Buying Motives in the purchase of Cadbury Chocolate among Young Indians
|Rezumat:||Purpose- The main objective of this study is to analyze the youth purchase intention in the buying of Cadbury’s Dairy Milk , What factors influence youth in choosing Cadbury or regional sweets (MIthais). Simultaneously it tries 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.
|Autor(i):||Debajani SAHOO, Shreya GARG|
|Publicat în:||Revista Română de Marketing 4/2012 [Volume 7, Issue 4] (octombrie-decembrie)|