Volume : 11, Issue : 3, MAR 2025

CAPITALIZING ON BUSINESS DEVELOPMENT AND CHALLENGES IN THE DIGITAL ERA RESEARCHED BY STUDENTS, PG DEPARTMENT OF COMMERCE WITH COMPUTER APPLICATIONS, MANNAR THIRUMALAI NAICKER COLLEGE MADURAI.

A STUDY ON CONSUMER PERCEPTION TOWARDS CADBURY DAIRYMILK CHOCOLATE IN MADURAI CITY

G. HEMAPRIYA, N. SOWMIYA

Abstract

This study examines consumer perception and preferences toward Cadbury Dairy Milk Chocolate in Madurai City, focusing on demographic influences, purchasing decisions, and brand loyalty. The research adopts a descriptive approach, using both primary and secondary data sources. Primary data is collected through structured questionnaires, analyzing key factors such as taste preference, price sensitivity, advertising impact, and brand reputation. Secondary data from journals, research articles, and company reports further support the study. The sample consists of 70 respondents selected through random sampling, ensuring diversity in age, gender, and occupation. The collected data is analyzed using descriptive statistics, Garrett Ranking Analysis, and ANOVA to determine the significance of demographic factors on consumer satisfaction and brand preference. The findings reveal that young adults (18–24 years) form the largest consumer base, with males (66%) being more engaged in chocolate consumption. Brand reputation (36%) and price (34%) emerge as the key drivers of purchasing decisions, while taste (30%) and quality (30%) are the primary reasons for consumer preference. Based on the findings, the study suggests that brands should focus on youth-oriented marketing strategies, such as social media promotions and influencer collaborations, to appeal to their primary consumer base.

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