1. Consumer Purchase Behavior Analysis Of
Cadbury Bournvita And 5 Star (2012-13)
Submitted by: Group No 11
• Abhishek Jain (FT13301)
• Abhishek Sharma (FT13300)
• Booppathy Sundararaj (FT13317)
• Guru Prasad (FT13332)
• Rasika Sampath (FT13363)
• Srivatsan Ramesh (FT13378)
Recipient: Dr. Tapan K Panda
Date of Submitting the Report: 7th June, 2012
1

2. TABLE OF CONTENTS
1. PROJECT BRIEF
2. COMPANY AND PRODUCT DETAILS
3. COMPANY ANALYSIS
3.1 HISTORY AND GROWTH
3.2 PRODUCT PORTFOLIO AND PRICING
3.3 MARKET SHARE
3.4 FINANCIAL ANALYSIS
3.4.1 NET SALES
3.4.2 NET PROFIT
3.4.3 NET PROFIT MARGIN
3.4.4 EXECUTIVE SUMMARY REPORT
4. COMPETITOR INFORMATION
5. MARKET RESEARCH METHODOLOGY
5.1 DATA COLLECTION
5.2 QUESTIONNAIRE DESIGN
5.3 MARKET SURVEY LOCATION
6. CONSUMER BEHAVIOR ANALYSIS
6.1 CONSUMER BEHAVIOR PROCESS
6.2 CADBURY BOURNVITA – ANALYSIS
6.3 CADBURY FIVE STAR – ANALYSIS
7. CONCLUSION
8. RECOMMENDATIONS
9. APPENDICES
2

3. 10. BIBLIOGRAPHY
1. PROJECT BRIEF
i. The core aim of executing this project is to understand When, Why, How and Where
consumers purchase a product or do not purchase a product.
ii. Consumer Decision Making process in purchasing a Health Drink and a Chocolate
are analyzed.
iii. Products used in this study are Cadbury Bournvita and Cadbury 5 Star in the price
range Rs. 100 to Rs. 1000 and less than Rs. 10 respectively.
iv. Consumer Behavior analysis (Pre-purchase and Post-purchase) for Cadbury
Bournvita is completed by identifying a total of 36 consumer samples.
v. Consumer Behavior analysis (Pre-purchase and Post-purchase) for Cadbury 5 Star is
completed by identifying a total of 36 consumer samples.
vi. Questionnaires used for analysis are basically focused on the 4 P’s of Marketing
Product, Price, Place, and Promotion.
vii. Face-to-Face interviews were conducted with every consumer.
viii. Major parameters affecting consumer purchase behavior for both products are
identified and inferences drawn.
ix. Inferences are drawn separately for Pre-Purchase and Post-Purchase consumer
behavior for both the products.
3

4. x. All numbers on the graphs are represented as percentages.
xi. Company analysis of Cadbury India(Kraft Foods) is completed by understanding the
Market Share data, Financial Statements, Net Sales report, Net Profit report
2. COMPANY AND PRODUCT DETAILS
2.1 COMPANY DETAILS
a. Name of Company – Cadbury
b. Year Founded – 1824, Birmingham, United Kingdom
c. Industry – Confectionery
d. Parent Company – Kraft Foods, USA
e. Chairman & CEO – Irene Rosenfeld (Kraft Foods)
2.2 PRODUCTS IN SCOPE OF THIS STUDY:-
Cadbury Bournvita Price between Rs. 100 and Rs.1000
Cadbury 5 Star Price less than Rs. 10
4

5. 3. COMPANY ANALYSIS
3.1 HISTORY AND GROWTH
3.1.1 CADBURY
 Cadbury, a confectionary company, is a subsidiary of Krafts Foods. The
company’s headquarters is in London, UK. The company operates in about 50
countries across the world.
 Cadbury’s history dates back to 1824 when John Cadbury started selling his own
produce tea, coffee, drinking chocolate, cocoa.
 Cadbury’s flagship product Dairy Milk was launched in 1905 followed by Fruit
and Nut, Whole Nut, Flake, Crunchie, Roses.
 In 1969, Cadbury merged with Schweppes, which was a drinks company, to form
Cadbury Schweppes.
5

6.  Cadbury later acquired Royal Crown, Canada Dry, Snapple, Mistic and others
until the year 2000.
 In 2010, Cadbury was acquired by Kraft Foods which obtained 71% of
Cadbury’s Shares for $18.9 bn.
3.1.2 CADBURY INDIA
 Cadbury India Ltd. is a part of Kraft Foods. Cadbury India operates in five
categories: Chocolate confectionery, Beverages, Biscuits, Gum and Candy.
 In India, Cadbury began its operations in 1948 by importing chocolates. After
over 60 years of existence, it today has six company-owned manufacturing
facilities at Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi
(Himachal Pradesh) Hyderabad and 4 sales offices (New Delhi, Mumbai, Kolkata
and Chennai). The corporate office is in Mumbai.
 In the Chocolate Confectionery business, Cadbury has maintained its undisputed
leadership over the years as it enjoys a value market share of over 70 percent in
the category.
 In the Milk Food drinks segment our main product is Bournvita - the leading
Malted Food Drink (MFD) in the country. Similarly in the medicated candy
category Halls is the undisputed leader. Cadbury India recently entered the
biscuits category with the launch of the Worlds No 1 biscuit brand Oreo.
 Some of the key brands are Cadbury Dairy Milk, Bournvita, 5 Star, Perk,
Bournville, Celebrations, Gems, Halls, Éclairs, Bubbaloo, Tang and Oreo.
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7. 3.1.3 KRAFT FOODS
 Kraft Foods are the world’s second largest food company with annual revenues
of $49.2 billion. Kraft Foods' ( KFT ) market share in the global chocolate and
candy markets has traditionally trended in the range of 5-6%. The firm's market
share rose sharply in 2010, to 15%, driven by its acquisition of Cadbury for a
whopping $19.5 billion. This acquisition strengthened Kraft's presence in the
global chocolate and candy market, particularly in emerging markets like India
where Cadbury had maintained operations for many years.
 Kraft Foods has its presence in approximately 170 countries.
 Twelve of the company’s iconic brands—including Cadbury, Jacobs, Kraft, LU,
Maxwell House, Milka, Nabisco, Oreo, Oscar Mayer, Philadelphia, Trident and
Tang—generate revenue of more than $1 billion annually, and 40 of them are
century old brands.
 Kraft Foods primarily competes with Nestle, Kellogg Company ( K ) and
General Mills ( GIS ) in the confectionery market.
 More than 80 percent of Kraft Food revenues come from products that hold the
No. 1 share position in their respective categories. And more than 50 percent of
revenue is driven by categories where our market share is twice the size of the
nearest competitor.
 A leader in innovation, marketing, health & wellness and sustainability, Kraft
Foods is a member of the Dow Jones Industrial Average, Standard & Poor’s 500,
Dow Jones Sustainability Index and Ethibel Sustainability Index
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8. 3.2 PRODUCT PORTFOLIO
Dairy Milk Celebrations
Bournville Perk
Gems Bournvita
Tang Oreo
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9. 3.2.1 Market Price of Products used in this study
Product Price
Bournvita 85g Rs. 25
Bournvita 500g Rs. 171
5 Star 13g Rs. 5
5 Star 27g Rs. 10
3.3 MARKET SHARE
Cadbury India market share in different
segments in 2011
120
100
80
60
40
20 Others
0
Cadbury
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10. 3.4 FINANCIAL ANALYSIS
3.4.1 Sales
Sales has gone up from Rs 1006 Cr in 2005 to Rs 2045 Cr in 2009, an increase of 103%
Sales
2,500
2,000
1,500
Sales
1,000
500
0
Dec '05 Dec '06 Dec '07 Dec '08 Dec '09
3.4.2 Net Profit
Net profit has gone up from Rs 45.95 Cr to Rs 188.63 Cr, an increase of 310%
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11. Net Profit
200
150
100
Net Profit
50
0
Dec '05 Dec '06 Dec '07 Dec '08 Dec '09
3.4.3 Net Profit Margin
Net profit margin has gone up year on year from 2005 to 2008, while in 2009, it has
Marginally reduced from 2008 to 2009
Net Profit Margin
12
10
8
6
Net Profit Margin
4
2
0
Dec '05 Dec '06 Dec '07 Dec '08 Dec '09
11

12. 3.4.4 FINANCIAL STATEMENTS
EXECUTIVE SUMMARY REPORT 2005-2010
Executive Summary
Cadbury India Ltd. Dec-05 Dec-06 Dec-07 Dec-08 Dec-09 Dec-10
Currency: Rs. Million (Non-Annualised) 12 mths 12 mths 12 mths 12 mths 12 mths 12 mths
-
Total incom e 10,235.80 11,723.70 14,836.70 17,763.10 20,601.30 26,521.30
Sales 10,060.20 11,499.70 14,419.20 17,512.40 20,450.80 26,149.00
Income from financial services 111.6 176.4 171.2 219 94.6 164.4
Total expens es 9,880.50 11,010.20 13,833.10 16,550.00 18,552.20 25,267.70
Raw materials, stores & spares 2,515.80 3,022.00 4,010.20 5,311.30 6,264.80 9,138.90
Pow er, fuel & w ater charges 196.2 208.3 253 297 372.5 526.1
Compensation to employees 1,008.20 1,076.30 1,210.40 1,302.20 1,485.10 1,873.30
Indirect taxes 1,468.90 1,094.70 1,764.10 1,867.60 1,325.70 1,915.10
Selling & distribution expenses 1,724.60 2,190.40 2,600.30 2,940.60 3,718.00 5,108.40
Other operational exp. of industrial ent.
Other operational exp. of non-f in. services ent.
Interest paid 7.6 15.4 44 19.8 16.9
Depreciation 325.8 331.5 340 364.6 438.3 607.6
Profits
PBDITA (Operating profit) 1,159.80 1,478.20 1,968.50 2,435.50 2,815.30 3,123.60
PBDITA net of P&E 1,164.40 1,444.70 1,777.70 2,434.90 2,794.80 3,099.30
Profit after tax (PAT) 459.6 688.1 1,176.50 1,657.80 1,886.30 2,087.80
PAT net of P&E 464.2 654.6 985.7 1,657.20 1,865.80 2,063.50
Total liabilities 6,644.60 7,073.30 8,183.10 9,727.30 14,610.90 19,293.60
Net w orth 4,064.50 3,784.10 4,061.30 4,644.00 5,307.90 7,323.50
Paid up equity capital (net of forf eited equity cap.) 357.1 343.6 332 321.8 310.7 310.7
Reserves and funds 3,980.90 3,577.30 3,729.30 4,322.20 4,997.20 7,012.80
Borrow ings 82.2 100.1 87.6 417 121.7 196.5
Fixed deposits
Current liabilities & provisions 2,095.00 2,968.40 3,881.50 4,528.80 8,988.70 11,555.00
12

13. Total as sets 6,644.60 7,073.30 8,183.10 9,727.30 14,610.90 19,293.60
Net fixed assets 1,606.10 1,650.80 2,455.90 2,513.90 3,526.40 5,064.30
Investments 2,582.00 2,534.20 2,984.80 29.2 180 579
Current assets 1,564.30 1,753.40 2,172.40 5,617.10 5,493.60 8,260.10
Loans & advances 257.6 128.4 229.7 234.9 3,801.90 4,231.00
Gross fixed assets 3,954.90 4,302.10 5,447.70 5,869.40 7,247.40 8,988.00
Grow th (%)
Total income 12.7 14.5 26.6 19.7 16 28.7
Total expenses 12.9 11.4 25.6 19.6 12.1 36.2
PBDITA 10.7 27.5 33.2 23.7 15.6 11
PAT -0.5 49.7 71 40.9 13.8 10.7
Net w orth 2.6 -6.9 7.3 14.3 14.3 38
Total assets 14.8 6.5 15.7 18.9 50.2 32
Profitability ratios
PBDITA net of P&E as % of Total inc net of P&E 11.4 12.4 12.1 13.7 13.6 11.7
PAT net of P&E as % of Total income net of P&E 4.5 5.6 6.7 9.3 9.1 7.8
PAT net of P&E as % of Avg. net w orth 11.6 16.7 25.1 38.1 37.5 32.7
PAT as % of Avg. net w orth 11.5 17.5 30 38.1 37.9 33.1
PAT net of P&E as % of Avg. total assets 7.5 9.5 12.9 18.5 15.3 12.2
PAT as % of Avg. total assets 7.4 10 15.4 18.5 15.5 12.3
Liquidity ratios (tim es)
Quick ratio 0.2 0.2 0.1 0.7 0.4 0.4
Current ratio 2 1.4 1.3 1.2 0.6 0.8
Debt to equity ratio 0 0 0 0.1 0 0
Interest cover 49.3 49.9 266.2 39.8 71.8 63.9
Debtors (days) 8.8 5.8 4.7 4.7 5.9 6.3
Creditors (days) 77.5 96.6 103.5 98.7 102.8 96.5
Average cost of Funds 9.8 16.9 0 17.4 7.4 10.6
Efficie ncy ratios (tim es)
Total income / Avg. total assets 1.7 1.8 2 2 1.7 1.6
Total income / Compensation to employees 10.2 10.9 12.3 13.6 13.9 14.2
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14. 4. COMPETITIOR INFO
• The major competitor of Cadbury India is Nestle.
• Below table shows the financial details of Nestle.
Sales turn over 0.434603784 43.46037839
Reported net profit 0.585956416 58.59564165
Net profit margin 0.105 10.5
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15. 5 MARKET RESEARCH METHODOLOGY
5.1 DATA COLLECTION
5.1.1 Primary Data
o Pre-Purchase consumer behavior is analyzed by identifying a total of 36 consumer
samples for two product ranges.
o Post-Purchase consumer behavior is analyzed by identifying a total of 36 consumer
samples for two product ranges.
o Face-to-Face interviews were conducted with every consumer
o Interviews were conducted using semi-structured questionnaires prepared separately
for each product range.
5.1.2 Secondary Data
o Secondary data for Consumer Analysis and Company Analysis are collected from
Internet, Prowess Database, and Magazines.
5.2 QUESTIONNAIRE DESIGN
o Two separate questionnaires were prepared for Pre-purchase behavior and post-
purchase behavior.
o Questionnaires basically focused on the 4 P’s of Marketing Product, Price, Place,
Promotion
15

16. o We have also tapped the demographic details of consumers, namely Name, Age,
Location, household income and family size.
5.3 MARKET SURVEY LOCATION
o Face-to-Face interviews were conducted in Supermarkets in Anupuram,
Mahabalipuram, and Chennai.
5.4 ANALYSIS TECHNIQUES USED
o The customer responses for various questions are measured and are represented
using descriptive charts such as Pie-charts, Bar charts, Venn Diagrams.
o Statistical Analysis Technique Chi-Square distribution to identify interval estimates
and conducted hypothesis test about a population variance.
6 CONSUMER BEHAVIOR ANALYSIS
6.1 CONSUMER BEHAVIOR PROCESS
Need Perception/Sensation
Cognition
Market Information Research
Preferences
16 Budget Constraints

17. Purchase Decision
Purchase
Satisfaction Dissatisfaction
Habit Formation
Referral
6.2 CADBURY BOURNVITA – ANALYSIS
6.2.1 Bournvita Pre-Purchase
Who plays a major role in buying decision
17

18. Health drinks largely cater to the
children’s market and therefore,
kids have a major influence in the
purchase.
Do you decide to purchase a particular health drink based on the freebies that are offered with it ?
Offering freebies does not make
much of a difference to the buying
behavior, in spite of Bournvita being
a higher value brand.
What kind of offers would you like to get along with the health drinks?
Most consumers (67%) expect value
for money from the health drink in
the form of extra quantity offers
rather than free gifts or discounts.
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19. What kind of packaging do you prefer?
Refill packaging is most preferred due
to reusability.
Flavors expected out of a health drink?
Chocolate is the most preferred flavor
for health drinks
What is the need to buy a health drink?
19

20. TOMA about Bournvita?
Health drink...nutrition and taste...creamy
lather...taste...yellow...children’s favourite
Statistical Analysis Technique - Chi Square distribution
20

21. • For the sample size of 18, we are using the Chi-square distribution value to develop interval
estimates and conduct hypothesis test about a population variance.
• The degrees of freedom are 17.
• From the table, we see the limits are 7.564 and 30.191 and the calculated value is 9.77 which
fall in the 95% coincidence level.
• From this, we can infer that the purchasing decision is not influenced by the advertisements.
6.2.2 Bournvita Post-Purchase
21

22. Source of awareness about Bournvita
• Reasons for buying Bournvita
 This shows that the nutritional value is of high consideration while buying a health drink
like Bournvita. Taste is the only other factor. This is probably why all the advertisements
for health drinks emphasize on these two factors
22

23. In general,
respondents are
Least satisfying attribute satisfied with all
aspects of
Bournvita and
have nothing to
complain about. A
very few feel the
nutritional value
and the taste could
be improved.
Changes in consumption pattern:
Increases Decreases No change
a. If price is increased √ √√√
b. Advertisements √√√
√- above 20%, √√ - above 50%, √√√ - above 70%
23

24.  The advertisements have no influence on the purchase behaviour of the
respondents. Just 6% (namely, one respondent) said it was an influence.
• What influenced the purchase of Bournvita?
 Cadbury’s is a brand that has instilled a lot of trust in consumers over time
USP of Bournvita according to the respondents
Although we saw previously that
most people purchase Bournvita for
its nutritional aspects, they seem to
think the USP of Bournvita lies in
its taste.
24

25. 25

26. 6.3 CADBURY 5 STAR – ANALYSIS
6.3.1 5 Star Pre-Purchase
Preferred flavor of chocolate?
 5 star - caramel flavored chocolate has an advantage that caramel has maximum
preference as compared to other flavors of chocolates. 5 star also comes in “fruit and nut”
flavor which is the second most preferred. Therefore, Cadbury has capitalized on the
flavor preferences of consumers.
Ideal purchase price?
26

27.  No respondent is willing to pay beyond Rs.20 for a normal bar of chocolate.
Are the consumers interested in buying one pack of Rs.10 or two packs of Rs.5 each ?
The perception is that the quantity is
more if two Rs.5 chocolates are
bought compared to a single Rs.10
bar. Also, the feeling is that sharing
with others is easier if there are
more units.
Chocolate consumers in the household:
27

28.  The times when chocolate used to be marketed as a kid’s product is passé as more and
more adults are indulging in these sweet treats. In fact their chocolate consumption is
nearly as much as the children.
Place where they purchase chocolates from:
28

29. Supermarkets
17
55 Provision store
WHY?
28
Others:
pharmacy, paan
shop
Ease of access 67
Good service 17
Availability 11
Others 5
 None of the respondents felt the freebies offered with chocolates changed their
purchasing pattern. The taste is the primary influencing factor for them when it comes to
chocolates.
 Although the survey was largely conducted in the small towns of Mahabalipuram and
Anupuram, the importance of offering traditional sweets is slowly fading away and more
and more people prefer offering chocolates as it has more universal appeal. According to
our data, 72% of respondents prefer giving chocolates as gifts during festive occasions
rather than sweets.
29

30. Influence of advertisements
The respondents were asked to rate the level of The general observation is that
influence that advertisements have on their purchase customers are not greatly
influenced by advertisements.
This could also be because
advertisements more often work
1 56 on the sub conscious level and in
an indirect way. Therefore,
2 5 customers may not be aware of
the extent of influence
3 39 advertisements have on them.
4 0
behavior on a scale of 1-5, 5 being the
5 0 maximum influence and 1 the minimum.
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31.  A majority of respondents (89%) recollect some chocolate advertisement. The most
recalled were Dairy Milk advertisements. Following were the things/ phrases that
appealed to them about the advertisements (the ads recollected were all in Tamil as the
respondents were all from small towns in Tamil Nadu):
o “Sweet edu, kondaadu”: Dairy Milk – the message is that every celebration starts with a
Dairy Milk.
o “Kanna laddoo thinna aasaya?”: Dairy Milk shots- the message is about a man getting
lucky twice. Has a humor quotient about it.
6.3.2 5 Star Post-Purchase
Why choose 5 star over other chocolates?
60
60
40 30
Taste
20 10
10 Brand
0
Availability
Price
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32.  For most consumers of 5 star, the taste stands out as the motivator to purchase it over
other chocolates. The brand (Cadbury’s) is a major motivator too.
 Ease of availability was the primary motivator behind the choice of the purchase point.
All respondents except for one think 5 star is value for money. The respondent who felt
otherwise felt a price of Rs.2 is ideal for a bar currently sold at Rs.5.
 All respondents except for one would like to receive additional quantity as an added
value in 5 star. One respondent feels free gifts add value to 5 star
Whether they recollect any advertisements of 5 star?
Ramesh-Suresh advertisement was
most recollected.
The advertisements did not
influence them to purchase the
product.
Changes in consumption pattern:
Increases Decreases No change
c. Bulk purchasing if √√ √
given a discount
d. If offered 10% extra √ √√
quantity in each bar
e. If 5 star offered free √√ √
gifts
32

33. f. If price increases from √ √√√
Rs.5 to Rs.10
√- above 20%, √√ - above 50%, √√√ - above 70%
Advantages and disadvantages vis-a-vis other chocolate brands:
Has %
5 star Brand 33
Quality 11
These are the attributes which the
Reasonable price 33 respondents felt 5 star has but other
brands lack.
Nutrition 6
Taste 17
Other chocolate brands Better taste 22
Reasonable price 17
These are the attributes which the
Quality 11 respondents felt other brands have but
5 star lacks.
Nutrition 11
Crunchy biscuit 6
Brand 6
Nothing in 28
particular
 The brand and price of 5 star is by and large an advantage for Cadbury’s over other competitors.
However, not many seem to like the taste of 5 star when compared with other brands. On the
whole, 5 star seems to be at a fairly advantageous position vis-a-vis other similar chocolate
brands.
Preferred flavor of 5 star
33

34. Fruit and nut
Classic
Crunchy
0 10 20 30 40 50 60
 Fruit and nut is clearly the most preferred existing flavor of 5 star. The 5 star crunchy is not
preferred by any of the respondents.
 Other flavor suggestions for 5 star - Coffee, mint and coconut were the choice of a few. However,
a majority was happy with the existing choices and was not particular about any other flavors.
5 star as a gift, replacing sweets?
33 The trend of gifting chocolates
instead of traditional sweets has
Yes
not caught on in a big way in this
No
part of the country.
67
7 CONCLUSION
5 STAR:
• As per our report, almost three fourth of the people prefer caramel and fruit and nut flavors in
chocolate.
34

35. • More than half of the people feel that the ideal price for the chocolate is from 5 Rs to 10 Rs.
People prefer to buy from supermarkets and local provisional stores because of ease of access.
• The most important aspect that determines the purchasing behavior of a consumer is the
chocolate’s taste.
• Most people would like to gift chocolates instead of sweets.
Based on the above facts, the market share that 5 star has can be attributed to the following properties
of 5 star.
• 5 star is readily available in almost all the supermarkets and provisional stores in both the
caramel and Fruit and Nut flavors.
• The low price of the chocolate makes 5 star a value for money.
• Although it is not the best tasting chocolate, the lower price makes it one the highest selling
chocolates.
• Although people like to gift chocolates as replacement of sweets, they do not prefer to gift 5
star as a gift.
BOURNVITA:
• As per our report, almost two thirds of the decisions of choosing the brand of a health drink are
done by adults in the family.
• More than half of the people prefer to have extra quantities as promotional offers.
• Nutrition is the major factor while choosing a health drink, which is followed by taste.
• Almost two third of the people prefer the chocolate flavor in health drinks.
• More than half of the people would prefer their health drinks to be in refill packs.
Based on the above facts we can comprehend that Bournvita is one of the leading brands in the health
drinks field because of the following reasons:
• As the decision to purchase health drinks is done by adults and nutrition is major factor behind
purchasing a health drinks, Bournvita , with its focus on nutrition , has a great advantage.
• As people prefer to buy chocolate flavor in health drinks and taste being the second factor while
purchasing a health drink, the chocolate flavor and better taste of Bournvita has really helped its
case.
• More than 80% of the people feel that that the brand name of Bournvita also plays a big part
while choosing Bournvita as a health drink.
• Almost everyone unanimously agreed that they were satisfied with the nutrition and taste
offered by Bournvita
8 RECOMMENDATIONS
5 Star
• Improve the market campaign and advertising strategy of the Fruit and Nut and Crunchy
flavors of 5 Star as these flavors are lagging in the market.
• Based on the suggestion for the new flavors, coffee seems to be a good option for a new flavor.
35

36. •
Bournvita
• Based on the report, people prefer to have extra quantities as an offer. An extra 10% would help
increase Bournvita consumption and thereby increasing the sales.
• Word of mouth seems to be dominant factor of advertising. Bournvita needs to improve its
advertising campaign as advertisements are not a leading factor behind people choosing
Bournvita.
• Majority of the people were unaware about the advertisements of Bournvita. The lack of
advertisements of Bournvita in regional languages is an important factor that has led to this
unawareness. More focus on advertisements in the regional languages could really help increase
the sales for Bournvita.
9 REFERENCES
Websites:
http://www.moneycontrol.com/stocksmarketsindia/
36

37. http://www.cadburyindia.com/in/en/home/index.aspx.
http://www.kraftfoodscompany.com/welcome.aspx
Prowess 4.0
Books:
• Marketing management-second edition by Dr. Tapan K panda.
• Statistics for business and economics by Anderson, Sweeney and Williams
37