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Consumer behavior towards Dark chocolate


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Consumer behavior towards Dark chocolate

  1. 1. Consumer Behavior<br />Towards<br />Dark Chocolaté<br />Anshul Jain<br />Bibhu Prasad <br />L. Winton<br />NavedAlam<br />SagnikGhoshal<br />Shams Shabahat<br />ShubhadipBiswas<br />Free Powerpoint Templates<br />
  2. 2. Objective<br />The objective is to know about the customer satisfaction level associated with the product and the customer preference level.<br />To study the factors affecting the consumption pattern.<br />To understand brand loyalty<br />To understand methods for segmentation and targeting customer groups<br />To understand bases for implementing target selection through positioning<br />
  3. 3. Sample<br />Survey design:<br />The study is a cross sectional study because the data were collected<br />at a single point of time. For the purpose of present study a related<br />sample of population was selected on the basis of convenience.<br />Type of survey:<br />Online survey<br />Sample Size and Design:<br /> A sample of 162 people was taken on the basis of convenience. The actual consumers were contacted on the basis of random sampling.<br />
  4. 4. Segmentation, Targeting and Positioning <br />Bases of our segmentation:<br />1.Behavioral[Occasions, Benefits, Uses, or Attitudes, price sensitivity, brand loyalty]<br />2.Psychological[status and appearance]<br />3.Demographical[Age , gender]<br />Target segment:<br />1.Regular consumer, higher loyalty, enthusiastic and of positive attitude, less price sensitivity<br />2.Status symbol<br />3.Age—teen, college age, 20- 30<br />4.Gender— male, female both<br />Positioning:<br />1.By differentiation strategy—better quality and taste<br />2.Value for money<br />3.By brand positioning<br />
  5. 5. RESPONDANTS<br />
  6. 6. How many Prefer Dark chocolate<br />21% who do not prefer blame the bitter taste of dark chocolates<br />
  7. 7. Brand Preference<br />
  8. 8. Consumption Pattern <br />
  9. 9. Factors Affecting Purchase<br />
  10. 10. Motivating Factors Behind Purchase<br />
  11. 11. Factors Behind Satisfaction<br />
  12. 12. Frequency Of Consumption<br />
  13. 13. Brand Loyalty<br />
  14. 14. Conclusion<br />1.Overall people like to eat Cadbury brand rather than Nestle<br />2. Mostly people are not loyal to the brand as they are constantly seeking for betterment<br />3. Mostly people consumes dark chocolate whenever they feel like.<br />4. Consumers are price and quality sensitive<br />5. Who do not prefer blame the bitter taste of dark chocolates<br />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.<br />
  15. 15. That’s All, Folks!!<br />