WHAT IS CONSUMER BEHAVIOUR?
Consumer behaviour refers to the behaviour that consumer display in searching for, purchasing, using, evaluating & disposing of products & services that they expect will satisfy their needs.
INTRODUCTION ON THE CHOCOLATE INDUSTRY
Indian Chocolate Industry as today is dominated by two companies, both multinationals. The market leader is Cadbury with a lion's share of 70%. The company's brands like Five Star, Gems, Éclairs, Perk, Dairy Milk are leaders in their segments. Until early 90's, Cadbury had a market share of over 80 %, but its party was spoiled when Nestle appeared on the scene. The other one has introduced its international brands in the country (Kit Kat, Lions), and now commands approximately 15% market share. Bars or molded chocolates like Dairy Milk, Amul, Nestle Premium, and Truffle account for 35 - 40 per cent of the total market (in terms of volume). The Count chocolates such as Five Star, Kitkat, Perk etc. is the next largest segment, accounting for 30 per cent of the total market. In India, chocolates are consumed as excitement / enjoyment and not as snack. Therefore, more than 75 per cent of chocolate purchases are impulse.
POSITIONING STRATEGY OF ‘PERK’ AND ‘KITKAT’
Perk always had a charm and its persona of a bubbly youthful brand was always there since its launch in 1996. Priety Zinta is still remembered along with the brand. But the new face of the Perk is entirely opposite to the brand's current image. According to the company version, the new Perk is targeting the youth 14-18 year olds which are looking for a snack which is refreshing. The new launch is the result of a study conducted by the company which showed that youth prefers a tasty snack which also refreshed them. KITKAT:
Kit Kat has been positioned as a chocolate bar to have as a relaxation tool, or as a treat that consumers...