A

Project Report

On

A STUDY ON CUSTOMER BASED BRAND

EQUITY (CBBE) MODEL AMONGST
CUSTOMERS TOWARDS CADBURY
CHOCOLATES

A Report Submitted to

SDJ International College, Vesu

Affiliated to: Veer Narmad South Gujarat University, Surat

For,

Partial requirement for the fulfillment of the Degree of

Bachelor of Business Administration (BBA)

Submitted by:

Keyal Chetan Rajesh

Roll No.: 76
SPID: 2020005948

Under the Guidance of

Mr.Vishal Lotwala
SDJ International College, (BBA, PROGRAMME)
Veer Narmad South Gujarat University,Surat
April – 2023
 DECLARATION

I, MR. CHETAN KEYAL, hereby declare that the project report entitled “A

Study on Customer Based Brand Equity (CBBE) Model Amongst

Customers Towards Cadbury Chocolates” is the original piece of research

work carried out by me under the guidance and supervision of Mr. Vishal

Lotwala, Assistant Professor, SDJ International College, affiliated to Veer

Narmad South Gujarat University, Surat. I further declare that all the data

and information collected through secondary sources are duly

acknowledged in the report.

-------------------
Date: Chetan Keyal
Place: Surat Roll No.: 76
SPID.: 2020005948
SDJ International College,Vesu
 Acknowledgements
At this point, when I am about to finish my project work, it is my privileged
opportunity to thank all those people for their contribution provided to this research
work.

Firstly, I wish my heartfelt thanks to In-charge Principal of this college Dr. Aditi
Bhatt, who always motivate us to fulfil our dreams and lead us in the direction of
growth. She has given her valuable inputs for effective completion of this project.

Next, I would like to thank our honorable director Mr. Vaibhav Desai, who always
work and think in the direction of betterment of the students and institute as well as
supporting us with all the necessary resources to finish our three golden years of
graduation.

I cannot forget the contribution of my project guide Mr. Vishal Lotwala, without the
support of whom I would have never completed this report. His constant help,
guidance and continuous teaching has given me so many inputs on academic as well as
non-academic front.

I also would like to thank Dr. Milind H. Parekh for coordinating Winter Internship
Project in the right direction.

I would also like to thank Ms. Kinjal Patel, Librarian, with the effort of whom, we
could get the insights and learning from past years reports.

Lastly, I would thank all my friends, respondents and other persons directly or
indirectly, who have supported me in completing this report.

April.2023 Chetan Keyal

Surat
 Table of Contents
1.0 Introduction ........................................................................................................................ 1

1.1 Brand .................................................................................................................................. 2

1.1.1 What is a Brand? ......................................................................................................... 2

1.1.2 Scope of Branding ....................................................................................................... 2

1.1.3 Importance of Branding .............................................................................................. 3

1.2 Brand Equity ...................................................................................................................... 4

1.2.1 What is Brand Equity? ................................................................................................ 4

1.2.2 Building Brand Equity ................................................................................................ 4

1.2.3 Brand Equity Models .................................................................................................. 4

1.2.4 CBBE Model ............................................................................................................... 5

1.3 Cadbury .............................................................................................................................. 8

1.3.1 History ........................................................................................................................ 8

1.3.2 Cadbury India .............................................................................................................. 9

1.3.3 Products offered by Cadbury in India ......................................................................... 9

2.0 Review of Literature ........................................................................................................ 11

3.1 Problem Identification ...................................................................................................... 16

3.1.1 Problem Statement .................................................................................................... 16

3.1.2 Some Technical Definitions used in the Report ........................................................ 16

3.2 Research Objectives ......................................................................................................... 16

3.3 Research Design............................................................................................................... 17

3.4 Data Collection ................................................................................................................ 17

3.4.1 Primary Data ............................................................................................................. 17

3.4.2 Secondary Data ......................................................................................................... 18

3.4.3 Research Instrument .................................................................................................. 18

 3.4.4 Pilot Testing .............................................................................................................. 18

3.5 Sampling Design .............................................................................................................. 19

3.5.1 Target Population ...................................................................................................... 19

3.5.2 Sampling Elements.................................................................................................... 19

3.5.3 Sample Size ............................................................................................................... 19

3.5.4 Sampling Area ........................................................................................................... 19

3.5.5 Sampling Approach ................................................................................................... 19

3.5.6 Sampling Technique.................................................................................................. 19

3.6 Data Processing ................................................................................................................ 20

3.6.1 Data Coding .............................................................................................................. 20

3.6.2 Data Representation .................................................................................................. 20

3.7 Limitations of the Report ................................................................................................. 20

3.8 Chapterisation of the Report ............................................................................................ 21

4.1 Qualifying Question ......................................................................................................... 22

4.2 Demographic Questions ................................................................................................... 23

4.2.1 Gender of the Respondents ....................................................................................... 23

4.2.2 Age Group of the Respondents ................................................................................. 24

4.2.3 Occupation of the Respondents ................................................................................. 25

4.3 Basic Research Questions about Cadbury........................................................................ 26

4.3.1 Frequency of Consumption ....................................................................................... 26

4.3.2 First came to know about Cadbury through… .......................................................... 27

4.3.3 Varieties of Cadbury Chocolates consumed ............................................................. 28

4.3.4 Colour Associated with Cadbury .............................................................................. 29

4.3.5 Tagline of Cadbury ................................................................................................... 30

4.4 Parameters of Quality for Cadbury Chocolates ................................................................ 31

4.5 Feelings Associated with Cadbury Chocolates ................................................................ 32

4.6 Brand Awareness ............................................................................................................. 33

4.7 Brand Loyalty .................................................................................................................. 35

4.8 Perceived Quality ............................................................................................................. 37

4.9 Brand Association ............................................................................................................ 38

5.1 Findings ........................................................................................................................... 40

5.2 Conclusions ...................................................................................................................... 44

5.3 Recommendations ............................................................................................................ 45

QUESTIONNAIRE ............................................................................................................... 49
 List of Tables
Table 3.8.1 Chapterisation of the Report ..................................................................... 21

Table 4.1.1 Have you ever consumed any Cadbury chocolate? .................................. 22

Table 4.2.1.1 Gender of the Respondents .................................................................... 23

Table 4.2.2.1 Age Group of the Respondents .............................................................. 24

Table 4.2.3.1 Occupation of the Respondents.............................................................. 25

Table 4.3.1.1 Frequency of Consumption .................................................................... 26

Table 4.3.2.1 First came to know about Cadbury through ........................................... 27

Table 4.3.3.1 Varieties of Cadbury Chocolates consumed .......................................... 28

Table 4.3.4.1 Colour Associated with Cadbury ........................................................... 29

Table 4.3.5.1 Tagline of Cadbury ................................................................................ 30

Table 4.4.1 Parameters of Quality for Cadbury Chocolates ........................................ 31

Table 4.5.1 Feelings Associated with Cadbury Chocolates ......................................... 32

Table 4.6.1 Brand Awareness ...................................................................................... 33

Table 4.7.1 Brand Loyalty ........................................................................................... 35

Table 4.8.1 Perceived Quality ...................................................................................... 37

Table 4.9.1 Brand Association ..................................................................................... 38
 List of Figures
Figure 1.2.4.1 CBBE Model .......................................................................................... 6

Figure 4.1.1 Have you ever consumed any Cadbury chocolate? ................................. 22

Figure 4.2.1.1 Gender of the Respondents ................................................................... 23

Figure 4.2.2.1 Age Group of the Respondents ............................................................. 24

Figure 4.2.3.1 Occupation of the Respondents ............................................................ 25

Figure 4.3.1.1 Frequency of Consumption................................................................... 26

Figure 4.3.2.1 First came to know about Cadbury through ......................................... 27

Figure 4.3.3.1 Varieties of Cadbury Chocolates consumed ......................................... 28

Figure 4.3.4.1 Colour Associated with Cadbury ......................................................... 29

Figure 4.3.5.1 Tagline of Cadbury ............................................................................... 30

Figure 4.4.1 Parameters of Quality for Cadbury Chocolates ....................................... 31

Figure 4.5.1 Feelings Associated with Cadbury Chocolates ....................................... 32

Figure 4.6.1 Brand Awareness ..................................................................................... 33

Figure 4.7.1 Brand Loyalty .......................................................................................... 35

Figure 4.8.1 Perceived Quality .................................................................................... 37

Figure 4.9.1 Brand Association ................................................................................... 38

1.0 Introduction
In the 21st century, the population is ever growing. A continuous increase in the number
of people living in the world means that the demand for various types of products and
services will keep on increasing as well. The demand for various luxury and special
goods may not be that affected by the increase in population as the number of people at
the top is quite often limited. But the demand for basic goods like food items, Fast
Moving Consumer Goods (FMCGs) etc. keeps on increasing with increase in
population as all the people need these goods to survive.

With an ever-increasing demand, it is but obvious that the supply for the same must
also be matched. The supply can be increased by increasing the production capacities
of the existing firms in the market, or by an increased number of firms entering into the
market. More often than not, the latter method i.e. increase in the number of firms in
the market is witnessed. An increase in the number of firms in the market means that
there will be a higher degree of competition in the concerned market.

If there is competition in the market, the various firms will be vying with each other to
get the attention and subsequently, the business of customers. Now, if the firms are
producing different types of products, then their target customers may not be the same.
But for the firms producing similar types of products, the target customers are the same,
meaning that the customer will be choosing one amongst these firms to satisfy their
consumption needs.

In order to differentiate their own firms from those of competitors, various strategies
are used by the business organizations. Such strategy revolves around the 4 Ps of
Marketing, namely Price, Product, Place and Promotion. Pricing strategy refers to
whether the same, higher or lower price, as compared to the competitors, is charged.
Product strategy refers to the features and attributes that make one company‟s product
unique and different from that of competitors. Place refers to the distribution system
employed by the company to reach their final customers. Promotion is a personal or
non-personal mean of communication intended to make the customer aware about the
product and service and entice them into purchasing the same.

In the real world, it is not that these 4 strategies are applied independent of each other.
A unified and harmonious approach is used to combine these 4 strategies in order to
stand out from the competitors in the market. For doing this, the company uses the
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approach of creating various brands, each one different from the other. The main
purpose of this brand is to create a unique identity of the company in the customers‟
minds. This concept of brand and other concepts like brand equity explained in the
subsequent part of this chapter.

1.1 Brand
1.1.1 What is a Brand?
A brand is a name under which a type of a product or service is manufactured or
delivered by a company. The American Marketing Association (AMA) has given the
following definition: “A brand is a name, term, sign, symbol or design, or a
combination of them intended to identify the goods and services of one seller or group
of sellers and to differentiate them from those of other sellers.”

These different components of a brand that identify and differentiate it are brand
elements. The brand elements typically include the logo, tagline, colour, theme etc. of
the company. A brand is created in order to give the company a Unique Selling
Proposition (USP) through its brand elements. On the basis of these brand elements,
the company can acquire new customers and also do a better job at retaining existing
ones, thereby increasing its market share in the industry as well its sales and
profitability.

1.1.2 Scope of Branding

Just like marketing, people usually think that branding is limited only to physical goods.
But that is not the case. Any and every thing existing in the world that wants to attract
people to itself falls under the scope of marketing and also, branding. The concept of a
brand can be applied to all the following areas:

 Physical goods (Nestle Maggi, HP Laptops etc.)

 Services (Taj Hotel, Emirates Airlines etc.)
 Stores (Amazon, Walmart etc.)
 People (Shahrukh Khan, Roger Federer etc.)
 Place (Incredible India, There‟s Nothing Like Australia etc.)
 Organization (IBM, Tata Group etc.)
 Idea (Freedom of Speech, Black Lives Matter etc.)
 Event (FIFA World Cup, Mood Indigo (IIT Bombay) etc.)
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1.1.3 Importance of Branding
With the extent of competition being seen in almost all industries, it is essential for a
firm to differentiate themselves from their competitors. Consumers too can achieve a
higher level of satisfaction by ensuring that they consume products from brands which
they know or have heard about. Branding is also important from the viewpoint of the
distributors or the middlemen. The importance of branding can be understood from
various perspectives as follows:

 Consumer‟s Perspective: Brands identify source of a product and allow

consumers to assign responsibility to a particular manufacturer or distributor. If
consumers recognize a brand, they don‟t have to engage in a lot of additional
thought to arrive at the purchase decision. Based on what they already know
about the brand, consumers can make assumptions and form reasonable
expectations about what they may or may not know about the brand. Brands
also play an important role in signaling certain product characteristics to
consumers.
 Firm‟s Perspective: With an ever-increasing number of competitors in the
market, it becomes essential for the firm to distinguish itself from its
competitors so that it can reach a higher number of customers than its
competitors. With the help of branding, the firm attempts to build a certain type
of image of the company in the minds of the customers. For example, Colgate
has tried to create the image of it being the recommended choice for toothpastes
by practicing dentists. Doing this will enable the customers to remember the
brand. Also, by creating a higher brand recall, customers will be more likely to
try out the company‟s products if they see them at any store or online while
shopping.
 Retailers‟ and Distributors‟ Perspective: Any middleman wants to deal in only
those types of and those company‟s products that have a great chance of being
sold quite easily and comfortably. Thus, a brand becomes important from the
viewpoint of the retailers and the distributors as well because a good brand‟s
products will sell themselves without much efforts on the part of the middlemen.

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1.2 Brand Equity
1.2.1 What is Brand Equity?
A brand‟s power derived from the goodwill and name recognition that it has earned
over time, which translates into higher sales volume and higher profit margins against
competing brands is known as Brand Equity. In simple terms, brand equity is the social
value of a well-known brand.

1.2.2 Building Brand Equity

The challenge for a company is to build a brand that is strong, unique and favourable;
a brand that evokes positive emotional feelings, thoughts, images, perceptions and
attitudes. For the valuation of brand equity, various elements are considered such as
changing market share, consumer recognition of brand elements, profit margins etc. By
making the company stronger in these aspects, the process of building a strong brand
equity can be initiated. There are various Brand Equity models, which guide companies
regarding how to build a good brand which will attract new customers and help to retain
the old ones.

1.2.3 Brand Equity Models

The various brand equity models are explained as follows:

1. Keller‟s Model: Kevin Lane Keller has given the Customer Based Brand Equity
(CBBE) model which is explained in detail in the next part.
2. Aaker‟s Model: David Aaker has given a list of parameters that help in judging
how well the brand is performing. These parameters include the following
i. Brand Loyalty: This is the level of loyalty that customers show towards
the particular brand.
ii. Brand Awareness: This is the extent to which customers know about the
brand.
iii. Perceived Quality: This refers to the perception that customers of the
brand have about the quality of the brand‟s products.
iv. Brand Associations: This refers to various feelings and judgments that
customers associate with the brand.

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 3. Brand Asset Valuator (BAV) Model: The BAV model gives the brand equity
value of various brands and helps to compare the same. The 4 key components
of brand equity according to this model are:
i. Differentiation: This is the extent to which the brand is unique and
different from its competitors.
ii. Relevance: This refers to how relevant the brand is in context to the
needs and wants of the target customers.
iii. Esteem: This is a measure of how well the customers think the quality
and performance of the brand is.
iv. Knowledge: This refers to the level of understanding that customers
have about identifying the products of the brand.
4. Brands Model: This model was developed by Milward Brown and WPP. It is
done by conducting the following 5 steps in a sequential order:
i. Presence: This step refers to whether the customer knows about the
existence of the brand at all or not.
ii. Relevance: After the first stage, the customers are asked whether the
product is relevant to their needs and wants.
iii. Performance: If the product is relevant, it needs to be judged if the
product actually delivers what it promised.
iv. Advantage: If the product has delivered, the customers then compare the
product with the alternatives available in the market and check if it is
better than the products of the competitors.
v. Bonding: This is the last step, where each brand desires to be. At this
stage, the customer has formed a special bond with the brand.

1.2.4 CBBE Model

The Customer Based Brand Equity (CBBE) model was given by Kevin Lane Keller, a
marketing professor at the Tuck School of Business at Dartmouth College. He
developed and published this model in his widely used textbook „Strategic Business
Management‟. The concept behind the CBBE model is to shape how customers think
and feel about the product, in order to build a strong brand. Customers with positive
brand equity react more favorably to a product being marketed to them. Such
customers are also likely to be more accepting of new products launched by the brand.

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There are 4 steps of the CBBE pyramid, consisting of 6 blocks, as explained in Figure
1.2.4.1.

Figure 1.2.4.1 CBBE Model

1. Brand Identity: The first step for the brand is to create brand Salience or
Awareness. The question asked by the customers at this stage is „WHO ARE
YOU?‟ Not only creating awareness or salience, but at this step, correct brand
perceptions are also to be formed in the minds of the customers. To explain in
simple terms, brand salience refers to how often and how easily the brand is
evoked under various circumstances or situations. Firstly, the brand must know
who its target audience is. After that, it must think about the steps involved in
the decision-making process of the customers.
2. Brand Meaning: The question to be answered here is „WHAT ARE YOU?‟ In
a broad sense, this refers to the various distinct qualities and features of the
products. There are two building blocks for brand meaning:
i. Performance is how well the needs of the customers are being
met. Performance consists of 5 categories: primary
characteristics and features; product reliability, durability, and
serviceability; service effectiveness, efficiency, and empathy;
style and design; and price.

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 ii. Imagery refers to how well the products of the brand meet the
customers‟ needs on a social and psychological level. This can
take place through the customers‟ own experiences with the
product, through targeted marketing or with word of mouth.
3. Brand Response: This refers to what the customers feel about the brand. The
question asked at this stage is „WHAT ABOUT YOU?‟, which can be
interpreted as „What do I think or feel about you?‟ This refers to the brand
associations i.e., what the customers associate the brand with. Here too, there
are2 building blocks:
i. Judgments include quality (actual and perceived quality of the
brand and product), credibility (expertise, trustworthiness and
likability), consideration (relevance to the unique needs) and
superiority (in comparison with competitors‟ brands).
ii. Feelings can also be evoked by the brands or the products. These
can be positive or negative. The 6 positive brand feelings are
warmth, fun, excitement, security, social approval and self-
respect.
4. Brand Resonance: Resonance is at the top of the pyramid because it‟s the most
difficult and desirable stage to be at. The question asked here is „WHAT
ABOUT YOU AND ME‟, which can be explained as „How much of a
connection would I like to have with you?‟ When the customers are loyal
towards the brand and have developed a deep psychological bond with the
brand, it can be said that resonance has been achieved. Brand resonance can be
broken down into the following 4 categories:
i. Behavioral Loyalty means regular, repeated purchase.
ii. Attitudinal Attachment refers to a special purchase by customers
who love the brand.
iii. Sense of Community is felt by customers towards the people
associated with the brands, including other customers as well.
iv. Active Engagement includes joining a club related to the brand,
participating in events, following the brand on social media etc.
In short, the customers are actively engaged with the brand even
though they are not purchasing or consuming their products.

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1.3 Cadbury
Cadbury is a British multinational confectionery company, which is fully owned by
Mondelez International since 2010. It is the second largest confectionery brand in the
world. Cadbury is headquartered at Uxbridge, West London. It operates in more than
50 countries worldwide. Its most famous products include the Dairy Milk chocolates,
the Crème Egg and Roses selection box.

1.3.1 History
Cadbury was established in Birmingham, England in 1824 by John Cadbury. The
company was developed by him along with his brother Benjamin, followed by his sons
Richard and George. John Cadbury began selling tea, coffee and drinking chocolate in
1824. From the year 1831, he started production of a variety of cocoa and drinking
chocolates, which were consumed mainly by the rich section of the society due to the
high production cost.

In 1861, the business was taken over by John‟s sons, Richard and George. The brothers
turned over the business, after an earlier decline, by moving the focus from tea and
coffee to chocolate. By the year 1900, George Cadbury had purchased 330 acres of
land, with 314 cottages and houses on set, providing a source of employment for those
involved.

The famous Dairy Milk chocolate was introduced in 1905 and by 1914, it was the
company‟s best- selling product. The stronger Bournville Cocoa line was introduced in
the year 1906. By 1930, Cadbury was the 24th largest British manufacturing company
as measured by estimated market value of capital. Chocolate now ceased to be a luxury
product and became affordable to the working classes for the first time. Cadbury has
been the holder of a Royal Warrant from Queen Elizabeth II since 1955.

Over the period of its functioning, Cadbury acquired a large number of companies. The
biggest venture of Cadbury involving another firm was the merger with the drinks
company Schweppes to form Cadbury Schweppes in the year 1969. In 2008 however,
the 2 companies demerged, with Cadbury focusing on the main chocolate and
confectionery business and the drinks business became Dr Pepper Snapple Group.

In 2010, Cadbury was taken over by Kraft Foods, which is now known as Mondelez
International. From 2015, Cadbury started closing down its factories in developed

8
countries like Ireland, Canada, the United States of America and New Zealand, as part
of a cost cutting programmed. Factories were instead established in advantaged
countries like India, China, Mexico etc. In 2017, Cadbury became the official snack
partner of the English Premier League, (a top football league). It also sponsored the
Premier League Golden Boot and the Premier League Golden Globe awards.

1.3.2 Cadbury India

Cadbury was incorporated in India on July 19, 1948. It began its operations by
importing chocolates from the United Kingdom. Today, Cadbury India has
manufacturing facilities in Thane, Induri (Pune), Malanpur (Gwalior), Hyderabad,
Bangalore and Baddi (Himachal Pradesh). It has sales offices in New Delhi, Kolkata,
Mumbai, and Chennai. The corporate head office is in Mumbai.

Since 1965, Cadbury has pioneered the development of cocoa cultivation in India. For
over 2 decades now, Cadbury has worked with the Kerala Agricultural University to
undertake cocoa research. Cadbury India currently has over 2000 employees. On April
21, 2014, the company changed its name from Cadbury India to Mondelez India Foods
Limited. Cadbury has had quite a few issues in India. In 2003, it was reported that there
were insects found inside Cadbury chocolates. It was also fined multiple times for
making illicit payments to government officials for obtaining licenses and approvals.

1.3.3 Products offered by Cadbury in India

Currently, Cadbury India operates in 5 categories – Chocolate Confectionery,
Beverages, Biscuits, Gum and Candy. Cadbury is the market leader in India in the
chocolate confectionery business with a market share of over 70%.

The various chocolate products, including bar chocolates, blocks, bags etc. offered by
Cadbury in India are.:

 Dairy Milk (Plain, Crackle, Fruit & Nut, Roast Almond, Crispello)
 Dairy Milk Silk (Plain, Crackle, Fruit & Nut, Roast Almond, Bubbly, Oreo,
Oreo Red Velvet, Hazelnut, Caramello, Mocha Caramello)
 Bournville (Plain, Almond, Hazelnut, Raisin & Nut, Rich Cocoa)
 5 Star (Plain, 3D, Crunchy)
 Fuse
 Perk

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 Nutties
 Gems
 Eclairs
 Choclairs
 Shots
 Temptations

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2.0 Review of Literature
No research paper can be compiled on its own. For a research paper, the researcher
collects secondary data from various articles, publications etc. to make accurate and
reliable findings as well as to justify his/her objectives in an efficient manner. Thus,
secondary data is imperative for any research study. For the current study too, various
research papers have been referred to. A brief review of all the papers is given below,
which constitutes the chapter of „Review of Literature‟.

(Mohan & Sequeira, 2012) identified the significant determinants of brand equity for
the Fast-Moving Consumer Goods (FMCG) industry in India. Correlation and
regression analysis was used for arriving at inferences. The findings of the study
indicated that the Customer Based Brand Equity (CBBE) for FMCG consists of brand
association, brand loyalty, perceived quality and brand awareness, with brand
association being the most important source of brand equity.

(Hossien, 2011) examined the dimensions of brand equity in the chocolate industry.
Researchers developed a model to identify which factors are influential in building
brand equity. The study employed structural equation modelling to investigate the
causal relationships between the dimensions of brand equity and brand equity itself.
The research also provided empirical evidence of the multidimensionality of the CBBE
model. It also incorporated brand personality and brand image to the existing
dimensions of brand equity.

(Shariq, 2019) tested the relationships between various marketing mix elements (like
price, distribution intensity, advertising etc.) and the 4 dimensions of brand awareness,
brand loyalty, perceived quality and brand association, to overall brand equity.
Structural equation modelling was used to test the relationship between a total of 10
constructs. The findings of this study indicated that brand loyalty and perceived quality
have a significant impact on brand equity, whereas brand awareness and brand
associations were weak.

(Golkar, Golkar, Kasgari, & Toudeshki, 2014) determined the factors influencing brand
equity from the consumer viewpoint in the chocolate industry in Iran. Results showed
that there is a strong relationship between all 4 dimensions, namely, perceived quality,
brand loyalty, brand awareness and brand association, with brand equity. A significant

11
difference was seen among various age groups with respect to the dimension of brand
loyalty.

(Patnaik & Sahoo, 2012) made a study of Cadbury India Ltd. and Nestle India Ltd. by
analysing the consumption patterns and the purchase behaviour of customers towards
various products of both these companies. Various variables like Taste, Freshness,
Quality, Price, Flavours etc. of the products were identified to measure the perception
level. The findings of the research stated that the companies should introspect their
products in the markets of urban Odisha, the geographical area of respondents, as the
behaviour of the respondents was just satisfactory.

(Fernandes, Chaudhuri, & Vidyasagar, 2017) attempted to demonstrate how branding

and culture together crowns the success of Cadbury. It also examined the elements of
brand loyalty, taste, relevance of a brand ambassador, consumption habits and in
general, consumer behaviour. The findings showed that taste was the most relevant
attribute for people consuming Cadbury Dairy Milk in comparison to other variables
like price elasticity, gender response and affinity towards dark chocolate. It was also
found that a good number of the sample use Cadbury chocolates as a form of gift on
different occasions.

(Elyasse, 2018) examined how and what to extent Aaker‟s brand equity determinants
affect customers‟ brand preference and identify factors that lead to high brand choice.
The study used the CBBE model for the mobile phone market in Ethiopia. The findings
showed that brand association and brand loyalty have a positive significant positive
effect on overall brand equity. Perceived quality and brand awareness, the other 2
determinants, were insignificant for affecting the CBBE of mobile phone brands.

(Vibhuti, Tyagi, & Pandey, 2014) attempted to identify the factors affecting consumer
buying behaviour towards FMCG products and finally affecting their decision-making
process. The paper revealed that the consumer behaviour was largely affected by factors
like price, place, product, promotion etc. However, effect of these factors differed from
product to product. In case of chocolate bars (one of the varieties of products), taste was
found to be the most important factor, followed by availability and media influence.

(Bozkurt, 2016) aimed to demonstrate the direct influence of marketing mix variations
on the CBBE process for tablet chocolates and convenience products. The study also
attempted to find the stages of the CBBE process with respect to tablet chocolates. The
12
factors examined include product quality, price perception, reaction to stock-outs and
perceived effect of advertising. The study also proposes a model as a minimum
requirement to substitute tablet chocolate branding due to concerns about public health
and consumption of sugar.

(Puska, Stojanovic, & Berbic, 2018) contributed to understanding which dimensions

affect the emergence of loyalty among branded chocolate consumers. The dimensions
include brand image, satisfaction and value for developing loyalty towards branded
chocolates. The findings proved that satisfaction is the most important of all the
dimensions. It affected consumer loyalty in a positive and significant manner. It was
concluded that in order to gain loyal customers, the branded chocolate companies must
undertake steps to satisfy their consumers with superior quality products at a reasonable
price.

(Yab, Ilyas, & Rehman, 2014) aimed to investigate the impact of brand equity on
consumer responses in the soft drink industry in Pakistan. Brand equity predictors were
used to create and build Customer Based Brand Equity (CBBE) model through an inter
link order. Results of the study showed that brand quality, brand image, and brand
association all have a direct and positive effect on the overall brand equity. However,
brand loyalty showed insignificant impact on growth of CBBE in the socioeconomic
context of Pakistani customers.

(Chatterjee & Lahiri, 2015) attempted to analyse brand equity with respect to brand
loyalty and perceptual selectivity as the key determinants of brand equity in the Indian
FMCG market. Both qualitative and quantitative analysis of the consumers‟ responses
was done to arrive at conclusions. The findings of the study proved that both, brand
loyalty and perceptual selectivity, regulate brand equity of the FMCG brands,
particularly soaps, that were examined under the study. Perceptual selectivity attribute
did so by influencing the purchase behaviour of the consumer with respect to various
brands.

(Alzoubi, 2016) tried to explore the basic principles of brand management and its
relation to the marketing strategy of the concerned brand. This paper used the cognitive
descriptive approach of tracking other research papers, articles etc. and analysing the
outputs of these publications to create a set of specific variables significant to brand
failures with the concentration of culture dimension. The findings of the study showed

13
that the main reasons which cause brand failure are poor marketing strategy and
ineffective Customer Relationship Management (CRM).

(Shrivastava, 2018) explored the various factors which affect the preference of
consumers for any particular chocolate brand, with 2 companies taken into
consideration, Cadbury and Nestle. The study tried to determine which brand of
chocolates of each company to be procured by Anand Metro Mart Pvt. Ltd. in order to
increase the sales of chocolates. Findings showed that taste and promotional campaign
of Cadbury were stronger and more liked by the customers. Profit margin was also high
in case of Cadbury chocolates. The study proposes an alternative of introducing new
combinations of flavours as well as new promotional strategies in order to increase sales
and revenue.

(Sequiera & Mohan, 2016) investigated the impact of brand equity on the operational
performance of businesses in the Indian FMCG sector and also identified the various
components of brand equity of FMCG companies. For the study, 3 varieties of FMCG
products, namely household care, food and beverages, and personal care, were taken
under consideration. Pearson correlation coefficient was used to identify the
relationship between brand equity and its dimensions. The practical implications of the
findings of the study were that brand equity has to be effectively managed for improved
operational performance of business.

(Muluneh, 2018) aimed to empirically test the Customer Based Brand Equity (CBBE)
dimensions and how they interact within the context of Awash Bank customers in Addis
Ababa, Ethiopia. The results of the study showed that all 4 dimensions of CBBE
(perceived quality, brand awareness, brand association, and brand loyalty) have a
significant and positive effect on CBBE of Awash Bank. The suggestion for the bank
was to adopt appropriate branding strategy to help retain customers and attract
prospective customers, which will lead to the bank becoming more profitable and to
gain competitive advantage in the banking industry.

(Mengesha, 2017) focused on assessment of factors influencing consumer behaviour

towards selected FMCG goods in Addis Ababa, Ethiopia. A conceptual model
containing 5 independent variables (product quality, price, advertisement, availability,
and brand equity) was developed to probe the buying behaviour of customers for FMCG
products. Some differences were reported between these 5 influencing variables and

14
their impact on buying behaviour across the sub-categories. The results of the study
indicated that the issue of brand awareness should be considered as a top priority for
FMCG marketers in the environment of Addis Ababa, Ethiopia.

(Tariq, Nawaz, Nawaz, & Butt, 2013) explored the factors affecting purchase intentions
among FMCG consumers of Pakistan through a cross-sectional study. The variables to
be included for determining purchase intention were brand image, product quality,
product knowledge, product involvement, product attributes, and brand loyalty. The
results and findings of the study showed that all 6 of these factors had a positive
association with purchase intentions.

(Siddiqui, 2012) examined the Customer Based Brand Equity (CBBE) model and its
drivers in the Pakistani super markets. The study used quantitative tools, mainly
correlation, factor analysis and regression analysis, to determine the relationship
between variables. The 5 independent variables under factor analysis were service level,
product quality, keeping customers, price, and layout. The results of the study showed
that except keeping customers, all the variables had a positive and significant impact in
building CBBE.

(Muramalla, 2013) referred to various factors influencing consumers, mostly women,

in forming their brand preferences and loyalty towards FMCG goods. This study made
an attempt to understand the brand loyalty of consumers in respect of 8 FMCGs that
were commonly used by all consumers. The findings of the study, through correlation,
revealed that there exists a positive and significant relationship between product
attributes and their brand loyalty, both for rural and urban consumer.

15
3.1 Problem Identification
3.1.1 Problem Statement
This research study is titled „A Study on Customer Based Brand Equity (CBBE) Model
Amongst Customers Towards Cadbury Chocolates‟. In today‟s times, there is fierce
competition in each and every field. Cadbury is one of the oldest companies in the
chocolate market in India, a market which consists of many companies, with new firms,
both domestic and foreign, entering the market at regular intervals. In spite of this,
Cadbury has managed to stay relevant and retain its market share.

By collecting and analyzing data about the behavior of customers towards Cadbury,
the researcher wants to understand how brand equity can be developed and maintained
in the long run.

3.1.2 Some Technical Definitions used in the Report

 CBBE: Customer Based Brand Equity (CBBE) is a model used to show how a
brand‟s success can be directly attributed to customers‟ attitudes towards that
brand.
 Brand Awareness: Brand Awareness is the extent to which customers are
familiar with the qualities or image of a particular brand of goods or services.
 Brand Loyalty: Brand Loyalty is the tendency of some customers to purchase
the same brand‟s products or services repeatedly, regardless of deficiencies, a
competitor‟s actions or changes in the environment.
 Brand Association: Brand Association refers to a set of remembered qualities
about the brand that communicates information to the customers and helps them
develop attitudes and feelings about the brand.

3.2 Research Objectives

1. To identify the brand awareness of customers towards Cadbury chocolates

2. To identify the brand loyalty of customers towards Cadbury chocolates

3. To understand the quality that customers perceive about Cadbury chocolates

4. To understand the brand associations of Cadbury chocolates

16
3.3 Research Design
Research design is the plan, structure and strategy of investigation so as to obtain
answers to research questions and control variances. It is the specification of methods
and procedures for acquiring the information needed. There are 3 types of research
designs:

 In Exploratory Research design, the focus is on the discovery of ideas.

Whenever business research is undertaken to solve any problem, the initial
objective is to identify the problem itself. This is because what we understand
as a problem is only a symptom or manifestation of the problem. Exploratory
Research does not have a formal and rigid design.
 In Descriptive Research design, the researcher is interested in knowing the
characteristics of certain groups such as age, sex, education level, occupation,
income etc. The objective of the study is to answer the "Who, What, When,
Where, and How" questions of the subject under investigation. Descriptive
Research can be further divided into 2 types:
o Cross-sectional Research is a research design in which the elements of
the population or the sample are to be studied just once.
o Longitudinal Research is a research design in which the elements of
the population or the sample are to be studied repetitively over a period
of time on the basis of the same criteria.
 The Causal Research design investigates the cause-and-effect relationship
between two or more variables. There are mainly two purposes of this research
design; first, to understand which variables are the cause and which are the
effect, and second, to determine the nature of relationship between the causal
variables and the effects to be predicted.

In this research paper, Descriptive cross-sectional research design has been used.

3.4 Data Collection

3.4.1 Primary Data
Primary data is the data collected for the first time directly from the source, where the
data initially originates. It can be collected through 3 methods:

17
  Survey: A structured questionnaire given to respondents of a population and
designed to obtain special information and insights on various topics of interest
is known as a survey.
 Observation: Observation is the systematic process of recording the
behavioral patterns of people, objects, and occurrences as they are witnessed
in a natural or artificial environment.
 Experiment: Experimental studies are those wherein the researcher
manipulates one or more independent variables and measures their effects on
one or more dependent variables.

For this particular research paper, the method of survey has been used. An electronic
survey was conducted with the help of Google Forms.

3.4.2 Secondary Data

Secondary data refers to the data that has been collected by someone other than the
researcher. Thus, the primary data of one person/publication becomes secondary data
for the researcher. Common sources of secondary data include government
publications, non-government publications, organizational records etc. For this research
study, journal articles have been collected from various websites.

3.4.3 Research Instrument

The research instrument for data collection of this paper is a structured questionnaire,
consisting of various question types like Dichotomous questions, Multiple Choice
Questions (MCQs), Rating Scale questions and Likert Scale questions.

3.4.4 Pilot Testing

Pilot testing is a small-scale preliminary study conducted to evaluate feasibility,
duration, cost, adverse events, and improve upon the study design prior to performance
of a full-scale research project. For this research study, a pilot testing of 10 respondents
was done. Except a minor tweak in the framing of 1 research question, no changes to
the questionnaire were made after the pilot study.

18
3.5 Sampling Design
3.5.1 Target Population
The target population for this research study consisted of people living in Surat city of
Gujarat.

3.5.2 Sampling Elements

The sampling elements of this research study included people of all genders, age groups
and occupations who have consumed Cadbury chocolates at least once in their life

3.5.3 Sample Size

Sample size of 189 respondents out of the total population has been included.

3.5.4 Sampling Area

Majority of the respondents were from Surat city. As the questionnaires were circulated
online, the respondents also include some people living outside the city of Surat.

3.5.5 Sampling Approach

There are 2 types of sampling approaches:

 Probabilistic sampling approach is one wherein all the elements of the

population have an equal and unbiased chance of being selected in the sample.
 Non-Probabilistic sampling approach is one wherein all the elements of the
population do not have an equal chance of being selected. The selection of
elements depends on various factors like convenience of the researcher,
judgment of the researcher etc.

In this research study, non-Probabilistic sampling approach has been used for
collecting the data.

3.5.6 Sampling Technique

Sampling techniques can be classified into two, those falling under the Probabilistic
approach, and those under the non-Probabilistic approach. These two approaches are
explained as follows:

19
  Probabilistic sampling techniques include Simple Random Sampling,
Systematic Sampling, Stratified Sampling and Cluster Sampling.
 Non-Probabilistic sampling techniques include Convenience Sampling,
Snowball Sampling, Judgmental Sampling and Quota Sampling.

In this particular research study, the technique of Convenience Sampling has been used
for data collection.

3.6 Data Processing

Data Processing consists of the following 3 steps:

3.6.1 Data Coding

All the data collected in this research study has been coded using MS Excel.

3.6.2 Data Representation

The data collected, coded and analyzed is represented with the help of Tables, Bar
Charts and Pie Charts, made using the MS Excel software.

3.7 Limitations of the Report

All research papers contain one limitation or the other. The limitations for this
research study are as follows:

1. The research study was time bound.

2. Funding limitation.
3. The data collection has been done using non-probabilistic sampling technique,
so the generalizability of the sample to the whole population is questionable.
4. Certain error.

20
 3.8 Chapterisation of the Report

Table 3.8.1 Chapterisation of the Report

CHAPTER NO. CHAPTER NAME

1 Introduction
2 Review of Literature
3 Research Methodology
4 Data Analysis and Interpretation
5 Findings, Conclusions and Recommendations
Bibliography
Annexure

21
4.1 Qualifying Question
Table 4.1.1 Have you ever consumed any Cadbury chocolate?

Have you ever consumed any Cadbury chocolate? Frequency Percent

Yes 189 100%
No 0 0%
Total 189 100 %

Have you ever consumed any

Cadbury chocolate?
0 YES
NO

100

Figure 4.1.1 Have you ever consumed any Cadbury chocolate?

Interpretation: From Figure 4.1.1, it can be interpreted that 189 out of the total 189
respondents (100%) have consumed any Cadbury chocolates at least once. NO
respondents (0%) have never consumed any Cadbury chocolate. This question servedas
a qualifying question for the survey

22
 4.2 Demographic Questions

4.2.1 Gender of the Respondents

Table 4.2.1.1 Gender of the Respondents

Gender Frequency Percent

Male 120 63.5%
Female 69 36.5 %
Total 189 100 %

Figure Gender of the Respondents 4.2.1.1 Gender

of the Respondents

36.5
MALE
FEMALE
63.5

Interpretation: It can be interpreted from figure 4.2.1.1 that out of the total 146
respondents, 120 respondents i.e., 63.5% of the respondents were male, while 69
respondents i.e., 63.5% of the respondents were female.

23
4.2.2 Age Group of the Respondents

Table 4.2.2.1 Age Group of the Respondents

Age Group Frequency Percent

Less than 18 2 1.1 %
18-25 115 60.8 %
26-40 71 37.6 %
41-60 1 0.5 %
Greater than 60 0 0.0 %
Total 189 100 %

Age Group of the Respondents

0%
0.5% 1.1%

37.6%
Less than 18

60.8% 18-25
26-40
41-60

Figure 4.2.2.1 Age Group of the Respondents

Interpretation: It can be interpreted from figure 4.2.2.1 that out of the total 189
respondents, 2 were under the age of 18, comprising 1.1%. The maximum i.e., 115
respondents, forming 60.8% of the total respondents, were from the 18-25 age group.
There were 71 respondents from 26-40 age group, comprising 37.6%, and 1 respondent
from 41-60 age group, comprising 0.5%. The least number of respondents was 0 above
the age group of 60.

24
4.2.3 Occupation of the Respondents
Table 4.2.3.1 Occupation of the Respondents

Occupation Frequency Percent

Student 61 32.3 %
Salaried Employee 94 49.7 %
Business Owner 30 15.9 %
Freelancer 2 1.1 %
Homemaker 2 1.1 %
Total 189 100 %

Occupation of the Respondents

1.1 1.1

15.9
32.3

49.7

Student Salaried Employee Business Owner Homemaker Freelance

Figure 4.2.3.1 Occupation of the Respondents

Interpretation: From Figure 4.2.3.1, it can be interpreted that a maximum number of

respondents, 94, comprising 49.7% of the total population, were salaried Employee.
32.3% (61) of the respondents were student, 15.9% (30) of the respondents were
Business Owner. The least number of respondents, 2 each, comprising just 1.1% each
of the respondents, were freelancers and Homemaker.

25
4.3 Basic Research Questions about Cadbury

4.3.1 Frequency of Consumption

Table 4.3.1.1 Frequency of Consumption

Frequency of consumption Frequency Percent

Daily 1 0.5 %
Every 2-3 days 6 3.2 %
Weekly 104 55 %
Fortnightly 68 36 %
Monthly 8 4.2%
Yearly 2 1.6 %
Total 189 100 %

Frequency of Consumption
1.6% [VALUE]%
4.2% 3.2%

36%

55%

Daily Every 2-3 days Weekly Fortnightly Monthly Yearly

Figure 4.3.1.1 Frequency of Consumption

Interpretation: From Figure 4.3.1.1, it can be interpreted that majority of the

respondents consume Cadbury chocolates weekly (55%) and fortnightly (36%).
(4.2%) of the respondents consume Cadbury chocolates monthly and (3.2%)
respondents consume them every 2-3 days. The least number of the respondents
consumed Cadbury chocolates at the 2 extreme ends. (1.6%) respondents consume
Cadbury chocolates yearly while only 1 respondent (0.5%) consume Cadbury
chocolates every day.
26
4.3.2 First came to know about Cadbury through…
Table 4.3.2.1 First came to know about Cadbury through…

First came to know through… Frequency Percent

Relatives or Friends 3 1.60 %
Advertisements 7 3.70 %
Local Stores 56 29.60 %
Internet 1 0.50 %
I don‟t remember as I had first consumed a
122 64.60 %
Cadbury chocolate a long time ago.
Total 189 100 %

First came to know about Cadbury

through…
1.6%
3.7%

29.6%

64.6%

Relatives or Friends 0.5%

Advertisements

Local Stores

nternet

I don‟t remember as I had firstconsumed a Cadbury chocolate a longtime

ago.

Figure 4.3.2.1 First came to know about Cadbury through…

Interpretation: It can be interpreted from Figure 4.3.2.1 that a majority 122 of the
total 189 respondents i.e., 64.6% don‟t remember about the source of knowing about
Cadbury chocolates as they had consumed a Cadbury chocolate for the first time a long
time ago.56 respondents (29.6%) came to know about Cadbury chocolates through
local stores, 7 respondents (3.7%) through advertisements, and 3 respondents (1.6%)
through relatives and friends. Only 1 respondent (0.5%) came to know about Cadbury
chocolates through the Internet.

27
4.3.3 Varieties of Cadbury Chocolates consumed

Table 4.3.3.1 Varieties of Cadbury Chocolates consumed

Varieties Frequency Percent of Cases

Dairy Milk (all varieties) 175 92.60 %
Dairy Milk Silk (all varieties) 50 26.50 %
Bournville 80 42.30 %
5 Star 180 95.20 %
Perk 181 95.80 %
Eclairs/Choclairs 178 94.20 %
Nutties 137 72.50 %
Fuse 86 45.50 %
Gems 138 73.00 %
Total 1205 637.60 %

Varieties of Cadbury Chocolates

consumed

Dairy Milk (all varieties)

73.00% 92.60% Dairy Milk Silk (all varieties)
26.50%
45.50% Bournville
5 Star
42.30%
72.50% Perk
Eclairs/choclairs
95.20%
Nutties
94.20%
Fuse
95.80%
Gems

Figure 4.3.3.1 Varieties of Cadbury Chocolates consumed

Interpretation: Figure 4.3.3.1 and Table 4.3.3.1 depict a question in which the
respondents could select multiple options. It can be interpreted that most of the
respondents have consumed Perk (95.8%), 5 Star (95.2%) , Eclairs/Choclairs (94.2%)
and Dairy Milk (92.6%) at least once. Gems and Nutties were consumed by 73% and
72.5% respondents respectively. Fuse and Bournville were consumed by 45.5% and
42.30% respondents respectively. Dairy Milk Silk (all Varieties) (26.5%) was the least
consumed.

28
4.3.4 Colour Associated with Cadbury

Table 4.3.4.1 Colour Associated with Cadbury

Colour Frequency Percent

Blue 28 14.80 %
Purple 161 85.20 %
Black 0 0%
Brown 0 0%
Total 189 100 %

Colour Associated with Cadbury

14.80%

Blue
Purple

85.20%

Figure 4.3.4.1 Colour Associated with Cadbury

Interpretation: The colour associated with Cadbury chocolates is Purple. From Figure
4.3.41, it can be interpreted that majority of the respondents (161), comprising 85.2%,
chose the same as their answer. 28 respondents, 14.8% of the total respondents, chose
blue as the colour associated with Cadbury. Other colours like black and brown were
not selected by any of the respondents.

29
4.3.5 Tagline of Cadbury

Table 4.3.5.1 Tagline of Cadbury

Tagline Frequency Percent

Kuch Meetha Ho Jaye 160 84.70 %

Tastes Like This Feels 29 15.30 %

Pure Happiness, Pure Cadburyness 0 0%

Jo Khaye Kho Jaye 0 0%

Total 189 100 %

Tagline of Cadbury

15.30%

Kuch Meetha Ho Jaye

Tastes Like This Feels

84.70%

Figure 4.3.5.1 Tagline of Cadbury

Interpretation: The tagline of Cadbury is „Kuch Meetha Ho Jaye‟. From Figure

4.3.5.1, it can be interpreted that barring a few, all the respondents were able to identify
the tagline correctly. 160 respondents, 84.7% of the total respondents, chose this as the
tagline. 29 respondents (15.3%) selected „Tastes Like This Feels‟ as Cadbury‟s
tagline.

30
 4.4 Parameters of Quality for Cadbury Chocolates

Table 4.4.1 Parameters of Quality for Cadbury Chocolates

Parameters Very Poor Average Good Excellent
Poor
Richness Of Taste 2 0 3 42 142
Quality Of Product 2 0 42 91 54
Packaging 2 0 6 88 93
Value For Money 2 0 73 63 51
Availability at 2 0 2 35 150
Stores
Total 10 0 126 319 490

Quality Attributes
160
140
120
FREQUENCY

100
80
60
40
20
0
Richness of Taste Quality of Product Packaging Value for Money Availability at
stores
PARAMETRES

VERY POOR POOR AVERAGE GOOD EXCELLENT

Figure 4.4.1 Parameters of Quality for Cadbury Chocolates

Interpretation: The respondents were asked to rate Cadbury chocolates on the basis of
various quality parameters, with 1 representing „Very Poor‟ and 5 representing
„Excellent‟. From Figure 4.4.1, it can be interpreted that as Richness of taste majority
of respondents have Excellent (142) and least 2 respondents have very poor for
Richness. As Quality of product majority respondents feel Good (91). As Packaging
not major difference between Excellent or Good having 93 and 88 respondents
respectively. Value For Money respondent Average (73) Value for the company.
Availability at stores majority respondents have Excellent (150) as Cadbury is easily
available in the market.
31
 4.5 Feelings Associated with Cadbury Chocolates
Table 4.5.1 Feelings Associated with Cadbury Chocolates

Strongly Strongly
Parameters Agree Neutral Disagree
Agree Disagree
Happiness 99 42 5 1 42
Romanticism 8 35 60 20 66
Family Orientation 38 59 36 13 43
Sweetness 66 75 6 1 41
Excitement 35 58 24 20 52
Total 246 269 131 55 244

Feelings Associated with Cadbury Chocolates

120

100
FREQUENCY

80

60

40

20

0
Happiness Romanticism Family Sweetness Excitement
Orientation
PARAMETERS
Strongly Agree Agree Neutral Disagree Strongly Disagree

Figure 4.5.1 Feelings Associated with Cadbury Chocolates

Interpretation: The respondents were asked to rate Cadbury chocolates on the basis of
the feelings they associate with them, From Figure 4.5.1, it can be interpreted that all
feelings are associated with Cadbury chocolates at a moderate to high level.
Happiness is most associable with strongly agree (99) by respondents followed by
Sweetness with Agree (75) respondents. Next come Family Orientation and Excitement
with Agree 59 and 58 respectively respondents. Romanticism is the least associable
feeling with (66) strongly disagree it.

32
 4.6 Brand Awareness

Table 4.6.1 Brand Awareness

Strongly Strongly
Statement Agree Neutral Disagree
Agree Disagree
I am aware about the
various products offered 56 104 28 0 1
by Cadbury.
Cadbury is the first brand
that comes to my mind
59 121 8 0 1
when thinking about
chocolates
I can easily identify
Cadbury chocolates and
116 42 30 0 1
differentiate them from
other brands.
I am unable to recognize
3 27 94 56 9
Cadbury advertisements.
I feel that the logo of
Cadbury is distinct and 54 102 32 0 1
easily recognizable.
Total 288 396 192 56 13

Brand Awareness
140
120
FREQUENCY

100
80
60
40
20
0
I am aware about Cadbury is the first I can easily identify I am unable to I feel that the logo
the various products brand that comes to Cadbury chocolates recognize Cadbury of Cadbury is
offered by Cadbury. my mind when and differentiate advertisements. distinct and easily
thinking about them from other recognizable.
chocolates brands.
PARAMETERS

Strongly Agree Agree Neutral Disagree Strongly Disagree

Figure 4.6.1 Brand Awareness

33
Interpretation: The respondents were asked to rate 5 statements about Brand
Awareness of Cadbury chocolates on a 5-point Likert scale with 1 being „Strongly
Disagree‟ and 5 being „Strongly Agree‟. From Figure 4.6.1, it can be interpreted that
statements 1,2,3 and 5 all have agreed with (104,121,116 and 102) respectively,
showing high brand awareness of Cadbury chocolates. Statement 4 was a negative
statement, so having a low and neutral (94) score of also denotes high brand
awareness.

34
 4.7 Brand Loyalty
Table 4.7.1 Brand Loyalty
Strongly Strongly
Statement Agree Neutral Disagree
Agree Disagree
Cadbury has become
a household name for 10 100 77 1 1
me
Even if price of
another brand‟s
chocolate is lower, I 101 52 32 3 1
will still consume
Cadbury chocolates.
If a Cadbury
chocolate that I want
is unavailable at the
store that I have
8 138 38 3 2
visited, I will go to
another store to get
that Cadbury
chocolate
I will recommend
Cadbury chocolates
103 53 32 0 1
to my friends/
colleagues/relatives
I am not satisfied
after consuming a 3 28 89 62 7
Cadbury chocolate.
Total 225 371 268 69 12

Brand Loyalty
160
140
FREQUENCY

120
100
80
60
40
20
0
Cadbury has Even if price of If a Cadbury I will recommend I am not satisfied
become a household another brand‟s chocolate that I Cadbury chocolates after consuming a
name for me chocolate is lower, I want is unavailable to my friends/ Cadbury chocolate.
will still consume at the store that I colleagues/relatives
Cadbury chocolates. have visited, I will
go to another store
to get that Cadbury
chocolate
PARAMETRES

Strongly Agree Agree Neutral Disagree Strongly Disagree

Figure 4.7.1 Brand Loyalty

35
Interpretation: The respondents were asked to rate 5 statements about Brand Loyalty
of Cadbury chocolates on a 5-point Likert scale with 1 being „Strongly Disagree‟ and
5 being „Strongly Agree‟. From Figure 4.7.1, it can be interpreted that statements
1,2,3 and 4 have relatively high scores (100,101,138 and 103 respectively),
respondent meaning moderate to high brand loyalty. Statement 5 has a score of (89)
Neutral respondents, denoting moderate brand loyalty.

36
 4.8 Perceived Quality

Strongly Strongly
Statement Agree Neutral Disagree
Agree Disagree
All Cadbury products
9 146 33 0 1
are of high quality.
I think of Cadbury as
40 136 10 1 2
a „Feel Good‟ brand.
I am unable to afford
4 91 31 28 35
Cadbury chocolates
I believe that Cadbury
chocolates can be
consumed by people of 13 165 10 0 1
all
age groups.
I believe that Cadbury
is a trustworthy and 61 96 31 0 1
reliable brand.
Total 127 634 115 29 40

Table 4.8.1 Perceived Quality

Perceived Quality
180
160
FREQUENCY

140
120
100
80
60
40
20
0
All Cadbury I think of Cadbury as I am unable to afford I believe that I believe that
products are of high a „Feel Good‟ brand. Cadbury chocolates Cadbury chocolates Cadbury is a
quality. can be consumed by trustworthy and
people of all reliable brand.
age groups.
PARAMETERS

Strongly Agree Agree Neutral Disagree Strongly Disagree

Figure 4.8.1 Perceived Quality

Interpretation: The respondents were asked to rate 5 statements about Perceived
Quality of Cadbury chocolates on a 5-point Likert scale with 1 being „Strongly
Disagree‟ and 5 being „Strongly Agree‟. From Figure 4.8.1, it can be interpreted that
statement 1 we can say that majority of respondents agree (146) to the perceived
quality of Cadbury. Statement 2,4 and 5 also have majority of respondents have Agree
to it. With respondent (136,91 and 96). Statement 3 was a negative statement, as major
respondents have Agree to affordability as the competition has increased in the
market.
37
 4.9 Brand Association

Strongly Strongly
Statement Agree Neutral Disagree
Agree Disagree
I often gift Cadbury
chocolates to my loved
113 68 6 1 1
ones on special
occasions.
Cadbury chocolates are
used in my home as
96 51 35 4 3
substitutes for
sweets.
I associate feelings of
warmth and excitement
9 137 39 3 1
with Cadbury
chocolates
I believe that Cadbury is
the most reputed
138 39 9 2 1
chocolate company in
India.
I associate Cadbury
chocolates with love and 64 87 35 1 2
friendship.
Total 420 382 124 11 8

Table 4.9.1 Brand Association

Brand Association
160
140
FREQUENCY

120
100
80
60
40
20
0
I often gift Cadbury Cadbury chocolates I associate feelings of I believe that I associate Cadbury
chocolates to my are used in my home warmth and Cadbury is the most chocolates with love
loved ones on special as substitutes for excitement with reputed chocolate and friendship.
occasions. sweets. Cadbury company in
chocolates India.
PARAMETERS

Strongly Agree Agree Neutral Disagree Strongly Disagree

Figure 4.9.1 Brand Association

38
Interpretation: The respondents were asked to rate 5 statements about Brand
Associations of Cadbury chocolates on a 5-point Likert scale with 1 being „Strongly
Disagree‟ and 5 being „Strongly Agree‟. From Figure 4.9.1, it can be interpreted that
statements 1 and 4 have major strongly Agree Respondents (113 and 138
respectively), showing high level of brand association for the given two statements.
Statements 3 and 5, with respondents agree (137 and 87 respectively), show moderate
to high level of brand association. Statement 2, with an average response shows
moderate level of brand association.

39
5.1 Findings

QUESTIONS
FINDINGS RELATED TO
OBJECTIVES RELATED TO
QUESTIONS
OBJECTIVES

122 of the total 189

respondents i.e., 64.6% don‟t
remember about the source of
Q. How did you
knowing about Cadbury
first come to
chocolates as they had
know about
consumed a Cadbury chocolate
Cadbury
for the first time a long time
chocolates?
ago, indicating a high level of
brand awareness for the brand.
Statements 1,2,3 and 5 all have
agreed with (64%,55%,62% and
To identify the 1.I am aware about the 54%) respectively, showing
brand awareness various products high brand awareness of
ofcustomers offered by Cadbury. Cadbury chocolates. Statement
towards Cadbury 4 was a negative statement, so
2.Cadbury is the first
chocolates having a low and neutral
brand that comes to my
(49.7%) score of also denotes
mind when thinking
high brand awareness. As
about chocolates.
results we can say brand
3. I can easily identify awareness is quite high
Cadbury chocolates and
differentiate them from
other brands.

4. I am unable to
recognize Cadbury
advertisements.

40
 5. I feel that the logo of
Cadbury is distinct and
easily recognizable.

Statements 6,7,8 and 10 all have

agreed with (104,121,116 and 102)
To identify the
Q.9 from Research respectively, showing high brand
brand loyalty of awareness of Cadbury chocolates.
Questions (Statements 6-
customers Statement 9 was a negative
10)
towards Cadbury statement, so having a low and
chocolates neutral (94) score of also denotes
high brand awareness
Richness of taste majority of
respondents have Excellent (142)

Q.5. Rate the and least 2 respondents have very

poor for Richness. As Quality of
following about
product majority respondents feel
Cadbury from
Good (91). As Packaging not
1-5.
major difference between

 Richness of Taste Excellent or Good having 93 and

88 respondents respectively.
To understand  Quality of Product Value For Money respondent
the quality that Average (73) Value for the
customers  Packaging
company. Availability at stores
perceiveabout majority respondents have
 Value for Money
Cadbury Excellent (150) as Cadbury is
chocolates  Availability at stores easily available in the market.

41
 Statement 11 we can say that

Q.9 from Research majority of respondents agree

Questions (All Cadbury (146) to the perceived quality

products are of high quality. of Cadbury. Statement 12,14

and 15 also have majority of
12. I think of Cadbury as a respondents have Agree to it.
„Feel Good‟ brand. With respondent (136,91 and
96). Statement 13 was a
13. I am unable to afford
negative statement, as major
Cadbury chocolates.
respondents have Agree to
14. I believe that Cadbury affordability as the competition
chocolates can be consumed has increased in the market.
by people of all age groups.

15.I believe that Cadbury is

a trustworthy and reliable
brand.
Majority of the respondents
(161), comprising 85.2%,
chose the same as their answer
purple. 28 respondents, 14.8%
Q.8 Which color do you
associate with the brand of the total respondents, chose
To understand Cadbury? blue as the colour associated
thebrand with Cadbury. Other colours
(blue,purple,black.pink)
associationsof like black and brown were not
Cadbury selected by any of the
chocolates respondents.
Feelings are associated with
Cadbury chocolates at a moderate
to high level. Happiness is most

Q.6 how you associate the associable with strongly agree (99)
respective feelings with by respondents followed by
Cadbury
Sweetness with Agree (75)
chocolates.
respondents. Next come Family
Orientation and Excitement with
42
 Agree 59 and 58 respectively
respondents. Romanticism is the
least associable feeling with (66)
strongly disagree it.

I often gift Cadbury The respondents were asked to

chocolates to my loved
ones on special rate 5 statements about Brand
occasions. Associations of Cadbury
chocolates on a 5-point Likert
Cadbury chocolates are
used in my home as scale with 1 being „Strongly
substitutes for sweets. Disagree‟ and 5 being
„Strongly Agree‟. .it can be
I associate feelings of
warmth and excitement interpreted that statements 1
with Cadbury and 4 have major strongly
chocolates.
Agree Respondents (113 and
I believe that Cadbury 138 respectively), showing
is the most reputed
high level of brand association
chocolate company in
India. for the given two statements.
Statements 3 and 5, with
I associate Cadbury
chocolates with love respondents agree (137 and 87
and friendship respectively), show moderate
to high level of brand
association. Statement 2, with
an average response shows
moderate level of brand
association.

43
5.2 Conclusions

 There is a very high probability that if you pick an Indian at random, he/she
would have consumed a Cadbury chocolate at least once in his/her life, with
100% of the 189 respondents of this research study having done so.
 The most popular Cadbury chocolates, in order, are Dairy Milk, 5 Star and Perk,
with these being consumed by 92.6%, 95.2% and 95.8% of the respondents
respectively. Borville and Dairy Milk (silk) turned out to be the least popular
chocolates, being consumed by only 42.3% and 26.5% of the respondents
respectively.
 Majority of the respondents have basic information about Cadbury, with 84.7%
out of the 189 respondents correctly identifying the tagline of Cadbury.
 Among the 4 parameters for measuring Customer Based Brand Equity (CBBE)
of Cadbury chocolates, the following points can be noted:
o Brand Awareness is the highest rated parameter.
o Brand Loyalty is the modrate rated parameter.
o Perceived Quality of Cadbury is considered to be high by majority of
the respondents.
o Cadbury chocolates are associated with high quality and luxury as well
as feelings of sweetness and happiness.

44
5.3 Recommendations

 It can be understood from the study that the brand loyalty for Cadbury
chocolates is not quite high. It is recommended by the researcher that Cadbury
take steps to make the consumers of Cadbury chocolates its regular and loyal
customers by having more interactions with them about new flavors,
combinations etc. and reward them with some sort of offers or prizes.
 Based on the current demographic of India, where the youth is increasing in
number, Cadbury can try to capture a better share of this ever-increasing market
by projecting itself as a product that can be given as a romantic gift to the
person‟s partner, a trend which is quite prevalent among the youth of the
country.
 All the sub-cultures of India consumer sweets on a regular basis. Cadbury can
also market itself by being an „easy to eat and carry around‟ substitute for these
sweets.
 Not many of the respondents consumed Cadbury chocolates on a daily basis.
By introducing a range of healthier and low calory chocolates, Cadbury can
increase its frequency of consumption, there by increasing its sale.

45
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48
 QUESTIONNAIRE
Greetings!

I am Chetan Keyal, a TYBBA student at SDJ International College, Surat. As part of my

Winter Internship Project, I am conducting a research study titled "A Study on Customer
Based Brand Equity (CBBE) Model Amongst Customers Towards Cadbury
Chocolates."

I request you to take 5-10 minutes of your time and fill this form. Please be assured that
your responses will be kept confidential and used for academic purposes only. Thank you
for your participation!
(*Required)

1. Have you ever consumed any Cadbury chocolate? * (Select only 1 option)
o Yes
o No

2. Which of the following Cadbury chocolates have you consumed at least once?
(Multiple Answers Allowed)
o Dairy Milk (all varieties)
o Dairy Milk Silk (all varieties)
o Bournville
o 5 Star
o Perk
o Fuse
o Eclairs/Choclairs
o Nutties
o Gems

3. How often do you consume Cadbury chocolates? * (Select only 1 option)

o Daily
o Every 2-3 days
o Weekly
o Fortnightly
o Monthly
o Yearly

4. What is the tagline of Cadbury? * (Select only 1 option)

o Kuch Meetha Ho Jaye
o Tastes Like This Feels
o Pure Happiness, Pure Cadburyness
o Jo Khaye Kho Jaye
49
5. Rate the following about Cadbury from 1-5. (1 being lowest and 5 highest) *
Parameter Very Poor Poo Averag Good Excellen
r e t
Richness of Taste
Quality of Product
Packaging
Value for Money
Availability at stores

6. Answer the following as to how you associate the respective feelings with Cadbury
chocolates. (For example, if you highly associate a feeling with Cadbury, select 'Strongly
Agree' and so on.) *

Parameter Strongly Disagree Strongl

Disagree Neutral Agree y
Agree
Happiness
Romanticism
Family
Orientation
Sweetness
Excitement

7. How did you first come to know about Cadbury chocolates? * (Select only 1 option)

o Relatives or Friends
o Advertisements
o Local Stores
o Internet
o I don‟t remember as I had first consumed a Cadbury chocolate a long time ago.

8. Which color do you associate with the brand Cadbury? * (Select only 1 option)
o Blue
o Pink
o Purple
o Black

50
9. For each of the following statements, answer what is most suitable for you among
these choices. ('Strongly Disagree', 'Disagree', 'Neutral', 'Agree', 'Strongly Agree') *

Sr. Stron Strongl

Statement gly Disagre Neutr Agre y
No. e al e
Disag Agree
ree
I am aware about the
1. various products
offered
by Cadbury.
Cadbury is the first
brand that comes to my
2.
mind when thinking
about chocolates.
I can easily
identify Cadbury
3. chocolates and
differentiate them
from
other brands.
I am unable to recognise
4. Cadbury
advertisements
.
I feel that the logo of
5. Cadbury is distinct and
easily recognisable.
6. Cadbury has become a
household name for me.

Even if price of another

brand‟s chocolate is
7. lower, I will still
consume
Cadbur
y
chocolates.
If a Cadbury chocolate
that I want is
8. unavailable at the store
that I have visited, I
will go to another store
to get
that Cadbury chocolate.

51
 I will recommend
9. Cadbury chocolates to
my friends/ colleagues/
relatives.
I am not satisfied after
10. consuming a Cadbury
chocolate.
11. All Cadbury products
are of high quality.

12. I think of Cadbury as a

„Feel Good‟ brand.

13. I am unable to afford

Cadbury chocolates.

I believe that Cadbury

14. chocolates can be
consumed by people of
all age groups.
I believe that Cadbury
15. is a trustworthy
and
reliable brand.
I often gift Cadbury
16. chocolates to my loved
ones on special
occasions.
Cadbury chocolates are
17. used in my home as
substitutes for sweets.
I associate feelings of
18. warmth and excitement
with Cadbury
chocolates.
19. I believe that Cadbury
is the most reputed
chocolate company in
India.
20. I associate Cadbury
chocolates with love
and friendship

52
● Please select your Age Group. * (Select only 1 option)
o Less than 18
o 18-25
o 26-40
o 41-60
o Greater than 60

● Please select your Gender. * (Select only 1 option)

o Male
o Female

● Please state your Occupation. * (Select only 1 option)

o Student
o Salaried Employee
o Business Owner
o Homemaker
o Freelancer

FINAL SUBMIT
 CODEBOOK

Variable Variable Question

Coding Instructions
No. Name No.

Ever 0 = No
1 1
consumed 1 = Yes
0 = No
2 Varieties 2
1 = Yes

1 = Daily

2 = Every 2-3 days

Consumption 3 = Weekly
3
Frequency
3 4 = Fortnightly
5 = Monthly
6 = Yearly
1 = Kuch Meetha Ho Jaye
2 = Tastes Like This Feels
4 Tagline 4
3 = Pure Happiness,Pure Cadburyness

4 = Jo Khaye, Kho Jaye

1 = Very Poor
2 = Poor
Quality
5 5 3 = Average
Parameters
4 = Good

5 = Excellent
1 = Strongly Disagree
2 = Disagree
Quality
6 6 3 = Neutral
Parameters
4 = Agree
5 = Strongly Agree
 1 = Relatives of Friends

2 = Advertisements

3 = Local Stores 4 = Internet5 = I don‟t

remember as I had first
7 Tagline 7

4 = Internet

5 = I don‟t remember as I had first consumed a

Cadbury chocolate a long time ago.

1 = Blue

2 = Purple
8 color 8
3 = Black
4 = Brown
1 = Strongly Disagree
Statements 2 = Disagree
about the 4
9 Parameters 9 3 = Neutral

4 = Agree

5 = Strongly Agree

55
56