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KitKat - Consumer Behavior (detailed)
The document summarizes a questionnaire-based research study on chocolate preferences, including factors like gender, age, consumption patterns, and reasons for buying chocolates. Key findings indicate preferences for chocolate consumption times and moods influencing purchase decisions, alongside demographic insights into buying behavior. Results show significant variations in preferences across different demographic filters such as gender and price ranges.
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KitKat - Consumer Behavior (detailed)
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- 2. Questionnaire based research Analysis of Questionnaire results Advertisement Idea generation Advertisement production
- 4. Results division ◦ No filter ◦ Gender Filter ◦ Price filter (5-100) Gender Filter
- 5.
- 6. Gender Gender Male Female 32% 31% Male Female 69% 68% No filter Price
- 8. Age Group 4% 38% 15 - 20 21 - 25 26 - 30 58% No filter
- 9. Age Group Age Group 3% 6% 25% 25% 15-20 15-20 21-25 21-25 26-30 26-30 69% 72% Male Female
- 10. Age Group Age Group 0% 8% 28% 15-20 25% 15-20 21-25 21-25 26-30 26-30 67% 72% Male Female
- 11. Do you prefereating chocolates? Yes No
- 12. Preference 6% 26% Before meals After meals During meals Does not matter 68% 0% No filter
- 13. Preference Preference 6% 19% Yes Yes No No 81% 94% Male Female
- 14. What time ofthe day do you prefer eating chocolates at? Morning Afternoon Evening Night Does not matter
- 15. Time of Day 0% 0% 12% Morning 18% Afternoon Evening Night Does not matter 70% No filter
- 16. 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 matter Male Female
- 17. 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
- 18. Do you prefereating chocolates? Before meals After meals During meals Does not matter
- 19. Preference 6% 26% Before meals After meals During meals Does not matter 68% 0% No filter
- 20. 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 matter Male Female
- 21. 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
- 22. At what frequencydo you consume chocolates? At least once a day More than once a day At least once a week No fixed pattern
- 23. Frequency 12% 10% At least once a day At least once a week More than once a day 58% No fixed pattern 20% No filter
- 24. 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 pattern Male Female
- 25. 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
- 26. Why do youbuy chocolates? (Mark all relevant) Flavor Energy Brand Special Occasion Gift item Addiction Quality Impulse Buying Price and convenience Other _____________
- 27. Reasons for consumption 3% 3% Flavor 13% 26% Energy Brand Special occasion Gift Item 13% Addiction Quality 7% Impulse buying Price and convenience 13% 9% Other 7% 6% No filter
- 28. 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 buying Male Female
- 29. 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 convenience Male Female
- 30. What price doyou pay for your chocolates? Rs.5 – 20 Rs.21 – 50 Rs.50 – 100 Greater than Rs.100
- 31. Price of currentconsumption 12% 21% Rs.5 - 20 20% Rs.21-50 Rs.51-100 Greater than 100 47% No filter
- 32. 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 100 Male Female
- 33. Where do youbuy chocolates from? Retail shops Branded outlets Restaurants Imported University canteen Other __________
- 34. Purchase point 0% 20% Retail shops Branded outlets Restaurants 12% Imported 56% University canteen 0% Other 12% No filter
- 35. Purchase point Purchase point 0% 0% Retail shops 18% Retail shops 23% Branded outlets Branded outlets Restaurants 47% Restaurants 11% Imported Imported 0% 13% 8% 63% University canteen University canteen Other Other 0% 17% Male Female
- 36. 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
- 37. Does mood playa part in your chocolate purchase decision? Yes No
- 38. Mood's role inpurchase decision Yes No 25% 75% Mood
- 39. Mood Mood 24% 27% Yes Yes No No 73% 76% Male Female
- 40. Mood Mood 25% 28% Yes Yes No No 72% 75% Male Female
- 42. Specifications 34% 33% Happy/Relaxed Sad/depressed/stressed/angry Energetic/Refreshed Hunger/Chocolate Mood Did not specify 6% 21% 6% No filter
- 43. 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
- 44. 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
- 46. Color Preference Baby pink Black 1% Blue 21% 7% Brown 13% Dark Brown Green 1% Gray 1% Orange Pink Purple 15% 15% Red Sea Green 4% Turqoise blue 3% 7% White 7% Yellow 2% 1% 2% No filter
- 47. 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 Pink Male Female
- 48. 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 blue Male Female
- 50. Word Association Brown Cadbury Children 2% 3% 7% 2% Dark 2% Energy 28% 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
- 51. 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 Tempting Male Female
- 52. 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 Brown 4% 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/Great Male Female