Chocolate

packaging and

purchase behaviour

Cluster analysis approach

LOGOIntroduction

Packaging is regarded as important component of our modern lifestyle and significant element of the branding process.

Today, chocolate is marketed in different ways to different consumer segments and hence packaging of chocolate is therefore tough Job.

Here cluster analysis approach is organised on 139 students who furthered divided into 3 subgroups.

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Further one way annova is used to find out the significant difference between groups.

After all that we check the buying behaviour of all subgroups related to there demographics.

LOGOReview of literature

AUTHOR Y

E

A

R

TOPIC RESULT REFERENC

E

S.Shekar

andP.Raveendran

2

0

1

3

Chocolate Packaging and Purchase Behaviour: A Cluster Analysis Approach

There is a significant difference

between different age group purchase

behavior

Indian journal

of marketing

LOGOObjective

To find out how chocolate packaging influence the students of different segment aging between 10-28.

To check the Purchase behaviour of students regarding chocolates.

LOGOResearch methodology

1 Type of study Exploratory cum Descriptive

2 Population Students (school, college and PG)

3 Sampling unit Respondents who aware about chocolate

4 Sampling technique Judgmental sampling

5 Data collection Primary

6 Sample size 139

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Questionnaire

Section 1

Demographics questions

Gender

Age

Level of education

How many times you purchase chocolates in a month

How much money you willing to spend on chocolate at a time

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• Section 2Likert scale questions

• While purchasing chocolate you look for expiry dates

• While purchasing chocolate you look for ingredients

• While purchasing chocolate you look for manufacturing unit’s address

• While purchasing chocolate you look for nutritional information

• colour of an chocolate affect your purchase decision

• shape of an chocolate affect your purchase decision

• brand name of an chocolate affect your purchase decision

• packaging material of an chocolate affect your purchase decision

• picture of an chocolate affect your purchase decision

• price of an chocolate affect your purchase decision

• size of an chocolate affect your purchase decision

LOGORespondents

Male=70

Female=69

13910-18=20

19-22=66

23-28=53

139Up to 12th=18

10-18=20

139

Graduate=51

PG= 70

LOGOAnalysis

MS Excel-2010

SPSS version-18

Tools

Count function

Charts and diagrams

Hierarchical cluster

K-means cluster etc.

Techniques

LOGOAnalysis

Dendogram chart

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Number of cluster

Cluster 1 54

2 38

3 47

Total 139

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Annova table

All values are

Significant

Factors

expiry

ingredients

manufacturing

nutrition

colour

shape

brand

packaging

picture

price

size

Sig..000

.000

.000

.000

.000

.000

.000

.000

.000

.029

.001

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Final Cluster Centers

Factors

Expiry dates

ingredients

manufacturing

nutrition

colour

shape

brand

packaging

picture

price

size

1 2 3

1.65 3.03 1.83

2.3 4.03 2.66

2.56 4.47 3.45

2.41 3.92 3.04

3.35 3.82 1.6

3.13 3.68 2.04

2.24 2.18 1.28

2.63 3.11 1.91

3.13 3.63 1.89

3.13 2.89 2.47

2.96 3.13 2.23

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Conclusion

Basis Cluster 1 Cluster 2 Cluster 3

Type of

Students

relating the

group

60% students from

up to 12th are

consider in this

group

94% student are

graduate or PG

62% student in

this group are PG

student

How many

time purchase

chocolate in a

month

These shows mix

response during

chocolate purchase

58% they purchase

chocolate less than 5 in

a month

They mostly

purchase 5-10

chocolate in a

month

Crosstab between demographic and cluster

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Conclusion

cluster 1 cluster 2 cluster 3

Married doctor Desi person College guy

very health conscious not health conscious health conscious

well aware about product not an aware customer Well aware about product

brand conscious little bit price matters highly brand conscious

not going on packaging of the

product

packaging doesn’t matter packaging matters a lot

not very much consider price look and design doesn’t matter Design matters allot

value of product matters Value of product don’t matter feature of product matters

LOGOReferences (APA Form)

Shekar, S., & Raveendran, P. (2013, November 6). Chocolate Packaging and Purchase Behaviour: A Cluster Analysis Approach. Retrieved November 19, 2014, from http://www.indianjournalofmarketing.com/archives/2013/june2013.html

Ampuero, O., & Vila, N. (2006). "Consumer Perceptions of Product Packaging." Journal of Consumer Marketing ,23 (2), pp. 100-112.

Mccracken, J. C., & Mackln, M. C. (1998)."The Role of Brand Names and Visual Cues in Enhancing Memory for Consumer Packaged Goods." Marketing Letters ,9 (2), pp. 209 - 226.

Thomas, J. W. (2007)."The Basics of Packaging Research." Retrieved from http://www.decisionanalyst.com/publ_art/packaging.dai.

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