Chapter 1: Introductory Reflections

1.1. Premise

An introduction is a thread of an idea in the beginning of a written research paper. The

introduction gives the reader the beginning of the piece of thread so they can follow it.

1.2. Background Observations

From the very most prehistoric times, humans consumed food where it was found. Families and

rural people made or got what they utilised. They were also independent, so there was a limited

need for the packaging of goods, either for storage or transportation. When containers were

required, nature provided gourds, nuts, and leaves. Later, containers were moulded from

characteristic materials from natural materials, such as hollowed woods, braided grasses and

mammal organs. As minerals and chemical composites were found, metals and pottery were

developed, heading to other packaging modes. As this erudite race evolved, its food patterns

changed along with its lifestyle. New products were consumed as new tastes developed. As

sweets entered this scenario, not only did it complement the other edibles but it also created a

gigantic industry for different confectionery and related items. Chocolate! It sweetens our days,

gets us through cold winter evenings, times of hard work, low times and the likes. A chocolate

bar is a confection in bar form containing a few or all of the following ingredients: cocoa solids,

cocoa butter, sugar, milk. The corresponding presence or absence of these ingredients creates

subclasses of dark chocolate, milk chocolate, and white chocolate. Up to and including the 19th

century, confectionery of all sorts was typically sold by weight, loose, in small pieces that would

be bagged as bought. Packaging and advertising were virtually unknown. The introduction of

chocolate that something could be consumed as is, rather than used to make beverages or
desserts, resulted in the most unexpected bar forms, or tablets. At some point, chocolates came to

mean any chocolate-covered sweets, whether nuts, creams, caramel candies, or others. The

confectionery bar evolved from all of these in the late-19th century in the way where packaging

and selling confectionery became more easy, for both consumer and marketer. This

"convenience" did not constitute a price, of course, as the consumer had to pay for the packaging.

It was considerably more affordable to buy candy lose or in bulk. Many people credit Joseph Fry

as the inventor of the very first chocolate bar suitable for widespread consumption. Today

chocolate bars are as common as washing powder and one can chose among hundreds of

different bars in the supermarket. Next to the supermarket products there are, however, many

companies who produce small batches of handmade chocolate and place great value on

packaging design and special editions. Whether one is getting ready to create packaging for a

chocolate one is selling or one is considering changing the packaging of an existing chocolate,

one may wonder if the appearance of a chocolate’s package is important. Many chocolate

providers may think that the chocolate and its performance is more important than what the

packaging looks like, and many others may have just the opposite view. This project aims at

studying this very concept and is an endeavour to decide upon whether attractive packaging is a

necessity or only eyewash.

1.3. Rationale of the Study 


Chocolate is consumed all over the world. Since its origin, it has undergone many

transformations to meet changing market demand. hence, the audience for the study is easily

available.
A better knowledge of consumer behaviour is a key aim of any company, and so it is for

chocolate businesses. In the past, several kinds of research have been conducted concerning

consumer behavior towards chocolate as a whole, but none have been done on consumer

behavior towards chocolate packaging or on the influence that chocolate packaging has on

purchase decisions of the consumers.

These clearly justify the need to conduct this research. There are several factors that affect the

purchase decisions of a consumer, one of them being the packaging of the chocolates and in

order to analyse these decisions, it is important to comprehend the psyche of consumer behavior,

that is, the characteristics that affect the decision of purchasing.

1.4. Beneficiaries of the Study

Beneficiaries are those who are likely to be interested in or to benefit from the proposed

research.

Companies in the chocolate and packaging industry can be benefitted from the research as a

major part of their business sales depends on consumer behaviour towards packaging. From the

findings of this paper, it would be clear which are the main factors of chocolate packaging in

influencing a purchase decision and such factors can be focussed upon to increase sales. They

can strategically plan and market their packaging on the basis of the findings of this research

paper so that they have an upper hand in this competitive industry. Chocolate industry is an

emerging sector and contributes to a total market size of over INR 112.5 million in 2016.
Designs and initiatives adopted by them can be formulated on the data analysed from this

research. Also, future researchers and academicians will be able to take advantage of this paper.

To build a powerful marketing strategy, it is essential to hear the voice of the consumer through

well-organised market research. Analysis of the choices of consumers will provide insight into

their tastes and purchasing habits, which is essential for the successful formulation of the

marketing strategy.

1.5. Review of Background Literature 


According to P. F. Bone and R. J. Corey (2000), product packaging is a ―Cross-functional and

multi-dimensional aspect of marketing that has become increasingly important in consumer need

satisfaction, cost savings and the reduction of package material usage starting to substantial

changes in corporate profits.

As per an anonymous article (2000) entitled “Product packaging: Empty Promises?”, the role of

packaging is changing from that of “protector” to “information provider” and “persuader”.

Packaging is also a tool to develop a trademark.

Keller describes in Strategic Brand Management: Building, Measuring, and Managing Brand

Equity, brand image as “perceptions about a brand as reflected by the brand associations held in

consumer memory”.

According to Mehta (1999), individuals have a tendency to develop preferences to particular

brands in which they feel match or enhance their self-image, in other words, products that
provide a means for self-expression. The pack should immediately trigger brand memories,

automatically bringing thoughts, information and opinions about the brand into the consumer's

consciousness. It is vital that the packaging displays the values and positioning of the brand, the

main role of packaging is not certainly to communicate but to trigger the communications that

have already happened around that brand before the consumer entering the market. To

accomplish this, it is essential that packaging is combined with other kinds of brand

communication. Many researchers propose that around two-thirds of acquiring occurs in

"default" mode, where the customer gives little serious thought to choosing between brands. It is

frequently because consumers already know which brand they want to buy before they walk into

the market. Not all packaging moves well. For example, the color, graphics and representation of

packaging that works well in one country won’t necessarily work in another. And depending on

where you are in the world, the value of the various functions of packaging will change.

The futility of the extensive packaging used was researched by Grace and Cohen in Business

Ethics: Australian Problems and Cases and Ottman in Green Marketing: Challenges and

Opportunities for The New Marketing Age. Their observations included that packaging is no

longer considered to be an important aspect of the product. Instead, it is increasingly being

perceived as an unwanted and unnecessary source of waste material, as well as contributing

unnecessary volume to landfills and the resulting greenhouse gas emissions.

1.6. Identification of Research Gap 


A research gap is a research problem or question which has not been responded to appropriately

or at all in a given discipline of study.

There have been several studies conducted in several nations of the world focusing on consumer

behavior towards chocolate behavior. However, citizens of India let alone Kolkata have received

inadequate attention in this field. Also very limited consumer behavior literature concentrates on

the aspect of chocolate packaging, and the purpose of this paper is to start discussing these gaps

from the viewpoint of the consumer. It was important

to explore, understand and analyze the influence of chocolate packaging on consumer behavior,

in Kolkata, India.

1.7. Objectives of the study

Today some view chocolate packaging as a necessity and some others as eyewash. This view

point has been analysed with the help of some primary and secondary data in this study. There

were further sub-objectives also as recorded earlier. The following study aims at assessing

whether chocolate packaging in the current scenario is a necessity or eyewash. The sub-

objectives are recorded as follows:

a) To understand the influence of packaging on the purchasing preference of consumers in

connection to chocolates.

b) To understand the common perception regarding the necessity of chocolate packaging.

1.10. Research Methodology 


1.10.1. Research design

A research design is the set of methods and procedures used in collecting and analyzing

measures of the variables specified in the problem research.

The research carried out in this area of study is descriptive in nature. Descriptive research is

defined as a research method that describes the characteristics of the population or phenomenon

that is being studied.

1.10.2. Sampling Technique(s)

A sampling technique is the identification of the specific process by which the entities of the

sample have been selected.

The research follows Non-probability Sampling, a sampling technique where the odds of any

member being selected for a sample cannot be calculated. Further, Convenience Sampling has

been used that is a type of non-probability sampling technique that involves the sample being

drawn from that part of the population that is close to hand.

1.10.3. Sample size

By sample size, we understand a group of subjects that are selected from the general population

and are considered a representative of the real population for that specific study.
The sample size of the research paper is 110 respondents.

1.10.4. Sampling frame

A sampling frame includes a numerical identifier for each individual, plus other identifying

information about characteristics of the individuals.

The sampling frame for this research study are the citizens based in the city of Kolkata, India

between the age group of 18 and above.

1.10.5. Period of study

Period of study is the time duration in which the study or research is carried out, that is, the

research is conducted, analyzed and findings are recorded.

The period of study for this paper was a week.

1.10.6. Research Instrument

One of the ways to collect primary data is by conducting surveys. Surveys are used to gather

information from a predefined group of respondents. It is one of the most important quantitative

methods.
The data for this research paper was collected using a questionnaire forwarded among people

living in the city of Kolkata. The questionnaire was created using Google Forms which is a site

that allows swift creation and easy circulation through online mediums.

1.10.7. Source(s) of Data Collection 


Primary data for this study has been collected by conducting surveys. Surveys are used to gather

information from a predefined group of respondents. It is one of the most important quantitative

methods. The questionnaire for the survey was forwarded among people living in the city of

Kolkata. It was created using Google Forms which is a site that allows swift creation and easy

circulation through online mediums.

The secondary data for this study has been collected from the Internet and similar research

papers, for which reference sources have been marked.

1.10.8. Methods of Data Analysis

The collected data has to be examined so that meaningful conclusions can be drawn to fulfill the

objectives of the study undertaken.

The data collected by the questionnaire (attached in the end) was analyzed using graphs such as

pie charts and column charts created by Google Forms, MS-Excel. Statistical tool like weighted

average was used to derive meaningful conclusions.

Chapter 2: Data Analysis and Findings

2.1 Premise

Data analysis is a process of inspecting, cleansing, transforming and modeling data with the goal

of discovering useful information, informing conclusions and supporting decision-making.

Findings are the principal outcomes of a research project; what the project suggested, revealed or

indicated.

2.2 Demographic Profile

Demographics is the study of a population based on factors such as age, race, gender,

occupation, education, income etc.

2.2.1 Age of the Respondents

 Figure 1: Age of Respondents

As observed from the above figure (Figure 1), it is clear that among 110 respondents, the

majority was 89 (80.9%) belonging to 18-21 age group as they happen to be the most likely

target audience for the product followed by 15 (13.6%) who were aged above 35 years, 6 (5.5%)

were 26-35 years of age. This age segment has the highest representation in the study, as they

happen to be the most likely target audience for the product.

2.2.2 Gender of Respondents

Figure 2: Gender of Respondents

As observed from the above figure (Figure 2), it is clear that among the 110 respondents, the

majority was 61.83% females whereas males comprised 38.2%. While 68 females participated in
the survey, there were 42 female respondents, so it can be stated that there is inequality in the

data on the basis of gender.

2.2.3 Occupation of Respondents

Figure 3: Occupation of Respondents

As observed from the above figure (Figure 3), it is clear that among 110 respondents, 78(70.9%)

are students which supports the previous demographic characteristic of the majority of

respondents were aged between 18-21 years,9(8.2%) are employed in service sector, 7(6.4%) are

self- employed, 8(7.3 %) carry out their family business,8(7.3%) are others.
The respondents of the study belong to various sections of the society which shows that the study

has covered a wide range of people who can be considered representatives of the population of

Kolkata.

2.2.3 Monthly Household Income of the Respondents

` Figure 4: Income of Respondents

Income is included in almost every marketing study questionnaire as one of the important

variables in defining consumer behavior. From the above figure, it can be observed that the

incomes of the respondents vary from nearly 0 to being above INR 125000 annually, which

covers a substantial income range. Considering the fact that the prices of chocolates are very

minimal, the income of the respondents would hardly affect the behavior of the consumers

towards chocolate packaging.

2.3. Other Findings 


2.3.1 How many times do you buy chocolate in a week

` Figure 5: Frequency of Buying Chocolates in a week by Respondents

The sample respondents were of different age groups and their chocolate buying habits also

differed. This has been recorded in the table 1.

FREQUENCY OF BUYING CHOCOLATE IN A NO. OF SAMPLE

WEEK RESPONDENTS

once 63

2 - 4 times 37
 5 - 6 times 4

more than 6 times 6

Total 110

Table 1

The pie chart showcased in figure 5 depicts the fact that 57.3% of the sample respondent buy

chocolates only once a week. A comparable proportion (33.6%) of the sample respondents were

found to purchase chocolates two to four times in a week. 5.5% of the sample respondents

answered that they bought chocolates more than six times in a week and 3.6% respondents buy 5-

6 times a week.
2.3.2 Which chocolate brand do you prefer?

` Figure 6: Frequency of Choosing Chocolate brand by Respondents

There exists a number of chocolate manufacturer’s around the world with a wide variety of

chocolates available to suit the tastes of millions of people around. Cadbury, Nestle, Amul, Mars,

Lotto, Kraft foods, Meiji, are some of the famous chocolate manufacturers. Preference differs from

individual to individual and this differing scenario in the current study has been tabulated below.

CHOCOLATE BRAND NO. OF SAMPLE RESPONDENTS

Cadbury 81

Nestle 14

Amul 7

Lindt 3
 Twix 2

Hershey's 3

Table 2

Amongst the sample respondents Cadbury was preferred by the maximum number (81). This can

also be seen in the alongside given vertical bar diagram (fig.6). Nestle also enjoyed the next highest

number (14) of respondents’ preference. There were four respondents who preferred other brands

(other than Cadbury, Nestle and Amul) like Lotte, Ferrero, Mars.
2.3.3 How important are the following factors in influencing your decision to purchase

chocolates? (1 being 'extremely important' and 5 being 'not at all important')

5 factors were identified and provided to the respondents during the survey which they had to

rate on a Likert scale ranging from 1-5 depending on how important that factor is in influencing

their decision of purchasing chocolates.

The scale is as follows:

I. Extremely Important (5)

II. Somewhat Important (4)

III. Neutrally Indifferent (3)

IV. Somewhat Unimportant (2)

V. Not at all Important (1)

Figure 7
The following table shows the individual factor, weighted mean score (based on ratings assigned

by the respondents) and inference of the 5 factors.

CALCULATION OF WEIGHTED MEAN FOR FACTOR- BRAND IDENTITY

DEFINING ELEMENT (RATE) FREQUENCY O*F TOTAL

(O) (F)

Extremely Important (5) 39 5*39 195

Somewhat Important (4) 38 4*38 152

Neutrally indifferent (3) 19 3*19 57

Somewhat Unimportant (2) 9 2*9 18

Not at all Important (1) 5 1*5 5

TOTAL 110 427

Thus, Weighted Mean = Total/ Number of Respondents (F)

= 427/110
 =3.88 (Neutrally Indifferent-Somewhat Important)

=4 (Somewhat Important)

Thus, it may be inferred that Brand Name as a factor, is somewhat important to the consumers,

while purchasing a chocolate. It can be said that Brand Name influences the behaviour of the

consumers to a certain extent.

However, those who don’t consider Brand Name as an important factor may consider other factors

before purchasing.

The Weighted Average Mean for the rest 5 factors have been calculated in the similar way and

have been tabulated below in ascending order:

FACTOR WEIGHTED INFERENCE

AVERAGE MEAN

Celebrity Endorsement 2.55 = 3 Neutrally indifferent

Packaging 3.60 = 4 Somewhat Important

Flavour 4.29 = 4 Somewhat Important

Pricing 3.62 = 4 Somewhat Important

From the above table it can be inferred that the most influential factors are ‘Flavour’ and

‘Packaging’. ‘Pricing’ is also considered when consumers make this decision, but are not regarded

that much. But ‘Celebrity Endorsement’ clearly is not a very influential factor for consumers. This

shows that most of the constituents of the sample collected here were not attracted to celebrity

endorsements for purchasing chocolates.

2.3.4 How important are the following package elements to you when buying chocolate

products? (1 being 'extremely important' and 5 being 'not at all important')

5 factors were identified and provided to the respondents during the survey, which they had to

rate on a Likert scale ranging from 1-5 depending on, how important are the sources of

information about trends and fashion to them.

The scale is as follows:

I. Extremely Important (5)

II. Important (4)

III. Somewhat Important (3)

IV. Neutrally Indifferent (2)

V. Somewhat Unimportant (1)

Figure 8
 FACTOR WEIGHTED INFERENCE

AVERAGE MEAN

Colour 3.45 = 3 Somewhat Important

Image 3.47 = 3 Somewhat Important

Label 3.59 = 4 Important

Size and Shape 3.86 = 4 Important

Innovative/ Unique 3.80 = 4 Important

packaging

From the above table it can be inferred that the most important elements for buying chocolates

are the size and shape, innovative/ unique packaging and label, followed by image and colour.

Size and shape along with innovative packaging is one of the most influential factor when

buying a chocolate. How a chocolate is packaged may be what attracts the consumer to take a

look on the chocolate as it sits on store shelves. For this reason, many companies conduct

extensive research on colour schemes, designs and types of chocolate packaging that is the most

appealing to its intended consumer.

2.3.5 How important do you think are the following factors that explain the significance of

packaging in the context of chocolates? (1 being 'extremely important' and 5 being 'not at

all important')

5 factors were identified and provided to the respondents during the survey, which they had to

rate on a Likert scale ranging from 1-5 depending on, how important are the sources of

information about trends and fashion to them.

The scale is as follows:

I. Extremely Important (5)

II. Important (4)

III. Somewhat Important (3)

IV. Neutrally Indifferent (2)

V. Somewhat Unimportant (1)

Figure 9
 FACTOR WEIGHTED INFERENCE

AVERAGE MEAN

Preserves Chocolate 4.00 = 4 Important

Provides information 3.81 = 4 Important

Brand Selection 3.80 = 4 Important

Aesthetic appeal 3.78 = 4 Important

Marketing 3.77 = 4 Important

From the above table it can be inferred that all the five factors are significant of packaging in the

context of chocolates. The chocolate package provides information regarding ingredients,

nutritional facts, date of manufacture or expiry, manufacturer’s name and address, price which is

of relevance to various consumers whereas every brand has its individual design style and color

that depends on the market position and consumer perception playing a vital role for the

consumers. Aesthetic appeal and marketing equally influences the decision-making power.
2.3.6 To what extent do you agree that the packaging of chocolates influences your

purchase behavior?

Figure 10

DEFINING ELEMENT FREQUENCY OF TOTAL

(RATE) (O) (F)

Strongly Agree (5) 16 5*16 80

Somewhat Agree (4) 39 4*39 156

Neutrally indifferent (3) 37 3*37 111

Somewhat Disagree (2) 14 2*14 28

Strongly Disagree (1) 4 1*4 04

TOTAL 110 379

 Thus, Weighted Mean = Total/ Number of Respondents (F)

= 379/110

=3.44 (Somewhat Agree-Neutrally Indifferent)

=3 (Neutrally indifferent)

Thus, it may be inferred that consumers are neutrally indifferent with the statement: “The

packaging of chocolates influences your purchase behavior?”

In a chocolate display, consumers will generally notice the packaging color first, then the shape

and finally the detail of a chocolate. So, the packaging hits our sight at the very first instant and it

can be safely said that this influences a consumer’s buying behavior. In this case, respondents

are indifferent.
2.3.7 What kind of information do you look for on the packet of the chocolate?

As seen in the alongside pie chart 28.1% of the sample respondents look for the price of the
chocolate when they pick up the chocolate package. Whereas only 16.1% of the sample
respondents do not look for the nutrition value of the chocolate when they pick up the chocolate
package. 16.7% of the sample respondents look for the ingredients in the chocolate packaging.
This particular information being so important to consider the health issue is looked at by 31.8%
of the sample respondents which is the highest factor. A very small proportion i.e., 6.4% looks for
manufacturer’s name and address on the chocolate pack and the rest 1.0% for others.
2.3.8 What form of packaging do you usually prefer for your chocolate?

Chocolates hold fascination for one and all and since they come in almost similar tastes, its

packaging becomes even more important. Foil, paper, multi layered films are some of the

different packaging materials used for chocolates. Different consumers have different liking with

respect to packing material. These materials are excellent packaging materials in drawing the

consumers’ attention. The results indicated a high response of Tin/Thermos/foil wrapping over

any other packaging material. Respondents felt that aluminium foil wrap was the optimum

material for many various reasons based on their experiences: strengthens the shelf life, the

appearance of the 3-dimensional shape to make it more appealing and ultimately the graphics

created a festive mood. Lamination and paper packed are considered to be the second preference.

Packaged materials besides aluminium foil wrap, lamination and paper packed provide alternate

choices for consumers’ purchasing chocolates. In the survey, ‘Other’ is categorized as a diversity

of packaging materials that were not listed, for example, boxes, plastic clamshell and shrink

wrap.
2.3.9 Are you aware of the legal and hygienic issues regarding packaging?

The hygiene conditions in the food packaging industry have significantly enhanced over the

preceding decades. The materials used for the packaging of these products must meet high

hygiene standards in order not to cause the quality of the packed good to deteriorate. Food

hygiene standards are taken from the “Codex Aliment Arius” of the WHO (World Health

Organization).

In India, the Food Safety and Standards Act, 2006 has been sanctioned to strengthen the laws

relating to food and to ascertain the Food Safety and Standards Authority of India for laying

down science-based standards for commodities of food and to improve their manufacture,

storage, distribution, trade and import, to guarantee the availability of safe and nutritious food for

human consumption and matters related therewith or incidental thereto.

Some legal and sanitary issues are involved in packaging which is known to the common citizens

can save them from any malpractices in this connection.

The answers received from the sample respondents shows that 38% of them were unaware of

these issues. The graph alongside depicts that the awareness or the lack of it was comparable.

This shows that the consumer awareness in this regard should be increased by both the

concerned authorities and every responsible citizen of the society. Whereas the major population

of the city i.e. 72% are aware of the legal and hygienic issues related towards chocolate

packaging.
2.3.10 To what extent do you agree with the statement: "I think that chocolate wrappers

are eco-friendly".

DEFINING ELEMENT FREQUENCY OF TOTAL

(RATE) (O) (F)

Strongly Agree (5) 05 5*05 25

Somewhat Agree (4) 11 4*11 44

Neutrally indifferent (3) 22 3*22 66

 Somewhat Disagree (2) 49 2*49 98

Strongly Disagree (1) 23 1*23 23

TOTAL 110 256

Thus, Weighted Mean = Total/ Number of Respondents (F)

= 256/110

=2.32 (Neutrally Indifferent- Somewhat Disagree)

=2 (Somewhat Disagree)

Thus, it may be inferred that consumers Somewhat Disagree with the statement: "I think that
chocolate wrappers are eco-friendly". Once the chocolate pops into our mouth, the wrapper is a
waste only to be thrown away in the dustbin. To safeguard our environment, one must ensure that
whatever waste is thrown away, it should be eco-friendly in nature. This would depend on the
package material used. While collecting the data, we came to know that most of the
respondents think that eco-friendly packaging is to be made a legal requirement in order to
resolve environmental issues and to reduce global warming.
2.3.11 To what extent do you agree with the statement: "I think that chocolate wrappers

are bio-degradable in nature".

DEFINING ELEMENT FREQUENCY OF TOTAL

(RATE) (O) (F)

Strongly Agree (5) 07 5*07 35

Somewhat Agree (4) 09 4*09 36

Neutrally indifferent (3) 36 3*36 108

Somewhat Disagree (2) 34 2*34 68

 Strongly Disagree (1) 24 1*24 24

TOTAL 110 271

Thus, Weighted Mean = Total/ Number of Respondents (F)

= 271/110

= 2.46 (Neutrally Indifferent- Somewhat Disagree)

=2 (Somewhat Disagree)

Thus, it may be inferred that consumers Somewhat Disagree with the statement: "I think that

chocolate wrappers are bio-degradable in nature”. The chocolates are packaged in not-so-eco-

friendly substances that make their way into the landfill, even when dutifully put in the recycling

bin. Bits of plastic, aluminium and paper are mixed, making it tough, tiresome and expensive to

recover each component for recycling. However, the answers received from the sample

respondents shows that the majority is neutrally indifferent.

2.3.12 To what extent do you agree with the statement: "Unique design and packaging

often attracts me towards the confectionery product at point of sale."

DEFINING ELEMENT FREQUENCY OF TOTAL

(RATE) (O) (F)

Strongly Agree (5) 16 5*16 80

Somewhat Agree (4) 51 4*51 204

Neutrally indifferent (3) 30 3*30 90

Somewhat Disagree (2) 09 2*09 18

 Strongly Disagree (1) 04 1*04 04

TOTAL 110 396

Thus, Weighted Mean = Total/ Number of Respondents (F)

= 396/110

= 3.6 (Neutrally Indifferent- Somewhat Agree)

=4 (Somewhat Agree)
2.3.13 To what extent do you agree with the statement: "Good Packaging of a product

indicates Good Quality of the confectionery product."

DEFINING ELEMENT FREQUENCY OF TOTAL

(RATE) (O) (F)

Strongly Agree (5) 13 5*13 65

Somewhat Agree (4) 38 4*38 152

Neutrally indifferent (3) 34 3*34 136

Somewhat Disagree (2) 18 2*18 36

 Strongly Disagree (1) 07 1*07 07

TOTAL 110 396

Thus, Weighted Mean = Total/ Number of Respondents (F)

= 396/110

= 3.60 (Neutrally Indifferent- Somewhat Agree)

=4 (Somewhat Agree)
2.3.14 To what extent do you agree with the statement: "Colour of the confectionery

package helps me identify the type of chocolate (i.e. how the product tastes, smells)"

DEFINING ELEMENT FREQUENCY OF TOTAL

(RATE) (O) (F)

Strongly Agree (5) 18 5*18 90

Somewhat Agree (4) 31 4*31 124

Neutrally indifferent (3) 33 3*33 99

Somewhat Disagree (2) 16 2*16 32

 Strongly Disagree (1) 12 1*12 12

TOTAL 110 357

Thus, Weighted Mean = Total/ Number of Respondents (F)

= 357/110

= 3.24 (Neutrally Indifferent- Somewhat Agree)

=3 (Neutrally Indifferent)
2.3.15 To what extent do you agree with the statement: "Image of the confectionery package
attracts my attention at point of sale."

DEFINING ELEMENT FREQUENCY OF TOTAL

(RATE) (O) (F)

Strongly Agree (5) 13 5*13 65

Somewhat Agree (4) 38 4*38 152

Neutrally indifferent (3) 38 3*38 114

 Somewhat Disagree (2) 15 2*15 30

Strongly Disagree (1) 06 1*06 06

TOTAL 110 367

Thus, Weighted Mean = Total/ Number of Respondents (F)

= 367/110

= 3.33 (Neutrally Indifferent- Somewhat Agree)

=3 (Neutrally Indifferent)
2.3.16 To what extent do you agree with the statement: "Shape of the confectionery

package helps me to identify the brand of the chocolates."

DEFINING ELEMENT FREQUENCY OF TOTAL

(RATE) (O) (F)

Strongly Agree (5) 15 5*15 75

Somewhat Agree (4) 36 4*36 144

Neutrally indifferent (3) 26 3*26 78

Somewhat Disagree (2) 22 2*22 44

 Strongly Disagree (1) 11 1*11 11

TOTAL 110 357

Thus, Weighted Mean = Total/ Number of Respondents (F)

= 357/110

= 3.24 (Neutrally Indifferent- Somewhat Agree)

=3 (Neutrally Indifferent)
2.3.17 To what extent do you agree with the statement: "I often buy confectionery product

with larger package size as I perceive them to be more economical."

DEFINING ELEMENT FREQUENCY OF TOTAL

(RATE) (O) (F)

Strongly Agree (5) 10 5*10 50

Somewhat Agree (4) 27 4*27 108

 Neutrally indifferent (3) 40 3*40 120

Somewhat Disagree (2) 24 2*24 48

Strongly Disagree (1) 09 1*09 09

TOTAL 110 335

Thus, Weighted Mean = Total/ Number of Respondents (F)

= 335/110

= 3.04 (Neutrally Indifferent- Somewhat Agree)

=3 (Neutrally Indifferent)
2.3.18 To what extent do you agree with the statement: "Packaging of the confectionery

product is more important to me than its Brand."

DEFINING ELEMENT FREQUENCY OF TOTAL

(RATE) (O) (F)

Strongly Agree (5) 15 5*15 75

Somewhat Agree (4) 20 4*20 80

Neutrally indifferent (3) 36 3*36 108

 Somewhat Disagree (2) 30 2*30 60

Strongly Disagree (1) 09 1*09 09

TOTAL 110 332

Thus, Weighted Mean = Total/ Number of Respondents (F)

= 332/110

= 3.01 (Neutrally Indifferent- Somewhat Agree)

=3 (Neutrally Indifferent)