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Free Powerpoint TemplatesPage 1
Free Powerpoint Templates
Consumer Behavior
TowardsDark Chocolaté
Anshul JainBibhu Prasad L. WintonNaved AlamSagnik GhoshalShams ShabahatShubhadip Biswas
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Objective
1. The objective is to know about the customer satisfaction level associated with the product and the customer preference level.
2. To study the factors affecting the consumption pattern.
3. To understand brand loyalty4. To understand methods for segmentation and
targeting customer groups5. To understand bases for implementing target
selection through positioning
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SampleSurvey design:The study is a cross sectional study because the data
were collectedat a single point of time. For the purpose of present
study a relatedsample of population was selected on the basis of
convenience.
Type of survey:Online survey
Sample Size and Design: A sample of 162 people was taken on the basis of
convenience. The actual consumers were contacted on the basis of random sampling.
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Segmentation, Targeting and Positioning
Bases of our segmentation:1.Behavioral[Occasions, Benefits, Uses, or Attitudes, price sensitivity, brand loyalty]2.Psychological[status and appearance]3.Demographical[Age , gender]
Target segment:1.Regular consumer, higher loyalty, enthusiastic and of positive attitude, less price sensitivity2.Status symbol3. Age—teen, college age, 20- 304.Gender— male, female both
Positioning:1.By differentiation strategy—better quality and taste2.Value for money3.By brand positioning
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RESPONDANTS
MALE 120 74%
FEMALE 42 26%Age group
number percent
<2O 14 9%
20-30 136 84%
>30 12 7%
74%
26%
MALE
FEMALE
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How many Prefer Dark chocolate
21% who do not prefer blame the bitter taste of
dark chocolates
YES 128 79%
NO 34 21%
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CADBURY 134 83%
NESTLE 21 13%
OTHER 7 4%
Brand Preference
Bourneville 81 50%
Temptation 53 33%
Orion 21 13%
Other 7 4%
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Consumption 87 54%
Gifting 69 43%
Other 6 4%
Consumption Pattern
consumption gifting
male 58 87
female 29 13
5
15
25
35
45
55
65
75
85
95
Consumtion pattern
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Advertisement 52 32%
Suggestion from friends and relatives
66 41%
Attractive Display 57 35%
Ingredients 60 37%
Health consciousness
34 21%
Other 5 3%
Factors Affecting Purchase
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Motivating Factors Behind PurchaseFACTORS GRAND TOTAL AVERAGE RANK
QUALITY 681 4.2 1TASTE 673 4.15 2BRAND IMAGE 653 4.03 3
PACKAGING 620 3.83 4
QUANTITY 602 3.72 5
COLOR 577 3.56 6PRICE 562 3.49 7
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Factors Behind Satisfaction
FACTORS GRAND TOTAL
AVERAGE RANK
TASTE 661 4.08 1
BRAND IMAGE
648 4 2
QUALITY 640 3.95 3
PACKAGING 627 3.87 4
COLOR 599 3.69 5
QUANTITY 576 3.55 6
PRICE 561 3.46 7
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During festivals 13 8%
Parties 36 22%
anytime anywhere
110 68%
Other 3 2%
Daily 9 6%
Once a week 36 22%
Once a fortnight 22 14%
Whenever you feel like
89 55%
Other 6 4%
Frequency Of Consumption
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Not at all 18 11%
May be 96 59%
Obviously 20 12%
Not sure 28 17%
Brand Loyalty
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Conclusion1.Overall people like to eat Cadbury brand rather than Nestle2. Mostly people are not loyal to the brand as they are constantly seeking for betterment3. Mostly people consumes dark chocolate whenever they feel like.4. Consumers are price and quality sensitive5. Who do not prefer blame the bitter taste of dark chocolates6. 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.
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