Content area
Full Text
Abstract: Purpose - The main objective of this study is to analyze the youth purchase intention in the buying ofCadbury's Dairy Milk , What factors influence youth in choosing Cadbury or regional sweets (MIthais). Simultaneously it tñes to identify the discriminating factors between the sweet consumers and the chocolate consumers
Design/methodology/approach - Convenience sampling has been done by circulating the questionnaire via internet in order to process speedy data collection among youth in the age group of 20 to 35.Finally 121 completely filled up responses were considered for further analysis. Ultimately, statistical tools like Factor Analysis, Regression, Discriminant analysis and descriptive analysis are used to analyze the buying motives of the consumers.
Findings - It has been found that product experience, Product Endorsement and product Values are the major motivational factors in the purchase of Cadbury chocolates where as product physical Aspects and influencers are major motivational force for sweets. The future directions and limitations are discussed at the end.
Practical Implications- The results shows that various marketing campaign taken up by the company has immensely helped the company to break the belief that chocolates are meant not only for kids and helps to raise company's brand awareness.
Keywords: Buying Motives, Cadbury's Dairy Milk Chocolate, sweets
Introduction
The chocolate industry in India is dominated by two major multinationals companies Like the market leader Cadbury with a lion's share of 70 percent having brands like (Five Star, Gems, Eclairs, Perk, Dairy Milk) followed by Nestle (Kit Kat, Lions). The Gujarat Co-operative Milk Marketing Federation (GCMMF) and Central Arecanut and Cocoa Manufactures and Processors Co- operative (CAMPCO) are the other companies operating in this segment. The Indian chocolate industry is extremely fragmented with a range of products catering to a variety of consumers with bars/slabs, jellies, lollipops, toffees, sugar candies and regional sweets. Given India's mammoth population, it comes as a surprise that per capita chocolate consumption in the country is dismally low - a mere 20 gms per Indian. Compare this to over 7 kgs in most developed nations. Both chocolate and sugar confectioneries have abysmally low penetration levels, in fact, even lower than biscuits, which reach 56 per cent of the households. After economic liberalization in 1991, major changes have occurred in food...