Consumer Behavior Towards Dark Chocolaté Anshul Jain Bibhu Prasad L. Winton NavedAlam SagnikGhoshal Shams Shabahat ShubhadipBiswas Free Powerpoint Templates
Objective The objective is to know about the customer satisfaction level associated with the product and the customer preference level. To study the factors affecting the consumption pattern. To understand brand loyalty To understand methods for segmentation and targeting customer groups To understand bases for implementing target selection through positioning
Sample Survey design: The study is a cross sectional study because the data were collected at a single point of time. For the purpose of present study a related sample of population was selected on the basis of convenience. Type of survey: Online survey Sample Size and Design: A sample of 162 people was taken on the basis of convenience. The actual consumers were contacted on the basis of random sampling.
Segmentation, Targeting and Positioning Bases of our segmentation: 1.Behavioral[Occasions, Benefits, Uses, or Attitudes, price sensitivity, brand loyalty] 2.Psychological[status and appearance] 3.Demographical[Age , gender] Target segment: 1.Regular consumer, higher loyalty, enthusiastic and of positive attitude, less price sensitivity 2.Status symbol 3.Age—teen, college age, 20- 30 4.Gender— male, female both Positioning: 1.By differentiation strategy—better quality and taste 2.Value for money 3.By brand positioning
Conclusion 1.Overall people like to eat Cadbury brand rather than Nestle 2. Mostly people are not loyal to the brand as they are constantly seeking for betterment 3. Mostly people consumes dark chocolate whenever they feel like. 4. Consumers are price and quality sensitive 5. Who do not prefer blame the bitter taste of dark chocolates 6. Reference is the best measure to attract customers to purchase more. Its impact is much more than other factors. While ingredient, attractive display and advertisement also play a significant role in this regard.