Authors: Ms. Aishwarya Naik
Abstract: This study explores consumer perceptions of Cadbury Celebrations as a festive gifting brand in Mumbai, focusing on hedonic (emotional) and utilitarian (practical) purchase drivers. Based on a survey of 48 Mumbai, India based respondents, findings show that the brand is trusted and convenient, however, it lacks a premium appeal. Consumers seek healthier, personalized, and festive-themed innovations. Using the 7Ps marketing mix, the paper suggests strategies for Cadbury to enhance its emotional connect, product variety, and positioning in the festive gifting market.
