CONSUMER PERCEPTION TOWARDS CADBURY MILK ADVERTISEMENT

Abstract

The research project on "Consumer Perception towards Cadbury Dairy Milk Advertisements" delves into the dynamics of the Indian chocolate industry, with a focus on Cadbury's dominance and marketing strategies. The industry overview shows that, despite competition from Nestlé and other entrants, Cadbury maintains its dominant position in the market with 70% of the share. India's chocolate industry has good development potential despite the country's low per capita consumption, thanks to factors including changing consumer tastes and growing disposable incomes. The creative marketing strategies used by Cadbury Dairy Milk to change customer views and attract adult consumers have contributed to the company's market dominance. The study looks at Cadbury's marketing tactics, such as the "Meethe mein kuch meetha hojave" and "Real Taste of Life" campaigns, which have effectively positioned Dairy Milk as a dessert alternative and encouraged strong emotional bonds with customers. The research explores consumer behaviour, brand image, advertising effectiveness, and the significance of emotional appeal in Cadbury adverts through an extensive analysis of the literature. It looks into how customer involvement and perceptions of Cadbury's brand image are influenced by visual aspects, cultural relevance, trust, and credibility. Using secondary data from many sources and primary data from 162 respondents via structured questionnaires, the study technique takes a descriptive approach. Responses are primarily from Bangalore, and convenience sampling is used to target consumers who have eaten chocolate and seen Dairy Milk commercials. It is anticipated that the research's conclusions would offer insightful information on consumer preferences, the efficacy of advertising, and brand perception, allowing Cadbury to improve its brand positioning and marketing tactics in the cutthroat chocolateindustry.