Positioning Implications for Chocolate Brands: An Attribute-based Approach

Neena Sondhi and Deepak Chawla

Global Business Review, 2021, vol. 22, issue 1, 184-196

Abstract: The present article is exploratory in nature and studies the attributes that an Indian chocolate consumer considers while making a chocolate purchase and based on this the present article establishes the position of the popular chocolate brands on these select attributes. The study was conducted on 311 chocolate consumers in the National Capital Region (NCR). An exploratory factor analysis revealed two principal factors and further an attribute-based perceptual map was plotted on the identified factors. It was found that regardless of their demographics, Indians are increasingly preferring chocolates over traditional sweets and are consuming it both as a snack food and as a dessert. The attribute-based perceptual map had significant implications for the national and international brands available in the Indian marketplace.

Keywords: Indian consumers; perceptual mapping; chocolate consumption; branded choice; consumer research (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:sae:globus:v:22:y:2021:i:1:p:184-196

DOI: 10.1177/0972150918795360

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