cluster analysis approach

1. Chocolate
packaging and
purchase behaviour
Cluster analysis approach

2. LOGO Introduction
Packaging is regarded as important component of our
modern lifestyle and significant element of the branding
process.
Today, chocolate is marketed in different ways to
different consumer segments and hence packaging of
chocolate is therefore tough Job.
Here cluster analysis approach is organised on 139
students who furthered divided into 3 subgroups.

3. LOGO
Further one way annova is used to find out the significant
difference between groups.
After all that we check the buying behaviour of all
subgroups related to there demographics.

4. LOGO Review of literature
AUTHOR Y
E
A
R
TOPIC RESULT REFERENC
E
S.Shekar
and
P.Raveendran
2
0
1
3
Chocolate Packaging and
Purchase Behaviour: A
Cluster Analysis Approach
There is a significant difference
between different age group purchase
behavior
Indian journal
of marketing

5. LOGO Objective
To find out how chocolate packaging influence the
students of different segment aging between 10-28.
To check the Purchase behaviour of students regarding
chocolates.

6. LOGO Research methodology
1 Type of study Exploratory cum Descriptive
2 Population Students (school, college and PG)
3 Sampling unit Respondents who aware about chocolate
4 Sampling technique Judgmental sampling
5 Data collection Primary
6 Sample size 139

7. LOGO
Questionnaire
Section 1
Demographics questions
 Gender
 Age
 Level of education
 How many times you purchase chocolates in a month
 How much money you willing to spend on chocolate at a time

8. LOGO
• Section 2
Likert scale questions
• While purchasing chocolate you look for expiry dates
• While purchasing chocolate you look for ingredients
• While purchasing chocolate you look for manufacturing unit’s address
• While purchasing chocolate you look for nutritional information
• colour of an chocolate affect your purchase decision
• shape of an chocolate affect your purchase decision
• brand name of an chocolate affect your purchase decision
• packaging material of an chocolate affect your purchase decision
• picture of an chocolate affect your purchase decision
• price of an chocolate affect your purchase decision
• size of an chocolate affect your purchase decision

9. LOGO Respondents
Male=70
Female=69
139
10-18=20
19-22=66
23-28=53
139
Up to
12th=18
10-18=20
139
Graduate=51
PG= 70

10. LOGO Analysis
MS Excel-
2010
SPSS
version-18
Tools
Count
function
Charts and
diagrams
Hierarchical
cluster
K-means
cluster etc.
Techniq
ues

11. LOGO Analysis
Dendogram chart

12. LOGO
Number of cluster
Cluster 1 54
2 38
3 47
Total 139

13. LOGO
Annova table
All values are
Significant
Factors
expiry
ingredients
manufacturing
nutrition
colour
shape
brand
packaging
picture
price
size
Sig.
.000
.000
.000
.000
.000
.000
.000
.000
.000
.029
.001

14. LOGO
Final Cluster Centers
Factors
Expiry dates
ingredients
manufacturing
nutrition
colour
shape
brand
packaging
picture
price
size
1 2 3
1.65 3.03 1.83
2.3 4.03 2.66
2.56 4.47 3.45
2.41 3.92 3.04
3.35 3.82 1.6
3.13 3.68 2.04
2.24 2.18 1.28
2.63 3.11 1.91
3.13 3.63 1.89
3.13 2.89 2.47
2.96 3.13 2.23

15. LOGO Conclusion
Basis Cluster 1 Cluster 2 Cluster 3
Type of
Students
relating the
group
60% students from
up to 12th are
consider in this
group
94% student are
graduate or PG
62% student in
this group are PG
student
How many
time purchase
chocolate in a
month
These shows mix
response during
chocolate purchase
58% they purchase
chocolate less than 5 in
a month
They mostly
purchase 5-10
chocolate in a
month
Crosstab between demographic and cluster

16. LOGO Conclusion
cluster 1 cluster 2 cluster 3
Married doctor Desi person College guy
very health conscious not health conscious health conscious
well aware about product not an aware customer Well aware about product
brand conscious little bit price matters highly brand conscious
not going on packaging of the
packaging doesn’t matter packaging matters a lot
product
not very much consider price look and design doesn’t matter Design matters allot
value of product matters Value of product don’t matter feature of product matters

17. LOGO References (APA Form)
Shekar, S., & Raveendran, P. (2013, November 6). Chocolate
Packaging and Purchase Behaviour: A Cluster Analysis
Approach. Retrieved November 19, 2014, from
http://www.indianjournalofmarketing.com/archives/2013/jun
e2013.html
Ampuero, O., & Vila, N. (2006). "Consumer Perceptions of
Product Packaging." Journal of Consumer Marketing ,23 (2),
pp. 100-112.
 Mccracken, J. C., & Mackln, M. C. (1998)."The Role of Brand
Names and Visual Cues in Enhancing Memory for Consumer
Packaged Goods." Marketing Letters ,9 (2), pp. 209 - 226.
 Thomas, J. W. (2007)."The Basics of Packaging Research."
Retrieved from
http://www.decisionanalyst.com/publ_art/packaging.dai.

18. LOGO