Copyright © 2026 Authors retain the copyright of this article. This article is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

@article{193756,
        author = {Bhavannarayana Gudivada and Beeram Sai Sreyaj Reddy and Tejas Tamarana and Aasrit},
        title = {An Empirical Study on Consumer Preferences Toward Cadbury Confectionery Products},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {10},
        pages = {1235-1239},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=193756},
        abstract = {This study examines consumer preferences toward Cadbury confectionery products in order to understand the key factors influencing purchase decisions and brand loyalty in an increasingly competitive chocolate market. With the rise of alternative brands, changing consumer tastes, and growing health consciousness, it is important for companies like Cadbury to identify evolving customer expectations. The research adopts a mixed-methods approach, combining quantitative data from a structured survey with qualitative insights gathered from consumer comments, store owner feedback, and in-store observations.
Primary data was collected through an online survey of 35 respondents, focusing on factors such as taste, price, packaging, availability, brand trust, and purchase frequency. Quantitative analysis revealed that product quality (68.6%) and availability (82.9%) are the strongest drivers of consumer preference for Cadbury products. While the brand is widely trusted and perceived positively, many respondents remained neutral when comparing Cadbury’s taste to competing brands, indicating potential competitive pressure. Additionally, consumers expressed strong interest in healthier product alternatives, smaller packaging options, and greater flavor variety.
The findings suggest that while Cadbury maintains strong brand trust and market presence, opportunities exist to strengthen value perception and product innovation. The study provides actionable recommendations for product development, pricing strategies, and marketing initiatives to help Cadbury maintain its competitive advantage and enhance customer loyalty.},
        keywords = {},
        month = {March},
        }