A STUDY ON CUSTOMER PREFERENCE TOWARDS CADBURY BRAND OF CHOCOLATES IN MADURAI CITY

Special Issue - Innovative Commerce: Bridging Business and Computer Applications (ICBBCA-2026) |PG Department of Commerce with Computer Applications, Mannar Thirumalai Naicker College, Madurai – March 2026| International Journal of Computer Science (IJCS) Published by SK Research Group of Companies (SKRGC)

Abstract

The confectionery industry in India, especially the chocolate segment, has witnessed rapid growth driven by urbanization, rising incomes and changing lifestyles. Cadbury continues to dominate the market with strong emotional branding and wide product appeal. This study examines customer preferences, buying behaviour and brand loyalty towards Cadbury chocolates in Madurai city through a survey of 100 respondents. Using convenience sampling and structured questionnaires, the research analyses demographic profiles, product preferences, influencing factors, satisfaction levels and loyalty patterns. Key findings indicate that Dairy Milk is the most preferred product (70%), taste and quality are the top drivers (average ratings 4.8 and 4.5) and a majority of consumers exhibit strong brand loyalty with 70% recommending Cadbury always or often. The study highlights Cadbury’s success in tier-2 cities while suggesting strategies for health-focused innovations, targeted promotions and enhanced availability to sustain leadership amid growing competition.

References

1. G. Hemapriya — A STUDY ON CONSUMER PERCEPTION TOWARDS CADBURY DAIRYMILK CHOCOLATE IN MADURAI CITY https://iesrj.com/upload/63.%20G.%20HEMAPRIYA.pdf
2. International Education and Research Journal — A STUDY ON CONSUMER PERCEPTION TOWARDS CADBURY DAIRYMILK CHOCOLATE IN MADURAI CITY https://iesrj.com/archive-special?detail=687
3. T. Nithila — A COMPARATIVE STUDY ON CONSUMER PREFERENCE TOWARDS NESTLE [KITKAT] AND CADBURY [DAIRYMILK] IN MADURAI CITY https://iesrj.com/upload/43.%20T.%20NITHILA.pdf (or summary: https://iesrj.com/archive-special?detail=667)
4. R. Jayasathya & S. Hemasri — A STUDY ON CUSTOMER PREFERENCE TOWARDS CADBURY CHOCOLATE WITH SPECIAL REFERENCE TO COIMBATORE CITY (nearby Tamil Nadu reference) https://ijrar.com/upload_issue/ijrar_issue_20542862.pdf
5. Sathyabama Institute Project — A STUDY ON CONSUMER PERCEPTION TOWARDS CHOCOLATES (high Cadbury preference noted, Tamil Nadu context) https://sist.sathyabama.ac.in/sist_naac/documents/1.3.4/1922-b.com-b.com-batchno-48.pdf

Keywords

Customer Preference, Cadbury Chocolates, Brand Loyalty, Consumer Behaviour, Taste and Quality, Madurai City, Emotional Branding