Ascertaining Consumer Preferences towards the Packaging Effectiveness of

Chocolates: A Study in Kolkata

SEGMENT A: DEMOGRAPHIC PROFILE

1) Name (Short answer type)

2) Age:

a) Below 18 c) 26-35
b) 18-25 d) Above 35

3) Gender:

a) Male b) Female

4) Occupation:

a) Student d) Self Employed

b) Service e) Other
c) Business

5) Monthly Household Income (in INR):

a) Below 25000 d) Between 75001 and 100000

b) Between 25001 and 50000 e) Between 100001 and 125000
c) Between 50001 and 75000 f) Above 125001

SEGMENT B:

1) How many times do you buy chocolate in a week?

a) Once b) 2-4 times

c) 5-6 times d) more than 6 times

2) Which chocolate brand do you prefer?

a) Cadbury c) Amul
b) Nestle d) Other

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')

a) Brand Name d) Celebrity Endorsement

b) Packaging e) Flavour
c) Pricing

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')

a) Colour d) Size and shape

b) Image e) Innovative/Unique Packaging
c) Label

5) How important are the following package elements to you when buying chocolate
products? (1 being 'extremely important' and 5 being 'not at all important')

a) Preserves Chocolate d) Aesthetic appeal

b) Provides information e) Marketing
c) Brand Selection
6) To what extent do you agree that the packaging of chocolates influences your
purchase behaviour?

a) Strongly Agree c) Neutrally indifferent

b) Somewhat Agree d) Somewhat Disagree

e) Strongly Disagree

7) What kind of information do you look for on the packet of the chocolate?

a) Price e) Manufacturer’s name &

b) Nutrition Value address
c) Ingredients f) Other
d) Date of Manufacturing/
Expiry

8) What form of packaging do you usually prefer for your chocolate?

a) Lamination/ Ply c) Tin/ Thermo form/ foil

b) Paper packed wrapping
d) Others

9) Are you aware of the legal and hygienic issues regarding packaging?

a) Yes b) No

10) To what extent do you agree with the statement: "I think that chocolate wrappers
are eco-friendly"

a) Strongly Agree b) Somewhat Agree

 c) Neutrally indifferent d) Somewhat Disagree

e) Strongly Disagree

11) To what extent do you agree with the statement: "I think that chocolate wrappers
are bio-degradable in nature""

a) Strongly Agree c) Neutrally indifferent

b) Somewhat Agree d) Somewhat Disagree

e) Strongly Disagree

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."

a) Strongly Agree c) Neutrally indifferent

b) Somewhat Agree d) Somewhat Disagree

e) Strongly Disagree

13) To what extent do you agree with the statement: "Good Packaging of a product
indicates Good Quality of the confectionery product."
a) Strongly Agree c) Neutrally indifferent
b) Somewhat Agree d) Somewhat Disagree

e) Strongly Disagree

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).”
a) Strongly Agree c) Neutrally indifferent
b) Somewhat Agree d) Somewhat Disagree

e) Strongly Disagree

15) To what extent do you agree with the statement: "Image of the confectionery
package attracts my attention at point of sale."

a) Strongly Agree c) Neutrally indifferent

b) Somewhat Agree d) Somewhat Disagree

e) Strongly Disagree

16) To what extent do you agree with the statement: "Shape of the confectionery
package helps me to identify the brand of the chocolates."
a) Strongly Agree c) Neutrally indifferent
b) Somewhat Agree d) Somewhat Disagree

e) Strongly Disagree

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."

a) Strongly Agree c) Neutrally indifferent

b) Somewhat Agree d) Somewhat Disagree

e) Strongly Disagree

18) To what extent do you agree with the statement: "Packaging of the confectionery
product is more important to me than its Brand."

a) Strongly Agree c) Neutrally indifferent

b) Somewhat Agree d) Somewhat Disagree

e) Strongly Disagree