analysis of MARS chocolate's market in INDIA

BUSINESS RESEARCH METHOD

PROJECT REPORTON

“IDENTIFY MARKET POTENTIAL FOR MARS FOREIGN CHOCOLATES IN INDIA”

SUBMITTED BY

GROUP-5 ASIM KUMAR VERMA - 2010056

FAHAD KHAN - 2010071GAUTAM BANSAL - 2010075

JAI SHANKAR - 2010083KISHAN KUMAR - 2010096

NIDHI GUPTA - 2010260PRATEEK CHATURVEDI - 2010295

INSTITUTE OF MANGEMENT TECHNOLOGY, NAGPUR

1

Introduction

Mars, Incorporated is a worldwide manufacturer of confectionery, pet food and other

food products with US$30 billion in annual sales in 2008, and is ranked as the 5th largest

privately-held company in the United States by Forbes. Headquartered in McLean,

unincorporated Fairfax County, Virginia, USA the company is entirely owned by the

Mars family. Mars operates in six business segments in the U.S.: Chocolate

(Hackettstown, New Jersey), Petcare (Franklin, Tennessee), Wm. Wrigley Jr. Company

(Chicago, Illinois), Food (Los Angeles, California), Drinks (West Chester, Pennsylvania),

and Symbioscience (Rockville, Maryland). Seeing huge potential of the Indian Chocolate

Industry the company is planning to enter into the foreign chocolates market in a big way.

It has its presence in India in the form of candy bars and confectionary. Many Indian

enjoy the foreign chocolates offered by Mars through imports.

2

Imported chocolates are gaining popularity in India especially from the mature and

affluent population despite high prices. An annual growth of 15 percent has been noticed

in the demand for imported chocolates in India with the market size for the overseas

brands estimated to be about Rs35 crore. Business in the unorganized sector is estimated

to be valued at half the business achieved through organized channels.

The objective of this study is to explore the market potential of Mars foreign chocolates

in India. A proportional study of the consumers and non-consumers of foreign chocolates

was conducted to understand the buying behavior of potential customers. Demographic

and psychographic analysis was conducted to segment the market and identify the target

market. Brand wise analysis was conducted, supplemented through secondary research,

to understand the competitive scenario and suggest preliminary positioning strategies to

Mars. The data collected was analyzed to suggest a feasible marketing mix.

The findings indicate that a larger percentage of the people buying foreign chocolates

from India belong to the middle income group as compared to the broader segment of the

more affluent consumers of foreign chocolates who are buying even from abroad. This

indicates that this middle income group segment is currently experiencing a lack of

opportunity to buy foreign chocolates from abroad but has a latent desire to consume

foreign chocolates. Hence this is a very lucrative market segment since foreign

chocolates from a leading brand like Mars will be well received by this group.

75% of the non-consumers are open to the idea of buying foreign chocolates in the future.

This is also a potential market. A very promising segment that is willing to buy foreign

chocolates is the affluent, young professionals with the spending power.

The most popular chocolate categories consumed are milk, fruit and nut, wafer, dark and

truffle chocolates. Taste and brand are the most important attributes that a consumer

looks at while buying chocolates. Pricing is something that Mars needs to be very careful

about as the consumer is value conscious. Also, peculiar about the Indian market is that it

is a land of festivals, especially, during the long gifting season from Dussehra to New

3

Year; Assorted/ Gifting packs of foreign chocolates are becoming increasingly popular.

This is a big opportunity for Mars and it get cash on this consumer mind set shift from

mithai to the contemporary gifts like chocolates. Major consumer dissatisfaction in this

segment is arising from date of expiry, damaged chocolates, lack of both depth and width

in the range available, lack of innovative packaging, and all such problems can be

addressed by Mars very effectively due to already existing distribution muscle in India

and chocolate expertise.

Based on the analysis, it is observed that the market is feasible for Mars to launch foreign

chocolates from a preliminary research perspective.

A second stage research must be carried out to understand the Marketing mix of the top

competition brands that Mars has to take cues from. Also, a detailed study of the

consumer decision making process maybe carried out to supplement the above. All this

will eventually help Mars take its decision on positioning its foreign chocolates as mass

or niche products.

4

Problem Definition

a. Background to the problem/ Rationale for the project

While Mars was unaffected by the price wars that plagued the FMCG industry two years

ago, thanks to its urban consumer focus, it still faced a challenging environment. In

chocolates, the revenues have surged, led by volume growth. Volumes have been robust,

thanks to the launch of products at the Rs 5 price point. This makes it harder for the

company to affect price hikes, without affecting volume growth.

In this backdrop, Mars has had to tread cautiously in raising product price hikes. Input

costs, on the other hand, have been soaring. Prices of green coffee and milk solids, which

account for most of its raw material costs, have been on a firm uptrend over the past year.

It is expected that gradually custom duties for imported chocolates will come down

overall. Probably in the next three to four years, they will be around 20 per cent, and in

seven years they may be nil. So, it is very critical that Mars becomes as competitive as

possible, offering international quality chocolates and become the best in terms of cost

structure and margins. Foreign chocolates, especially as gift packs give opportunities for

higher margins. This will help us not only in gearing up to face competition, but also in

becoming a source for supplies. If, over a period of time, the business climate improves,

then it will be good from the point of view of consumers, domestic producers and

importers. India has a long festive season from dussehra to New Year, special festivals

etc. which can help Mars capitalize by selling foreign chocolates as gift packs.

In the backdrop of this environment, this project aims to identify the market potential,

consumer behavior, appropriate marketing strategies etc. with respect to Mars foreign

chocolates in India.

b. Statement of the problem

Management Problem: Should Mars start importing its foreign chocolates and sell them in India.

5

Marketing Research Problem:Is there a market potential for Mars foreign chocolates?

Components:What can be crudely said about the Market Potential?Who are our Current and Potential buyers?What is the Consumer Buying Behavior?What is the Competitive Scenario?What would be the right marketing strategy for selling foreign chocolates? What are the consumer’s wish list vis-à-vis foreign chocolates?

c. Approach to the problem

1. What can be crudely said about the Market Potential?

o Proportional analysis of Consumers and Potential consumers and examining their consumption frequencies, patterns etc. Analysis of Secondary data

2. Who are our Current and Potential buyers?

o Through Demographic and Psychographic analysis of these buyers.

3. What is the Consumer Buying Behavior?

o Attitude Interests Opinion Analysis (AIO)

o 7Os

Who constitutes the market? OccupantsWhat does the Market buy? ObjectsWhy does the Market Buy? ObjectivesWho Participates in the Buying? OrganizationsHow does the Market Buy? OperationsWhen does the Market Buy? OccasionsWhere does the Market buy? Outlets

4. What is the Competitive Scenario?

o Brand-wise Analysis through Multi Dimensional Scaling and Secondary

Data Analysis

5. What would be the right marketing strategy for selling foreign chocolates? What are the consumer’s wish list vis-à-vis foreign chocolates?

o Marketing Mix

6

Product related: Desired features: pref size, packaging etcPrice related: Brand wise price brand studyPlace/Distribution related Promotion related: Media habits to ascertain media mix and media vehicles

7

Research Design

a) Type of research design: the research design that we have made is a conclusive

research. The information needs were clearly defined and the sample that we have

taken is large. Moreover we need more quantitative analysis for finding out the

basic objectives of sales potential. These findings will be further used by Mars in

their decision making whether to come with their foreign chocolates in India and

which type of chocolates. The research is descriptive as we are trying to find the

market segments and their characteristics, their demographic information, etc.

further it’s a single cross-sectional design as we have taken each sample once

from the target population, which is the person who buys or consumes chocolates.

b) Information Needs: from the problem statement we recognize the information

that would be required to carry out analysis and the decision. The objective is to

find the sales potential for Mars foreign chocolates in India. The information that

we are seeking is as follows:

Tentative market share of various Indian chocolate brands and foreign chocolate

brands.

Consumer Buying Behavior where we are looking at three main aspects, which

are

o Triggers for purchase

o Frequency of purchase/consumption

o AIO statements of the consumers and purchasers of chocolates.

o 7 O’s

Marketing Mix

o Product: the features that a customer is looking at in a chocolate, example

preference, size, packaging, assortment, etc

o Price: we are collecting the information of the kind of price the customer

is most comfortable with and what is his likely price brand for foreign

chocolates.

8

o Place/Distribution: where does the customer purchase the chocolates

mostly and do they influence his selection of chocolate.

o Promotion: Media habits to ascertain media mix and media vehicles

Therefore, this information with the above will enable us to segment the target market

Brand-wise Analysis: Competition Scenario, as to how the other brands are

performing in the chocolate market.

What is it that the consumer is looking at when he/ she is buying a chocolate

c) Data collection from secondary sources: the data collected from secondary

sources covered the overall Chocolate Market in India, the Foreign Chocolate

Market in India and data on Mars Chocolates. IndiaStat.com was a major resource

provider. Since data on Foreign Chocolates was not readily available we used

newspaper articles to get a better understanding.

d) Questionnaire development and pretesting

Questionnaire development:

The questionnaire was developed based on the secondary data analysis done as above.

After defining the objectives of the study the questionnaire was developed to meet all

information needs required to conduct analysis and reach conclusions. The questionnaire

was developed in two sets: Consumers and Non-Consumers. Most of the questions were

structured though a few unstructured questions were provided to understand get

qualitative insights.

Pretesting:

A sample of 5 consumers and 10 non-consumers were taken for this study to identify the

flaws in the questionnaire. Here the questionnaire administration was aided and in depth

discussion with the respondent was conducted. The sample population composed of IMI

students.

9

The following problems were seen and hence corrected:

1. Definition of consumers and non-consumers was unclear

The two qualifying questions developed thereafter were–

1. Do you consume chocolates?

2. Do you consume foreign chocolates on a regular basis?

I only have foreign chocolates

I mostly consume foreign chocolates (Out of every 10 chocolates that I

consume, 7 or more are foreign chocolates)

I have equal level of consumption for Foreign and Indian chocolates

(Out of every 10 chocolates that I consume, 4 to 6 are foreign chocolates)

I rarely consume foreign chocolates (Out of every 10 chocolates that I

consume 3 or less are foreign chocolates)

I don’t consume foreign chocolates at all

Here, first chocolate consumers were filtered out and then in the second question

consumers were defined by first and second option and non-consumers be last 3 options.

3. The demographic data questions that were positioned in the beginning of the

questionnaire were repositioned at the end to increase comfort levels and

concentration of the respondent.

4. Question based on Psychographics was introduced.

5. In consumer questionnaire q16 was changed from visual bar rating to a tabular

rating.

6. In consumer questionnaire, Q9 was introduced for a further refined analysis of the

sample population and in non-consumer questionnaire Q8 was introduced.

7. The questionnaire was made more user friendly by introducing boxes for ticking

and the overall visual effect of the questionnaires was worked upon.

8. Wording of certain questions was changed to make them easier to understand.

10

e) Sampling techniques

Overall a sample size of 200 was chosen which would be quite a representative sample

considering the target segment Mars is already looking at.

Overall Proportional Sampling: The Mars India Marketing Department was contacted to

understand the ratio of consumers to non-consumers of foreign chocolates in the current

scenario. Based on this a ration of 4:1(non consumers: consumers) was taken to split the

sample population of 200 into 160 non consumers and 40 consumers.

Simple Random Sampling: Within each category of consumers and non-consumers

simple random sampling was conducted to select respondents.

f) Fieldwork

The Pre-testing was done in the IMI Campus, through aided questionnaire filling and

discussions.

Understanding that the target consumer is most likely the urban, educated consumer, we

conducted Convenient Sampling at MBA colleges, at urban markets like Priyas,

Connaught Place, outside corporate houses, and through Mall intercepts in Gurgaon. The

group was split into two sub groups with 2-3 members each and intercepts were

conducted at the entrances, in the open spaces, and near chocolate shops and vendors.

Motivation needs of the respondent were fulfilled by distributing chocolates as an

incentive to fill the questionnaire.

11

Data Analysis, Observations and Results

A. Analysis of Secondary data

Chocolate Market in India

The chocolates market is estimated at around 33,000 tonnes valued at approximately Rs

8.0 bn. The counter market is estimated at about nearly Rs 2.5 to 3.5 bn and the rest is

made up of chocolate bars. Chocolates make up less than a fourth of the sweet-tooth

products including sugar-boiled confectionery, mints and chewing gums. Sugar

confectionery is by far the largest segment. To push sales, chocolate majors have

been targeting adult audiences. Chocolates are being presented as snack food for the new

target audiences. Another strategy sought was the introduction of smaller editions.

Although the players resorted to very aggressive promotional drives, the overall

penetration levels in 1999 and 2000 did not register any significant increase. Perhaps, the

increases by 5% to 15% in selling prices due to increase in cocoa prices caused the

stagnation.

After the worm controversy in October 2003, there was a meltdown in chocolate sales.

Cadbury India appears to be on a recovery path.

Statistics: Chocolate Market

Demand : Past & FutureYear th MT2000-01 22.12001-02 242002-03 302003-04 32.72004-05 35.52005-06 38.42006-07 41.32007-08 44.2

Product Variation

12

Market SegmentationSegment Share (%)2 to 8 years old 16 8 to 25 years old 5325 to 54 years old 22Over 55 years old 7North 35East 12West 33South 20

Segment Share (%)Molded Chocolates 50Count line bars 33Sugar panned 13Choco panned 4

Market Growth Rates1990-91 - 1996-97 6.9%1996-97 - 2001-02 8.9%2001-02 - 2006-07 11.5%2004-05 - 2009-10 7.2%

2009-10 - 2014-15 6.0%

Leading Players

While Cadbury leads in both the segments of the chocolates market, Nestle is the other

major player. Amul and Campco (producing for Amul) have, however, managed to

corner significant

shares of the market.

Cadbury has actually

become the generic

name for chocolates

in India. Cadbury

with its Dairy Milk,

Five Star, Milk Treat,

Eclairs, Golden, is ruling the roost. It proposed to introduce a host of its global offerings

like Flake, Timeout, Wispa, Caramel, Fuse and Cherry Ripe into the Indian market.

Cadbury dominates the chocolate segment with a share of around 70%. In chocolate-

based drinks, it claims nearly 50% of the market. Cadbury India's market share in cocoa-

based products is 35%, with Dairy Milk brand alone accounting for 29%. Perk and Five

Yr. 2006

Cadbury's68%

Nestle22%

Amul8%

Others2%

13

Sensitivity Coefficient 7.8%

Star account for another 20%. Cadbury derives 76% of its revenues from chocolates and

other confectionery sales.

Foreign Chocolate Market

Imported chocolates are gaining popularity in India especially from the mature and

affluent population despite high prices. Indians do not prefer dark bitter chocolates but

these have found favor with expats and foreigners. Five-star kitchens are also demanding

chocolates of the cooking variety like Lindt Couverture and Belgian Calibaut as

chocolate mousse and soufflés are becoming popular.

An annual growth of 15 percent has been noticed in the demand for imported chocolates

in India with the market size for the overseas brands estimated to be about Rs35 crore.

Business in the unorganized sector is estimated to be valued at half the business achieved

through organized channels.

Many foreign chocolates brands are flood Indian metropolitan cities with the

commencement of the festive season. They are Swiss brands Ferraro Rocher, Fox's and

Lindt and Australian brands Walter Heindl and Macadamia. Sales of officially imported

chocolates are high during the

festive season despite their high

prices. MB International Private

Limited is an exclusive

distributor for Walter Heindl and

Macadamia and expects to realise

a turnover of Rs1.5 crore from

Walter Heindl brand chocolates

during Oct-Jan 2001.

Indian chocolate companies Cadbury India and Mars India have observed that their net

profits were not affected by foreign chocolate brands. The latest Exim policy has

14

provided means for foreign brands like Hershey, Lindt and Quality Macintosh to enter the

country and Cadbury is faced with the task of maintaining its marketing share.

Indian shops are now selling more and more imported food products. Droste of Holland

has introduced 22 varieties of chocolates in various pack sizes. Lindt of Switzerland is

offering nearly 45 varieties of chocolates throughout the country. Customers in the

country now have a wide range of quality products to choose from. Due to the high

import duty of there is a growing grey market in these products.

Nestle India Ltd (NIL) had imported two brands, Quality Street and After Eight, into

India in 1997. As of now, the 40 percent import duty on the imported chocolates is

making it uncompetitive. Cadbury's Overtures, a premium priced brand has not

penetrated the market in volumes sale.

B. Analysis of Primary Data

B1. Market Potential Analysis

Mars when planning to come with its foreign chocolates in India should have a fair idea

of the market potential or the possible sales volume that can be achieved in the market.

For the above objective we have tried to calculate the market potential for Mars. Lets

look at the cross tab below:

For Consumers:

15

often u consume chocolates - foreign chocolates* how many choclates u buy at a go

Crosstabulation

3 6 9

33.3% 66.7% 100.0%

1 4 2 4 11

9.1% 36.4% 18.2% 36.4% 100.0%

2 1 3

66.7% 33.3% 100.0%

3 3 3 9

33.3% 33.3% 33.3% 100.0%

8 2 6 16

50.0% 12.5% 37.5% 100.0%

12 14 2 20 48

25.0% 29.2% 4.2% 41.7% 100.0%

Count

% within often uconsume chocolates- foreign chocolates

Count


Count


Count


Count


Count


More than once a week

Once a week

Once a fortnight

Once a month

Special Occasion

often u consumechocolates - foreignchocolates

Total

Single 2-3 4-5 Gift/Assorted

how many choclates u buy at a go

Total

We have taken a conservative aspect, if a respondent is consuming more than 1 chocolate

per week then we have taken 2 chocolates per week. For special occasions we have

considered about 4 chocolates in a year.

The respondents who buy 2-3 and 4-5 units bought we have taken mean value and for gift

packs we have taken 5 chocolate units.

Using the above assumptions we have multiplied the frequency with number of units

bought on a yearly basis and added for all the respondents interested in buying foreign

chocolates.

Using these assumptions, market potential comes out to be 6718 chocolates per 50

consumers, which can be an upper limit for Mars.

Therefore if we see broadly Mars has a market potential of 6718 chocolates yearly

per 50 consumers

16

This shows that Mars has a huge market potential for its foreign chocolates

Limitations:

The consumers may use the Mars foreign chocolates as a substitute and not really

switch from their favorite brand.

Respondents may not be interested in Mars brand at all. The study is just a broad

figure on an optimistic note.

B2. Consumer decision making Process

7Os Analysis

1.Who participates in the buying? Organizations

Consumer Media Habits:

17

how did u come to know - WOM

14 28.0 29.2 29.2

34 68.0 70.8 100.0

48 96.0 100.0

2 4.0

50 100.0

No

Yes

Total

Valid

9Missing

Total

Frequency Percent Valid PercentCumulative

Percent

how did u come to know - magazines

37 74.0 77.1 77.1

11 22.0 22.9 100.0

48 96.0 100.0

2 4.0

50 100.0

No

Yes

Total

Valid

9Missing

Total


Percent

how did u come to know - in-store

15 30.0 31.9 31.9

32 64.0 68.1 100.0

47 94.0 100.0

3 6.0

50 100.0

No

Yes

Total

Valid

9Missing

Total


Percent

These are the three main media vehicles to create awareness about foreign chocolates

presently. Where in two of them are most effective which are word of mouth and the in

store display.

18

Occupation* how did u come to know - WOM

* GenderCrosstabulation

7 11 18

38.9% 61.1% 100.0%

1 3 4

25.0% 75.0% 100.0%

2 2

100.0% 100.0%

8 16 24

33.3% 66.7% 100.0%

2 12 14

14.3% 85.7% 100.0%

1 1

100.0% 100.0%

2 3 5

40.0% 60.0% 100.0%

2 1 3

66.7% 33.3% 100.0%

6 17 23

26.1% 73.9% 100.0%

Count

% within Occupation

Count

% within Occupation

Count

% within Occupation

Count

% within Occupation

Count

% within Occupation

Count

% within Occupation

Count

% within Occupation

Count

% within Occupation

Count

% within Occupation

Student

Service

Professional

Occupation

Total

Student

Service

Professional

Housewife

Occupation

Total

Gender

Male

Female

No Yes

how did u come toknow - WOM

Total

The cross tab shows that the females rely more on WOM but when they are working

somewhere whereas house wives do not rely much on WOM, probably because they are

not constantly interacting with their peer group.

Monthly household Income* how did u come to know - in-store

Crosstabulation

1 2 3

33.3% 66.7% 100.0%

6 10 16

37.5% 62.5% 100.0%

8 19 27

29.6% 70.4% 100.0%

15 31 46

32.6% 67.4% 100.0%

Count

% within Monthlyhousehold Income

Count


Count


Count


Under 20,000

20,000-50,000

50,000and above

Monthly householdIncome

Total

No Yes

how did u come toknow - in-store

Total

19

Monthly household Income* how did u come to know - in-store

* like to try new productsCrosstabulation

1 1

100.0% 100.0%

1 1

100.0% 100.0%

3 8 11

27.3% 72.7% 100.0%

4 9 13

30.8% 69.2% 100.0%

4 6 10

40.0% 60.0% 100.0%

3 9 12

25.0% 75.0% 100.0%

7 15 22

31.8% 68.2% 100.0%

2 2

100.0% 100.0%

1 2 3

33.3% 66.7% 100.0%

2 2 4

50.0% 50.0% 100.0%

3 6 9

33.3% 66.7% 100.0%

1 1

100.0% 100.0%

1 1

100.0% 100.0%

Count


Count


Count


Count


Count


Count


Count


Count


Count


Count


Count


Count


Count


Under 20,000

20,000-50,000

50,000and above


Total

20,000-50,000

50,000and above


Total

Under 20,000

20,000-50,000

50,000and above


Total

20,000-50,000Monthly householdIncome

Total

like to try new products

Completely Agree

Agree

Neutral

Disagree

No Yes

how did u come toknow - in-store

Total

We know that a large number of consumers are from the segment with monthly

household income greater than 20K. Therefore the in store display is very important for

foreign chocolates and they should be attractive so that the people get attracted to

purchase them. Since the advertising for foreign chocolates has been close to nil therefore

the awareness through this channel is low but if advertising is done on television then it

can create awareness fast as compared to WOM which is an important channel here but is

slower. Also advertising in magazines can be a good medium.

20

2. How does the market buy? Operations

Consumer: the frequency and quantity of purchase for them is

Age* often u consume chocolates

Crosstabulation

18 9 8 1 4 40

45.0% 22.5% 20.0% 2.5% 10.0% 100.0%

1 3 2 1 1 8

12.5% 37.5% 25.0% 12.5% 12.5% 100.0%

1 1

100.0% 100.0%

19 12 11 2 5 49

38.8% 24.5% 22.4% 4.1% 10.2% 100.0%

Count

% within Age

Count

% within Age

Count

% within Age

Count

% within Age

21-35yrs

36-50yrs

51 and above

Age

Total

More thanonce a week Once a week

Once afortnight Once a month

SpecialOccasion

often u consume chocolates

Total

Occupation* often u consume chocolates

Crosstabulation

16 7 7 3 33

48.5% 21.2% 21.2% 9.1% 100.0%

3 1 1 5

60.0% 20.0% 20.0% 100.0%

3 1 1 1 1 7

42.9% 14.3% 14.3% 14.3% 14.3% 100.0%

2 1 3

66.7% 33.3% 100.0%

1 1

100.0% 100.0%

19 12 11 2 5 49

38.8% 24.5% 22.4% 4.1% 10.2% 100.0%

Count

% within Occupation

Count

% within Occupation

Count

% within Occupation

Count

% within Occupation

Count

% within Occupation

Count

% within Occupation

Student

Service

Professional

Housewife

Other

Occupation

Total



SpecialOccasion


Total

21

Monthly household Income* often u consume chocolates

Crosstabulation

1 2 3

33.3% 66.7% 100.0%

7 4 2 1 2 16

43.8% 25.0% 12.5% 6.3% 12.5% 100.0%

12 7 9 1 1 30

40.0% 23.3% 30.0% 3.3% 3.3% 100.0%

19 12 11 2 5 49

38.8% 24.5% 22.4% 4.1% 10.2% 100.0%

Count


Count


Count


Count


Under 20,000

20,000-50,000

50,000and above


Total



SpecialOccasion


Total

The frequency of consumption is the highest amongst the younger age group which is 21-

35 years and amongst the students and professionals. Similarly the higher income groups

the higher is the frequency of consumption of foreign chocolates. Since the prices of

foreign chocolates are higher therefore with increasing incomes the frequency of

consumption is going up.

Occupation* how many choclates u buy at a go

Crosstabulation

7 9 1 15 32

21.9% 28.1% 3.1% 46.9% 100.0%

2 1 2 5

40.0% 20.0% 40.0% 100.0%

2 5 7

28.6% 71.4% 100.0%

3 3

100.0% 100.0%

11 14 2 20 47

23.4% 29.8% 4.3% 42.6% 100.0%

Count

% within Occupation

Count

% within Occupation

Count

% within Occupation

Count

% within Occupation

Count

% within Occupation

Student

Service

Professional

Housewife

Occupation

Total



Total

With rising disposable incomes the number of units bought at a go; go up. But the

number of gift/ assorted packs remains same across various occupations.

The frequency of consumption and quantity bought at a go for Consumers is:

22

often u consume chocolates* how many choclates u buy at a go

Crosstabulation

1 11 8 20

5.0% 55.0% 40.0% 100.0%

3 1 2 4 10

30.0% 10.0% 20.0% 40.0% 100.0%

6 1 4 11

54.5% 9.1% 36.4% 100.0%

1 1 2

50.0% 50.0% 100.0%

1 1 3 5

20.0% 20.0% 60.0% 100.0%

12 14 2 20 48

25.0% 29.2% 4.2% 41.7% 100.0%

Count

% within often uconsume chocolates

Count


Count


Count


Count


Count


More than once a week

Once a week

Once a fortnight

Once a month

Special Occasion

often uconsumechocolates

Total



Total

Here we notice that the total quantity of consumption is more compared to the non

consumers. The consumers who have foreign chocolates more than once a week buy

about 2-3 units mostly followed by gifting packs or assorted packs. But the consumers

who have fewer chocolates also buy lower quantity a trend similar to that of non

consumers. But a contrasting trend is that most of the consumers buy gift/ assorted packs

maybe to gift or even enjoy more variety through a package. The ones who have

chocolates on special occasions usually buy assorted chocolates to get the most from a

package.

The preferences of attributes for consumers are:

Attribute Score Attribute Score

Assortment 5.48 Packaging 6.08

Availability 5.28 Price 4.46

Brand 3.98 Softness/ Texture 4.34

Pack Size 5.72 Taste 2.12

The score is out of 8. Here also the most important attribute is taste followed by brand,

softness and price.

23

3. When does the market buy? Occasion

The consumers buy foreign chocolates for below reasons:

Reason Percentage Reason Percentage

Self Consumption 93.75% Gifting 79.17%

Festivals 18.75% Baking Food Ingredient 6.25%

In lieu of sweets/ desserts 10.42% Anytime snack 20.83%

Special Occasion 37.50%

Here also the foreign chocolates are primarily bought for self consumption followed by

gifting, special occasion and anytime snack.

24

foreign chocolates make good gifts* Pupose of buying - gifting

Crosstabulation

1 13 14

7.1% 92.9% 100.0%

5 20 25

20.0% 80.0% 100.0%

2 2

100.0% 100.0%

1 2 3

33.3% 66.7% 100.0%

1 1 2

50.0% 50.0% 100.0%

10 36 46

21.7% 78.3% 100.0%

Count

% within foreignchocolatesmake good gifts

Count


Count


Count


Count


Count


Completely Agree

Agree

Neutral

Disagree

Completely Disagree

foreignchocolatesmake goodgifts

Total

No Yes

Pupose of buying -gifting

Total

The respondents who agree to the statement that “foreign chocolates make good gifts”

buy foreign chocolates a lot for gifting. Infact, even the consumers who disagree buy a

lot of foreign chocolates for gifting.

Therefore, the main occasions for buying the foreign and Indian chocolates are for

gifting, during festivals as gifts and on special occasion else both Indian and foreign

chocolates are mainly used for self consumption.

4. Where does the market buy? Outlets

25

Source Percentage Source Percentage

Retail Shops, India 60.00% Bakeries/ coffee shops, India 24.00%

Duty free shops 22.00% During Foreign Trips 32.00%

Friends and relatives abroad 36.00% Gifts 64.00%

Never buy get as gifts only 4.00% Others 2.00%

We see that the respondents get the chocolates mainly as gifts followed by buying from

retail shops, friends and relatives abroad and during foreign trips.

Monthly household Income* where do u get foreign choclates - buy from retail shops

Crosstabulation

3 3

100.0% 100.0%

5 11 16

31.3% 68.8% 100.0%

12 18 30

40.0% 60.0% 100.0%

20 29 49

40.8% 59.2% 100.0%

Count


Count


Count


Count


Under 20,000

20,000-50,000

50,000and above


Total

No Yes

where do u get foreignchoclates - buy from

retail shops

Total

Monthly household Income* where do u get foreign choclates - get as gifts

Crosstabulation

2 1 3

66.7% 33.3% 100.0%

9 7 16

56.3% 43.8% 100.0%

7 23 30

23.3% 76.7% 100.0%

18 31 49

36.7% 63.3% 100.0%

Count


Count


Count


Count


Under 20,000

20,000-50,000

50,000and above


Total

No Yes

where do u get foreignchoclates - get as gifts

Total

26

Monthly household Income* where do u get foreign choclates - buy during foreign trips

Crosstabulation

3 3

100.0% 100.0%

14 2 16

87.5% 12.5% 100.0%

16 14 30

53.3% 46.7% 100.0%

33 16 49

67.3% 32.7% 100.0%

Count


Count


Count


Count


Under 20,000

20,000-50,000

50,000and above


Total

No Yes

where do u get foreignchoclates - buy during

foreign trips

Total

Gifting of foreign chocolates is more prevalent amongst the higher income groups with a

monthly household income above 20K. The income group from 20K to 50K prefers to

buy foreign chocolates from the retail stores in India. The households with income more

than 50K prefer to buy foreign chocolates during their trip abroad.

5.Who constitutes the market?

This was analyzed by looking at the consumers. The respondents among the consumers,

the respondents who are either already buying from India are open to the idea of buying

in the future are the potential consumers. Analyzing their demographics gives us the

potential market segment and the consumer demographic profile.Also analyzed are the

consumers who are not going to buy foreign chocolates from India. The reasons for the

same have been analyzed later in the qualitative analysis.

Analyzing the consumer of foreign chocolates:

Demographic analysis of the consumers of foreign chocolates:

Age Frequency Percent Valid

PercentCumulative Percent

Valid 21-35yrs 40 80.0 81.6 81.6

27

36-50yrs 8 16.0 16.3 98.0

51 and above 1 2.0 2.0 100.0

Total 49 98.0 100.0

Missing 9 1 2.0

Total 50 100.0

Gender Frequency Percent Valid


Valid Male 26 52.0 53.1 53.1

Female 23 46.0 46.9 100.0

Total 49 98.0 100.0

Missing 9 1 2.0

Total 50 100.0

Monthly household Income Frequency Percent Valid Percent Cumulative Percent

Valid Under 20,000 3 6.0 6.1 6.1

20,000-50,000 16 32.0 32.7 38.8

50,000and above 30 60.0 61.2 100.0

Total 49 98.0 100.0

Missing 9 1 2.0

Total 50 100.0

Education Frequency Percent Valid Percent Cumulative Percent

Valid Less than graduation

3 6.0 6.1 6.1

Graduate 29 58.0 59.2 65.3

Postgraduate and above

17 34.0 34.7 100.0

Total 49 98.0 100.0

28

Missing 9 1 2.0

Total 50 100.0

Occupation Frequency Percent Valid Percent Cumulative Percent

Valid Student 33 66.0 67.3 67.3

Service 5 10.0 10.2 77.6

Professional7 14.0 14.3 91.8

Housewife 3 6.0 6.1 98.0

Other 1 2.0 2.0 100.0

Total 49 98.0 100.0

Missing 9 1 2.0

Total 50 100.0

Based on the above tables, the profile of a typical consumer of foreign chocolates in India

is as follows:

The consumer is a man/ woman aged between 21-35 years. She/he has household

monthly income in excess of Rs.50,000. The person is at least a graduate or above. One

limitation of the questionnaire is that the number of students interviewed is

disproportionately high. Hence from this particular sample it appears that most of the

consumers of foreign chocolates are students which may be misleading.

Demographic analysis of the consumers of foreign chocolates who are already buying foreign chocolates from India:

People buying foreign chocolates from retail shops in India

Frequency Percent Valid Percent

Cumulative Percent

Valid No 20 40.0 40.0 40.0

Yes 30 60.0 60.0 100.0

29

Total 50 100.0 100.0

People buying foreign chocolates from bakeries in India

Frequency Percent Valid Percent

Cumulative Percent

Valid No 38 76.0 76.0 76.0

Yes 12 24.0 24.0 100.0

Total 50 100.0 100.0

35 out of 50 (70%) of the consumers of foreign chocolates are buying foreign

chocolates from India (either retail shops or bakeries). 30% are not currently buying

from India. This shows that a market for foreign chocolates exists in India as well.



Valid 21-35yrs 28 80.0 82.4 82.4

36-50yrs 6 17.1 17.6 100.0

Total 34 97.1 100.0

Missing 9 1 2.9

Total 35 100.0



Valid Male 19 54.3 55.9 55.9

Female 15 42.9 44.1 100.0

Total 34 97.1 100.0

Missing 9 1 2.9

Total 35 100.0

Monthly household Income Frequency Percent Valid


30

Valid 20,000-50,000

14 40.0 41.2 41.2

50,000and above

20 57.1 58.8 100.0

Total 34 97.1 100.0

Missing 9 1 2.9

Total 35 100.0

Education Frequency Percent Valid


Valid Less than graduation

2 5.7 5.9 5.9

Graduate 22 62.9 64.7 70.6

Postgraduate and above

10 28.6 29.4 100.0

Total 34 97.1 100.0

Missing 9 1 2.9

Total 35 100.0

Occupation Frequency Percent Valid


Valid Student 22 62.9 64.7 64.7

Service 3 8.6 8.8 73.5

Professional7 20.0 20.6 94.1

Housewife 2 5.7 5.9 100.0

Total 34 97.1 100.0

Missing 9 1 2.9

Total 35 100.0

A consumer who is already buying foreign chocolates from India, is aged between 21-

35years belonging to the middle and upper income groups (Rs.20,000 and above). A

larger percentage of the people buying foreign chocolates from India belong to the

middle income group as compared to the broader segment of consumers of foreign

chocolates. This indicates a lack of opportunity to buy from abroad but a desire to

31

consume foreign chocolates. Hence this is a very lucrative market segment since foreign


Analysis of the consumers who are not currently buying from India but are

willing to buy from India in the future:

This suffers from non response error. 60% of the consumers who do not buy foreign

chocolates from India haven’t answered this question indicating that either they are

unsure about whether they want to buy from India or an error in the framing of the

question. Hence this has not been considered while analyzing the market potential.

Analyzing the non-consumer of foreign chocolates:

Demographic analysis of the non-consumers of foreign chocolates:



Valid <20 yrs 10 6.7 6.7 6.7

21-35 yrs 115 76.7 76.7 83.3

36-50 17 11.3 11.3 94.7

51 and above

8 5.3 5.3 100.0

Total 150 100.0 100.0



Valid Male 75 50.0 50.0 50.0

female 75 50.0 50.0 100.0

Total 150 100.0 100.0

Monthly household Income Frequency Percent Valid


Valid <20000 7 4.7 4.7 4.7

32

20001 - 50000

56 37.3 37.6 42.3

50001 and above

77 51.3 51.7 94.0

NA 9 6.0 6.0 100.0

Total 149 99.3 100.0

Missing 9 1 .7

Total 150 100.0

Education Frequency Percent Valid


Valid <graduation 9 6.0 6.0 6.0

graduate 82 54.7 54.7 60.7

Postgraduate & above

59 39.3 39.3 100.0

Total 150 100.0 100.0

Occupation Frequency Percent Valid


Valid Student 87 58.0 58.0 58.0

Service 12 8.0 8.0 66.0

Professional 24 16.0 16.0 82.0

Businessman 10 6.7 6.7 88.7

Housewife 16 10.7 10.7 99.3

Other 1 .7 .7 100.0

Total 150 100.0 100.0

A typical non consumer of foreign chocolates is aged between 21-35years. Nearly half

the respondent base had monthly household income less than Rs.50,000. This shows that

this segment might be relatively less affluent and more price conscious. Hence in order to

attract this segment it is essential to look at the pricing policies. The non consumer has

33

most likely done her/his graduation. Professionals and housewives are also an important

segment among the non-consumers besides the students.

5. What does the market buy?

The consumers have been analyzed to find out which type of chocolates do they buy and

the brands that they prefer. This also gives us an insight into which is the most popular

type of chocolate amongst the consumers. This is later supplemented by what they look

for in a chocolate in terms of the importance of various attributes.

Analyzing the consumers of foreign chocolates:

Type of Chocolate FrequencyMilk chocolate 23Truffle (with smooth center) 19Dark chocolate 25Fruit and nut 23Exotic flavours e.g.Mint 14Wafer 20Caramel 16Liquor 14Others 3No Preference/ Any 0

The most popular chocolate categories are milk, fruit and nut, wafer, dark and truffle. The

frequency of consumption has been analysed below for the people who consume these

chocolates.

Milk Chocolate by Recoded frequency of consumption of Milk chocolate Recoded frequency of

consumption_Milk chocolate

Total

Heavy Medium Light

Milk Chocolate

No Count 1 1 12 14

% within type of chocolate - Milk Chocolate

7.1% 7.1% 85.7% 100.0%

Yes Count 15 6 21

% within type 71.4% 28.6% 100.0%

34

of chocolate - Milk Chocolate

Total Count 16 1 18 35

% within type of chocolate - Milk Chocolate

45.7% 2.9% 51.4% 100.0%

Majority of the consumers of milk chocolates are heavy users, consuming the particular chocolate at least once a week or more.

Truffle Chocolate by Recoded frequency of consumption of Truffle chocolate Heavy Medium Light

Truffle

No Count 3 3 5 11

% within type of chocolate - truffle

27.3% 27.3% 45.5% 100.0%

Yes Count 12 3 3 18


66.7% 16.7% 16.7% 100.0%



51.7% 20.7% 27.6% 100.0%

Majority (66.7%) of the consumers of truffle are heavy users, consuming the particular

chocolate at least once a week or more.

Fruit and Nut by Recoded frequency of consumption of fruit and nut chocolate Heavy Medium Light

Fruit and nut No Count 2 1 7 10

% within type of chocolate - fruit and nut

20.0% 10.0% 70.0% 100.0%

Yes Count 10 5 6 21


47.6% 23.8% 28.6% 100.0%

35



38.7% 19.4% 41.9% 100.0%

Less than 50% of the consumers of fruit and nut are heavy consumers. So even though

this category of chocolates is popular with most people liking it, it is not consumed that

frequently. This could partly be attributed to the generally higher prices of this category

of chocolates.

Dark Chocolate by Recoded frequency of consumption of Dark Chocolate Heavy Medium Light

Dark chocolate

No Count 1 1 7 9

% within dark chocolate

11.1% 11.1% 77.8% 100.0%

Yes Count 12 4 9 25


48.0% 16.0% 36.0% 100.0%



38.2% 14.7% 47.1% 100.0%

Again for this category less than 50% of the consumers are heavy consumers. So even

though this category of chocolates is popular with most people liking it, it is not

consumed that frequently. This could partly be attributed to the generally higher prices

and also lesser availability of this category of chocolates.

Wafer Chocolate by Recoded frequency of consumption of Wafer Chocolate Heavy Medium Light

Wafer No Count 4 4 8 16

% within wafer

25.0% 25.0% 50.0% 100.0%

Yes Count 11 3 3 17

36

% within wafer

64.7% 17.6% 17.6% 100.0%


% within wafer

45.5% 21.2% 33.3% 100.0%

A substantial (64.7%) proportion of the consumers of wafer chocolates are heavy

consumers. This can be attributed to greater variety, availability and lower price points.

The analysis of the chocolate category consumed the most and the frequency of

consumption for the chosen categories, reveals a drawback of the questionnaire where the

consumer has not just given the chocolates that he consumes the most but actually the

chocolates he likes/ prefers the most. This is a limitation of the questionnaire which is

leading to slight discrepancies witnessed in case of dark chocolates and fruit and nut

Type of chocolate Frequency (out of 50)Toblerone 38Mars 36Hersheys 32Snickers 27Bounty 14Lindt 18After 8 20M & M 15Ferro Roche 40Others 6

The brands that are consumed the most are Toblerone, Mars, Hersheys and Ferro Roche.

These brands have the easiest recall and greatest visibility. The reasons as to why these

brands are bought have been analyzed in the subsequent part.

6. Why does the market buy?

This takes a look at the reasons for chocolate purchase for both consumers. This has been

analyzed by looking at the ranks that have been given by the various consumers to the

various attributes.

Analyzing the consumers:

Taste 1.83Brand 3.77

37

Softness / texture 4.15Price 4.27Availability 5.13Assortment 5.33Packsize 5.58Packaging 5.96

Taste and brand emerged to be the most important attributes among the consumers. But

taste has received a substantially higher rating in case of consumers reflecting a greater

importance attached to taste in this segment of consumers of foreign chocolates.

For the consumers of foreign chocolates the performance of the most popular brands on

the various attributes were studied: Ferro Roche, Toblerone, Mars

Toblerone

toblerone – assortment 2.56

toblerone – availability 1.95

toblerone – brand 1.52toblerone – packsize 1.93

toblerone – packaging 1.93

toblerone – price 2.21toblerone – softness 2.07

toblerone – taste 1.62

Mars

mars – assortment 2.73mars – availability 2.19mars – brand 1.93mars – packsize 2.14mars – packaging 2.38mars – price 2.4mars – softness 1.76mars – taste 1.62

Ferro Roche

Ferro roche – assortment 2.36

ferro roche – availability 1.98

ferro roche – brand 1.74ferro roche – packsize 1.98

Ferro roche – packaging 1.6

ferro roche – price 2.67ferro roche – softness 1.74

38

ferro roche – taste 1.47

Toblerone has scored the maximum on brand and taste and performed the worse on

assortment. Hence the reasons for popularity amongst the customer who looks for a good

brand and great taste and ranks assortment as the least important attribute. The same is

true for Mars. While the above is true for Ferro Roche as well, it performs really well on

another attribute which is the packaging. Ferro Roche is popular for its sleek packaging

for gifting and which the customers appreciate and adds to its brand value

C. Attitude Interests Opinion Analysis (AIO)

The analysis has been done in 2 ways :

On the whole respondents group

First the AIO analysis is done on whole of respondents group. The Psychographic

statements, given in Q. No 19 of consumers Questionnaire and, is taken into

consideration for this analysis. First, a factor analysis is run on these segments to reduce

the data and to find out 2-3 dominant factors which sum up the psychographic statements.

After that factor scores are saved in respective data sheets and a cluster analysis is done

to segment the respondents. After that cluster wise demographic analysis is done to

identify the clusters and the respondent profiles in respective clusters.

All Consumers of Foreign Chocolates

Four factors emerge out after running the factor analysis. These four factors explain 65%

39

of the total variance. The rotated component matrix of the factor analysis is as shown

The four factors are:

1. Chocolates are waste of money

2. Like to try new products

3. Foreign Products have good quality

4. Foreign chocolates are good gifts

The cluster analysis shows that there are only two dominant clusters which are emerging.

Running a 2-cluster solution on these factor scores gives us following clusters:

Final Cluster Centers

-1.08705 .12640

-1.00687 .11708

-1.42894 .16616

.62819 -.07304

REGR factor score1 for analysis 1




1 2

Cluster

Rotated Component Matrixa

.242 .575 -3.49E-02 -5.26E-02

-.540 7.023E-02 .636 2.044E-02

.856 .233 8.724E-02 -3.45E-02

.806 -.174 -9.17E-02 -4.98E-02

-3.40E-02 2.499E-02 .113 .853

.310 .378 -.551 .354

-2.05E-02 .597 -4.25E-02 .234

.578 .135 3.236E-02 -.608

.278 7.256E-03 .818 .213

-.229 .720 4.135E-02 -.264

prefer eating on festiveoccasions

like buying foreign brands

buying chocolates iswaste

foreign chocolates areexpensive

foreign chocolates makegood gifts

indian are better in taste

consume chocolatesoncaasionally

I buy only indianchocolates

foreign choclates havehigh quality standards

like to try new products

1 2 3 4

Component

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.

Rotation converged in 8 iterations.a.

40

Number of Cases in each Cluster

5.000

43.000

48.000

2.000

1

2

Cluster

Valid

Missing

Cluster 1

The dominant factor which is in this cluster is factor 4 and this cluster has only 5

members. That means this cluster believes in that foreign chocolates are good gifts and

but they themselves will not buy them. They will still prefer buying Indian chocolates.

The demographic analyses of this cluster show us that all of the respondents lie within

21-35 yrs age group. Majority (4 out of 5) are males and students who are graduate and

having a MHI of Rs 50,000 and above. Thus this justifies for their belief that foreign

chocolates make good gifts.

Cluster 2

This cluster has 43 members and the dominant factors which emerge out in this cluster

are factors 1, 2 and 3. That means they believe in trying out new products and think they

are of good quality but on the other hand think that foreign chocolates are expensive and

buying them is a waste of money. The demographic analyses of this cluster show that

majority of them are students in the age group of 21-35 yrs and there is mix of both males

and females. But here in this case majority of them lies in 20,000 – 50,000 MHI category

which explains there ambitions of liking foreign products abut still believing that foreign

chocolates are expensive and waste of money. Perhaps they want to spend there money

on some other products.

D. Qualitative Data Analysis

The questionnaire that was designed contained the following open-ended question :

Are you open to buying foreign chocolates in the future?

41

If Yes … Why?

If No…..Why?

The main objective behind this objective was to find out what the consumers wishlist is

and what would actually trigger his purchase. The quantitative data is indicative of the

purchase and non-purchase scenario. However, on analyzing the responses, the following

picture emerged…

(a) If Yes, why……………

Why would you be open to buying Foreign Chocolates

Availability10%

taste43%Variety

16%

Experimenting9%

Affordable11%

Texture1%

Gifting1%

Perception2%

Quality7%

Some respondents filled in this question with their comments. Based on these comments,

the above pie-chart was drawn.

The four predominant factors that are reasons for consumers being open to the

purchase of foreign chocolates are:

o Taste: Foreign chocolates taste better than Indian chocolates

o Variety: Foreign chocolates have a greater variety of flavours than Indian

chocolates

o Affordability: Expectation of foreign chocolates being more affordable

42

o Availability: Expectation of better availability.

Inferences

It is evident that the consumer would go ahead and buy the foreign chocolates

because of the taste factor primarily.

Another factor that lures them is the variety that foreign chocolates have.

Following this is the availability and affordability factors, which are supported

by10% and 11% of the respondents.

Demographics:

Income: With regard to the four predominant factors , we see that all the

respondents fall within the income group of 20000 to 50000 and 50,000 and

above. There seems to be no difference in the income groups of respondents

supporting a specific factor.

Income Groups

02468

101214161820

Availa

bility

taste

Variet

y

Experim

entin

g

Afford

able

Quality

Textu

re

Perce

ption

Gifting

Inc -a

Inc-b

Inc-c

Inc-d

Gender : With regards to gender, the data shows that women are more

demanding than men on almost all parameters!!

43

Gender

0

5

10

15

20

25

Availa

bility

taste

Variet

y

Experim

entin

g

Afford

able

Quality

Textu

re

Perce

ption

Gifting

Male

Female

Occupation : The dominating group is definitely the ‘Student’ group on all

parameters.

Occupation

0

5

10

15

20

25

30

Availa

bility

taste

Variet

y

Experim

entin

g

Afford

able

Quality

Textu

re

Perce

ption

Gifting

Housewife

Businessman

Service

Professional

Student

(b) If NO, why….

The next part of the question was on why the respondents would not be open to buying

foreign chocolates..

The following factors were the primary reasons for non-purchase by the respondents.

44

Total

Expensive46%

Satisfied with Indian

Chocolates32%

Low personal Consumption

4%

Taste is poor18%

Inferences:

Expensive : The respondents feel that these chocolates will continue to be

expensive

Satisfied with Indian Chocolates : The respondents feel that there is no reason

to buy foreign chocolates since Indian chocolates are good enough.

Taste is poor : The respondents are of the opinion that Indian chocolates taste a

lot better than the foreign ones.

Demographics :

Gender : Here, too it is seen that it is the women who are more apprehensive about

buying foreign chocolates.

Gender

012345678

Expensive Satisfied withIndian

Chocolates

Low personalConsumption

Taste is poor

Male

Female

Occupation :

45

Occupation

0

1

2

3

4

5

6

7

Expensive Satisfied withIndian

Chocolates

Low personalConsumption

Taste is poor

Housewife

Businessman

Service

Professional

Student

It is evident that students are a dominating group here as well and this has obvious

relevance as well known to common perception , especially when it comes to chocolates

being expensive. Students also seem to be the ones who are rather touchy about the taste

factor as well.

What They Said…

“Foreign Chocolates are softer and tastier than Indian ones.”

“More Foreign flavours must be introduced..”

“Reduce the price”

“Bring chocolate candies here…”

“Foreign chocolates in stores are inferior in taste than those bought from

abroad”

“I believe they (foreign chocolates) are better in quality and will get cheaper..”

“Must keep a check on prices, must be available and must be in sync with

Indian taste”

“I’m not sure which chocolate is a foreign one…there should be better

promotion”

“Current prices don’t justify the value desired.”

Would you buy foreign chocolates from India if a major foreign chocolate brand

started selling them in the country.

46

If not, why?

This is what they said….

“Foreign chocolates should be as easily available in India as Dairy milk

is.”

“Lindt is too expensive…..The chocolates must be in smaller sizes”

“Price is the only issue , barring which the popularity of these chocolates

would be high”

“The major consideration is that sometimes the packaging date of foreign

chocolates is old…”

Some key points brought out by the consumers of foreign chocolates are :

- They believe that foreign chocolates aren’t as expensive when they

are paid for in Dollars!

- Also, they are skeptical about ease of availability, variety, pricing and

above all , whether the taste would be comparable with the chocolates

available abroad.

47

The Wishlist

From the above analysis it is evident that a bulk of consumers are open to the idea of

buying foreign chocolate.

~What definitely seems to have won them over is the taste factor. This is a key factor

and will probably even determine their decision of re-purchase.

~These consumers are looking for variety and different flavours. This is going to be

quite a lure for them.

~But, then again, price tends to be a restraining factor. For some there is an expectation

of lower prices, while for some others there is a perception that the high prices are a

deterrent to purchase.

~Another perception that must be looked into is that of availability.

~ Promotion is very important. People are unaware of which brands are authetic Foreign

chocolates and they feel that adequate promotion would dispel their fears.

~ There must be a clear communication to the prospective consumers that the chocolates

are authentic and genuine.

~ The respondents attribute a lot of importance to quality and believe that foreign

chocolates are definitely superior on that front. This expectation must be met

consistently.

48

Limitations and caveats

Consumers haven’t answered q10, which questions them on whether they are

going to buy foreign chocolates from India in the future. There is substantial non

response error as 15 people should have answered this question but only 6 people

have given a response (40%).

A limitation of the questionnaire is that the number of students interviewed is

disproportionately high. Hence from this particular sample it appears that most of

the consumers of foreign chocolates are students which may be misleading.

The analysis of the chocolate category consumed the most and the frequency of

consumption for the chosen categories, reveals a drawback of the questionnaire

where the consumer has not just given the chocolates that he consumes the most

but actually the chocolates he likes/ prefers the most. This is a limitation of the

questionnaire which is leading to slight discrepancies witnessed in case of dark

chocolates and fruit and nut

The questionnaire has not given us data to understand whether the non-

consumers who are ready to buy foreign chocolates , will actually cut-down their

consumption of Indian brands and start consuming foreign brands or whether their

consumption of Indian chocolates will remain unaffected while they increase their

total consumption by adding on foreign chocolates.

The questionnaire hasn’t been able to find out how the consumer of foreign

chocolates perceives Indian brands vis-à-vis foreign brands. There are a few

qualitative statements to support this, but more quantitative analysis is required.

The questionnaire has predominantly nominal data, thereby limiting the scope of

analysis.

Also, the consumers of chocolates haven’t been asked to rank their preferred

brands.The only indicators are the ranks allotted to the brands on various

attributes.

Finally, we haven’t asked the consumers to explicitly discuss their ideal brand.

The only way we have garnered some information is from the qualitative and

quantitative analysis drawn above.

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Conclusions and Recommendations

WHO IS MARS’S POTENTIAL AND PROSPECTIVE CONSUMER ?

A larger percentage of the people buying foreign chocolates from India belong to the

middle income group as compared to the broader segment of consumers of foreign

chocolates. This indicates a lack of opportunity to buy from abroad but a desire to

consume foreign chocolates. Hence this is a very lucrative market segment since foreign


A very promising segment that is willing to buy foreign chocolates is the affluent, young

professionals with the spending power.

What They Like!

The most popular chocolate categories are milk, fruit and nut, wafer, dark and truffle

chocolates

Preffered Attributes

Taste and brand emerged to be the most important attributes among the consumers as.

But taste has received a substantially higher rating in case of consumers reflecting a

greater importance attached to taste in this segment of consumers of foreign chocolates.

A cluster analysis done shows the emergence of two clusters which are very lucrative

for Mars. In terms of demographics there is no significant difference since majority of

the respondents are students. However, what emerges very clearly is that:

the age group of the target group is between 20 to 35 years

With monthly household incomes of Rs. 50,000 plus for the consumers.

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It is very essential for Mars to keep in mind PRICE as a factor as this has emerged not

only in the mean scores calculated but also in the qualitative data analysis.

THE MARKETING MIX

By looking at the position of the foreign brands being consumed in India currently,

Mars will need to take cues from the top brands as rated by the consumers on various

parameters.

Price and Product

In terms of product attributes such as softness, taste, assortment and packsize,

Toblerone wins hands down.

Availability

Here, too Mars must look into its own distribution of Toblerlone, because despite

being a foreign brand it seems to score well in this aspect.

Packaging And Branding

The forerunner here is the bright- gold -paper wrapped Ferrero Rocher chocolate.

Most common Reasons for Purchase

The three key reasons for purchase are :

- Self consumption

- Gifting

- Special occassions

Therefore, Mars must focus on these areas when deciding SKU size and positioning,

considering the fact that it will have an advantage over the current foreign brands.

Currently, it should be noted that only 2 brands have gift packs- Cadburys’ and

Ferrero Rocher

Preferred Pack Type

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Respondents prefer foreign chocolates for the purpose of gifting. However, it is also

to be noted that they prefer assorted packs. This is also validated by the qualitative

data analysis as well wherein consumers are looking for variety and believe it is a

parameter where foreign chocolates score over Indian chocolates. Therefore, Mars

must come out with a wide product line ranging from single units for an any-time

snack, to assortment packs for special/gifting occasions.

Media Habits & Communication

Across segments, the dominant media options that have emerged are :

- Television

- Magazines ( to some extent)

No foreign brands have advertised in India as of now. Whereas, when it comes to

Indian chocolates we see that the awareness is created mainly by TV commercials.

What also gets the consumer thinking is word- of- mouth promotion and in-store

displays.

At this juncture it is important for Mars to avail the benefits of being one of the first

mover. Being an FMCG product, the main media of communication would be TV

followed by print and radio. Mars will have to develop integrated marketing

communication plan.

Triggers For Purchase and the consumers’ Wishlist

~What definitely seems to have won the consumers over is the taste factor. This is

a key factor and will probably even determine their decision of re-purchase.

~These consumers are looking for variety and different flavours. This is going to

be quite a lure for them.

~But, then again, price tends to be a restraining factor. For some there is an

expectation of lower prices, while for some others there is a perception that the high

prices are a deterrent to purchase.

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~Another perception that must be looked into is that of difficulty of availability.

~ Promotion is very important. People are unaware of which brands are authetic

Foreign chocolates and they feel that adequate promotion would dispel their fears.

~ There must be a clear communication to the prospective consumers that the

chocolates are authentic and genuine.

~ The respondents attribute a lot of importance to quality and believe that foreign

chocolates are definitely superior on that front. This expectation must be met

consistently.

WHAT WE FEEL….

Based on all the above analysis and recommendations, we are of the opinion that the

market is feasible for Mars to launch foreign chocolates from a preliminary research

perspective.

A second stage research must be carried to out to understand the Marketing mix of

the top competition brands that Mars has to take cues from.

Also, a detailed study of the consumer decision making process maybe carried out to

supplement the above.

All this will eventually help Mars take its decision on positioning its foreign

chocolates as mass or niche products.

Bibliography

www.mars.com

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IndiaStat.com

Foreign Chocolates Flood Shop Shelves, Business Line. Oct 16, 2001; pg 1

Foreign Chocolates, Juices Crowd Indian Shelves, Business Line. Jul 7, 2001; pg 6

Chocolate Imports, A Sweet Tale, Economic Times. Dec 5, 2002; pg 1

Chocolate Imports Will Make No Dent On Players, Financial Express. Oct 10, 1997; pg 7

Cadbury India, Beverage & Food World. Feb 28, 2006; pg 91

Chocolate Market Gears Up For A Sweet Time, Impact. Mar 6, 2005; pg 7

A Chocolate A Day, Pitch. Dec 15, 2004; pg 60

Sweet Success, USP Age. Nov 30, 2004; pg 44

Cadbury Dairy Milk: Real Taste Of Meetha, Brand Reporter. Aug 15, 2004; pg 30

Hershey To Set Up Own Subsidiary, Economic Times. May 13, 1995; pg 13

What's sweet and what isn't , Business Line, July 22, 2001

Nestle India: Pare exposures Business Line, Aug 15, 2004

Exhibits

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a. CONSUMER QUESTIONNAIRE

Qualifying Question

1. Do you consume chocolates?

2. Do you consume foreign chocolates on a regular basis?I only have foreign chocolatesI mostly consume foreign chocolates (Out of every 10 chocolates that I consume, 7 or more are foreign chocolates)I have equal level of consumption for Foreign and Indian chocolates (Out of every 10 chocolates that I consume, 4 to 6 are foreign chocolates)I rarely consume foreign chocolates (Out of every 10 chocolates that I consume 3 or less are foreign chocolates)I don’t consume foreign chocolates at all

Questions:

1. Do you purchase packaged snack food from the market? Yes / No

2. Which are the packaged snack food items that you purchase regularly (at least once a month) (Tick one or more)

Biscuits/ Cakes Namkeens/ Salted Snacks Chips/ WafersCold Drinks/Juices Ice Creams Sugar ConfectionaryChocolates Others ______________

3. Which of the following packaged snack food items are you most likely to purchase impulsively? (Tick one or more)

Biscuits/ Cakes Namkeens/ Salted Snacks Chips/ WafersCold Drinks/Juices Ice Creams Sugar ConfectionaryChocolates Others ______________

4. How often do you consume chocolates?More than once a week Once a week Once in a fortnightOnce a month Only on special occasions

5. What type of chocolates do you consume the most?(Tick one or more) Milk chocolate Truffle (with smooth center) Dark chocolate Fruit and nut Exotic flavours e.g.Mint Wafer Caramel Liquor Others ___________ No preference/ Any

6. Frequency of consumption:Type of Chocolate More than once a

weekOnce a week Once a Fortnight Once a Month Only on special

occasionsMilk chocolateDark chocolateTruffle (with smooth center)CaramelFruit and nutWaferExotic flavours e.g.MintLiquor

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No Preference/ AnyOthers_____________

7. How often do you consume foreign chocolates? (Tick only one)More than once a week Once a week Once in a fortnightOnce a month Only on special occasions

8. From where do you get foreign chocolates for consumption? (Tick which ever is applicable)Buy from retail shops in IndiaBuy from Bakeries/ Coffee shops in India (including the ones in hotels)Buy from Duty Free shops at International airportsBuy during foreign tripsAsk friends/ relatives going abroad to buy chocolates for you (pay them)Get as gifts from people, company etc. Never buy and only get as gifts Others______________________

9. (For people who chose don’t buy option in Q.No.8 only)

If you don’t buy foreign chocolates (Answer this question and then move to Question 14)a. Why don’t you buy foreign chocolates?

Don’t like it that much to spend money on itI prefer Indian chocolatesAvailability is very poor in the countryThere isn’t a marked difference in the quality and taste of foreign and Indian chocolatesThey are too expensive

b. If you stop getting foreign chocolates as giftsWould stop eating foreign chocolates (Move to Question 15)Would ask people going abroad to get me foreign chocolates (pay them)Would start buying foreign chocolates either from India or abroad

10. For people who buy foreign chocolates but have never bought them from India,a. Would you buy foreign chocolates from India if a major foreign chocolate brand started

selling them in the country? Yes/ Nob. If No, Why______________________________________________________________

11. If you buy foreign chocolates, how many foreign chocolates do you buy at a go?

Single unit 2-3 4-5 Gift pack and Assorted packs

12. For what purpose do you buy foreign chocolates?(Tick one or more)

Self consumptionGiftingFestivalsBaking foods ingredientIn Lieu of sweets/ dessertsAnytime SnackSpecial Occasions

13. How did you come to know about the foreign chocolates you buy? (Tick one or more)

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Newspapers Television Commercials Magazines Billboards Word of mouth In-storeOthers______________________

14. Rank the importance of the following attributes in order of preference while buying foreign chocolates (1-Most important, 8- Least important)

Attribute RankAssortmentAvailabilityBrandPack sizePackagingPriceSoftness/ TextureTaste

15. Which of the following brands of foreign chocolates do you consume?(Tick one or more) Toblerone Mars Hersheys Snickers Bounty Lindt After 8 M & M Ferro Roche No brand preference Others______________________

16. Rate each of the following brands for effectiveness on each criteria (1-Very Good, 2-Good, 3-Neutral, 4-Poor, 5-Very Poor)

Assortment Availability Brand Pack size Packaging PriceSoftness/ Texture Taste

TobleroneMarsHersheysSnickersFerro RocheBountyLindtAfter 8M & MOthers __________

17. Any suggestions/ comments...........................................................................................................................................................................................................................................................................................................................................

18. Please rate the following on a scale of 1 to 51 = Completely Agree, 2 = Agree, 3 = Neutral, 4 = Disagree, 5 = Completely Disagree

a. I prefer eating/gifting Indian sweets on festive occasionsb. I like buying foreign brands over Indian Brandsc. Buying chocolates is a waste of moneyd. Foreign chocolates are unnecessarily expensivee. Foreign chocolates make good giftsf. Indian chocolates are better in taste than foreign chocolatesg. I consume chocolates only occasionally since they are fatteningh. Since I was in born in India, I should buy only Indian Chocolates

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i. I believe that foreign brands have very high quality standardsj. I like to try new products

19. Are you open to buying foreign chocolates in the future?(Tick) a. If Yes, why_____________________________________________b. If No, why______________________________________________

20. Age: < 20 yrs 20-35 yrs 35-50 yrs 50 yrs and above

21. Gender: Male Female

22. Monthly Household Income in Rupees Under 20,000 20,000-50,000 50,000 & Above Not Applicable

23. Education: Less than graduation Graduate Postgraduate &above

24. Occupation (Tick) Student T Service Professional Businessman Housewife Other____________

THANK YOU

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THANK YOUb. Coding Sheet

Mars Chocolates Coding scheme (Consumers)QNo. Variable name Coding Instruction

Symbol used for variable name

1 Purchse snack food Yes = 1, No = 0 12a type of packaged food purchsed regularly - biscuits/cakes Yes = 1, No = 0 2a2b type of packaged food purchsed regularly - namkeens Yes = 1, No = 0 2b2c type of packaged food purchsed regularly- chips Yes = 1, No = 0 2c2d type of packaged food purchsed regularly- cold drinks Yes = 1, No = 0 2d2e type of packaged food purchsed regularly- ice creams Yes = 1, No = 0 2e

2ftype of packaged food purchsed regularly- sugar confectionary Yes = 1, No = 0 2f

2g type of packaged food purchsed regularly- chocolates Yes = 1, No = 0 2g2h type of packaged food purchsed regularly- others Yes = 1, No = 0 2h

3atype of packaged food purchsed impulsively - biscuits/cakes Yes = 1, No = 0 3a

3b type of packaged food purchsed impulsively - namkeens Yes = 1, No = 0 3b3c type of packaged food purchsed impulsively- chips Yes = 1, No = 0 3c3d type of packaged food purchsed impulsively- cold drinks Yes = 1, No = 0 3d3e type of packaged food purchsed impulsively- ice creams Yes = 1, No = 0 3e

3ftype of packaged food purchsed impulsively- sugar confectionary Yes = 1, No = 0 3f

3g type of packaged food purchsed impulsively- chocolates Yes = 1, No = 0 3g3h type of packaged food purchsed Impulsively- others Yes = 1, No = 0 3h

4 often u consume chocolates

>once a week = 1, once a week = 2, once a fortnight = 3, once a month = 4, special occasion = 5 4

5a type of chocolate - Milk Chocolate Yes = 1, No = 0 5a5b type of chocolate - truffle Yes = 1, No = 0 5b5c type of chocolate - dark chocolate Yes = 1, No = 0 5c5d type of chocolate - fruit and nut Yes = 1, No = 0 5d5e type of chocolate - exotic flavors Yes = 1, No = 0 5e5f type of chocolate - wafer Yes = 1, No = 0 5f5g type of chocolate - caramel Yes = 1, No = 0 5g5h type of chocolate - liquor Yes = 1, No = 0 5h5i type of chocolate - others Yes = 1, No = 0 5i5j type of chocolate - any / no pref Yes = 1, No = 0 5j

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6a frequency of consumption - milk chocolate

>once a week = 1, once a week = 2, once a fortnight = 3, once a month = 4, special occasion = 5 6a

6b frequency of consumption - dark chocolate

>once a week = 1, once a week = 2, once a fortnight = 3, once a month = 4, special occasion = 5 6b

6c frequency of consumption - truffle

>once a week = 1, once a week = 2, once a fortnight = 3, once a month = 4, special occasion = 5 6c

6d frequency of consumption - caramel

>once a week = 1, once a week = 2, once a fortnight = 3, once a month = 4, special occasion = 5 6d

6e frequency of consumption - fruit and nut

>once a week = 1, once a week = 2, once a fortnight = 3, once a month = 4, special occasion = 5 6e

6f frequency of consumption - wafer

>once a week = 1, once a week = 2, once a fortnight = 3, once a month = 4, special occasion = 5 6f

6g frequency of consumption - exotic

>once a week = 1, once a week = 2, once a fortnight = 3, once a month = 4, special occasion = 5 6g

6h frequency of consumption - liquor

>once a week = 1, once a week = 2, once a fortnight = 3, once a month = 4, special occasion = 5 6h

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6i frequency of consumption - others

>once a week = 1, once a week = 2, once a fortnight = 3, once a month = 4, special occasion = 5 6i

6j frequency of consumption - any / no pref

>once a week = 1, once a week = 2, once a fortnight = 3, once a month = 4, special occasion = 5 6j

7 often u consume chocolates - foreign chocolates

>once a week = 1, once a week = 2, once a fortnight = 3, once a month = 4, special occasion = 5 7

8a where do u get foreign choclates - buy from retail shops Yes = 1, No = 0 8a8b where do u get foreign choclates - buy from bakeries Yes = 1, No = 0 8b8c where do u get foreign choclates - buy from duty free Yes = 1, No = 0 8c8d where do u get foreign choclates - buy during foreign trips Yes = 1, No = 0 8d8e where do u get foreign choclates - ask friends to get Yes = 1, No = 0 8e8f where do u get foreign choclates - get as gifts Yes = 1, No = 0 8f

8gwhere do u get foreign choclates - never buy and only as gifts Yes = 1, No = 0 8g

8h where do u get foreign choclates - others Yes = 1, No = 0 8h

9a why don’t u buy foreign choclates

don’t like to spend money = 1, prefer indian chocolates = 2, poor avaiability = 3, no marked diff = 4, too expensive = 5 9a

9b if u stop getting chocloates as gifts

stop eating foreign choclates = 1, ask people abroad to get = 2, start buying = 3 9b

10a would u buy from india Yes = 1, No = 0 10a

11 how many choclates u buy at a go

single unit = 1, 2-3 = 2, 4-5 = 3, gift pack = 4 11

12a Pupose of buying - self consumption Yes = 1, No = 0 12a12b Pupose of buying - gifting Yes = 1, No = 0 12b12c Pupose of buying - festivals Yes = 1, No = 0 12c12d Pupose of buying - baking foods ingredient Yes = 1, No = 0 12d12e Pupose of buying - in lieu of sweets Yes = 1, No = 0 12e12f Pupose of buying - anytime snack Yes = 1, No = 0 12f12g Pupose of buying - special occasions Yes = 1, No = 0 12g13a how did u come to know - newspapers Yes = 1, No = 0 13a

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13b how did u come to know - TVC Yes = 1, No = 0 13b13c how did u come to know - magazines Yes = 1, No = 0 13c13d how did u come to know - billboards Yes = 1, No = 0 13d13e how did u come to know - WOM Yes = 1, No = 0 13e13f how did u come to know - in-store Yes = 1, No = 0 13f13g how did u come to know - others Yes = 1, No = 0 13g14a importance of attribute - assortment Write the Rank 14a14b importance of attribute - availability Write the Rank 14b14c importance of attribute - brand Write the Rank 14c14d importance of attribute - packsize Write the Rank 14d14e importance of attribute - packaging Write the Rank 14e14f importance of attribute - price Write the Rank 14f14g importance of attribute - softness / texture Write the Rank 14g14h importance of attribute - taste Write the Rank 14h15a which brand do u consume - toblerone Yes = 1, No = 0 15a15b which brand do u consume - mars Yes = 1, No = 0 15b15c which brand do u consume - hersheys Yes = 1, No = 0 15c15d which brand do u consume - snickers Yes = 1, No = 0 15d15e which brand do u consume - bounty Yes = 1, No = 0 15e15f which brand do u consume - lindt Yes = 1, No = 0 15f15g which brand do u consume - after 8 Yes = 1, No = 0 15g15h which brand do u consume - M & M Yes = 1, No = 0 15h15i which brand do u consume - ferro roche Yes = 1, No = 0 15i15j which brand do u consume - No brand Pref Yes = 1, No = 0 15j15k which brand do u consume - others Yes = 1, No = 0 15k16a1 toblerone - assortment write the rating 16a116a2 toblerone - availability write the rating 16a216a3 toblerone - brand write the rating 16a316a4 toblerone - packsize write the rating 16a416a5 toblerone - packaging write the rating 16a516a6 toblerone - price write the rating 16a616a7 toblerone - softness write the rating 16a716a8 toblerone - taste write the rating 16a816b1 mars - assortment write the rating 16b116b2 mars - availability write the rating 16b216b3 mars - brand write the rating 16b316b4 mars - packsize write the rating 16b416b5 mars - packaging write the rating 16b516b6 mars - price write the rating 16b616b7 mars - softness write the rating 16b716b8 mars - taste write the rating 16b816c1 Hersheys - assortment write the rating 16c116c2 hersheys - availability write the rating 16c216c3 hersheys - brand write the rating 16c316c4 hersheys - packsize write the rating 16c416c5 hersheys - packaging write the rating 16c516c6 hersheys - price write the rating 16c616c7 hersheys - softness write the rating 16c716c8 hersheys - taste write the rating 16c816d1 snickers - assortment write the rating 16d1

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16d2 snickers - availability write the rating 16d216d3 snickers - brand write the rating 16d316d4 snickers - packsize write the rating 16d416d5 snickers - packaging write the rating 16d516d6 snickers - price write the rating 16d616d7 snickers - softness write the rating 16d716d8 snickers - taste write the rating 16d816e1 ferro roche - assortment write the rating 16e116e2 ferro roche - availability write the rating 16e216e3 ferro roche - brand write the rating 16e316e4 ferro roche - packsize write the rating 16e416e5 ferro roche - packaging write the rating 16e516e6 ferro roche - price write the rating 16e616e7 ferro roche - softness write the rating 16e716e8 ferro roche - taste write the rating 16e816f1 Bounty - assortment write the rating 16f116f2 Bounty - availability write the rating 16f216f3 Bounty - brand write the rating 16f316f4 Bounty - packsize write the rating 16f416f5 Bounty - packaging write the rating 16f516f6 Bounty - price write the rating 16f616f7 Bounty - softness write the rating 16f716f8 Bounty - taste write the rating 16f816g1 Lindt - assortment write the rating 16g116g2 Lindt - availability write the rating 16g216g3 Lindt - brand write the rating 16g316g4 Lindt - packsize write the rating 16g416g5 Lindt - packaging write the rating 16g516g6 Lindt - price write the rating 16g616g7 Lindt - softness write the rating 16g716g8 Lindt - taste write the rating 16g816h1 after 8 - assortment write the rating 16h116h2 after 8 - availability write the rating 16h216h3 after 8 - brand write the rating 16h316h4 after 8 - packsize write the rating 16h416h5 after 8 - packaging write the rating 16h516h6 after 8 - price write the rating 16h616h7 after 8 - softness write the rating 16h716h8 after 8 - taste write the rating 16h816i1 M&M - assortment write the rating 16i116i2 M&M - availability write the rating 16i216i3 M&M - brand write the rating 16i316i4 M&M - packsize write the rating 16i416i5 M&M - packaging write the rating 16i516i6 M&M - price write the rating 16i616i7 M&M - softness write the rating 16i716i8 M&M - taste write the rating 16i816j1 others - assortment write the rating 16j116j2 others - availability write the rating 16j216j3 others - brand write the rating 16j3

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16j4 others - packsize write the rating 16j416j5 others - packaging write the rating 16j516j6 others - price write the rating 16j616j7 others - softness write the rating 16j716j8 others - taste write the rating 16j818a prefer eating on festive occasions write the rating 18a18b like buying foreign brands write the rating 18b18c buying chocolates is waste write the rating 18c18d foreign chocolates are expensive write the rating 18d18e foreign chocolates make good gifts write the rating 18e18f indian are better in taste write the rating 18f18g consume chocolates oncaasionally write the rating 18g18h I buy only indian chocolates write the rating 18h18i foreign choclates have high quality standards write the rating 18i18j like to try new products write the rating 18j19 Openness to buying foreign chocolates in future Yes=1,no=0 19

20 Age<20 = 1, 20-35 = 2, 35-50 = 3, >50 = 4 20

21 Gendermale = 1, female = 2 21

22 Monthly household Income

<20K = 1, 20K-50k = 2, >50k = 3, NA = 4 22

23 Education

<Graduate = 1, Graduate = 2, PG & Above = 3 23

24 Occupation

Student = 1, Service = 2, Professional = 3, Businessman = 4, Housewife = 5, Other = 6 24

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Documents

analysis of MARS chocolate's market in INDIA