Effects of Advertising and Promotion on Purchasing Behavior of Chocolate Consumers in India - Essay Example

During the contemporary period, companies operate in a highly competitive environment where they strive to gain competitive advantage over others in order to generate more profits. It is imperative for every organisation to carry out market research in order to gain knowledge about the customer needs with the aim of attracting new customers. However, the purchasing behavior of consumers is influenced by various factors and it is the company’s duty to portray its products in the best way that would appeal to many customers.

Whilst there are various tools that are used to market different products to the consumers, advertising and promotion are often regarded as the most effective to organizations operating in a market that is characterized by high competition. It should also be noted that different people live in different regions of the world and they have diverse views about particular products and the company offering similar products to those offered by other organizations ought to be able to sustain competition through offering unique product information that would make it a preferred choice compared to others.

It is against this background that the following study seeks to investigate how advertising and promotion strategies could change the purchasing behavior of the chocolate consumers in India. The study will particularly focus on two leading chocolate manufacturing companies namely Cadbury India and Nestle India whose several chocolate products are used by millions of consumers in India.