Determinants of Consumer Buying Behaviour Towards Chocolates: Evidence from Chennai City

▤ Abstract

Chocolate is consumed by many people all over the world. Chocolate is made out of cocoa which brings delight to its consumers. Consumer’s buying behaviour has drawn an impact on designing marketing strategies to create brand preference. The main aim of this study is to understand the determinants of consumer buying behaviour towards chocolates. Data had been collected with the help of structured questionnaire which comprised of two parts. Part I dealt with demographic profile of the respondents and part II dealt with the determinants influencing consumers buying behaviour. Questionnaire was circulated among 200 respondents in the city of Chennai. Simple percentage analysis was used to find out the demographic profile and perception of the respondents. Chi-Square test was used to find out the association between the family monthly income and the amount spent on purchase of branded chocolates. Factor Analysis revealed that the major determinants influencing buyer behaviour were perceived price, taste and quality, product promotion, health benefits, texture and variety.

♙ Authors (1)

• RS Dr. R. Srividhya Contributing author