officer

Alejandro Lorenzo Roberto Marques Karen May

Rob Hargrove Executive Vice President Executive Vice Executive Vice
Executive Vice President & President, Latin President and President, Human
Research, Development & America President, North Resources
Quality America

AREA OF OPERATION IN INDIA

S.R.S. First Grade College, Chitradurga-577502 Page 23

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

Registered Office
Cadbury India ltd.
Cadbury House
19, B Desai Road
Mumbai 400 026
Maharashtra
India
Tel: +91 22 4007 3100

Indicative map of India

S.R.S. First Grade College, Chitradurga-577502 Page 24

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

REGIONAL OFFICES IN INDIA

Mumbai Chennai
Cadbury India ltd. Cadbury India ltd.
EL Tara, 5th Floor 146- Second Floor
Opp Odyssey II Royapeth High Road
Near Delphi “C” Wing Mylapore
Hiranandani Chennai 600004.
Powai Tamil Nadu.
Mumbai – 400076.
Maharashtra.

Delhi Kolkata
Cadbury India ltd. Cadbury India ltd.
303 - 305 9-A Esplanade Row
3rd Floor, Vipul Agora Kolkota - 700 069
M.G. Road West Bengal.
Gurgaon - 122 002.
Delhi.

Our Factories
Thane Pune
Cadbury India ltd. Cadbury India ltd.
1 Pokhran Road Induri Factory
Eastern Express Highway Talegaon Dabhade
Thane 400 606 Pune 410 507
Maharashtra. Maharashtra.

S.R.S. First Grade College, Chitradurga-577502 Page 25

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

Himachal Pradesh Gwalior

Cadbury India ltd. Cadbury India ltd.
Works: Hadbast No 199 Plot No 25
Village Sandholi Baddi Malanpur
Tehsil- Nalagarh Industrial Area
Dist. Solan 173205 Village Gurikha
Himachal Pradesh. Tehsil Gohad
Gwalior - 477 116
Madhya Pradesh.

Bangalore Hyderabad
Cadbury India ltd. KJS India Pvt. Ltd.
Jodi Hanumanapalya Plot No. 1 & 2
Mahadevapura Post IDA Phase – III
Mangalore Road Pashamylaram – 502307
Nelamangala 562 123 Dist – Medak
Bangalore Andhra Pradesh.
Karnataka.

Cocoa Operations
Dharapuram
Cadbury India ltd.
Cocoa Operations
Sennakalpalayam
Dalavaipattinam P.O
Dharapuram - 638 672
Tamil Nadu.

S.R.S. First Grade College, Chitradurga-577502 Page 26

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

AWARDS

2013

 Cadbury Bournvita won Gold and ‘International Export Award’ at the DBA Design
Effectiveness Awards for its packaging design
 Tang won Gold at the Srijon Samman for its innovative print advertisement.
 Cadbury India Ltd won a series of awards at the World Star Packaging Award:
 Cadbury Bournvita won an award in the Beverages category.
 The Paper Board Dispenser for Chocolates and Single Layer – Even Better entries (for
Cadbury Gems) won an award in their Food category.
 Oreo Dear Dad campaign won Gold in the Family Oriented Brand category at Tambuli
Awards.
 Cadbury India Ltd. ranked 3rd amongst India’s Most Admired Companies by Fortune
India.
 The Corporate Affairs team won Certificate of excellence (Silver position) in the Media
Relations category at the SABRE Awards for Cadbury Celebrations PR campaign
 Cadbury Induri team won the ‘Energy Efficient Unit’ award for the General category at
the CII 14th National Award for the Excellence in Energy Management 2013 Awards
 Oreo won ‘CII National Award for Outstanding Performance in Food Safety Excellence
2013’ under the ‘Manufacturing Medium, Rising Star’ category (Less than 3 year old
business).

2012

 Wins the 'Client of the Year' award at the Effie Awards 2012, which was held on
December 4. Becomes the only company to win the award twice in a row and the
only company to hold the ‘Client of the year' title in the Emvies and the Effies in the
same year.
 Wins 2 Golds, 5 Silvers and 3 Merits at the Outstanding Marketing-at-Retail Awards
hosted by POPAI (Point-of-Purchase Advertising International) held on February 21.

S.R.S. First Grade College, Chitradurga-577502 Page 27

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

 Cadbury Dairy Milk's ‘Kuch Meetha Ho Jaaye 2005-2012' campaign wins the Grand
Effie.
 Ranked 4th amongst India's 50 Most Admired companies by Fortune India.
 Wins the Dupont Award on Innovative packaging.
 2 million fans on Face book for Bourneville, Celebrations and Oreo.
 Wins the Best Suppliers awards (overall and processed foods category) at the
Spencer's Best Supplier Awards.
 Wins 10 Advertising Awards at Goafest 2012.
 Oreo Togetherness Mela wins Gold at EEMAX Awards 2012

2011

 Cadbury India wins the Client of the Year at the Effie Awards 2011. Cadbury also
wins four gold and two silver awards:
 Gold for both the Cadbury Dairy Milk ‘ShubhAarambh' campaigns as well as the
‘post dinner meetha' and ‘Celebrations' for festivals campaigns.
 Silver for the Oreo and Cadbury Celebrations campaigns.
 Cadbury wins the Gold Standard at the 2011 APPIES Awards for the Cadbury Dairy
Milk 'Shubh Aarambh' campaign.
 Cadbury wins a silver trophy at the University of Asia and Pacific (UA&P) Tambuli
Awards in the ‘Best Insights & Strategic Thinking' category and a bronze trophy in
the ‘Best in Creative Ideas and Execution' category for the Cadbury Celebrations
Mithaas Diwali campaign.

S.R.S. First Grade College, Chitradurga-577502 Page 28

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

2010

 Cadbury India retains its AAA rating, awarded by CRISIL, the country's leading
credit rating agency, for the second year in a row.
 Cadbury India bags three awards at the Shopper and Consumer Insights Forum:
 Outstanding Contribution to Shopper Insight - Purchase decision-making and
other shopper behaviour studies. Excellence in Shopper Insight & Consumer
Behaviour - Recognition for the Purple King Placement Programme.
 Leader in Shopper Insight/Behaviour Award - Rakhi Celebrations Activation.
 The world's largest retail chain, Wal-Mart, offers Category Captaincy to Cadbury
India; Cadbury India became the first to be offered Category Captaincy by Bharti
Wal-Mart.
 Cadbury becomes the first Indian company to get the Tesco Values Award.XX PL
GIVE DETAILS XX
 Cadbury gets four Effies Awards for its Cadbury Dairy Milk PehliTareekh media
campaign:
 Gold - Best Integrated Campaign of the year (360 degree) for its pay-day
campaign, Khush Hai Hindustan Times Aaj Pehli Tareekh Hai.
 Gold - Best Media Innovation on TV for its special channel identities, created
with 18 broadcasters across India — Khush Hai Star Plus Aaj Pehli Tareekh Hai.
 Bronze - Best Media Innovation – Direct Marketing for pay-day activations and
celebrations at the corporate offices of Johnson & Johnson, Star Network, and
Viacom 18, among others.
 TAM (Television Audience Measurement) Award – Best TV Execution in
recognition of innovation in TV campaigns.
 Cadbury India bags the Radio Mirchi Client of the Year Award.

S.R.S. First Grade College, Chitradurga-577502 Page 29

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

2009

 Cadbury India gets AAA rating by CRISIL.

 Cadbury India is recognised as the 11th Best Marketer in India by the Economic
Times Brand Equity Marketers Survey.
 Bournvita is voted the Most Trusted Brand of 2009 by Reader's Digest in the
Vitamin Health Supplement category.

2008

 Cadbury India is ranked as the 7th Great Place to Work among all companies and the
Best Place to Work among FMCG companies in India by the Great Place to Work
Institute.
 Cadbury Bournvita receives the Asian Marketing Effectiveness Award for the
Folk/Fusion campaign.
 Cadbury India is awarded the Bronze Award for Excellence in People Management
in the Great Place to Work 2007 survey conducted by Grow Talent Company
Limited and Business World.
 Cadbury India is ranked 5th in the FMCG sector, in a survey on India's most
respected companies by sector, conducted by the magazine, Business World.

S.R.S. First Grade College, Chitradurga-577502 Page 30

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

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.

S.R.S. First Grade College, Chitradurga-577502 Page 31

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

CADBURY CHOCOLATE BRANDS

Cadbury Dairy Milk

Cadbury Dairy Milk is the benchmark for quality in chocolates in India, loved across all age
groups, sometimes saying it better than words! A bar of pure delight, offering the real taste of
life, it appeals to all age-groups! All any chocolate aficionado needs, is an excuse to bite into the
Cadbury Dairy Milk square! As they say, khanewalon ko khane ka bahana chahiye!

Cadbury Celebrations

Traditionally, there were Indian sweets (the mithai) and there were chocolates. Then came
Cadbury Celebrations … and the gap was bridged.

Cadbury Celebrations debuted on the Indian festival stage in 1997 - serving up a tantalizing mix
of chocolates in all shapes, sizes, flavors and packages at the many traditional festivals of India,
positioning chocolate as a fitting replacement for the traditional mithai. From the year 2000,
there was more focus on the festivals of raksha bandhan and diwali and, subsequently, on
auspicious occasions such as engagements (for the shagun, the auspicious exchange of sweets)
… and, beyond, to celebrating special relationships such as friendship (Aisi Mithaas Jo Dosti
Banaye Khaas).

In 2002, Cadbury further strengthened and nurtured the closeness of the brother – sister
relationship. With Gulzar’s heartwarming lyrics 'Rishtey Pakne Do, Aankhon Se Chakne Do', the
age-old custom of tying a Rakhi was followed by gifting a box of Celebrations.

S.R.S. First Grade College, Chitradurga-577502 Page 32

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

BOURNVILLE

You don't buy it, you earn it! That's Bourneville for you! When Cadbury unleashed Bourneville
in the premium Indian chocolate market, it found an immediate appeal among discerning
chocolate lovers. It made the bitter better!

The premium, fine dark chocolate is made from Ghana cocoa! The darkness has another appeal –
the health angle - as a rich source of antioxidants that are known to retard the ageing process.
Partnered with red wine, the dark chocolate is a connoisseur’s delight.

5 Star

A favorite of the Indian consumer for more than four decades, 5 Star still continues to be what it
was back then when it was launched in 1969 — a novel concept in the chocolate world, that set a
new revolution in the making of chocolates. Never before had people bitten into something so
chocolaty and deliciously chewy at the same time! Small wonder that they saw the deliciously
rich bar as something they’d hate to share.

The star of every refrigerator and pocket, people cannot resist biting into one! What makes 5 Star
so irresistible is the unique combination of chocolate, caramel, and nougat.

S.R.S. First Grade College, Chitradurga-577502 Page 33

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

While the classic 5 Star is caramel-filled chocolate, there’s also 5 Star Fruit & Nut, which was
launched in 2008, and 5 Star Crunchy, launched in 2005. The lingering taste of togetherness has
given way to the dreamy surrender (jo khaaye kho jaaye) to the gooey, chewy delights of 5 Star!

Perk

Perk is an 'Anywhere, Anytime' snack, a perk-me-up for chocolate lovers and frequent nibblers.

Introduced in India in 1996, Perk is a delightful combination of chocolate and wafer, an offering
that even challenged the traditional giants in the snacks industry - the makers of chips and
biscuits. The 'little something for the stomach' ('thodi si pet pooja') instantly won hearts and got
lips licking, soon becoming the most delectable mini snack in town.

In the new millennium, the crispy, chocolaty treat became even more irresistible with Cadbury
unveiling the Perk XL and the Perk XXL and, in 2003, the Mini Perk, which ensured that
consumers enjoyed more delicious value for money. Subsequently, we launched the innovative
'Ulta Perk' (opposite or inside-out Perk), with chocolate filling inside a crunchy wafer.

Gems

A gem of sheer delight, the crunchy candy shell deliciously releases the melting chocolate. The
rainbow-hued Cadbury Gems is unique in attraction — available in a range of packages and
measures, its ageless appeal (No Umar for Lalach) surfaces in all situations and circumstances,
from museums to garden parties, for toddlers, busy executives and even pandas! (Rangeen
Panda Ki Rangeen Pasand).

S.R.S. First Grade College, Chitradurga-577502 Page 34

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

Toblerone

The chocolate prism is distinctive, the only triangular chocolate in the world. The Toblerone is a
heavy, three-sided bar of thick chocolate, created by Swiss chocolatier Theodor Tobler in 1908.
It is said that the shape, designed in collaboration with his cousin Emil Baumann, was inspired
by the mountains near the Tobler and Baumann homes.

Acquired by Kraft in 1990, the Toblerone was brought to India in 2012. The classic Toblerone
has tremendous variety in size and flavor. The bar can be as small as 10 centimeters or as large
as one meter. In flavor, its range covers the pure milk Toblerone to the bars flavored with
almonds or with fruit and nut. In India, Cadbury launched the brand in its classic ‘Milk
Chocolate’ flavor.

Alpen Gold is one of the leading chocolate brands in Russia. Combining premium chocolate
with irresistible ingredients like nuts, raisins and liqueur, Alpen Gold satisfies chocolate cravings
with a delicious taste. Alpen Gold is available in chocolate bars, boxed chocolates and creamy,
mouth-watering pralines

Eclairs take you on a delicious journey through a layer of pure caramel to a heart of
rich Cadbury chocolate. Eclairs were created in the early 1960s by the London confectionery
firm James Pascall. Cadbury acquired the company in 1965 and Elcairs quickly became
Cadbury’s number-two brand, gaining a UK Royal Warrant in 1990. The two classic
ingredients of toffee and chocolate combine to create a truly unique experience. Today, people
enjoy Eclairs in dozens of countries – from the UK to China to India, where they are known
as Cadbury Choclairs.

S.R.S. First Grade College, Chitradurga-577502 Page 35

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

DEALERS PROFILE
INTRODUCTION

In modern marketing, re-_stockiest, wholesalers and dealers play a very important role
in creating demand and market for a product. Their main business is to promote sales, deliver the
goods to the reticules and ensure that the goods reach the ultimate consumer. From the point of
view of industrialist in today’s market environment, their services are essential.

Considering these objectives in mind DONTY Agencies concern has taken the selling of
Cadbury products to the customers in Chitradurga city.

LOCATION OF THE FIRM

The firm is situated in the heart of the city. It owns its own building which spread over an
area of 80*100 consisting of ground floor, it is well equipped with furniture’s and sufficient
racks to store the material sand also one personal computers.

PROMOTION STRATEGY

The company undertakes advertisement campaigns to reach the people and to promote
sales. It arranges contents, display advertisement, attractive posters, and banners provides trade
promotions, price-offs, quantity schemes, it offers and provide credit facility and offer best
margin.

S.R.S. First Grade College, Chitradurga-577502 Page 36

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

LITERATURE REVIEW:
PACKAGING - LITERATURE REVIEW
Introduction:
This chapter presents the results of a comprehensive literature search in several aspects to this
work. The prime objective of this literature survey is to identify those variables, which are
involved in this research study about perception of food packaging, that how consumer perceive
about food packaging in industry and how they are influence the purchase of consumer decision
in choosing any FMCG food products.
Packaging Definition:
Packaging can be defined as, "All the activities of designing and producing the container or
wrapper of a product". The container is called package.
Packaging is a structure designed to contain a commercial food product, i.e. to make it easier and
safer to transport, to protect the product against contamination or loss, degradation or damage
and to produce a convenient way to dispense the product. . (1)
Packaging also pertains as a Container or Wrapper for a consumer product that serves a number
of purposes including protection and description of the contents, theft deterrence, and product
promotion. Innovative and attractive packaging may actually add value to the product if it meets
a consumer need such as portion control, recyclability, tamper-proofing, child-proofing, easy-
open, easy-store, easy-carry, and non breakability.
The labels on packages are important components of the overall marketing mix and can support
advertising claims, establish brand identity, enhance name recognition, and optimize shelf space
allocations. When designing a packaging, the cost to manufacture, ship, and display the package
must be looked at. Packaging must be small enough to accommodate available shelf space and
large enough to deter theft. It must also contain an adequate amount of product to keep the unit
price competitive. Packaging should be designed to highlight product benefits and can be an
integral part of the product itself, like facial tissue boxes.

S.R.S. First Grade College, Chitradurga-577502 Page 37

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

Packaging Evolution:
In early times, Prior to World War II, Packaging was used primarily to surround and protect
products during storage, transportation, and distribution. Some packages were designed with
aesthetic appeal and even for ease-of-use by the end consumer, but package design was typically
left to technicians. After World War II, however, companies became more interested in
marketing and promotion as a means of enticing customers to purchase their products. As a
result, more manufacturers began to view packaging as an integral element of overall business
marketing strategies to lure buyers.
This increased attention to packaging coincided with socioeconomic changes taking place around
the world. As consumers become better educated and more flush, their expectations of product,
and their reliance on them increased as well. Consequently consumer began to rely much more
heavily on manufactured goods and processed food items. New technologies related to
production, distribution, and preservatives led to a massive increment in the number and type of
products and brands available in industrialized nations. Thus, packaging became a vital means of
differentiating items and informing inundated consumers.
Packaging today, is regarded, as an essential part of a successful business practice. Package
design became a marketing science, and as a new corporate cost-consciousness developed in
response to increased competition, companies began to alter packaging techniques as a way to
cut production, storage, and distribution expenses. Furthermore, marketers began to view
packaging as a tool to exploit existing product lines by adding new items and to pump new life
into maturing product.

Packaging Attributes:
Food products brands use a range of packaging attributes, which comprises of packaging colors,
packaging designs, shapes, messages, and symbols (Pinya Silayoi & Mark Speece, Oct, 2004).
These attributes attracts and sustains the attention of consumers and help them to identify with
the images presented. The importance of packaging design and the use of packaging as a vehicle
for communication and branding are growing in packaged food competitive markets.
Consumer's intentions to purchase packaged products depend on the degree of extent to which
consumers expect that the product will satisfy their need when they will consume it. But there

S.R.S. First Grade College, Chitradurga-577502 Page 38

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

are certain situations when they haven't even heard about the products so much while entering
into the stores, (especially in the case of new products) so the intentions to purchase that very
particular product is basically determined by what is communicated at the point of sale. So, at the
time of sale when the product is not familiar to the consumer, the only factor that attracts
consumers to purchase is Packaging. It became a critical factor when the consumer decision
making process is in progress, and how they perceive it depends upon the communication
elements, which become the key factor to success for marketing strategies.
Now to achieve that communication goal effectively and to optimize the potential of packaging,
the marketers and the package designers must have to consider consumer perception point, their
past experiences, their needs & wants, and understand how packaging design layouts get
consumers to notice the package and notice messages on the package and evaluate packaging
design and labeling for their effectiveness in the communication effort because it is also
important to notice that not all consumers evaluate the packaging in the same way.

Packaging Functions and Elements:

Pinya Silayoi and Mark Speece (2004), defines the basic functions of packaging logistically and
marketing by their role. The logistical function of packaging is mainly to protect the product
from incidence of damage, spoilage or loss through theft or misplace goods during movement
through the distribution channel. While in the context of marketing function, the packaging
should be attractive enough and well design, so that it conveys the message of product attributes
clearly.
Now whatever the logical considerations of packaging, the marketing function of packaging
attributes plays a vital role as a communicator and it is only the package that sells the product by
attracting and communicating the consumers, and allows the product to be comprised, divvy up,
unitized and protected.
Quality judgments are largely influenced by product charactertics reflected by packaging,
because package's overall features can underline the uniqueness and originality of the product. If
the packaging attributes communicates high quality consumers assume that the product is of high
quality. If the package symbolizes low quality, consumers transfer this low quality perception to
the product itself. The package communicates favorable or unfavorable implied meaning about

S.R.S. First Grade College, Chitradurga-577502 Page 39

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

the product. Mark Speece (2004) suggests that consumers are more likely to spontaneously
imagine aspects of how a product looks tastes, feels, smells, or sounds while they are viewing a
product picture on the package.

A review of the above literature indicates that there are mainly four packaging elements
potentially affecting consumer purchase decisions. They can be separated into two categories;
visual and informational elements. The visual elements consist of graphics, images size and
shape of packaging. Informational elements relate to product information and information about
the technologies used in the package. However the product information can further be
categorized into food labeling, ingredients information, nutrition information, manufactures and
expiry information etc.

Variables of Packaging:
1. Visual Elements:
1. Graphics and Color:
The implication of graphics is explained by the images created on the product.
Graphics designs are visual presentations which include layout, color
combinations, typography, and product photography all of which create a
positive and distinctive image. For consumers, the package is the product, and
different consumers respond to different packages in different ways depending on
their involvement level (Silayoi & Speece, 2004). For low involvement products,
such as FMCG, where initial impressions formed during initial contact can have
lasting impact and where evaluation of attributes is less important in decision
making, here then a highly noticeable factor such as graphics and colors becomes
more important (Grossman and Wisenblit, 1999) (3). On the other hand, the
behavior of consumers towards high involvement products is mostly influenced
by image issues. For low involvement, there is a strong impact on consumer
decision making from the development of the market through marketing
communications, including image building (Kupiec and Revell, 2001). (4)

S.R.S. First Grade College, Chitradurga-577502 Page 40

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

2. Placement of Visual Impact Elements Matters:

In packaging layouts, the placement of visual elements also plays an important
role for consumer psyche, because a psychic research of Rettie and Brewer,
(2000) (5) indicates that brain laterality results in an asymmetry in the perception
of elements in packaging designs. The recall of package elements/attributes is
likely to be influenced by their lateral pass position on the package, as well as by
other usually recognized factors, such as font color, font size and font style.
Research shows that for verbal stimuli recall is better when the copy is on the
right-hand side of the package, and better for non-verbal stimuli when it is on the
left-hand side. This may imply that, in order to maximize consumers' recall,
pictorial elements, such as product photography, typography, it should be
positioned on the left-hand side of the package.
Grossman and Wisenblit (1999) (6), says in their research that consumers also
learn color associations, which lead them to prefer certain colors for certain
product categories. For a unique particular brand, using color as a clue on
packaging can nurture a potentially strong association. However people in
different cultures are exposed to different colors and according their own culture
they develop different color preferences. So as a marketer, color consideration
should be the part of their marketing strategies and by keeping in mind the color
consideration according to people perception in different culture, colors of a
particular logo, package or product design should be done after a thorough
understanding of color association according to culture.
3. Packaging Size and Shape:
Silayoi and Speece, (2004) states that in packaging, the other visual elements
such as size and shape are also important in consideration. Package size, shape
and elongation also affect consumer judgments and considerations. Consumers
use these things as simplifying visual heuristics to make volume judgments. They
generally perceive more elongated packages to be larger.

S.R.S. First Grade College, Chitradurga-577502 Page 41

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

In case of sizes, especially for generic products, different sizes of packages may appeal to
consumer with different involvement level. Usually generic products are packaged in
larger sizes, which communicate to consumers who are specifically looking for good
deals. So, this implies that when the product quality is hard to determine, as with
generics, the packaging size effect is important. Thus elongating the shape, within
acceptable bound, should result in consumer thinking of the package as better value for
money also conceivably affect perceived volume.

2. Informational Elements
1. Product Information
Product information includes information elements, such as food labeling,
nutrition information, health information, ingredients information, manufactures
date, expiry date.
In high involvement level, the behavior of consumers toward product
characterized is less influenced by image issues, graphical and visual response, in
such cases consumer seeks product information which is one of the important
packaging functions to communicate. (Kupiec and Revell, 2001; Silayoi and
Speece, 2004). (7) Written information on the package can assists consumers in
making their decisions carefully as they consider product characteristics.
Package layout is important for information presentation. Food labeling is
considered as significant information on packaging and a recent study shows that
90 percent of the consumer's trends towards healthier eating have highlighted the
importance of labeling, which also allows consumers the opportunity to
cautiously consider alternatives and make informed food choices. However,
packaging information can create confusion by conveying either too much
misleads the inaccurate information. Manufacturers and package designers often
use very small fonts and very dense writing styles to pack extensive information
on the label, which lead to poor readability and sometimes confusion.

S.R.S. First Grade College, Chitradurga-577502 Page 42

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

As confusion can affect consumer decision quality, So Mitchell and

Papavassiloiu (1999) (8), suggests that consumer confusion of information
overload can be reduced by narrowing down their choice sets, because by
reducing their choice alternatives and evaluation attributes decreases the
probability that they will be confused by excessive choice and information
overload. This strategy could also be applied to more experience consumers,
because loyal consumers potentially look fewer brand alternatives. So, it is the
experience which makes consumer more selectively perspective and restrict the
scope of their choices.
Hughes (1998) (9), in one of his journals grabs the attention towards involvement
level, that sometimes involvement level reflects the extent of personal relevance
of the individual's personal goals, basic values and self concept. If the product
does not stimuli much interest, consumers do not give much attention to it. High
involvement level shows more personal relevance. In general, consumer
acquisition of low involvement products is often done without carefully
examining brand and product information. This lack of commitment suggests that
information on the package would carry relatively less value in such cases. On
the other hand, more highly involved consumers evaluate message information
more carefully, relying on the message to form their attitudes and purchase
intentions (Silayoi and Speece, 2004).
2. Packaging Technology
Packaging for the FMCG food products in market plays a vital role in promoting
the product to the customer, as well as carrying informative and legislative detail.
Combining these roles requires commercial awareness, detailed knowledge of the
relevant technologies, creative image care and consideration of the effect of
colors, typography, photography that must support the product or brand. Design
and technology of packaging decoration for the users market guides you through
the technical and commercial factors to consider when planning the decoration,
or label, of a package (10). Technology is basically somewhat related to the
informational elements, because packaging technology conveys informational
messages such as nutrition, health, ingredients which is linked to the consumer

S.R.S. First Grade College, Chitradurga-577502 Page 43

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

life style, so the technology of packaging development that constrained in the

message communicated through technology must fulfill consumers need criteria.

Consumers are even often prepared to pay slightly more for enhance value
product, indicating desire for more quality. As technology embodied in the
package plays a vital role, so technology innovation must respond and develop
new and more efficient packages of longer life shelves, environmental friendly,
nutritionally responsive and meet maximum food safety requirements. So the role
of packaging technologist is to ensure that the creative design is translated into
functional representation and the challenge to have both the design and execution
working in harmony (Silayoi and Speece, 2004).

Packaging Design
Packaging is one of the most common examples of graphic design. Apart from displaying the
important information, the packaging has become an important sales tool. With the use of
illustration, color, typography and even various packaging materials, a beautiful and attractive
packaging can boost the selling and stands out from the rack of competitors. Here we present
some cool packaging designs to inspire you. (11)
As packaging is the biggest medium of communication mainly because of its extensive reach to
all kind of category purchasers, secondly its presence at the crucial moment when the purchase
decision is made and finally the high involvement of level seekers who actively scan packaging
for information.
So, this involvement level of consumers makes the packaging an important element to be
considered not only for recall of brand recognition but in purchase decision too. So the design of
packaging itself may be an incentive to buy. The manufacturer's and the package designers
should keep packaging design, color, typography, photography, food labeling, labeling fonts of
packaging in mind to make it attractive enough to gain consumer intentions.
The research "Consumers' perceptions of food packaging and its related impact on product
choice" was conducted in Trinidad West Indies its findings are as:

S.R.S. First Grade College, Chitradurga-577502 Page 44

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

The packaging feature that influenced most of the respondents' choice of products was
information on the label (41.5%); it was followed by quality and type of packaging (24.4%),
brand name/popularity (22.0%) and visual impact (12.2%). When asked if they would purchase a
product that was most attractively packaged, 85.4% responded in the affirmative. Most
respondents (92.7%) believed that packaging material could adversely affect the quality of
performance of a food product. Also, 92.7% of respondents agreed that nutrition information
should be shown on all food products, although 36.6% admitted that they do not read the label
because of its complexity. The different variables been analyzed in this research are discussed
below.
Product Features:
Price/value for money was given the highest rating (58.5%) as a factor that most influenced
respondents in the purchase of a product or new product compared with the other factors. Price is
often the driving force when a choice has to be made.
In a Grocery Manufacturers of America (GMA) survey in 2002, 82.0% of American consumers
'frequently' considered the price of a product before making a final selection.
In a research conducted by the United Kingdom Consumer's Association in 1995 about factors
influencing food purchases, 34.0% indicated 'price/value for money', 21.0% 'quality', 16.0%
'nutrition/how healthy', 12.0% 'family's/personal preference', 5.0% 'how quick/easy to prepare',
4.0% 'how fattening it is', 3% 'brand name/label', 3.0% 'special diets for remedial reason' and
1.0% 'ethical/religion'.

Packaging Features:
When respondents were asked about the importance of specific packaging features, 41.5%
reported the importance of 'information on label', 24.4% the 'quality of package/type of package',
22% the 'brand name' and 12.2% the 'visual impact'. Although 'visual impact' in the choice of a
product in the same product category was of least importance to respondents, in another question
85.4% reported that they were influenced (36.6% 'sometimes' and 48.8% 'always ') by the
'attractiveness' of a package in the choice of products of the same product category. These results
indicate that brand names and type of packaging act as cues when consumers try new products.

S.R.S. First Grade College, Chitradurga-577502 Page 45

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

Packaging Material:

When respondents were asked whether they favored transparent packaging material so that the
product content could be viewed, 40.0% responded in the 'affirmative'; 40.0% indicated it
'depended' on the type of product, while 20.0% answered 'no'. Plastic was the best choice of
packaging material (39%) compared with glass (19.5%), box (12.2%), paper (4.9%) foil (2.4%)
and metal/tin (2.5%). The properties of plastic that make it ideally suited for packaging foods
include low density, resistance to breaking, sharp edge elimination, flexibility, impermeability to
oxygen and water control, control of package atmosphere, odors protection, environmental
durability, light control, package appearance, inertness to flavor components, metal coating,
receptivity, tear and puncture resistance and low temperature.
Most respondents (92.7%) believed that the type of packaging material could adversely affect the
quality or performance of food products. In this regard, all the respondents reported that metal/tin
has the most negative impact on the quality of a food product.

Food Labelling:

Labels on food products are intended for consumer information and help to identify, promote,
inform and offer advice on the use of the products concerned, and where for instance a label is
applied over a closure, providing security as a tamper evident feature.
Food labeling might refer to naming a product or the listing of ingredients. The key objective of
a food label is to provide information for the consumer, help sell the product and assist the
consumer in making comparable food choices.
Of all the options given, most (41.5%) indicated that 'food labeling' was the most important
factor influencing food choice. However, 22.0% of respondents chose food label as an
influencing factor when trying a new product.
Bruhn reported that consumers want to make an informed decision regarding food quality and
health and also want to make choices that support their lifestyle and food production philosophy.
When respondents were asked whether they read the label of food products, 48.8% indicated
'never', while 12.2% indicated 'sometimes'.

S.R.S. First Grade College, Chitradurga-577502 Page 46

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

The American Dietetic Association reported that fewer consumers were paying 'very close
attention' in 1997 than in 1995 (27.0%vs. 33.0% respectively).
Also, gender differences are disappearing, with 52.0% of women reading labels compared with
48.0% of male shoppers.
The reasons why some respondents do not read food labels are for some respondents, the food
label was found too confusing or too time-consuming to read (36.6%), and for some the display
of nutrition information was difficult to follow (29.3%). Most consumers (61.2%) admitted that
they only read food labels when purchasing a new product for the first time. Only 14.6%
reported that they checked the nutrition claims on the packages. Most respondents (48.8%) spent
only 30 seconds on reading the food label. These results are substantiated by Install, who
mentioned that relatively few consumers actually read the nutrition information provided and
even fewer understood it. The manufacturer's date and expiry date (56.1%) was the most
significant feature that consumers looked for, followed by the supplemental facts panel (29.3%),
name and place of the business or the manufacturer/package distributor (9.8%), and health
message and nutrition claim information (4.8%). Consumers were not interested in the net
contents of a product or the number of servings per container. The shelf life, designated by the
manufacturer's date and expiry date, is the period during which a product will remain safe, retain
its desired sensory, chemical, physical, microbiological characteristics, and comply with any
label declaration of nutrition data when stored under recommended conditions. Consumers will
often actively seek the food product on the shelf with the longest remaining shelf life, as this is
considered to be indicative of freshness.

Nutrition Information:

Most respondents (58.5%) read the nutrition facts panel and realized the importance thereof.
Nutrition labeling provides information as mandated by the Nutrition labeling and Education Act
1990. In a survey conducted in the United Kingdom in 1995 by the Consumer Association, most
respondents were aware of nutrition labeling, with 62% mentioning nutrients and 45% indicating
only ingredients on food labels. Although 7.3% of the respondents in the present study knew
what the nutrition fact panel was about, they still did not read the information before purchasing
the product. Some Respondents (24.4%) read the information but did not understand it.

S.R.S. First Grade College, Chitradurga-577502 Page 47

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

According to Sloan, 'if one is to believe the message of many consumer surveys, the majority
want detailed label information but few consumers actually read the nutrition information and
even fewer understood it'. Also, in a number of studies conducted in the United States, people are
paying less attention to labels. Consumers of food items need to be more aware of and better
educated about nutrition information on food labels, as this will enable them to select nutritious
food. Despite the fact that most respondents in this study did not use or fully understand the
nutrition information, 92.7% agreed that it was important to Show nutrient information on all
food products. Also, while consumers still do not understand all of the information on a label, it
often affects their food purchase decisions, particularly among upscale shoppers and those on
medically restricted diets.
New products
The 'advertisement' (39.0%) was the most important factor that influenced the respondent's
choice when purchasing a new product. This was followed by 'visual impact/product appeal'
(22.0%) and 'brand or label information' (22.0%). In a study on the purchasing behavior of
American consumers, price and brand name remain the leading drivers, but it seems as though
the less important factors such as health claims, type of preservatives, additives and organic
claims have increased in importance.
In a GMA survey, nearly half of the respondents (49.0%) indicated that a familiar brand name
was the first or second most important element when making a purchase in the According to the
Ministry of Consumer Affairs in Trinidad and Tobago, there has always been an increase in the
number of consumer complaints of new products after the peak season occasions such as
Christmas, Easter and Carnival (E. Lara, personal communication). In these periods, consumers
are prompted to purchase new food products as a result of the wide variety of advertisements and
promotional sales.
Although the marketing division of a company has the freedom to promote the particular benefits
of a food item, the consumer has to make an informed choice based on the comparable
information. In the present study, only 7.3% of the consumers were concerned about the fat
content of a product. This follows a worldwide tendency to reject reduced-fat products,
suggesting a need to explore and innovate 'natural' fat substitutes and to improve the sensory
quality of reduced-fat products. When respondents were asked to rate the factors that sustained
their purchasing behavior, 'convenience in preparation and use' had the lowest response (17.1%),

S.R.S. First Grade College, Chitradurga-577502 Page 48

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

while' performance/satisfaction' received the highest response (39.0%). Unlike American

consumers who prefer ready-to-eat and on-the-go foods, it seems that Trinidadian respondents
are not strongly influenced by convenience foods. In this study, 85% of the respondents cited
that 'poor quality and performance' of a product may influence them never to buy a new product
again.

1. Grossman, R.P. and Wisenblit, J.Z. (1999), "What we know about consumers' color
choices", Journal of Marketing Practice: Applied Marketing Science, Vol. 5 No. 3, pp.
78-88. Article URL: http://www.emeraldinsight.com/10.1108/EUM0000000004565

2. Kupiec, B. and Revell, B. (2001), "Measuring consumer quality judgments", British

Food Journal, Vol. 103 No. 1, pp. 7-22. Article URL:
http://www.emeraldinsight.com/10.1108/00070700110382911

3. Rettie, R. and Brewer, C. (2000), "The verbal and visual components of package design",
Journal of Product & Brand Management, Vol. 9 No. 1, pp. 56 - 70, available at:
http://www.emeraldinsight.com/10.1108/10610420010316339

4. Grossman, R.P. and Wisenblit, J.Z. (1999), "What we know about consumers' color
choices", Journal of Marketing Practice: Applied Marketing Science, Vol. 5 No. 3, pp.
78-88

5. Kupiec, B. and Revell, B. (2001), "Measuring consumer quality judgements", British

Food Journal, Vol. 103 No. 1, pp. 7-22.
ArticleURL:www.emeraldinsight.com/10.1108/00070700110382911

6. Mitchell, V.W. and Papavassiliou, V. (1999), "Marketing causes and implications of

consumer confusion", Journal of Product & Brand Management, Vol. 8 No. 4, pp. 319-
39. Article URL: http://www.emeraldinsight.com/10.1108/10610429910284300

7. Hughes, D., Hutchins, R. and Karathanassi, V. (1998), "Purchase involvement

methodology and product profiles: the case of cheese products in Greece", British Food
Journal, Vol. 100 No. 7, pp. 343-50. Article URL:
www.emeraldinsight.com/10.1108/10610429910284300

S.R.S. First Grade College, Chitradurga-577502 Page 49

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

RESEARCH METHODOLOGY

Research refers to "The systematic method of consisting of enunciating the problem, formulating
a hypothesis, collecting the facts or data, analyzing the facts and reaching certain conclusion
towards the certain problem or certain generalization for some theoretical formulation.

RESEARCH DESIGN:

Statistical design was conveniently used to study the relative behavior of consumers. The main
purpose to select this design is that it gives more consistent results, lends itself to generalization
and is more reliable.

The survey method is adopted to do the research study under which information is collected
from the customers through structured questionnaires and personal interview.

TYPE OF RESEARCH DESIGN

A research design generally knows as a method and procedure for acquiring information needed
to solve the problem. It is some statement or specification of procedures for collecting and
analyzing the information required for the solution of some specific problem. The design
selected for this study is descriptive research and survey research.

Descriptive research:

Business research problems may also call for the descriptive type of research. The present
descriptive study is undertaken by the researcher to understand the customer perception towards
insurance products.

It has been used to describe what existed in the market/field outside where the project study was
conducted. The descriptive research includes surveys and facts findings enquiries of different
kinds. The major purpose of descriptive research is description of the state of affairs as it exists
at present. In descriptive research, on the other hand the research has to use facts or information
already available and analyze these to make a critical evaluation of the material.

S.R.S. First Grade College, Chitradurga-577502 Page 50

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

SOURCES OF DATA COLLECTION:

Date resources: The data required for the research can be either primary data or secondary
data or both.

Primary data: Primary data are data freshly for a specific purpose or for a specific research
project. The normal procedure is to interview some people individually or in groups, to get a
sense of people feel about the topic in question, and then develop a formula research instrument,
debug it, and carry it in to field.

Secondary data: Secondary data are data that were collected for another purpose and already
exists somewhere. Researchers usually start their investigation by examining secondary data see
whether the problem can be partly or wholly solved without collecting costly primary data
secondary data provides a starting point for research and after offer advantages of low cost and
ready availability.

METHOD OF SAMPLING

A part of the population is known as sample. The process of drawing a sample from a larger
population is called sampling.

After deciding on the research approach and instruments, the marketing researcher must design a
sampling plan. This calls for three decisions:

Sampling unit: Who is to be surveyed? The marketing researcher must define the target
population that will be sampled. Once the sampling unit is determined, a sampling frame must be
developed so that everyone in the target population has an equal or known chance of being
sampled.

Sample size: Different people were randomly selected from different areas in Chitradurga
were selected for survey. The sample size was 50.

S.R.S. First Grade College, Chitradurga-577502 Page 51

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

Sampling procedure: It is the technique in which we selected the sample. The non-
probability sampling method the approaches for survey under which I have selected the samples
as per my convenience

Contact methods: The selection of the method is used for the present study under which the
respondents are contacted personally and filled the Questionnaire through them.

DATA ANALYSIS AND INTERPRETATION

The data after collection has to processed and analyzed in accordance with the outline laid for the
purpose at the time of developing the research plan. The purpose of this analysis is to interpret
and draw conclusion from the collected data. Here if procedure is followed for data analysis.

 Editing
 Coding
 Data entry
 Tabulation and statistical analysis

 Editing is the process of examining the collected raw data (especially in surveys) to detect
errors and omissions and to correct these when possible. It involves the careful security of
questionnaires. Editing is done assure that the data are accurate, consistent with other facts
gathered, uniformly entered as complete as possible and have been well arranged to
facilitate coding and tabulation.
 Coding refers to the process of assigning numerals or oilier symbols to answers so that
responses can be put into a limited number of categories or classes. Such classes should be
appropriate to the research problems under consideration. They must possess the
characteristics of exhaustiveness, mutual exclusive and unidimensionality. It is done at the
designing phase of questionnaire.

 Classification it is the process of arranging data in groups or classes on the basis of

common characteristics. Data having a common characteristic are placed in one class and
in this way the entire data is divided into a number of group or classes.

S.R.S. First Grade College, Chitradurga-577502 Page 52

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

 Tabulation it is the process of summarizing raw data and displaying the same in compact
from for further analysis.

GRAPHIC PRESENTATION OF DATA

Graphic presentation involves the use of pictures rather than tables to present results. Statistical
analysis helps us to identify important findings and they are eye catch which makes easy for
readers to understand the facts properly and quickly.

Pie charts

Pie charts are frequently used type of graph. They are appropriate for displaying marketing
results in a wide range of situations. In a pie chart, different segments of a circle represent
percentage contribution of various components to the total. This chart is very useful because it
clearly brings out relative importance of various components. For drawing a pie chart, we
construct a circle and this is broken into various segments. Angle 360 degree represents 100%
and corresponding angles for each component can be found by multiplying 360 degree with
percentage of the component.

Bar chart:

Bar charts are the most flexible type of graphs. Many things that cannot be shown or effectively
shown, with other type of graphs can readily be shown with bar charts. In bar charts we make use
of rectangles to present the given data.

S.R.S. First Grade College, Chitradurga-577502 Page 53

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

INTERPRETATION

Interpretation is an essential for the simple reason that usefulness and utility of research findings
lie in proper interpretations. It is being considered a basic component of research process
because of the following reasons.

 It is through interpretation that the research can well understand the abstract principle that
works beneath his findings. Through this, he can link up his findings. With those of
studies having the same abstract principle and thereby can predict about the concrete
world of events.
 Interpretation leads to the establishment of explanatory concepts that can serve as a guide
for future studies it opens new avenues of intellectual adventures and stimulated the quest
for knowledge.
 Researchers can appreciate his views through interpretation. That is giving details, on
what his findings are? Through this he can make others to understand the real
significance of his research.

 PRESENT THE FINDINGS: -It is the last step in the market research, which
represents the termination of it. Here the results of analyzed data have been shown.

S.R.S. First Grade College, Chitradurga-577502 Page 54

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

LIMITATIONS OF THE STUDY:

Though the present study aims to achieve the above-mentioned objectives in full earnest and accuracy, it
may be hampered due to certain limitations. Some of the limitations of the study may be summarized as
follows.
 Difficulties faced during collection of data due to non-familiar of the respondents.
 Getting correct information from the customers is very difficult due to their
inherent problems and busy schedule.
 Getting biased responses from the respondents.
 The selection of customers to cover the various strata of the society is tedious and
time consuming.
 Survey is restricted only for the Chitradurga city.
 Accuracy of findings is not exactly the opinion of whole Chitradurga region.

The study is based on a sample size and hence the findings cannot be generalized

S.R.S. First Grade College, Chitradurga-577502 Page 55

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

ANALYSIS SHOWS THE AGE GROUP OF THE RESPONDENTS

TABLE-1

AGE GROUP RESPONDENTS PERCENTAGE

10to15 years 15 30
15to20 years 20 40
20to25 years 10 20
Above 25 years 05 10
Total 50 100

RESPONDENTS

1-2 Products
3-5 products
6-10 products
All the products
Total

INTERPRETATION:
From the above table shows 40% of the respondents are age group of 15to20 years. 30% of the
respondents in the age group of 10to15 years. 20% of the respondents fall under the age group of
20to25 years. And 10% of the respondents in the age group of above 25 years.
So we can easily analyze the majority of the respondents age is below 20 years.

S.R.S. First Grade College, Chitradurga-577502 Page 56

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

ANALYSIS SHOWS THE GENDER OF THE RESPONDENTS

TABLE-2

GENDER RESPONDENTS PERCENTAGE

Male 20 40
Female 30 60
Total 50 100

40
35
30
25 RESPONDENTS
20
PERCENTAGE
15
10
5
0
1-2 Products 3-5 products 6-10 products

INTERPRETATION:
From the above table shows that 60% of the respondents are female. And 40% of the respondents
are male respondents.
So we can easily analysis female respondents are more interested in chocolate purchase.

S.R.S. First Grade College, Chitradurga-577502 Page 57

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

ANALYSIS SHOWS THE FREQUENCY OF PURCHASE A CHOCOLATE IN RETAIL

TABLE-3

OPTIONS RESPONDENTS PERCENTAGE

Once in a week 10 20
Daily 14 28
Once a month 05 10
Whenever the need arises 21 42
Total 50 100

RESPONDENTS

1-2 Products
3-5 products
6-10 products
All the products
Total

INTERPRETATION:
From the above data shows 42% of the respondents say the purchase a chocolate whenever the
need arises. 28% of the respondents say purchase a chocolate in daily. 20% of the respondents
say once in a week. And only 10% of the respondents say they purchase once in a month.
So above analysis shows the majority of the respondents interested to purchase a chocolate.

S.R.S. First Grade College, Chitradurga-577502 Page 58

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

ANALYSIS SHOWS WHICH BRAND IS COMES IN THE MIND OF THE CUSTOMER

WHEN THINK ABOUT CHOCOLATE
TABLE-4
BRANDS RESPONDENTS PERCENTAGE
Cadbury 30 60
Nestle 10 20
Amul 05 10
Other brands 05 10
Total 50 100

Total

All the products

PERCENTAGE
6-10 products
RESPONDENTS

3-5 products

1-2 Products

0 20 40 60 80 100

INTERPRETATION:
From the above table shows that 60% of the respondents think Cadbury comes in the mind while
purchase of chocolate. 20% of the respondents say nestle and 10% say amul and other brands.
So we can clearly understand the Cadbury is well known chocolate brand in the market.

S.R.S. First Grade College, Chitradurga-577502 Page 59

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

ANALYSIS SHOWS THE RESPONDENTS NOTICE PACKAGING OF THE PRODUCT

BEFOR PURCHASING
TABLE-5

OPTIONS RESPONDENTS PERCENTAGE

Yes 40 80
No 10 20
Total 50 100

RESPONDENTS

1-2 Products
3-5 products
6-10 products

INTERPRETATION:
From the above analysis shows 80% of the respondents notice the packaging of the product
before purchase. And only 10% of the respondents not notice packaging of the product before
purchase of the product.
So it can clearly understand the packaging of the product is very essential for the sale of the
product.

S.R.S. First Grade College, Chitradurga-577502 Page 60

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

ANALYSIS SHOWS RESPONDENTS AWARE OF CADBURY COMPANY PRODUCTS

TABLE-6
OPTIONS RESPONDENTS PERCENTAGE
Yes 48 96
No 2 4
Total 50 100

RESPONDENTS

1-2 Products
3-5 products
6-10 products

INTERPRETATION:
From the above table shows 96% of the respondents are aware of Cadbury company products.
And only few 4% of the respondents are not aware of Cadbury.
So it clearly understands the Cadbury is most popular brad and well positioning in the customer
mind.

S.R.S. First Grade College, Chitradurga-577502 Page 61

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

ANALYSIS SHOWS THAT PACKAGING OF THE CADBURY IS ATTRACT THE

CUSTOMER
TABLE-7
OPTIONS RESPONDENTS PERCENTAGE
Totally agree 30 60
Totally disagree 2 4
Somewhat agree 10 20
Somewhat disagree 5 10
Neither agree nor disagree 3 6
Total 50 100

100
90
80
70
60
50 RESPONDENTS
40 PERCENTAGE
30
20
10
0
1-2 3-5 6-10 All the Total
Products products products products

INTERPRETATION:
From the above table shows that 60 of the respondents strongly agreed that the packaging of the
Cadbury is attract the customers. 20% of the respondents are say somewhat agree with the
packaging of Cadbury. And few respondents are feel uncomfortable I packaging of Cadbury.
So it can clearly analyze the packaging of the Cadbury is more attracted by the customers.

S.R.S. First Grade College, Chitradurga-577502 Page 62

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

ANALYSIS SHOWS HOW MANY PRODUCTS OF CADBURY KNOWN BY THE

RESPONDENTS
TABLE-8
OPTIONS RESPONDENTS PERCENTAGE
1-2 Products 7 14
3-5 products 18 36
6-10 products 20 40
All the products 5 10
Total 50 100

100
90
80
70
60
50 RESPONDENTS
40 PERCENTAGE
30
20
10
0
1-2 Products 3-5 products 6-10 products All the Total
products

INTERPRETATION:
From the above data shows that 40% of the respondents are aware of more than 10 products of
Cadbury. 36% of the respondents are aware of more than 5 products. And 14% of the
respondents aware of more than 2 products. And few of them know all the products of Cadbury.
So that we can easily assumes that the majority of the respondents aware of the Cadbury
products available in the market.

S.R.S. First Grade College, Chitradurga-577502 Page 63

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

ANALYSIS SHOWS THE MOST IMPORTANT REASON FOR PURCHASE OF

CADBURY
TABLE-9
REASONS RESPONDENTS PERCENTAGE
Low price 8 16
Packaging 25 50
Taste/flavor 15 30
Availability 2 4
Total 50 100

Total

All the products

PERCENTAGE
6-10 products
RESPONDENTS

3-5 products

1-2 Products

0 20 40 60 80 100

INTERPRETATION:
From the above data shows 50% of the respondents say the packaging of the Cadbury is the most
reason for purchase. 30% of the respondents say the taste and flavor the Cadbury. 16% of the
respondents say low price and only few say availability.
So the majority of the respondents say the packaging and taste is most important to purchase of
Cadbury.

S.R.S. First Grade College, Chitradurga-577502 Page 64

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

ANALYSIS SHOWS THE PACKAGING IS A SIGNIFICANT VARIABLE IN

CONSUMER DECISION MAKING
TABLE-10
OPTIONS RESPONDENTS PERCENTAGE
Totally agree 20 40
Totally disagree 5 10
Somewhat agree 15 30
Somewhat disagree 7 14
Neither agree nor disagree 3 6
Total 50 100

RESPONDENTS

1-2 Products
3-5 products
6-10 products
All the products
Total

INTERPRETATION:
From the above table shows that 40% of the respondents strongly agreed that the packaging is a
significant variable in consumer decision making. 30% of the respondents say somewhat agree.
And 14% of the respondents say somewhat disagree. And few respondents say it’s not an
important.
So majority of the respondents give importance to the packaging while making a purchase
decision.

S.R.S. First Grade College, Chitradurga-577502 Page 65

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

ANALYSIS SHOWS RESPONDENTS THINK WHEN SEE THE PACKAGING OF

CADBURY PRODUCTS
TABLE-11

OPTIONS REPONDENTS PERCENTAGE

Disturbance 3 6
Influencing the customers 15 30
Providing information of the 10 20
product
Increasing the sale of the 22 44
products
Total 50 100

100
80
60
OPTIONS
40
RESPONDENTS
20
PERCENTAGE
0
1 2 3
4
5
6

INTERPRETATION:
From the above data shows that 44% of the respondents say the packaging of the Cadbury is
increasing the sales of the company. 30% of the respondents say packaging is influence the
customers to buy. 20 % of the respondents say packaging provides the information of the
product. And only few respondents say packaging is disturbance.

S.R.S. First Grade College, Chitradurga-577502 Page 66

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

ANALYSIS SHOWS WHICH PACKAGING ELEMENTS IS CATCHES THE

CUSTOMER ATTENTION IN CADBURY
TABLE-12
ELEMENTS RESPONDENTS PERCENTAGE
Color pattern 15 30
Punch line 18 36
Pictures 12 24
Others 5 10
total 50 100

100
80
60
40 OPTIONS
20 RESPONDENTS
0 PERCENTAGE
1
2
3
4
5
6

INTERPRETATION:
From the above table shows 36% of the respondents say punch line of the packaging is catches
the customers. 30% of the respondents say color pattern of the packaging is attract the customers.
24% of the respondents say pictures of the packaging. And only few of them say other elements
of the packaging.
So we can easily understand the elements of the packaging is catches the customers attention.

S.R.S. First Grade College, Chitradurga-577502 Page 67

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

FINDINGS
MAJOR FINDING OF THE RESEARCH
 The survey find out the majority of the respondents age is below 20 years are prefer
chocolates.
 The survey find out
 60% of the respondents are female. And 40% of the respondents are male respondents
are interested in chocolate.
 We find out that 60% of the respondents think Cadbury comes in the mind while
purchase of chocolate. 20% of the respondents say nestle and 10% say amul and other
brands.
 So we can clearly understand the Cadbury is well known chocolate brand in the market.
 It find out that the Cadbury is well known chocolate brand in the market
 The above survey find out that 80% of the respondents notice the packaging of the
product before purchase. And only 10% of the respondents not notice packaging of the
product before purchase of the product. So it can clearly understand the packaging of the
product is very essential for the sale of the product.
 Above survey find out that 96% of the respondents are aware of Cadbury company
products. And only few 4% of the respondents are not aware of Cadbury. So it clearly
understands the Cadbury is most popular brad and well positioning in the customer mind.
 The survey find out that 60% of the respondents strongly agreed that the packaging of the
Cadbury is attracting the customers. So it can clearly analyze the packaging of the
Cadbury is more attracted by the customers.

 The survey find out that 40% of the respondents are aware of more than 10 products of
Cadbury. 36% of the respondents are aware of more than 5 products. So that we can
easily assumes that the majority of the respondents aware of the Cadbury products
available in the market.

S.R.S. First Grade College, Chitradurga-577502 Page 68

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

 The survey find out that 50% of the respondents say the packaging of the Cadbury is the
most reason for purchase. 30% of the respondents say the taste and flavour the Cadbury.
So the majority of the respondents say the packaging and taste is most important to
purchase of Cadbury.
 The survey finds that 40% of the respondents strongly agreed that the packaging is a
significant variable in consumer decision making. So majority of the respondents give
importance to the packaging while making a purchase decision.
 The survey find out that 44% of the respondents say the packaging of the Cadbury is
increasing the sales of the company. 30% of the respondents say packaging is influence
the customers to buy. 20 % of the respondents say packaging provides the information of
the product. And only few respondents say packaging is disturbance
 The survey find out 36% of the respondents say punch line of the packaging is catches
the customers. 30% of the respondents say color pattern of the packaging is attract the
customers. 24% of the respondents say pictures of the packaging. And only few of them
say other elements of the packaging. So we can easily understand the elements of the
packaging is catches the customers attention.

S.R.S. First Grade College, Chitradurga-577502 Page 69

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

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 gives 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

S.R.S. First Grade College, Chitradurga-577502 Page 70

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

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.

S.R.S. First Grade College, Chitradurga-577502 Page 71

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

ANNEXURE
QUESTIONNAIRE
Dear Sir/Madam.
I am JIGAR KUMAR SONI Student of S.R.S First Grade College, Chitradurga 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.

1. Name: …………………….
2. Address: …………………………….
…………………………….
3. Age:
a) 10 to15 years () c) 15 to 20 years ( )
b) 20 to 25 years () d) Above 25years ( )

4. Sex:
a) Male ( ) b) Female ( )
5. Would you like chocolates
Yes [ ] b. NO [ ]

6. What is the frequency of a purchase to Retail shop/Mall/Local store?

[ ] Once a week [ ] Daily
[ ] One a month [ ] whenever the need arises

6. Which brand comes to your mind when you think of Chocolate?

[ ] Cadbury [ ] Nestle
[ ] Amul [ ] Any other

S.R.S. First Grade College, Chitradurga-577502 Page 72

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

(Please specify) if any other ____________

8. Are you purchased Cadbury products
[ ] Yes [ ] No
9. Most important reason for purchase Cadbury Brand.
[ ] Low price [ ] Packaging [ ] Brand
[ ] Taste/flavor [ ] Availability [ ] giving gift to others

10. Did you notice Packaging of that product before purchasing?

[ ] Yes [ ] No

11. What you noticed in packaging of products.

Background of the packaging [ ] colour of the packaging [ ]
Information of the product [ ] convenient for carrying [ ]
Easy to recognises in the market [ ]
12 . A Packaging is attracting you to buy Cadbury brand?

[ ] Yes [ ] No

13 . What packaging attributes are influencing you to buy Cadbury Products?

[ ] Color pattern [ ] Punch line [ ] logo
[ ] Pictures [ ] background [ ] information

14. What do you think of Packaging of Cadbury Products?

[ ] packaging can save product better [ ] high quality product is used in packaging
[ ] Providing Information about the product [ ] wrapper inspire to buy the products

S.R.S. First Grade College, Chitradurga-577502 Page 73

INFLUENCE OF PACKAGING OF CADBURY PRODUCTS ON CONSUMER PURCHASE DECISION

15. What packaging factor is you like more in Cadbury products

[ ] font style [ ] background [ ] pictures
[ ] Information about the product [ ] wrapper material [ ] logo

16. Are you satisfied with the packaging of Cadbury chocolates?

[ ] good [ ] average
[ ] very good [ ] poor

17. What is your opinion of packaging of Cadbury products compare with other company
products
[ ] good [ ] average
[ ] very good [ ] poor

18. What is your expectation from Cadbury Packaging?

Quality material [ ] convenient of handling product [ ]
Attractive design [ ] sufficient information [ ]
Attractive color [ ] logo and punch line [ ]

19. Any suggestions to improve the packaging of Cadbury products.

THANKING YOU

DATE:
PLACE: SIGNATURE

S.R.S. First Grade College, Chitradurga-577502 Page 74