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Lal Bahadur Shastri Institute of Management, Delhi

LBSIM Working Paper Series

LBSIM/WP/2020/09

Analysis of Growth Trend of

Chocolates Over Sweet Industry

with Reference to NCR

shelendra K Tyagi

August,2020

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LBSIM Working Papers indicate research in progress by the author(s) and are brought out to elicit ideas,

comments, insights and to encourage debate. The views expressed in LBSIM Working Papers are those of the

author(s) and do not necessarily represent the views of the LBSIM nor its Board of Governors.

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WP/August2020/09

LBSIM Working Paper

Research Cell

ANALYSIS OF GROWTH TREND OF CHOCOLATES

OVER SWEETS INDUSTRY WITH REFERENCE TO

NCR

(Shelendra K Tyagi)

Abstract:

The primary purpose of this research is to study the consumer preference pattern of chocolates over

traditional sweets and develop a model for profiling the consumer as per their preference. The total no

of 152 respondents were chosen from Nation Capital Region (NCR) of India to study this preference

pattern a develop a model for profiling the consumer as per their preference. The primary data has

been collected through a questionnaire by using continuous rating scale, 5-point Likert scale and

factor analysis, logistic regression and discriminant analysis has been used for fulfilling the objective

of the research.

The major outcomes of the study are that the five main factors Originality, Assortment, Premiumness,

Packaging and Brand Awareness were identified that are driving chocolates sales growth in India, it

was also found that Price, Freshness of Stock, Ingredients, Taste, Brand Name, Packaging and gifting

tradition are the significant variables in explaining shift in preference towards chocolates from

traditional sweets. The result also indicated that preference for chocolates is increasing due to Product

Ingredients, Taste, Packaging and Gifting Tradition. The discriminant model identified Brand Name,

Taste, Tradition and Freshness of stock as the best predictors to explain the variability in the

preference or choice of individuals for Chocolates or Sweets. By using the discriminant score, a

decision rule was developed to profile a consumer and predict their preference for chocolates or

sweets. These findings have implications for practicing marketing managers and the above decision

rule can be used to profile chocolate and sweet consumers. Marketing Manager needs to emphasize on

Product Ingredients, Taste, Packaging and Gifting Tradition in their marketing communications to

increase sales of chocolates further.

Keywords: Chocolates, Sweets, Preference, Discriminant Analysis, Logistic Regression, Gifting

Tradition, Taste, Packaging, Freshness of stock, Product Ingredients, Brand Awareness

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ANALYSIS OF GROWTH TREND OF CHOCOLATES

OVER SWEETS INDUSTRY WITH REFERENCE TO

NCR

Introduction:

Chocolates and Confectionery have indulged the mankind, in its various tastes and forms,

ever since it was first made. Chocolates means " Food of the God” (The scient ific name of the

Chocolate - cacao tree's fruit is "Theobroma Cacao" which means "food of the gods.").

Consumers of all age groups prefer chocolate and confectionery products because of their

attractive appearance and colour. Now-a-days varieties of products have gained importance

due to their delicious taste and better keeping quality making a direct impact on demand. All

of these delicious products ranges from fancy boxed chocolates to chocolate bars, baking

chocolate to cocoa powder. Over the years, Mithai and dry fruits have been replaced by boxes

of chocolates and biscuits and are being consumed with equal gusto by Indian consumer. It is

a small but significant development that may have far reaching implications for Indian sweets

Industry.

Chocolates are being bought as an impulse purchase item, competing with other categories

like soft drinks, snacks, beverages for a share of consumer’s wallet, but the factors like

growing income of average Indian family, and other macro-economic conditions have had a

positive impact on consumer spending. The per capita consumption of chocolates has

increased from 40 Gms in 2005 to 100-200 Gms now and there is still ample scope to grow

this consumption further. Mondelez India Foods Limited has been the market leader in

chocolates category since last 64 years in India. The chocolates market in India is approx. $

1.495 billion, Cadbury Kraft Foods has 66% market share, Nestle has 21% market share and

the remaining 12% by other chocolates manufacturers like Ferrero India etc. The Indian

chocolates market has been forecast to increase at a compounded annual growth rate (CAGR)

of 10% over the next five years, reaching an estimated value of $ 3.0 billion by 2024. Over

the years, change in consumers' preferences, eating habits and their global exposure has given

a boost to the chocolate industry, chocolate market is registering high growth mainly because

of availability, affordability, anytime-anywhere consumption and convenience. Chocolates

are now considered a fun-to-eat snack rather than occasional luxuries and an important item

in consumers' grocery baskets. Until early 90’s, Cadbury had a market share of over 80% but

then Nestle appeared on the scene with its offerings like Kit Kat, Lions and gained market

share rapidly. The other two companies operating in this segment are Gujarat Co-Operative

Milk Marketing Federation (GCMMF) and Central Arecanut and Cocoa Manufacturers and

Processors Co-Operation (CAMPCO). Competition in this segment is likely to intensify with

the entry of MNC giants like Hershey’s and Mars.

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India is a culturally rich nation and it is considered auspicious to have sweets on the occasion

of any good news, events or festivals. This vast country has diverse cuisines and this diversity

also shows up in the variety of sweets available in different regions. The finger licking gulab

jamun, coconut burfi, rosogulla and other milk sweets can make anyone’s mouth water. This

is not all, there is widely held belief that milk sweets and various other sweets when taken

after a meal help in digestion. Many people prefer having sweets at any time of the day, even

with tea, milk, juice or other beverages not only at restaurants but also at homes. However,

chocolates in India are slowly and steadily substituting the mithai or traditional Indian sweets.

Due to increased social consciousness and fear of adulteration, people prefer gifting well

wrapped chocolate packets rather sweets on special occasions and festivals. Taking advantage

of this trend the top chocolate brands are now concentrating on large pack sizes or special

packaging for special occasions. This very key trend has led to the key insight based on

which Cadbury has repositioned the chocolates with the tagline “Shubaranbh” (Kuch Meetha

Ho Jai).

Review of Literature:

Dodds (1991) defined the willingness to buy as the probability linked to a purchaser’s intent

to purchase a product. Purchase intention is thus synonym with willingness to buy. Purchase

Intention is the best predictor of individual behavior as it reflects a consumer’s purchase

probability, independently of other relevant factors that could influence consumer behavior

and decisions (Young, 1998). Purchase intention also relates to one’s purchase behavior even

though it does not necessarily lead to consumers purchase behavior (Chandon, 2005). Rui

Wu (2009) examined the purchase intention of Chinese consumers for a specific foreign-

branded product; Dove chocolate and found that enhanced perceived value for money can

lead to a stronger willingness to buy foreign-branded products. Jonah Berger, Michaela

Draganska, Itamar Simonson (2007) proposed that the variety a brand offers often serves as

a quality cue and thus influences which brand consumers choose and findings suggest that in

addition to directly affecting brand choice share through influencing the fit with consumer

preferences, product line length can also indirectly affect brand choice through influencing

perceived brand quality. Emari Hossien (2011) studied the direct and indirect effects of

brand equity dimensions on the development and building of brand equity of various products

in chocolate industry. DR. B. C. M. Patnaik; Pradeep Kumar Sahoo (2012) carried out the

emperical study on consumer behaviour towards CADBURY’S INDIA LTD. and NESTLE

INDIA LTD in Cuttack and Bhubaneswar and found out that the satisfaction level was just

satisfactory. Di Mo, Johan Swinnen, Linxiu Zhang and Scott Rozelle (2012) conducted an

experiment testing whether the preferences of Chinese consumers towards four chocolate

brands change when they are informed about the brands from the case when they are blind

about the brands. The results suggest that brand information does influence Chinese

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consumers’ preferences for chocolate. Debajani Sahoo, Shreya Garg (2012) analyzed the

buying motives in the purchase of Cadbury Chocolate among Young Indians and found that

Product Experience, Product Endorsement and Product Values are the major motivational

factors in the purchase of Cadbury chocolate. Shekhar, S & Raveendran, P. (2013)

explored different chocolate packaging cues that could possibly influence the purchase

decision of young consumers and found that an attractive package design was of paramount

significance in first purchase of chocolate bars. The important factors which affected the

buying decision were ‘Information’ and ‘Visual aesthetics’. Park Thaichon, Charles

Jebarajakirthy, Puja Tatuu & Rahul Gautam Gajbhiyeb (2018) examined the factors

affecting repurchase behavior of chocolate brands and, consequently, customer retention and

acquisition. The factors identified in the extant literature as antecedents of customers

repurchase intention in the chocolate industry, including brand recognition, sales promotion,

product price value, variety, taste, texture, size, packaging, and customer satisfaction, were

confirmed. The results also indicated that functional value, product selection value, self-

gratification value, socialization value, and transactional value were also considered during

the consumer decision-making process. Seon-Hee Kim & Hyeon-Mo Jeon (2020) measured

the influence of consumers’ chocolate choice motives on their attitude and repurchase

intention and the results indicated the positive influences of mood on craving and

chocoholism, health on chocoholism, and craving on repurchase intention, Neena Sondhi &

Deepak Chawla (2017) profiled chocolate consumers and found three distinct clusters:

the innovative national; the conservative patriot; and the global seeker. All three groups were

buying chocolates for gifting purpose, while the young innovators liked to buy for self-gifts

as well. Point of sales display had maximum impact on their purchase decision. The global

seeker was buying more foreign brands versus the other two, who bought chocolate brands of

national origin.

Objectives of the Study:

This study is designed to fill the voids of prior studies as discussed above. The prime

objective of the study is to find out the impact of Chocolates over Sweets Industry.

To understand the underlying factors of chocolates sales growth in relation with

sweets.

To study the consumer preference pattern of chocolates over traditional sweets.

To develop a model for profiling the consumer as per their preference.

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Research Methodology:

Descriptive research design was used for this study. In order to elicit the drivers of buying

chocolates, exploratory research was used, mainly, focus group settings are utilized. Students

who were frequent buyer and user of Cadbury chocolates are invited for focus group

discussion having member of 8 to 10 per group; they were then asked to describe their

experiences and timing of chocolate consumption. By the end of fourth focus group, there

was evidence of saturation of information and the focus group exercise was then called off. It

was found that most of them preferred to eat chocolates as a sweet item rather than bakery

products or sweets (Mithais). This exercise yielded 12 drivers of purchase decision, which

were then used for questionnaire design.

Questionnaire Design:

A questionnaire was developed to analyze the consumer buying behavior and determining the

preference of chocolates over sweets (Mithais). Moreover, the variables that persuade an

individual to prefer chocolates over sweets were asked in the questionnaire using a

continuous rating scale 1 to 10, followed by the demographic details of the respondent.

Statements were structured to assess respondent’s level of agreement/ disagreement to the

statements representing these attributes. Responses were recorded on a five-point Likert Scale

in which “1” represented strong agreement and “5” represented strong disagreement.

Sample size calculation:

N = (Zs/e)2

Z score for 95% confidence level is 1.96, there were two scales used for measurement – non

comparative continuous rating scale 1 to 10 and 5 point Likert scale, so range is (10-1)=9,

standard deviation s = Range/6=9/6 or 1.5, tolerable error was kept as 0.25. We got the

sample size of 138.

N= (1.96*1.5/0.25)2 = 138

For this research population was defined as people consuming chocolates and sweets in Delhi

NCR. Sampling element was individuals visiting grocery shops/sweet shops for shopping.

Sampling unit for this research was grocery shops/sweets shops from where the elements

were to be drawn. Sampling frame could not be developed for this research as it was neither

possible nor advisable to compile a list of all chocolate and sweet shoppers in Delhi NCR.

Therefore, non-probability sampling techniques were used, 152 completely filled up

responses are considered for data analysis. Factor analysis, discriminant analysis and logistic

regression was used to analyze the data.

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Data Interpretation and Analysis:

Factor analysis was used to identify the common underlying factors from a set of 12 variables

that is driving sales growth of chocolates.

KMO > 0.5 indicates the appropriateness of factor analysis (Table 1). All the variables have

been explained by the underlying factors obtained through the analysis (Communalities

Table 2). In all 5 factors have been obtained and we will consider all 5 factors for analysis

purpose (The underlying factors are explaining 65% of the variance, Table 3). Factor 1 is

the most important factor (Eigenvalue is 2.475 as it explains 15.78% of the total variance,

table 4 & 5) followed by Factor 2, 3, 4 & 5.

Factor 1 named as Originality (variable loadings of Product Ingredients & hygiene,

Shelf Life, Freshness of stocks attributes, table 5)

Factor 2, named as the Assortment (variable loadings of Varieties, Visibility, Fun &

Trendy (Modern) table 4 & 5)

Factor 3 named as Premiumness (variable loadings of Shape/design, Occasions &

festivities).

Factor 4 named is Packaging.

Factor 5 named as Brand Awareness (variable loading availability and brand name).

The logistic regression (logit model) estimates the probability of an observation belonging to

a particular group. Through logit model, we can estimate the probability of a binary event

taking place.The Cox & Snell R square and Negelkerke R square measures indicate a

reasonable fit of the model to the data (Table 6). This is further verified by the classification

table that reveals that 120 out of the 152, that is, 78.9% of the cases, are correctly classified.

(Table 7). The significance of the estimated coefficients is based on Wald’s statistic. We note

that Price, Freshness of Stock, Ingredients, Taste, Brand Name, Packaging and gifting

tradition are the significant variables in explaining shift in preference towards chocolates.

(Table 8). The positive sign of the coefficients indicate that the preference for chocolates

increasing due to Product Ingredients, Taste, Packaging and Gifting Tradition. (Table 8)

The discriminant analysis indicates which group an observation is likely to belong to. The

discriminant model used for the purpose of our study is reasonably good. The model is able

to predict the group membership with an accuracy of 75% (Hit Ratio) (Table 11) This

essentially means it is able to discriminate/predict with 75% accuracy the group

membership of observed objects. From the table it is inferred that Brand Name Taste,

Tradition and Freshness of stock are the best predictors to explain the variability in the

preference or choice of individuals for Chocolates or Sweets. (Table 10).

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Table 1

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .580

Bartlett's Test of Sphericity Approx. Chi-Square 272.617

Df 66

Sig. .000

Table 3

Total Variance Explained

Component

Initial Eigenvalues

Extraction Sums of Squared

Loadings

Rotation Sums of Squared

Loadings

Total

% of

Variance

Cumulative

%

Total

% of

Variance

Cumulative

%

Total

% of

Variance

Cumulative

%

1 2.475 20.621 20.621 2.475 20.621 20.621 1.894 15.786 15.786

2 1.543 12.861 33.482 1.543 12.861 33.482 1.732 14.436 30.222

3 1.452 12.097 45.579 1.452 12.097 45.579 1.472 12.267 42.489

4 1.290 10.749 56.328 1.290 10.749 56.328 1.415 11.791 54.280

5 1.039 8.657 64.985 1.039 8.657 64.985 1.285 10.704 64.985

6 .879 7.321 72.306

7 .723 6.029 78.335

8 .705 5.873 84.208

9 .623 5.189 89.397

10 .495 4.129 93.525

11 .394 3.286 96.811

12 .383 3.189 100.000

Extraction Method: Principal Component Analysis.

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Table 5

Rotated Component Matrixa

Component

1 2 3 4 5

(a) I feel buying chocolates as gifts are cheaper

as compared to sweets.

.523 -.078 .010 .584 .138

(b) I believe packaging of chocolates (in terms

of both size and attractiveness of the pack) is

better as compared to that of branded sweets.

-.119 .151 -.021 .858 -.007

(c) I feel the quality of chocolates is superior to

sweets in terms of ingredients and hygiene.

.656 .250 -.082 -.213 .261

(d) I believe the ease of availability of

chocolates makes me buy more of chocolates

than sweets.

.231 .301 .153 -.094 .649

(e) I get more varieties in chocolates than what

I get in sweets.

-.153 .741 -.043 .182 -.039

(f) I buy more chocolates because it has a

longer shelf life as compared to that of Sweets.

.611 .255 .148 -.094 -.234

(g) I believe eating chocolates is fun and trendy

whereas eating sweets is boring and old

fashioned.

.226 .764 .033 -.125 -.027

(h) I buy more chocolates as I get to hear about

them (across different media) a lot more than

branded sweets.

.359 .550 .024 .381 .205

Brand reputation of chocolates is an influence

during buying process as compared to sweets

.138 .192 .018 -.140 -.740

I buy chocolates as their stock is fresh as

compared to sweets

.725 -.108 -.086 .168 -.018

I feel the shape and design of chocolates is

attractive as compared to the sweets

shape/design

.009 .020 .877 -.123 -.155

I buy chocolates anytime whereas I buy sweets

only on special occasions/festivities

-.053 -.024 .799 .133 .326

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.

a. Rotation converged in 9 iterations.

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Table 6

Model Summary

Step -2 Log

likelihood

Cox & Snell R

Square

Nagelkerke R

Square

1 128.064a .413 .553

a. Estimation terminated at iteration number 6 because

parameter estimates changed by less than .001.

Table 7

Classification Tablea

Observed Predicted

Q2.What do you prefer to have or

to gift during festivities:

Percentage

Correct Sweets Chocolates

Step 1 Q2.What do you prefer to

have or to gift during

festivities:

Sweets 66 18 78.6

Chocolates 14 54 79.4

Overall Percentage 78.9

a. The cut value is .500

Table 8

Variables in the Equation

B S.E. Wald df Sig. Exp(B)

Step 1a Price -.377 .135 7.766 1 .005 .686

Freshnessofstock -.625 .151 17.082 1 .000 .535

Ingredientswhethernaturalor

synthetic

.340 .130 6.781 1 .009 1.405

BrandName -.804 .183 19.259 1 .000 .447

Taste .932 .217 18.484 1 .000 2.538

Variety -.157 .138 1.300 1 .254 .854

Packaging .374 .146 6.592 1 .010 1.454

Shelflife -.166 .116 2.065 1 .151 .847

Tradition .405 .138 8.654 1 .003 1.499

Easeofaccessibility -.055 .167 .107 1 .744 .947

ModernTrends -.158 .113 1.932 1 .165 .854

Constant 1.297 1.856 .489 1 .484 3.659

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a. Variable(s) entered on step 1: Price, Freshnessofstock, Ingredientswhethernaturalorsynthetic, BrandName, Taste,

Variety, Packaging, Shelflife, Tradition, Easeofaccessibility, ModernTrends.

Table 9

Wilks' Lambda

Test of Function(s) Wilks' Lambda Chi-square df Sig.

dimensi on0

1 .621 69.138 10 .000

Table 10

Standardized Canonical Discriminant

Function Coefficients

Function

1

Freshness of stock .915

Ingredients (whether natural

or synthetic)

-.378

Brand Name 1.228

Taste -1.356

Variety .079

Packaging -.348

Shelf life .269

Tradition -.604

Ease of accessibility .115

Modern Trends .158

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Table 11

Classification Resultsa

Q2.What do you prefer to

have or to gift during

festivities:

Predicted Group Membership

Total

Sweets

Chocolates

Original Count

dimensi on2

Sweets

Chocolates

58 26 84

12 56 68

%

dimensi on2

Sweets

Chocolates

69.0 31.0 100.0

17.6 82.4 100.0

a. 75.0% of original grouped cases correctly classified.

Table 12

Functions at Group Centroids

Q2.What do you prefer to

have or to gift during

festivities:

Function

1

Sweets .699

Chocolates -.863

Unstandardized canonical discriminant

functions evaluated at group means

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Findings and Conclusion:

Originality, Packaging, Brand Awareness, Premiumness and assortment are the

underlying drivers of growth in sales for chocolates in Delhi NCR. This study also confirms

already identified factors in extant literature like Brand Awareness/ Brand Recognition,

Variety, and Packaging driving sales growth of chocolate. However, this study discovers two

additional factors Originality and Premiumness influencing sales growth of chocolate.

The logit modeling of choice behaviour between chocolate and traditional sweets in

Delhi/NCR identified Price, Freshness of Stock, Ingredients, Taste, Brand Name, Packaging

and gifting tradition as the significant variables that explains shift in preference for

chocolates over sweets. The preference for chocolates is increasing due to Product

Ingredients, Taste, Packaging and Gifting Tradition.

The discriminant model identified Brand Name, Taste, Tradition and Freshness of stock

as the best predictors to explain the variability in the preference or choice of individuals for

Chocolates or Sweets. Consider if we want to check whether the consumer prefer chocolate

or branded sweets? If the discriminant score lies between -0.087 to + 0.699 we can say that

the consumer has a preference for sweets, if its score lies between -0.087 to - 0.863, the

respondent will have a preference for chocolates. (Table 12)

These findings have implications for practicing marketing managers and the above decision

rule can be used to profile chocolate and sweet consumers. Marketing Manager needs to

emphasize on Product Ingredients, Taste, Packaging and Gifting Tradition in their marketing

communications to increase sales of chocolates further.

-0.087

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Limitations:

The present study was conducted using a non-probability sample of chocolate buyers in Delhi

NCR. The results of the same, if conducted in other part of the country may vary. India is a

very diverse country and has geographically, economically, socially and culturally very

different regions so this difference is too significant to be ignored.

There are two main limitations of the present study

1. First, generalization of the results is limited by the small sample size. The same model should therefore be tested on a larger sample.

2. A non-probability sampling method is applied in this research.

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18

Annexures

Table 2

Communalities

Initial Extraction

(a) I feel buying chocolates as gifts are cheaper as compared to sweets. 1.000 .639

(b) I believe packaging of chocolates (in terms of both size and attractiveness

of the pack) is better as compared to that of branded sweets.

1.000 .774

(c) I feel the quality of chocolates is superior to sweets in terms of ingredients

and hygiene.

1.000 .613

(d) I believe the ease of availability of chocolates makes me buy more of

chocolates than sweets.

1.000 .597

(e) I get more varieties in chocolates than what I get in sweets. 1.000 .610

(f) I buy more chocolates because it has a longer shelf life as compared to

that of Sweets.

1.000 .523

(g) I believe eating chocolates is fun and trendy whereas eating sweets is

boring and old fashioned.

1.000 .651

(h) I buy more chocolates as I get to hear about them (across different media)

a lot more than branded sweets.

1.000 .619

Brand reputation of chocolates is an influence during buying process as

compared to sweets

1.000 .623

I buy chocolates as their stock is fresh as compared to sweets 1.000 .573

I feel the shape and design of chocolates is attractive as compared to the

sweets shape/design

1.000 .809

I buy chocolates anytime whereas I buy sweets only on special

occasions/festivities

1.000 .766

Extraction Method: Principal Component Analysis.

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Table 4

Component Matrixa

Component

1 2 3 4 5

(a) I feel buying chocolates as gifts

are cheaper as compared to sweets.

.502 .017 -.451 -.295 .309

(b) I believe packaging of chocolates

(in terms of both size and

attractiveness of the pack) is better as

compared to that of branded sweets.

.221 .081 -.683 .355 .355

(c) I feel the quality of chocolates is

superior to sweets in terms of

ingredients and hygiene.

.618 -.133 .213 -.331 -.243

(d) I believe the ease of availability of

chocolates makes me buy more of

chocolates than sweets.

.482 .342 -.009 -.108 -.487

(e) I get more varieties in chocolates

than what I get in sweets.

.379 -.045 -.001 .675 -.091

(f) I buy more chocolates because it

has a longer shelf life as compared to

that of Sweets.

.526 -.132 .378 -.150 .252

(g) I believe eating chocolates is fun

and trendy whereas eating sweets is

boring and old fashioned.

.593 -.088 .338 .395 -.147

(h) I buy more chocolates as I get to

hear about them (across different

media) a lot more than branded

sweets.

.736 .039 -.189 .201 -.004

Brand reputation of chocolates is an

influence during buying process as

compared to sweets

.017 -.366 .469 .214 .472

I buy chocolates as their stock is fresh

as compared to sweets

.481 -.218 -.062 -.484 .237

I feel the shape and design of

chocolates is attractive as compared

to the sweets shape/design

.021 .673 .467 .023 .370

I buy chocolates anytime whereas I

buy sweets only on special

occasions/festivities

.116 .859 .030 -.042 .107

Extraction Method: Principal Component Analysis.

20

a. 5 components extracted.

QUESTIONNAIRE

Dear Respondent,

We are conducting an academic survey on “Impact of Chocolate sales growth on Indian traditional

Mithais in Delhi NCR”. We solicit your cooperation for this study and request you to kindly fill the

questionnaire given below. The information provided by you shall be kept confidential and shall be

used only for academic purpose.

Q 1. What do you normally prefer to serve to your guests *

o Sweets o Chocolates

Q 2 What do you prefer to have or to gift during festivities*

o Sweets o Chocolates If the answer to the above question is ‘Chocolates’ then why …………………………..

Q 3. Rate (on a scale of 1 to 10) the following attributes based on their importance to you while

making decision to buy a pack of:

Attributes Chocolates Sweets

Price

Freshness of stock

Ingredients (whether natural or synthetic)

Brand Name

Taste

Variety

Packaging

Shelf Life

21

Gifting Tradition

Ease of Accessibility

Modern(Fun, Trendy)

Occasions and Festivities

Shape/Design of Product

22

Q 4. To what extent you do you disagree or agree with the following statements (Please tick the

appropriate option)

Strongly

disagree

Disagree Neutral Agree Strongly

Agree

I feel buying chocolates as gifts are cheaper

as compared to sweets

I believe packaging of chocolates (in terms

of size and attractiveness of the pack) is

better as compared to that of Sweets

I feel the quality of chocolates is superior to

sweets in terms of ingredients and hygiene

I believe the ease of availability of

chocolates makes me buy more of

chocolates than sweets

I get more varieties in chocolates than in

sweets

I buy more chocolates as it has longer shelf

life than sweets

I believe eating chocolates is fun and trendy

whereas eating sweets is boring and old

fashioned

I buy more chocolates as I get to hear about

them (across different media) a lot more

than sweets

Brand reputation of chocolates is an

influence during buying process as

compared to sweets

I buy chocolates as their stock is fresh as

compared to sweets

I feel the shape and design of chocolates is

attractive as compared to the sweets

shape/design

I buy chocolates anytime whereas I buy

sweets only on special occasions/festivities

Q 5. Pl tick on the appropriate category

Age *

o 15-20

o 21-25

o 26-30

o 31-35

o 40 and above

Gender *

o Male o Female

Annual Family Income *

o Up to 5 lac o 5 lac - 8 lac o 8 lac - 10 lac o 10 lac and above

LAL BAHADUR SHASTRI INSTITUTE OF MANAGEMENT, DELHI

PLOT NO. 11/7, SECTOR-11, DWARKA, NEW DELHI-110075

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