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Segmenting and Profiling the Chocolate Consumer: An Emerging Market Perspective

Sondhi, Neena, Chawla, Deepak
Journal of food products marketing 2017 v.23 no.2 pp. 123-143
chocolate, cluster analysis, foods, managers, marketing strategies, purchasing, sales, surveys
Psychographic segmentation has found higher merit among marketing scholars and practicing managers in designing effective marketing strategies to target and deliver better—especially for indulgence food such as chocolates. Hence, adopting a mixed method approach, 17 attitudinal statements were generated through focus group discussions and were used to segment a sample of 301 urban chocolate consumers. The survey data was subjected to a K-means cluster analysis, and it revealed the existence of three distinct clusters: the innovative national ; the conservative patriot ; and the global seeker . Chi-square analysis was conducted to profile the three groups. Though the study was exploratory in nature, the clusters exhibited such distinct buying patterns that the results hold tremendous value not only from an academic perspective but also for chocolate manufacturers and retailers. All three groups were buying chocolates for gifting purpose, while the young innovators liked to buy for self-gifts as well. Point of sales display had maximum impact on their purchase decision. The global seeker was buying more foreign brands versus the other two, who bought chocolate brands of national origin.