- Thursday, Apr 2nd, 2026
| TITLE | Enhancing Sales Performance through Market Segmentation: A Comprehensive Empirical Study of Cad bury India Ltd. |
|---|---|
| ABSTRACT | Market segmentation has emerged as one of the most influential strategic tools in contemporary marketing, particularly within the fast-moving consumer goods (FMCG) sector, where consumer preferences are heterogeneous and competition is intense. This study investigates the role of market segmentation in enhancing the sales performance of Cadbury India Ltd., a leading confectionery company operating under Mondelez India Foods Pvt. Ltd. The research adopts a descriptive and analytical design and integrates both primary and secondary data to examine how demographic, geographic, psychographic, and behavioral segmentation strategies influence consumer purchasing behavior, brand loyalty, and overall sales outcomes. Primary data were collected from 150 consumers using a structured questionnaire, while secondary data were sourced from academic journals, company reports, and industry publications. Statistical tools such as percentage analysis, chi-square tests (χ²), correlation analysis, and multiple regression analysis were employed to validate the proposed hypotheses. The findings reveal that effective market segmentation has a significant positive impact on purchase frequency, customer satisfaction, and recommendation intention. Taste emerged as the most influential predictor of purchase behavior, followed by price sensitivity and packaging appeal. The study concludes that Cadbury’s sustained market leadership is strongly supported by its well-executed segmentation strategies. Strategic recommendations are offered to strengthen segmentation practices through data analytics, digital engagement, and sustainability communication to achieve long-term sales growth and competitive advantage in the Indian FMCG market. |
| AUTHOR | N P Nandini, Dr. G Suresh Kumar Assistant Professor, Dept. of MBA, CMR Technical Campus, Hyderabad, India Assistant Professor, Department of MBA, CMR Technical Campus, Hyderabad, India |
| VOLUME | 13 |
| DOI | DOI:10.15680/IJARETY.2026.1302018 |
| 18_Enhancing Sales Performance through Market Segmentation A Comprehensive Empirical Study of Cad bury India Ltd..pdf | |
| KEYWORDS | |
| References | 1. Kotler, P., & Keller, K. L. (2019). Marketing Management. Pearson. https://www.pearson.com 2. Schiffman, L., & Kanuk, L. (2020). Consumer Behavior. Pearson. https://www.pearson.com 3. Chakraborty, S. (2010). Consumer shopping motives in India. Journal of Retailing. https://doi.org/10.1016/j.jretai.2010.03.002 4. Kumar, A. (2015). Marketing strategies of Cadbury India. International Journal of Marketing. https://www.ijm.org 5. Sharma, R., & Gupta, P. (2017). Consumer perception of chocolates. Asian Journal of Marketing. https://ajm.org 6. Bhanu, D., & Madeshwari, S. P. (2009). Fuzzy clustering in retail markets. Expert Systems. https://doi.org/10.1111/j.1468-0394.2009.00495.x 7. Kasem, M. S., et al. (2023). AI-based customer profiling. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2023.113456 8. Malodia, R. (2024). Cadbury India marketing strategy. Business Today. https://www.businesstoday.in 9. Shah, I. (2023). STP analysis of Cadbury India. Marketing Review. https://www.marketingreview.com 10. ProjectPractical.com. (2025). Cadbury Perk marketing strategy. https://projectpractical.com |
Copyright © IJARETY 2023 All Rights Reserved.