P/M/408. Cadburys chocolate confectionery: market research

The paper presents a comprehensive assessment of Cadburys chocolate confectionery market seeking to account for the decline in the chocolate confectionary industry and identify the reasons behind consumers attitudes to buying chocolate. An overview of qualitative and quantitative research methods used in the study is given. The analysis is based on the observation conducted in several outlets selling Cadburys chocolate confectionary in London focusing on Cadburys performance in each of these outlets. Current trends in the UK chocolate confectionary market are outlined highlighting new demands that consumers place upon the chocolate confectionery industry. Recommendations are offered about marketing strategies in selling chocolate.