Dairy Milk-Consumer Buying Behavior

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Consumer Buying Behavior:- The buying behavior (decision) of a consumer of a particular product is affected by factors that can be classified as cultural, social and personal. It is the marketer’s job to analyze these factors continuously in order to understand the market desires and demand. India’s chocolate industry:- The Indian chocolate market has been captured by 2 multinational giants-Cadbury and Nestle. The market leader in India is Cadbury with a huge share of 70%. It used to capture even more before the advent of Nestle into India. Our country consumes 23000 tonnes of chocolates offered by Cadbury. Cadbury’s major offerings are- Dairy Milk (milk chocolate, Silk, Crackle, Fruit and Nut, Shots, etc.), Éclairs, Five Star, Gems, Perk. Cadbury-The Company Cadbury is a British multinational confectionery and it is the second largest in the world. Its headquarters are at Uxbridge, Greater London and it operates in more than 50 countries. Its famous for its products especially Dairy Milk Chocolates and Crème Egg and Roses selection box. It was founded in 1824 by John Cadbury. The chairman and CEO of the company is Irene Rosenfield. Dairy Milk:- Dairy milk was first introduced in 1905 in UK. Dairy milk is the favorite chocolate of youngsters as well as adults. Even children as young as 4years old prefer dairy milk. The reason is the high milk content. Other chocolates like Bourneville have higher cocoa content that makes it bitter in taste which many don’t prefer. Why I prefer it? I prefer Dairy Milk due to the following factors:- * TASTE & TEXTURE: Dairy Milk has a very sweet and rich taste due to its high milk concentrate. I don’t like the wafer chocolates or dark chocolates. Dairy Milk is said to have 1 and ½ glass of milk in every pound bar of chocolate. Also it has a rich texture. It literally melts in the mouth especially when it’s at room

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