Marketing in Practice - Cadbury Company in the UK Free Essay Example, 2750 words

Understanding consumer motivation and behavior is not an option- it is an absolute necessity for competitive survival (Engel, Blackwell and Miniard, 1986). Gummesson (1994) has proposed that successful management of process demands that the seller emphasizes the use of customer behavior data for bonding the seller to the customer as the basis for sustaining purchase loyalty. Here in the case of Cadbury, due to unsafe product (chocolate) supply to shops and failing to immediately inform the authorities after discovering the traces of food poisoning, which ultimately triggered salmonella outbreak has affected the image of Cadbury and due to this incident, consumers may lose trust in its products. Court observations and actual food poisoning and salmonella outbreak, as well as reporting of incidents in the media, adversely affected the Cadbury overall image. Concerns of executives due to this incidence are that the buyers may lose trust and it may harm the overall sale of Cadbury prod ucts apart from the losses due to infected products and court proceedings and compensation. So there is a need to start of an image building program for Cadbury and for that purpose, one has to take research about consumer s attitudes and opinions about the Cadbury brand. We will write a custom essay sample on Marketing in Practice - Cadbury Company in the UK or any topic specifically for you Only $17.96 $11.86/page Consumer s suggestions may be obtained through conducting a questionnaire survey at retailers point. Another way to find out consumers view is through suggestion boxes at retailers point as well as through telephones or E-mails.