How different chocolate brands influence our chocolate perception and buying behavior?

• Autor(a) principal: Mitrovic, Jelena
• Data de Publicação: 2014
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/8602
• topic: Chocolate brands; Chocolate consumption; Chocolate perception; Chocolate industry; Marcas de chocolate; Consumo de chocolate; Percepção de chocolate; Indústria de chocolate

This master dissertation is based on a research conducted in order to answer the question ‘How different chocolate brands influence our chocolate perception and buying behavior?’. This research was conducted with a sample of 101 respondents through a structured questionnaire. All data acquired were analyzed in the SPSS software, due to its huge potential to compare different variables, that is, different aspects of data. The main aim of this research is to compare three chocolate brands, namely Milka, Lindt and Richart. Differences between these brands in every aspect of marketing mix and positioning strategies should explain some of consumers’ perceptions and chocolate preferences. The indirect aim of this research is to show some of the overall chocolate consumption patterns of the representative sample of the population. More precisely, it explains patterns of respondents’ buying behavior, their motivations and different perceptions and attitudes regarding this issue. Apart from this, this master dissertation provides an overview of the global chocolate industry and market, overall chocolate consumption, as well as some major principles of brand building and management, in line with the subject. All the information from this thesis are aimed to marketing managers who would like to get some strategic insights connected to this matter, to all researchers and professionals who would like to have a closer look at chocolate industry and chocolate consumption patterns, to marketing students who would maybe like to conduct a similar research one day and finally to all chocolate lovers, who want to study their passion a bit more deeply from scientific point of view.