Introduction: The first eating chocolate recipe was developed by Dr.

Hans Sloane, on histraveling to South America where he had focused on cocoa and food values. Fromthis recipe Cadbury had introduced the milk chocolates.The Cadbury dairy milk was first introduced in UK in 1905 and then it wasintroduced in India in 1948. Cadbury Dairy Milk has been the market leader in thechocolate category for years and has been a part of every Indian's moments of happiness, joy and celebration. Today, Cadbury Dairy Milk alone holds 30% valueshare of the Indian chocolate market. Independent Variables affecting d e m a n d o f Cadbury Dairy Milk Price: This product is a brand loyal produc. t, so if there is a slight increase int h e p r i c e , t h e d e m a n d o f t h e p r o d u c t w i l l r e m a i n u n a f f e c t e d . B u t i f t h e r e i s a decrease in the price, the demand of the product may slightly increase.(Source: Galaxy Varieties, Rajkot) Income:

If the income of the people increases, the demand of the product alsoincreases and if the income of the people decreases, the demand of the productdecreases because then people will go for lower price chocolate like clair or melodyof Rs.1 or Rs. 2. So, there is a positive relationship between income and the productdemand.(Source: Survey Result) Population & Age group: This product is meant for the children, adults andalso for the old people so the age groups are not much affected the demand of the product so demand remain same and by the increase in the population, the demandof the product also increases. (Source: Group Discussion) Brand Image: The brand image of the Cadbury plays an important role in thedemand of the Cadbury. This product has built such a brand image that it has muchattracted the mind of the consumers so they will not like to switch over to the other brand . Consumers taste and preferences :

Cadbury produced milk chocolates byusing the high quality of cocoa bean and the taste has still remained the same whichhas touched the heart of the consumers. So, they will not like to go for any other product.(Source: Survey Result) Competition : There are many competitors like Cadbury 5-star, Nestle Kit-Kat, parle chox, foreign chocolates (Chinese Chocolates), lotee etc. in the market soif the price of the competitors increases, the demand of the dairy milk also increases.But if the price of the competitors decrease, the demand of the dairy milks not muchaffected by it.(Source: Survey Result) Price of Complementary Goods: Cadbury dairy milk is made from the milk,sugar, cocoa bean and cocoa powder. If the price of these complementary goodsincreases then there will be no change in the demand. Because Cadbury dairy milk isa brand loyal product so there will not be any effect on the demand of the product.(Source: Group Discussion) Advertisement campaign: Advertisement campaign has played a vital role inattracting the major part of the population towards the Cadbury dairy milk. It wasthrough this campaign like Real Test of Life & Kuch Meetha Ho Jaye

thatC a d b u r y s h i f t e d i t s f o c u s f r o m k i d s t o the all age people and later through Khanewalon Ko Khane Ka Bahana Chahiye & Pappu Pass Ho Gaya, Cadbury has associated dairy milk to celebrations and every moment of achievementa n d s u c c e s s . S o , i t i s t h r o u g h a dvertisement that Cadbury has gained social acceptance which has played a major role in increasing his demand.(Source: Website of Cadbury) Celebrations & Occasions: D u r i n g t h e f e s t i v a l s a n d o c c a s i o n s , t h e co nsumption of Cadbury increases because its a product for enjoying the taste of each and every moment with harmony.(S