Understanding Consumer and consumption

Customer behavior is the investigation of how people, gatherings and associations select, purchase, utilize and discard merchandise, administrations, thoughts or encounters to fulfill their needs and demands.

The components which impact a purchaser's choice are::

Cadbury belongs to category of chocolates which has a wide range of brands. In India, this category has brands like nestle, Amul, Ferrero India , mars India international etc. With chocolate being widely consumed, brands would want to narrow down the nearly universal demographic to focus on specific segments. With the highly competitive market, brands would also want to differentiate themselves from others with strategic brand positioning, increasing their competitive advantage.

CONSUMER DECISION MAKING PROCESS :

So the first question that arises is::

1)Who consumes/buy chocolates ? (Perceiving a need)

The product in itself has high demand in local as well as global market. It is globally consumed and is not restricted to a particular age group of people.From a 5 year old to a 50 year old Cadbury is everyone's favorite.

2) How do people come to know about a particular brand? (Information Searching)

One interesting thing about Indian customers is that they are very choosy when it comes to buy things as they often need. Cadbury is a popular brand due to its long presence. It makes sure information about its product is reached to its potential customers by social media sites which not only display the product but also provide important features about product and rate the product, TV advertisements and print etc.

3) How do consumers assess the product ? (Evaluation of alternatives)

Evaluation is based on beliefs; attitudes; perceived customer value; risk involved; design and packaging; present situation and socio-economic factors of an individual. Cadbury provides wide range of options within chocolates section with packaging available in different sizes and prices. The packaging is attractive, travel friendly, elegant and aesthetically appealing.

4) Why does a consumer purchases Cadbury? (Buying decision)

Cadbury has retained a position on the quality of product they offer as well as Cadbury has a huge baseline of loyal customers and hence it’s a low risk product.

5) Post Purchase Behavior?

Sale of a product is not enough.For a brand to create loyal customers, it must give them experiences to believe that their initial decision to buy the product was correct. Cadbury with its quality products and easy availability would always create value for consumers.