KitKat - Consumer Behavior (detailed)

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A detailed question by question overview of the research conducted as a part of our coursework for Consumer Behavior.

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  • plzzz plzzz plzzz help me guyzz i need presentation on nestle kitkat in this presentation we need excutive summary ,,,sitution analysis,,,segmentation target positioning ( S.T.P ) ,,, pricing strategy and promotion strategy with recommandations almost 8 plzzzzzzzzzz help me guyzzzz :( :(

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KitKat - Consumer Behavior (detailed)

  1. 1. Chocolates - KITKAT
  2. 2.  Questionnaire based research Analysis of Questionnaire results Advertisement Idea generation Advertisement production
  3. 3.  Results division ◦ No filter ◦ Gender Filter ◦ Price filter (5-100)  Gender Filter
  4. 4. GENDER MaleFemale
  5. 5. Gender Gender Male Female 32% 31% Male Female 69% 68%No filter Price
  6. 6. Age Group 4% 38% 15 - 20 21 - 25 26 - 3058% No filter
  7. 7. Age Group Age Group 3% 6% 25% 25% 15-20 15-20 21-25 21-25 26-30 26-30 69% 72%Male Female
  8. 8. Age Group Age Group 0% 8% 28% 15-20 25% 15-20 21-25 21-25 26-30 26-30 67% 72%Male Female
  9. 9. Do you prefer eating chocolates? Yes No
  10. 10. Preference 6% 26% Before meals After meals During meals Does not matter68% 0% No filter
  11. 11. Preference Preference 6% 19% Yes Yes No No 81% 94%Male Female
  12. 12. What time of the day do you prefer eating chocolates at? Morning Afternoon Evening Night Does not matter
  13. 13. Time of Day 0% 0% 12% Morning 18% Afternoon Evening Night Does not matter70% No filter
  14. 14. Time of day Time of day 0% 0% 0% 0% Morning Morning 0% 13% 18% Afternoon Afternoon Evening Evening 21% 61% Night Night 87% Does not matter Does not matterMale Female
  15. 15. Time of day Time of day 0% 0% 0% 0% 0% 16% 17% Morning Morning Afternoon Afternoon 12% Evening Evening Night Night 72% Does not matter Does not matter 83%Male Female
  16. 16. Do you prefer eating chocolates? Before meals After meals During meals Does not matter
  17. 17. Preference 6% 26% Before meals After meals During meals Does not matter68% 0% No filter
  18. 18. Preference Preference Before meals Before meals 5% 7% After meals 25% After meals 29% During meals During meals 64% 0% 70% 0% Does not Does not matter matterMale Female
  19. 19. Preference Preference 4% 8% Before meals Before meals 25% After meals After meals 44% During meals During meals 52% Does not matter 67% Does not matter 0% 0%Male Female
  20. 20. At what frequency do you consume chocolates? At least once a day More than once a day At least once a week No fixed pattern
  21. 21. Frequency 12% 10% At least once a day At least once a week More than once a day58% No fixed pattern 20% No filter
  22. 22. Frequency Frequency 4% At least once a day 8% At least once a day 20% At least once a week 47% At least once a week 24% 20% More than once a day 64% More than once a day 13% No fixed pattern No fixed patternMale Female
  23. 23. Frequency Frequency 8% At least once a At least once a 16% day day 12% At least once a At least once a week week 8% 50% 17% More than once a More than once a day day 72% No fixed pattern No fixed pattern 17%Male Female
  24. 24. Why do you buy chocolates? (Mark all relevant) Flavor Energy Brand Special Occasion Gift item Addiction Quality Impulse Buying Price and convenience Other _____________
  25. 25. Reasons for consumption 3% 3% Flavor 13% 26% Energy Brand Special occasion Gift Item13% Addiction Quality 7% Impulse buying Price and convenience 13% 9% Other 7% 6% No filter
  26. 26. Reasons Reasons 3% 0% Flavor Flavor 4% 4% 11% 25% Energy Energy 14% 28% Brand 9% Brand Special occasion Special occasion 16% 11% 9% 4% Gift Item Gift Item 11% 8% Addiction 11% 14% 11% Addiction 4% Quality 3% Quality Impulse buying Impulse buyingMale Female
  27. 27. Reasons Flavor Reasons Flavor Quality Gift Item 3% 3% 0% Addiction 0% 3% Addiction 6% Impulse buying 6% Brand 8% 27% Energy 9% 31% Special occasion 8% Brand 9% Quality Special occasion 15% 9% 18% Impulse buying Gift Item 11% 8% 15% Price and 11% Energy convenience Other Price and convenienceMale Female
  28. 28. What price do you pay for your chocolates? Rs.5 – 20 Rs.21 – 50 Rs.50 – 100 Greater than Rs.100
  29. 29. Price of current consumption 12%21% Rs.5 - 20 20% Rs.21-50 Rs.51-100 Greater than 100 47% No filter
  30. 30. Price Price Rs.5 - 20 12% 10% 19% 26% 11% Rs.5 - 20 Rs.21-50 Rs.21-50 25% Rs.51-100 Rs.51-100 Greater than 100 44% 53% Greater than 100Male Female
  31. 31. Where do you buy chocolates from? Retail shops Branded outlets Restaurants Imported University canteen Other __________
  32. 32. Purchase point 0% 20% Retail shops Branded outlets Restaurants 12% Imported 56% University canteen0% Other 12% No filter
  33. 33. Purchase point Purchase point 0% 0% Retail shops 18% Retail shops 23% Branded outlets Branded outlets Restaurants 47% Restaurants 11% Imported Imported0% 13% 8% 63% University canteen University canteen Other Other 0% 17%Male Female
  34. 34. Purchase Point Purchase Point 0% 0% 3% 3% 0% 0% Retail shops 16% Retail shops University canteen University canteen 22% 44% Branded outlets Branded outlets 16% Imported Imported Restaurants Restaurants 72% Other Other 24%Male Female
  35. 35. Does mood play a part in your chocolate purchase decision? Yes No
  36. 36. Moods role in purchase decision Yes No 25% 75% Mood
  37. 37. Mood Mood 24% 27% Yes Yes No No 73% 76%Male Female
  38. 38. Mood Mood 25% 28% Yes Yes No No 72% 75%Male Female
  39. 39. Specifications 34%33% Happy/Relaxed Sad/depressed/stressed/angry Energetic/Refreshed Hunger/Chocolate Mood Did not specify 6% 21% 6% No filter
  40. 40. Specific mood Specific mood Happy Sad 25% 29% Happy 38% 42% Energetic/Refreshed Sad Hunger 5% Hunger Did not specify 9% 25% 19% Did not specify 8%Male Female
  41. 41. Specific Mood Specific mood Happy Happy 25% Sad Sad 30% 37% Energetic/Refresh Energetic/Refresh 50% ed ed 6% Hunger Hunger 10% 13% 19% Did not specify 10% Did not specify 0%Male Female
  42. 42. Color Preference Baby pink Black 1% Blue 21% 7% Brown 13% Dark Brown Green 1% Gray1% Orange Pink Purple 15% 15% Red Sea Green 4% Turqoise blue 3% 7% White 7% Yellow 2% 1% 2% No filter
  43. 43. Colors Colors Baby pink 0% Baby pink 2% Black 7% 22% Black 7% 20% Blue 13% Blue 11% 0% 2% 1% 0% Brown Brown 6% Dark Brown 14% Dark Brown 18% 18% 7% Green Green 7% 7% 3% 8% 9% 2% Gray 8% Gray 1% 1% 2% 2% 0% Orange 2% Orange Pink PinkMale Female
  44. 44. Color Preference Black Color Preference Black Blue Red 1% 0% 2% 0% 0% Red 0% White 2% 1% 1% 0% White 2% 0% Blue 2% Dark Brown Brown 19% 8% 18% Green 7% Brown Yellow 8% Pink 8% Purple Green Orange 8% Yellow 14% 8% 18% Purple Dark Brown 8% Orange Gray 11% 14% Baby pink Pink 8% 13% 12% 7% Gray Sea Green Sea Green Baby pink Turqoise blue Turqoise blueMale Female
  45. 45. Word Association Brown Cadbury Children 2% 3% 7% 2% Dark 2% Energy28% 4% 2% Friendship 2% Fun 2% Good/Great Happiness Hungry 6% Kitkat 2% Love Mars 17% 6% Nuts 3% Sweet 5% 7% Taste/Delicious Tempting No filter
  46. 46. Word Association Word Association 3% Brown 0% Brown 3% 0% Cadbury 0% Cadbury 0% 3% Children 6% 0% Children 6% Dark Dark 3% Energy 8% Energy 8% 2% 23% Friendship Friendship 36% 6% Fun Fun 6% Good/Great 6% Good/Great 3% Happiness Happiness 3% 6% Hungry Hungry 19% 3% Kitkat 6% Kitkat 5% 3% Love 14% Love 6% 0% Mars Mars 5% 8% Nuts Nuts 3% Sweet Sweet Taste/Delicious Taste/Delicious Tempting TemptingMale Female
  47. 47. Word AssociationTaste/Delicious Word Association Taste/Delicious Sweet 0% 0% Sweet 0% Cadbury 0% Cadbury 2% 2% 0% 0% 0% Energy Happiness 4% 3% 3% 4% Happiness Hungry 3% 3% 4% Kitkat Kitkat 3% 4% 25% Love Nuts 31% Brown Brown4% 7% Dark Dark 4% Friendship Love 7% 6% Good/Great Mars 13% Mars Tempting 6% 7% Nuts Children 17% 8% 8% Fun 7% Energy 8% 7% Tempting Friendship Children Fun Hungry Good/GreatMale Female

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