A study on analyzing the branding and perception for cadbury chocolate with reference to other market players

Branding is a challenge that can be immense difficult. Brand is something that resides in the minds of the consumers. Today, branding is experiencing a new popularity resulting from new, innovative applications. Although there have been instances where branding has been less than successful, marketers are beginning to find the appropriate applications in a given setting. Issues and problems concerning branding strategy today include the selection of a brand name. This fundamental issue will impact on the success of a branding strategy. Once a name is selected, marketers have to choose the advertising strategy to support and communicate the name. Finally, keeping the brand in a strong position is a critical concern. It is the perceptual belief of the consumer that the branded product is of high status and of good quality. They are of the view that the brand itself speaks and communicate in its favour. This study focuses on the branding and perceptual differences of the consumers among brands. It has been observed that Cadbury has an amazing staying power in market for decades. The research was conducted with the aim to analyze the perception of the consumers in the market for Cadbury products which was tested with the help of questionnaire and chi-square test. It has been concluded that branding influence the purchase of Cadbury chocolates and has a competitive edge over other market players.