CONSUMER PERCEPTION TOWARDS CADBURY DAIRY MILK ADVERTISEMENTS

Abstract

The present study is based on the perception towards the advertisement of Cadbury Dairy Milk among the customers. A sample survey of 103 respondents was undertaken to find out the Outlook towards advertisement and brand of Cadbury Dairy Milk in Delhi/NCR city. The study mainly concentrated on Viewing Time, content of advertisements like jingles, Story, Emotional, Celebrity Endorsement, Graphics, Animation, Product Information, Sex appeal about Cadbury Dairy Milk AdvertisementsBrand Outlook, Usefulness, Uniqueness and Purchase intention towards Cadbury Dairy Milk. It was found out that More Jingles, Product Information and Sex appeal need to be used in advertisement to avoid people from skipping the advertisements. To avoid people from zapping, i.e changing channels while advertisement is running Jingles, Emotional content need to be used with advertisements.Celebrity endorsements, Animation, Sex appeal are also useful to avoid zapping. To build positive brand image story telling, emotional content, celebrity endorsements, animated content need to be used. To put a image of usefulness in consumer mind for Dairy Milk, Emotional content, Good graphics, Product information and animation can be put into advertisements. To build purchase intuition only Product Information need to be conveyed to consumers.