kitkat - consumer behavior (detailed)
DESCRIPTION
A detailed question by question overview of the research conducted as a part of our coursework for Consumer Behavior.TRANSCRIPT
Chocolates - KITKAT
Questionnaire based research
Analysis of Questionnaire results
Advertisement Idea generation
Advertisement production
Results division◦ No filter
◦ Gender Filter
◦ Price filter (5-100)
Gender Filter
GENDER
MaleFemale
No filter Price
69%
31%
Gender
Male Female
68%
32%
Gender
Male
Female
38%
58%
4%
Age Group
15 - 20
21 - 25
26 - 30
No filter
Male Female
25%
72%
3%
Age Group
15-20
21-25
26-30
69%
25%
6%
Age Group
15-20
21-25
26-30
Male Female
28%
72%
0%
Age Group
15-20
21-25
26-30
67%
25%
8%
Age Group
15-20
21-25
26-30
Do you prefer eating chocolates?
Yes
No
6%
26%
0%68%
Preference
Before meals
After meals
During meals
Does not matter
No filter
Male Female
81%
19%
Preference
Yes
No
94%
6%
Preference
Yes
No
What time of the day do you prefer eating chocolates at?
Morning
Afternoon
Evening
Night
Does not matter
0% 0%
12%
18%
70%
Time of Day
Morning
Afternoon
Evening
Night
Does not matter
No filter
Male Female
0% 0%
18%
21%61%
Time of day
Morning
Afternoon
Evening
Night
Does not matter
0% 0%0%
13%
87%
Time of day
Morning
Afternoon
Evening
Night
Does not
matter
Male Female
0% 0%
16%
12%
72%
Time of day
Morning
Afternoon
Evening
Night
Does not matter
0% 0%0%
17%
83%
Time of day
Morning
Afternoon
Evening
Night
Does not matter
Do you prefer eating chocolates?
Before meals
After meals
During meals
Does not matter
6%
26%
0%68%
Preference
Before meals
After meals
During meals
Does not matter
No filter
Male Female
5%
25%
0%70%
Preference
Before meals
After meals
During meals
Does not matter
7%
29%
0%
64%
Preference
Before meals
After meals
During meals
Does not
matter
Male Female
4%
44%
0%
52%
Preference
Before meals
After meals
During meals
Does not matter
8%
25%
0%67%
Preference
Before meals
After meals
During meals
Does not matter
At what frequency do you consume chocolates?
At least once a day
More than once a day
At least once a week
No fixed pattern
12%
10%
20%
58%
Frequency
At least once a day
At least once a week
More than once a day
No fixed pattern
No filter
Male Female
8%4%
24%
64%
Frequency
At least once a day
At least once a week
More than once a day
No fixed pattern
20%
20%
13%
47%
Frequency
At least once a day
At least once a week
More than once a day
No fixed pattern
Male Female
8%
12%
8%
72%
Frequency
At least once a
day
At least once a
week
More than once a
day
No fixed pattern
16%
17%
17%
50%
Frequency
At least once a
day
At least once a
week
More than once a
day
No fixed pattern
Why do you buy chocolates? (Mark all relevant)
FlavorEnergyBrand
Special OccasionGift itemAddictionQuality
Impulse BuyingPrice and convenience Other _____________
26%
7%
9%
6%7%
13%
13%
13%
3% 3%
Reasons for consumption
Flavor
Energy
Brand
Special occasion
Gift Item
Addiction
Quality
Impulse buying
Price and convenience
Other
No filter
Male Female
25%
9%
8%
3%
4%14%
16%
14%
3%
4%
Reasons
Flavor
Energy
Brand
Special occasion
Gift Item
Addiction
Quality
Impulse buying
28%
4%
11%
11%
11%
11%
9%
11%
4%
0%
Reasons
Flavor
Energy
Brand
Special occasion
Gift Item
Addiction
Quality
Impulse buying
Male Female
27%
18%
15%
15%
8%
8%
3%3% 3% 0%
ReasonsFlavor
Quality
Addiction
Impulse buying
Energy
Brand
Special occasion
Gift Item
Price and
convenienceOther
31%
11%
11%8%
9%
9%
9%
6%6%
0%
ReasonsFlavor
Gift Item
Addiction
Brand
Special occasion
Quality
Impulse buying
Energy
Price and
convenience
What price do you pay for your chocolates?
Rs.5 – 20
Rs.21 – 50
Rs.50 – 100
Greater than Rs.100
12%
20%
47%
21%
Price of current consumption
Rs.5 - 20
Rs.21-50
Rs.51-100
Greater than 100
No filter
Male Female
12%
25%
44%
19%
Price
Rs.5 - 20
Rs.21-50
Rs.51-100
Greater than 100
10%
11%
53%
26%
Price
Rs.5 - 20
Rs.21-50
Rs.51-100
Greater than 100
Where do you buy chocolates from?
Retail shops
Branded outlets
Restaurants
Imported
University canteen
Other __________
56%
12%
0%
12%
20%
0%
Purchase point
Retail shops
Branded outlets
Restaurants
Imported
University canteen
Other
No filter
Male Female
63%8%0%
11%
18%
0%
Purchase point
Retail shops
Branded outlets
Restaurants
Imported
University canteen
Other
47%
17%0%
13%
23%
0%
Purchase point
Retail shops
Branded outlets
Restaurants
Imported
University canteen
Other
Male Female
72%
22%
3% 3%
0%
0%
Purchase Point
Retail shops
University canteen
Branded outlets
Imported
Restaurants
Other
44%
24%
16%
16%
0% 0%
Purchase Point
Retail shops
University canteen
Branded outlets
Imported
Restaurants
Other
Does mood play a part in your chocolate purchase decision?
Yes
No
75%
25%
Mood's role in purchase decision
Yes No
Mood
Male Female
76%
24%
Mood
Yes
No
73%
27%
Mood
Yes
No
Male Female
72%
28%
Mood
Yes
No
75%
25%
Mood
Yes
No
34%
21%6%
6%
33%
Specifications
Happy/Relaxed
Sad/depressed/stressed/angry
Energetic/Refreshed
Hunger/Chocolate Mood
Did not specify
No filter
Male Female
38%
19%
9%
5%
29%
Specific mood
Happy
Sad
Energetic/Refreshed
Hunger
Did not specify
25%
25%
8%
42%
Specific mood
Happy
Sad
Hunger
Did not specify
Male Female
37%
19%
13%
6%
25%
Specific Mood
Happy
Sad
Energetic/Refresh
ed
Hunger
Did not specify
30%
10%
0%10%
50%
Specific mood
Happy
Sad
Energetic/Refresh
ed
Hunger
Did not specify
1%
21%
15%
7%
2%
7%
1%2%
3%
4%
15%
1%1%
13%
7%
Color Preference Baby pink
Black
Blue
Brown
Dark Brown
Green
Gray
Orange
Pink
Purple
Red
Sea Green
Turqoise blue
White
Yellow
No filter
Male Female
0%
22%
18%
8%
2%
8%
1%
2%
1%
3%
14%
1%
0%13%
7%
Colors
Baby pink
Black
Blue
Brown
Dark Brown
Green
Gray
Orange
Pink
2%
20%
6%
7%
2%7%
0%2%
9%7%
18%
0%
2% 11%
7%
ColorsBaby pink
Black
Blue
Brown
Dark Brown
Green
Gray
Orange
Pink
Male Female
19%
14%
14%
12%
11%
8%
8%
7%
2%
2% 1%
1%
1%
0%
0%
Color Preference Black
Blue
Red
White
Dark Brown
Brown
Yellow
Green
Orange
Purple
Gray
Pink
Sea Green
Baby pink
Turqoise blue
18%
18%
13%7%
8%
8%
8%
8%
8%
2%
2%0%
0% 0%
0%
Color Preference Black
Red
White
Blue
Brown
Green
Pink
Purple
Yellow
Dark Brown
Orange
Baby pink
Gray
Sea Green
Turqoise blue
3%7% 2%
2%
4% 2%
2%
2%
6%
2%
6%
7%
3%5%
17%
28%
2%
Word Association Brown
Cadbury
Children
Dark
Energy
Friendship
Fun
Good/Great
Happiness
Hungry
Kitkat
Love
Mars
Nuts
Sweet
Taste/Delicious
Tempting
No filter
Male Female
3%
8%3%
2%
6%
3%
3%
3%5%
0%6%
8%
3%
5%
19%
23%
0%
Word AssociationBrown
Cadbury
Children
Dark
Energy
Friendship
Fun
Good/Great
Happiness
Hungry
Kitkat
Love
Mars
Nuts
Sweet
Taste/Delicious
Tempting
3%
6%
0%
3%0%
0%
0%0%
8%
6%
6%
6%
3%6%
14%
36%
6%
Word AssociationBrown
Cadbury
Children
Dark
Energy
Friendship
Fun
Good/Great
Happiness
Hungry
Kitkat
Love
Mars
Nuts
Sweet
Taste/Delicious
Tempting
Male Female
25%
13%
8%8%
8%
6%
6%
4%
4%
4%
4%
4%4%
2% 2%0%
0%
Word AssociationTaste/Delicious
Sweet
Cadbury
Energy
Happiness
Kitkat
Love
Brown
Dark
Friendship
Good/Great
Mars
Nuts
Fun
Tempting
Children
Hungry
31%
17%
7%7%
7%
7%
7%
3%
3%
3% 3%
3%
0%0%
0% 0%
0%
Word AssociationTaste/Delicious
Sweet
Cadbury
Happiness
Hungry
Kitkat
Nuts
Brown
Dark
Love
Mars
Tempting
Children
Energy
Friendship
Fun
Good/Great