KitKat - Consumer Behavior (Summary)


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A brief summary of the research conducted on chocolates as a part of our coursework for Consumer Behavior.

Published in: Education, Technology, Business

KitKat - Consumer Behavior (Summary)

  1. 1. CONSUMER BEHAVIOR KITKAT POWER RANGERS Presented to: Sir Faizan Baloch Presented by: Usman Pirani Saquib Siddique Waleed Ahmed Azam Naz Anam Soomro Class :Page 1 BBA 4-F
  2. 2. THE BEGINNING• The Group name• The Product• Designing the questionnaire• Key Features: – Concept – Making right questions – Analysis of the results Page 2
  3. 3. CONCEPT• To analyze the consumer behavior about chocolates• To get an understanding about factors influencing the purchase• How to target them• And changing the perception through the ad Page 3
  4. 4. MAKING THE RIGHT QUESTIONS• The four major categories targeted were: – Price – Mood – Timings (Purchase and consumption) – Factors affecting purchase• Examples are: Page 4
  5. 5. PRICE• What price do you pay for your chocolates? – Rs.5 – 20 – Rs.21 – 50 – Rs.50 – 100 – Greater than Rs.100 Page 5
  6. 6. MOOD• Does mood play a part in your chocolate purchase decision? – Yes – No – If ‘Yes’ please specify the mood: ______________________ Page 6
  7. 7. TIMING• What time of the day do you prefer eating chocolates at? – Morning – Afternoon – Evening – Night – Does not matter Page 7
  8. 8. FACTORS AFFECTING PURCHASE• Why do you buy chocolates? (Mark all relevant)• Flavor Other _____________• Energy Price and convenience• Brand• Special Occasion• Gift item• Addiction• Quality• Impulse Buying Page 8
  9. 9. ANALYSIS• Key aspects of analysis were: – 85% of people prefer chocolates – Chocolate is considered an on the move snack and can be eaten anytime – Flavor gets a preference over price – Convenience and mood are major influencers Page 9
  10. 10. Continued…– Moods were mixed in nature– In impulsive buying of chocolate, most people preferred flavor of chocolate– Packaging also helps to attract people Page 10
  11. 11. CONCEPT OF ADVERTISEMENT• The research findings indicate two major areas of interest: – chocolate consumption by both male and female – purchase based on flavor, quality, emotion(happy and sad) or a mixture• Orson Welles’s quote; ‘If you want a happy ending, it depends on where you stop the story’• This initiated our ad concept• The advertisement displays the final of the T-20 world cup Pakistan vs. India 2007. Pakistan lost the match to India and the advertisement depicts the scene right before the loss Page 11
  12. 12. CONCEPT OF ADVERTISEMENT• Concept behind the ad was: – cricket is a passion shared by both genders – strongest emotional appeal (Pakistan vs. India match) – depicts both happy and sad emotions of the consumers – the advertisement also responded to the color preferences of the consumers – the music chosen to play as the background music was again made on the basis of emotional appeal• Despite of the short comings the concept is strongly linked to results of questionnaires Page 12
  13. 13. CONCLUSION Life is like a box of chocolates.You never know what you’re going to get.” (Forrest Gump) Page 13
  14. 14. THANK YOU  Page 14