A STUDY ON CONSUMER'S BUYING BEHAVHIOUR ON AMUL AND CADBURY CHOCOLATE BRAND
Author(s):
Dr. Hiren Harsora, Nikunj Sharma, Namrata Solanki
Keywords:
Consumer Decision-making, brand loyalty, brand perception, price tactics, strategic decision-making
Abstract
This study report offers a thorough analysis of customer purchasing patterns with reference to Amul and Cadbury, two of the most popular chocolate brands. Given that chocolate consumption accounts for a sizeable portion of consumer preferences and behaviors worldwide, it is critical to comprehend the variables impacting consumer decisions within this market sector. This study, which uses a mixed-methods approach, combines secondary research from academic literature and market studies with primary data gathered through surveys and interviews. This study's main goal is to clarify the factors influencing customers' choices between Cadbury and Amul chocolates. A number of important variables were examined, including price tactics, brand perception, packaging design, sensory appeal, and socioeconomic effects. Furthermore, the research aims to identify any differences in consumer behavior among demographic groups including age, income, and place of residence. This data can be used by marketers to improve their brand positioning tactics, enhance their product offers, and create focused advertising campaigns that appeal to a variety of consumer demographics. All things considered, this study offers insightful information about the complex dynamics of consumer attitudes and actions about the chocolate brands Cadbury and Amul. Through shedding light on these subtleties, the study seeks to improve brand loyalty, support long-term company growth, and provide strategic decision-making in the highly competitive chocolate market
Article Details
Unique Paper ID: 163250

Publication Volume & Issue: Volume 10, Issue 11

Page(s): 1031 - 1038
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