Confectionary Marketing

Executive summary
In this analytical and investigative piece that determines the reason for chocolate consumption, how consumer behaviour affects companies and strategies used to overcome any possible conflict. It determines that consumers play a huge role in a company’s achievement and popularity this is what they persuade as ethically right.
Firstly it begins by analysing the confectionary industry and then analysis of Cadbury and the leading confectionary corporation.
Overlays reasons as to why people eat chocolate and as to why chocolate has always been popular in society. It is then determined that being part of a group, chocolate being consumed as an indulgent or even for its nutritious benefits and manufacturer persuasion. These are all the most significant reasons for chocolate consumption.
An analysis of consumer cognitive behavioural patterns is provided, explaining customer needs and wants, showcasing Cadbury’s recent ‘Fair-trade’ ordeal. The piece then illustrates how society’s environmentalist perspective and the implications for companies who fail to meet the needs and demands of the general public
The article then provides information as to why organisations should encounter a level of CSR and provide services and products that revolve around ethically and environmentally correct procedures. Large scaled companies should be willing to help better our world.

Table of Contents Front Page 1 Executive Summary 2 Table of Contents 3 Introduction 4 Industry Overview 4 Company Overview 5 Chocolate Consumption 5 Self Concept & Marketing 6 Strategies in Overcoming Conflict 6 Public Outroar Against Cadbury 7 Conclusion 7 Reference List 8

Introduction
The perception of which an organisation must ensure to keep its customers in high demand has been an extensive issue but the