Consumer Behavior - Confectionery Products

Confectionery Products - Consumer Behavior

Common Factors in Ladders
Following factors were observed to be common in the consumption patterns of the targeted age group.
Social Desirability
The targeted consumers are school going children, who believe having white and clean teeth is a major feature of looking good. Therefore, they believe that having too many chocolates would blacken their teeth or even resulting in a teeth fall out. They are certain that their friends would make fun out of them if the preceding fears turn into reality.
A major stimulus to the above mentioned fears is the parental reinforcement that stops them for having too many chocolates.
The targeted consumers believe that the harmful effects of the reasonable amount of chocolates that currently consumed are removed by proper brushing of teeth that their parents ensure they practice every day.
Taste
All of the targeted consumers mentioned taste as one of the prime reasons behind consuming chocolate. They are in love with the sensation that they feel when a chocolate melts in their mouth. This sensation is observed to get translated into various values such as happiness, self fulfillment and even peace of mind.
However there is a diversity of opinion as to what taste do they prefer, when the variants of chocolates come in the picture. Some consumers are in absolute love of plain chocolate, and are not ready to choose any other flavor in a trade off. Others like the tanginess of fruits or crunchiness of wafers, that ‘enhances’ the flavor of the chocolate.
This attribute is a strong contributor to the loyalties with the brands of chocolates they consume. For instance, all of the dairy milk loyalists believe that dairy milk has a superior taste in comparison to any other chocolate in the market. Therefore, even when they are ‘bored’ with the plain version, they choose the variant of dairy milk rather than moving on to any other brand of chocolate.
Price sensitivity
Although it is