Consumer Behaviour Towards The Chocolate Products Of Cadbury India Ltd. - A Study

Consumers differ in many ways - in likes, dislikes, attitudes, income levels etc. Consumers thus engage in buying activity according to their needs, preferences and buying power. Consumer behavior focuses on how individuals make decisions to spend their valuable resources (time, money, efforts) on consumption related items. This includes what they buy, why they buy, where they buy it from, how often they buy it, how often they use it, how they evaluate it after the purchase and the impact of such evaluation on future purchases. Consumer Behaviour can be defined as the “decision-making process and physical activity involved in acquiring, evaluating, using and disposing of goods and services”. Inorder to succeed in any business in today's competitive market, marketers have to know everything they can, about consumers. They must know what the buyers want, what the buyers think etc. Consumer behavior is integral to marketing, thus marketing involves sizing up Consumer behavior and responding to it appropriately through strategy.

Consumer behavior is complex, dynamic, multi-dimensional process and all marketing decisions are based on assumptions about Consumer behavior. To understand the likes and dislikes of consumers, extensive consumer research studies are conducted. In this context Consumer behavior towards the chocolate products of Cadbury India Limited is undertaken as a study.