MARKETING STRATEGIES ADOPTED BY CADBURY CHOCOLATE AND BISCUITS COMPANY TO INFLUENCE CHILDREN IN SEASONAL BUYING THROUGH SOCIAL MEDIA PLATFORMS – A STUDY WITH REFERENCE TO CHENNAI CITY

Abstract

Purpose: The aim of this study is to explore the marketing strategies adopted by Cadbury for its chocolates and biscuits to influence children’s seasonal purchasing behaviour, with a focus on Chennai City. It examines how the company leverages advertising, packaging, promotional campaigns, and digital marketing to engage children during festivals and special occasions. The study also seeks to evaluate the effectiveness of these strategies in shaping children’s preferences, buying intentions, and brand loyalty. By considering local consumer trends and cultural factors, it aims to understand the impact of seasonal marketing on purchasing patterns. Ultimately, the findings will highlight how Cadbury’s marketing efforts drive consumer interest and provide insights for fostering sustainable growth while ensuring the overall well-being of children.

Design/Methodology/Approach: The research used primary data gathered from 210 children in Chennai City who actively engage with social media platforms, as indicated by their use of technological device, specifically a smartphone. The study utilizes simple percentage technique, descriptive statistics, and ANOVA to analyze the obtained data, derive significant insights, and assess the efficacy of Cadbury’s marketing initiatives on children’s seasonal purchasing behaviour.

Findings: The study found that most children’s are viewing social media for more than four hours a day and most viewed are on Instagram and YouTube. And 45 per cent have agreed that digital and social media ads by Cadbury increase the interest of buying among the respondents.