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Consumer behavior towards Dark chocolate
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Consumer behavior towards Dark chocolate

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  • 1. Consumer Behavior
    Towards
    Dark Chocolaté
    Anshul Jain
    Bibhu Prasad
    L. Winton
    NavedAlam
    SagnikGhoshal
    Shams Shabahat
    ShubhadipBiswas
    Free Powerpoint Templates
  • 2. 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
  • 3. 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.
  • 4. 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
  • 5. RESPONDANTS
  • 6. How many Prefer Dark chocolate
    21% who do not prefer blame the bitter taste of dark chocolates
  • 7. Brand Preference
  • 8. Consumption Pattern
  • 9. Factors Affecting Purchase
  • 10. Motivating Factors Behind Purchase
  • 11. Factors Behind Satisfaction
  • 12. Frequency Of Consumption
  • 13. Brand Loyalty
  • 14. 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.
  • 15. That’s All, Folks!!