Advertising, Brand and Consumer Behaviour (The Indian Context), Ist Edition by Pearson

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Cadbury Dairy Milk

Cadbury Dairy Milk chocolate is a brand that offers significant insights associated with culture, attitudes, sensory branding, reference groups and consumer imagery. Cadbury Dairy Milk chocolate (moulded version) was introduced in India in the year 1948 (CAclubindia, 2009; Tewari, 2018). Chocolates were of a foreign origin at that time, and until the late 1980s, Cadbury was associated with children as children were primary consumers of chocolates (Balakrishnan, 2014; Tewari, 2018). Chocolates were associated with fun, joy, playtime and rewards among children. There were a few variants of Cadbury like fruit and nut, but the original Cadbury Dairy Milk chocolate (i.e., the plain version) continued to be a leader in the chocolate ...