Paper Contents
Abstract
Cadbury Dairy Milk is one of the most popular milk chocolates World-wide. Introduced in 1905, ithas been the best-selling chocolate over the years. In India it covers 70 percent of the market share. With such a huge population accepting it, Cadbury is a signature of branding and culture. The motto of this paper is to demonstrate how branding and culture together crowns the success of Cadbury. The study would delve in to the functional benefits, brand image of Cadbury Dairy Milk and culture behind its consumption. Based on a primary survey, it suggests the brand image of Cadbury Dairy milk and the paradigm shift in the cultural change with regards to the consumption of this chocolate. It would also examine the elements of brand loyalty, taste, relevance of a brand ambassador, consumption habits and in general consumer behavior.
Copyright
Copyright © 2023 Dr K S KAVITHA. This is an open access article distributed under the Creative Commons Attribution License.
