A detailed question by question overview of the research conducted as a part of our coursework for Consumer Behavior.

1. Chocolates - KITKAT

2.  Questionnaire based research
 Analysis of Questionnaire results
 Advertisement Idea generation
 Advertisement production

4.  Results division
◦ No filter
◦ Gender Filter
◦ Price filter (5-100)
 Gender Filter

5. GENDER
Male
Female

6. Gender Gender
Male Female
32%
31% Male
Female
69% 68%
No filter Price

8. Age Group
4%
38%
15 - 20
21 - 25
26 - 30
58%
No filter

9. Age Group Age Group
3% 6%
25%
25%
15-20 15-20
21-25 21-25
26-30 26-30
69%
72%
Male Female

10. Age Group Age Group
0%
8%
28%
15-20 25% 15-20
21-25 21-25
26-30 26-30
67%
72%
Male Female

11. Do you prefer eating chocolates?
Yes
No

12. Preference
6%
26%
Before meals
After meals
During meals
Does not matter
68% 0%
No filter

13. Preference Preference
6%
19%
Yes
Yes
No
No
81%
94%
Male Female

14. What time of the day do you prefer eating
chocolates at?
Morning
Afternoon
Evening
Night
Does not matter

15. Time of Day
0% 0%
12%
Morning
18% Afternoon
Evening
Night
Does not matter
70%
No filter

16. Time of day Time of day
0%
0% 0% 0% Morning
Morning 0%
13%
18% Afternoon
Afternoon
Evening
Evening
21%
61%
Night Night
87%
Does not matter Does not
matter
Male Female

17. Time of day Time of day
0%
0% 0% 0% 0%
16% 17%
Morning Morning
Afternoon Afternoon
12%
Evening Evening
Night Night
72% Does not matter Does not matter
83%
Male Female

18. Do you prefer eating chocolates?
Before meals
After meals
During meals
Does not matter

19. Preference
6%
26%
Before meals
After meals
During meals
Does not matter
68% 0%
No filter

20. Preference Preference
Before meals Before meals
5% 7%
After meals
25% After meals
29%
During meals
During meals
64%
0%
70%
0% Does not
Does not matter matter
Male Female

21. Preference Preference
4% 8%
Before meals Before meals
25%
After meals After meals
44% During meals During meals
52%
Does not matter 67% Does not matter
0%
0%
Male Female

22. At what frequency do you consume chocolates?
At least once a day
More than once a day
At least once a week
No fixed pattern

23. Frequency
12%
10%
At least once a day
At least once a week
More than once a day
58% No fixed pattern
20%
No filter

24. Frequency Frequency
4% At least once a day
8%
At least once a day 20%
At least once a week
47%
At least once a week
24%
20% More than once a day
64% More than once a day
13% No fixed pattern
No fixed pattern
Male Female

25. Frequency Frequency
8% At least once a At least once a
16%
day day
12%
At least once a At least once a
week week
8% 50% 17%
More than once a More than once a
day day
72%
No fixed pattern No fixed pattern
17%
Male Female

26. Why do you buy chocolates? (Mark all relevant)
Flavor
Energy
Brand
Special Occasion
Gift item
Addiction
Quality
Impulse Buying
Price and convenience
Other _____________

27. Reasons for consumption
3% 3% Flavor
13% 26% Energy
Brand
Special occasion
Gift Item
13% Addiction
Quality
7%
Impulse buying
Price and convenience
13% 9%
Other
7% 6%
No filter

28. Reasons Reasons
3% 0%
Flavor Flavor
4% 4%
11%
25% Energy Energy
14% 28%
Brand 9% Brand
Special occasion Special occasion
16% 11%
9% 4%
Gift Item
Gift Item
11%
8% Addiction 11%
14% 11% Addiction
4%
Quality
3% Quality
Impulse buying
Impulse buying
Male Female

29. Reasons Flavor
Reasons
Flavor
Quality
Gift Item
3% 3% 0% Addiction 0%
3% Addiction
6%
Impulse buying 6%
Brand
8% 27%
Energy 9% 31%
Special occasion
8% Brand
9%
Quality
Special occasion
15% 9%
18% Impulse buying
Gift Item 11%
8%
15% Price and 11% Energy
convenience
Other Price and
convenience
Male Female

30. What price do you pay for your chocolates?
Rs.5 – 20
Rs.21 – 50
Rs.50 – 100
Greater than Rs.100

31. Price of current consumption
12%
21%
Rs.5 - 20
20%
Rs.21-50
Rs.51-100
Greater than 100
47%
No filter

32. Price Price
Rs.5 - 20
12% 10%
19%
26%
11%
Rs.5 - 20 Rs.21-50
Rs.21-50
25%
Rs.51-100
Rs.51-100
Greater than 100
44%
53%
Greater than 100
Male Female

33. Where do you buy chocolates from?
Retail shops
Branded outlets
Restaurants
Imported
University canteen
Other __________

34. Purchase point
0%
20%
Retail shops
Branded outlets
Restaurants
12% Imported
56% University canteen
0% Other
12%
No filter

35. Purchase point Purchase point
0% 0%
Retail shops
18% Retail shops
23%
Branded outlets Branded outlets
Restaurants 47% Restaurants
11%
Imported Imported
0% 13%
8% 63% University canteen University canteen
Other Other
0% 17%
Male Female

36. Purchase Point Purchase Point
0%
0%
3% 3% 0% 0%
Retail shops 16% Retail shops
University canteen University canteen
22%
44%
Branded outlets Branded outlets
16%
Imported Imported
Restaurants Restaurants
72%
Other Other
24%
Male Female

37. Does mood play a part in your chocolate
purchase decision?
Yes
No

38. Mood's role in purchase decision
Yes No
25%
75%
Mood

39. Mood Mood
24%
27%
Yes
Yes
No No
73%
76%
Male Female

40. Mood Mood
25%
28%
Yes Yes
No No
72%
75%
Male Female

42. Specifications
34%
33%
Happy/Relaxed
Sad/depressed/stressed/angry
Energetic/Refreshed
Hunger/Chocolate Mood
Did not specify
6%
21%
6%
No filter

43. Specific mood Specific mood
Happy
Sad 25%
29%
Happy
38% 42%
Energetic/Refreshed Sad
Hunger
5%
Hunger Did not specify
9% 25%
19%
Did not specify 8%
Male Female

44. Specific Mood Specific mood
Happy Happy
25% Sad Sad
30%
37%
Energetic/Refresh Energetic/Refresh
50%
ed ed
6%
Hunger Hunger
10%
13%
19% Did not specify 10% Did not specify
0%
Male Female

46. Color Preference Baby pink
Black
1%
Blue
21%
7% Brown
13% Dark Brown
Green
1% Gray
1%
Orange
Pink
Purple
15%
15% Red
Sea Green
4% Turqoise blue
3% 7% White
7%
Yellow
2% 1%
2%
No filter

47. Colors Colors
Baby pink
0% Baby pink
2%
Black
7% 22% Black
7% 20%
Blue
13% Blue 11%
0% 2%
1% 0% Brown
Brown
6% Dark Brown
14% Dark Brown 18%
18%
7%
Green
Green
7% 7%
3% 8% 9% 2% Gray
8%
Gray
1% 1%
2% 2% 0%
Orange
2% Orange
Pink Pink
Male Female

48. Color Preference Black
Color Preference Black
Blue Red
1% 0% 2% 0% 0%
Red 0% White
2% 1% 1% 0% White 2% 0% Blue
2%
Dark Brown Brown
19% 8% 18% Green
7% Brown
Yellow 8% Pink
8% Purple
Green
Orange 8% Yellow
14%
8% 18%
Purple Dark Brown
8% Orange
Gray
11%
14% Baby pink
Pink 8%
13%
12% 7% Gray
Sea Green
Sea Green
Baby pink
Turqoise blue
Turqoise blue
Male Female

50. Word Association Brown
Cadbury
Children
2% 3%
7% 2%
Dark
2%
Energy
28% 4% 2% Friendship
2% Fun
2% Good/Great
Happiness
Hungry
6%
Kitkat
2% Love
Mars
17% 6%
Nuts
3% Sweet
5%
7% Taste/Delicious
Tempting
No filter

51. Word Association Word Association
3%
Brown 0% Brown
3% 0%
Cadbury 0% Cadbury
0% 3% Children 6% 0% Children
6%
Dark Dark
3% Energy 8% Energy
8%
2%
23% Friendship Friendship
36% 6% Fun
Fun
6%
Good/Great 6% Good/Great
3%
Happiness Happiness
3% 6%
Hungry Hungry
19% 3% Kitkat 6% Kitkat
5% 3%
Love 14% Love
6%
0% Mars Mars
5% 8%
Nuts Nuts
3% Sweet Sweet
Taste/Delicious Taste/Delicious
Tempting Tempting
Male Female

52. Word AssociationTaste/Delicious Word Association Taste/Delicious
Sweet 0% 0% Sweet
0% Cadbury 0% Cadbury
2% 2% 0%
0%
0% Energy Happiness
4% 3% 3%
4% Happiness Hungry
3% 3%
4% Kitkat Kitkat
3%
4% 25% Love Nuts
31%
Brown Brown
4% 7%
Dark Dark
4% Friendship Love
7%
6% Good/Great Mars
13%
Mars Tempting
6% 7%
Nuts Children
17%
8% 8% Fun 7% Energy
8% 7%
Tempting Friendship
Children Fun
Hungry Good/Great
Male Female