PRESTIGE INSTITUTE OF MANAGEMENT

AND RESEARCH, INDORE

MAJOR RESEARCH PROJECT (MRP)

Session: 2021-22

MRP on

Factors Influencing the selection of Chocolates

FACULTY GUIDE (MENTOR) SUBMITTED BY:

Name: Dr. Vipin Choudhary Sign.

Name: Shreyash Sahu

Sign:
Class: MBA Sem. III Section MM A

Scholar No: 1121612858

Roll No: 201709

 DECLARATION

I hereby declare that the Major Research Project Report on “Factors Influencing the selection
of Chocolates” is a record of original work carried out by me under the supervision of Dr. Vipin
Choudhary towards partial fulfillment of the requirements for MBA (Marketing Management)
course of Prestige Institute of Management and Research, Indore. I further declare that to the
best of my knowledge; this work is not submitted anywhere else for the award of any degree or
diploma.

SHREYASH SAHU

MBA (Marketing Management) III Semester ‘Section A’

 CERTIFICATE

This is to certify that the Major Research Project entitled “Factors Influencing the selection of
Chocolates” is being submitted by Shreyash Sahu under the supervision of Dr. Vipin
Choudhary. During this project work, I found the different factors influencing for selection of
chocolates. I recommend this piece of work for its acceptance as Major Research Project, Course
MBA (Marketing Management) of Prestige Institute of Management and Research, Indore
 ACKNOWLEDGEMENT
I would like to express my special thanks of gratitude to our teacher, Dr. Vipin Choudhary as
well as our director, Dr. Yogeshwari Pathak who gave me the golden opportunity to do this
wonderful project on the topic “Factors Influencing the selection of Chocolates”, which also
helped me in doing a lot of research and I came to know about so many new things I am really
thankful to them.

Secondly, I would also like to thank my parents and friends who helped me a lot in finalizing this
project within the limited time frame.

SHREYASH SAHU

MBA (Marketing Management) III Semester ‘Section A’

 PLAGIARISM DECLARATION CERTIFICATE

To the best of my knowledge and belief, this Research Project Report is my own work, all
sources have been properly acknowledged, and the report contains no plagiarism.

I have not previously submitted the work or any version in full or part of it, for assessment in any
other University or institution for any degree or diploma program.

I acknowledge that this Research Project Report may be transferred and stored in a database for
the purposes of data-matching to help detect plagiarism.

Shreyash Sahu
 EXECUTIVE SUMMARY
The Change in Consumer lifestyle, choices and preferences towards products derives various
factors which influence selection of Chocolates. This study is conducted to identify the various
factors which influence the consumers in selection of chocolates through an exploratory survey
approach in Madhya Pradesh. Consumers are highly influenced by multiple factors.

The study is aimed at identifying various factors which influence the consumer behavior towards
selection of chocolates.

The study shows that there are factors which influence the consumer behavior towards selection
of chocolates. The factors which were identified are After sales service, Promotion and price
Offers, Quality. This has shown the relation between the factors. The Study suggests that
promotion is more efficient and user friendly. The scope of the study is limited to Madhya
Pradesh State. There remains a scope and gap for further research in this domain of Knowledge.
New Variables can be taken into consideration.
 MAJOR RESEARCH PROJECT (MRP)
SYNOPSIS
TABLE OF CONTENTS

Sr. No. Title Page No.

I INTRODUCTION
1. Conceptual Framework 6

2. Review of Literature 7-9

3. Rational of the Study 10

4. Objective of Study 11

II METHODOLOGY
1 Research Type 12

2 Sampling Technique 12

3 Sampling Area 12

4 Population & Sample Size 12

5 Tool for Data Collection/ Source for 12

Secondary data

6 Tools for Data Analysis 12

III. RESULTS AND ANALYSIS 13-21

IV. SUGGESTIONS AND 22- 24
CONCLUSIONS

REFERENCES 25
Conceptual Framework
Chocolate is consumed all over the world. Since its origin, it has undergone many
transformations to meet changing market demand. A better understanding of consumer behavior
is a key objective of any business, and so it is for chocolate businesses. In order to fulfil this aim,
the current study presents a systematic literature review of consumers’ consumption and
purchasing behavior towards chocolate.

What issues need to be considered for chocolate selection based on application and what
influences chocolate behavior in these applications? What should we be looking for? Many of
these issues have been talked about before, but I want to try to give the practical aspects of why
chocolate acts the way it does.

First, let’s talk about chocolate selection. The main issues to consider when selecting a chocolate
are application, chocolate type, viscosity, fineness, color and flavor. Each of these items has an
influence on how the finished piece will appear to the consumer.

Since our first taste of any food is with our eyes, the color of a chocolate gives us some
indication of what to expect.

Color is determined by the type and amount of chocolate liquor, sugar and dairy ingredients in a
chocolate coating, hence formulation.

What factors determines the chocolate or how the chocolate will perform? Following are some
factors determining the behavior of chocolate:

• Quality

• Quantity

• Flavor

• Color

• Packaging
Review of Literature
RajaRajeswari, Kirthika (2016) conducted a study to find out the consumer behavior towards
Nestle chocolates with special reference to Coimbatore city. The objective of the study to
analyze the consumer behavior and satisfaction and factors influencing buyer decision and
determine the level of effectiveness. The sample size was 120 respondents in Coimbatore city.
Tools used for the study were percentage analysis and chi-square. The researcher after
conducting a study on consumer behavior towards the products of nestle had came to conclusion
that nestle received a pivotal position in the market for their products.

Gopalakrishnan, Karthikeyan (2013) conducted a study to find out the consumer satisfaction
towards dairy milk chocolate with special reference to Uthamapalayam city. The main objective
was to study the satisfaction level of customers towards dairy milk. The sample size is 100 in
Uthamapalayam city. Tools used for the study is chi-square, percentage analysis. The study
mainly concentrated on general price level, quality and consumer expectation overall satisfaction
about Cadbury dairy milk chocolate, general awareness and consumer preference of Cadbury
dairy milk. Patnaik,

Pradeep Kumar Sahoo (2012) conducted a empirical study on consumer behavior towards
Cadbury’s India LTD and Nestle India LTD. The objective of the study was to analyze the
consumption pattern, examine the purchase behavior and also the consumer behavior towards
these industries. The sample size was 120 respondents in Bhubaneswar of Odisha. The marketers
has to understand the real need, wants, beliefs, attitudes of a consumer towards product and
services. The growth of Indian chocolate industry in the past has been hampered, because there
was a stiff excise duties on chocolates and the non availability of cocoa in the country. In India
chocolate market is transforming and new players were enter into the maret. So it might resulted
in low per capita consumption chocolate, the future of the company seems upbeat
AdeoluB.Ayanwale,

TaiwoAliminiand Matthew A.Ayanbimipe (2005) has examined a study on the influence of

advertising on consumer brand preference. The objective of the study has to examine the
influence on consumer buying behavior, determine the influence of age on advertising and make
recommendation for improvement in advertising and brand management. The study was based
on the survey of 315 randomly selected consumers. The tools used to analyze the data will be
chi-square and percentage analysis. The study has to find out the advertising has a major
influence on consumer preference. The study was concluded by the advertising does not varying
impact on age group.
A study on consumer’s preference and perception towards Patanjali product by S. ANUPRIYA
Conclude that Consumer satisfaction is derived when he compares the actual performance of the
product with the performance he expected out of the usage. If the perceived benefits turned out
to be almost same as expected, customer is highly satisfied and that is how the company achieves
loyalty of the customer towards the product.

Nandagopal and Chinnaiyan (2003) conclude that the mode of purchase of product also
effecting buying pattern and so perception of consumer.

Syeda Quratulain Kazmi (P.A.F Karachi institute of Economics And Technology, Karacchi,
Sindh, Pakistan) Customer perception is basically an organism which describes an individual’s
perceived image which he expect from any product or service. Observation can be changed or
influenced by numerous factors behaviour, children who are in their teenage prefer food with
respect to food nutritious as well as three factors plays very important role, home environment,
school and social gatherings .

DR. R. MANIKANDAN and A. RAMKUMAR (2018) 1“COLLEGE STUDENTS LEVEL OF

AWARNESS TOWARDS CADBURY& NESTLE BAR CHOCOLATE” chocolate occupy a
pivotal role in the industry. Important events like birthday, wedding day, school and college days
or any other celebration is stated with a branded chocolates.In the competitive world each and
every day the consumer attitude and thought may change to prefer the product for our
comfortable using’s. It depends on price, quality, taste, flavour, brand and image, competitive
product, attractiveness, and varieties etc. The required primary data collected well structured
questionnaire issued to 250 college students of them 29 questionnaries are found to unsuitable
hence the final sample size is 221.The present study is focused on college student level of
awareness towards Cadbury& Nestle bar chocolate, it is found that window display in the
departmenstores, cinema theaters etc. Can also enhance level of awareness above the popular
branded chocolate

P. ABIRAMI & S. GAYATHRI (2018)” 2A STUDY ON CONSUMER SATISFACTION

TOWARDS NESTLE CHOCOLATE” This study covers the consumer satisfaction towards
nestle chocolate with special reference it. The researcher had obtained only 100 questionnaries
from the respondents. Hence the finding of the study cannot be generalised. The sample size was
limited to 150 respondents only. A survey of the people has been conducted to known the liking
pattern of the two products Cadbury and nestle. From the study it can be concluded that foreign
brands like amul. Which is calculate as with the help likert scale and the value comes out for
Cadbury brand is 144.
N. VIJAYANAND, P. THILLAIRAJAN (2018) 3“A STUDY ON CONSUMER’S
INCLINATION TOWARDS NESTLE PRODUCTS IN CHENNAI CITY” Nestle customer’s
inclination chocolates, and fulfilment. Chocolate advertise in India a chocolate advertise is
predicate to be approximately rs. 600 crore growing at 6-8% per annum. Nestle is the market
leader with 75% advertise share. The global chocolate market is worth 75% annually. To identify
the customer inclination towards dissimilar chocolate varieties. To identify the factors distressing
the customer observation towards nestle chocolate. Analysis of the creation, pricing,
accessibility, worth, flavour, publicity and covering of nestle chocolates. This is focused on
customer’s inclination towards products. From study, it found out that greater part of customers
choose nestle chocolates.

D. SHANTHI (2018) 4“A COMPARITIVE STUDY ON CONSUMER PREFERENCE

TOWARDS NESTLE AND CADBURY CHOCOLATES WITH SPECIAL REFERENCE TO
ERODE DISTRICT” Chocolate is liked and eaten by all age of people. The comparative study
on chocolate between Cadbury and nestle helps in product development and improvement in
launching of new product. The limitation of my study restricts itself to the analysis of consumer
preference, perception and consumption of Cadbury and nestle chocolates. Some people often
like to have a chocolate with good flavour, quality and crunchiness

There is no evidence that certain attributes are more related to customer loyalty than others
(Romariuk & Sharp, 2003). Romariuk and Sharp (2003) suggested that marketers should focus
more on how many attributes the brand should be associated with and not what attributes.

For low-involvement products, consumers have more objective view of the nature of the
attributes (e.g food, cosmetics) because they are constantly being advertised and promoted. Price
is another form of attribute used by consumers to evaluate a product. Price can sometimes be an
indicator of quality; with a higher price indicating higher quality (Mowen & Minor, 1998; Siu &
Wong, 2002).

Consumers perceive that a higher price can be attributed to the higher cost of quality control (Siu
& Wong, 2002).

Some consumers are highly price sensitive (elastic demand), whereby a high prices may shift
consumers to competitive brands (Mowen & Minor, 1998). Therefore price can have a positive
or negative influence on customers.
Rational of the Study
1.Investigate consumer behavior towards chocolate purchasing and consumption.

2. Identify what factors influence chocolate purchasing and consumption behavior.

OBJECTIVE OF THE STUDY

This project is based on the consumer preference of chocolates. Objective of the study are: -

1. To study the factors influencing the selection of chocolates.

2. To study the effect of demographic variables such as gender, age and income on various
factors influencing the selection of chocolates.
METHODOLOGY

Research Type

Descriptive Research: When the researcher is interested in knowing the characteristics of

certain groups such as, gender, profession, a descriptive study may be necessary. In this I did
descriptive research also because I want to know the consumer satisfaction level, consumption
pattern and preferences towards chocolates.

Sampling Technique: Non probability Convenient Sampling

Sampling area: The survey or questionnaire of Factors Affecting the selection of Chocolates
was conducted in Madhya Pradesh state.

Population: Meet set of criteria of interest to researcher. We have taken population from
Madhya Pradesh state targeting consumer who buy chocolates with reference to teenagers,
students and college students.

Sample Size: When conducting a study and reporting results, sample size, or the number of
participants in a study, plays a key role in defining the validity and applicability of a study's
results. Often, the larger the sample size, the more applicable the results in a real-world setting.
Report sample size along alongside an italicized "n"; this is the statistical abbreviation for sample
size. Therefore, n = 152 means your sample size, or number of participants is 152.

Tool for Data Collection: We have made a questionnaire which used to ask specific questions
that suit the study of Factors Affecting the selection of Chocolates and got responses from the
respondents. These questionnaires may be mailed as well, and we also collect some information
from GOOGLE.

Tools for Data Analysis: MS Excel and SPSS software.

Chapter 3: RESULTS AND ANALYSIS
Chai-Square Test
Null Hypothesis H0: There is no significance difference between the views of male and females.
Alternative Hypothesis H1: There is significance difference between the views of male and
females.
If Significance Value is > 0.05 Null Hypothesis is Not Rejected
If Significance Value is <= 0.05 Null Hypothesis is Rejected.

Gender * Retailer’s behavior affects your purchase decision for buying chocolates
Crosstabulation
Count
Retailer’s behavior affect your purchase decision for buying chocolates
1 2 3 4 5 Total
Gender Female 0 2 5 20 30 57
Male 1 4 7 24 59 95
Total 1 6 12 44 89 152

Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
Pearson Chi-Square 2.467a 4 .651
Likelihood Ratio 2.788 4 .594
N of Valid Cases 152
a. 5 cells (50.0%) have expected count less than 5. The minimum
expected count is .38.

H0 Accepted
Strongly Disagree 1
Disagree 2
Neutral 3
Agree 4
Strongly Agree 5
 Factors Analysis

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .915
Bartlett's Test of Sphericity Approx. Chi-Square 2718.378
df 231
Sig. .000

To identify significant and smaller numbers of factor as the respondents were asked for 22nd
questions with one observed variable related to customer awareness have used the factor
analysis technique. The principal components analysis extraction method was used to analyze
the data with Varimax rotation method.

KMO values less than 0.6 indicates the sampling is not adequate and that remedial
action should be taken. Some authors put this value at 0.5, so use of your own judgement for
values between 0.5 and 0.6. Since the value of KMO is more than 0.6. So, this suitable top factor
analysis.
 Total Variance Explained
Extraction Sums of Squared Rotation Sums of Squared
Initial Eigenvalues Loadings Loadings
Compone % of Cumulative % of Cumulative % of Cumulative
nt Total Variance % Total Variance % Total Variance %
1 11.303 51.379 51.379 11.303 51.379 51.379 6.019 27.358 27.358
2 2.723 12.376 63.755 2.723 12.376 63.755 4.239 19.266 46.624
3 1.258 5.720 69.475 1.258 5.720 69.475 3.338 15.171 61.795
4 1.086 4.937 74.412 1.086 4.937 74.412 2.776 12.617 74.412
5 .722 3.281 77.693
6 .626 2.845 80.537
7 .534 2.428 82.965
8 .528 2.401 85.367
9 .422 1.920 87.287
10 .406 1.846 89.133
11 .319 1.452 90.584
12 .296 1.348 91.932
13 .281 1.279 93.211
14 .258 1.173 94.384
15 .227 1.034 95.417
16 .211 .960 96.377
17 .190 .862 97.239
18 .172 .783 98.023
19 .149 .677 98.699
20 .133 .607 99.306
21 .091 .412 99.718
22 .062 .282 100.000
Extraction Method: Principal Component Analysis.
 Rotated Component Matrix
Component
1 2 3 4
Gift voucher affect your .809 .374 .137 -.009
purchase decision for buying
chocolates
Cash Back affect your .764 .286 .212 -.055
purchase decision for buying
chocolates
Color of product affect your .735 .276 .249 -.007
purchase decision for buying
chocolates
Shape of product affect your .704 .317 .370 -.065
purchase decision for buying
chocolates
Additional Free product .699 .199 .368 -.115
affect your purchase
decision for buying
chocolates
Unavailability of favorite .695 .106 .440 -.026
chocolates affect your
purchase decision
Does geographical region .653 .528 .010 -.075
(Urban/ Rural area) affect
your purchase decision for
buying chocolates
Retailer’s behavior affect .641 .418 .310 -.077
your purchase decision for
buying chocolates
Quantity of product affect .596 .257 .511 .038
your purchase decision for
buying chocolates
Packaging affect your .578 .376 .375 .018
purchase decision for buying
chocolates
price affect your purchase .192 .844 .231 .008
decision for buying
chocolates
TV advertisement affect your .346 .718 .377 -.047
purchase decision for buying
chocolates
Newspaper Advertisement .426 .711 .054 -.149
affect your purchase
decision for buying
chocolates
Age plays a role in buying .552 .618 .089 -.037
Chocolates
For Large Quantity retailer .390 .595 .333 -.055
provides discount affect your
purchase decision for buying
chocolates
Word of mouth affect your .382 .534 .510 -.037
purchase decision for buying
chocolates
Quality of product affect your .232 .206 .822 -.045
purchase decision for buying
chocolates
Flavor of product affect your .417 .129 .758 .001
purchase decision for buying
chocolates
Brand image affect your .270 .555 .641 .004
purchase decision for buying
chocolates
Online payment mode -.063 -.044 -.005 .957
availability in outlets affect
your purchase decision for
buying chocolates
[Response on time for -.052 -.063 .037 .952
customer complaint affect
your purchase decision for
buying chocolates
Brand Return policy affect -.014 -.029 -.081 .942
your purchase decision for
buying chocolates
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 8 iterations.
Factor 1: Offers
SNO. Variable Item Total
Load Load
1 Gift voucher affect your purchase .809 7.426
decision for buying chocolates
2 Cash Back affect your purchase .764
decision for buying chocolates
3 Color of product affect your purchase .735
decision for buying chocolates
4 Shape of product affect your purchase .704
decision for buying chocolates
5 Additional Free product affect your .699
purchase decision for buying
chocolates
6 Unavailability of favorite chocolates .695
affect your purchase decision
7 Does geographical region (Urban/ .653
Rural area) affect your purchase
decision for buying chocolates
8 Retailer’s behavior affects your .641
purchase decision for buying
chocolates
9 Quantity of product affect your .596
purchase decision for buying
chocolates
10 Packaging affects your purchase .578
decision for buying chocolates
11 Age plays a role in buying Chocolates .552

Interpretation
Offers is the first factor which includes the variable mentioned in the above table. The Factor
load of Gift voucher affect your purchase decision for buying chocolates are highest that is .809.
So, this factor is the most important among all the others, that affects the selection of chocolates.
Factor 2: Promotion and Price
SNO. Variable Item Total Load
Load
1 Price affect your purchase .844 3.957
decision for buying chocolates
2 TV advertisement affect your .718
purchase decision for buying
chocolates
3 Newspaper Advertisement .711
affect your purchase decision
for buying chocolates
4 For Large Quantity retailer .595
provides discount affect your
purchase decision for buying
chocolates
5 Word of mouth affect your .534
purchase decision for buying
chocolates
6 Brand image affect your .555
purchase decision for buying
chocolates

Interpretation
Promotion and price are the second factor which includes the variables mentioned in the above
table. The Price affect your purchase decision for buying chocolates are highest that is .844. So,
this factor is the most important among all the others, that affects the selection of chocolates.
Factor 3: Quality
SNO. Variable Item Load Total Load
1 Quality of product affect .822 1.58
your purchase decision
for buying chocolates
2 Flavor of product affect .758
your purchase decision
for buying chocolates

Interpretation
Quality is the third factor which includes the variables mentioned in the above table. The Quality
of product affect your purchase decision for buying chocolates are highest that is .822. So, this
factor is the most important among all the others, that affects the selection of chocolates.

Factor 4: After sale services

SNO. Variable Item Load Total Load
1 Online payment mode .957 2.851
availability in outlets
affect your purchase
decision for buying
chocolates
2 Response on time for .952
customer complaint affect
your purchase decision
for buying chocolates
3 Brand Return policy .942
affect your purchase
decision for buying
chocolates

Interpretation
After sale services and return policy is the fourth factor which includes the variables mentioned
in the above table. The Online payment mode availability in outlets affect your purchase decision
for buying chocolates are highest that is .957. So, this factor is the most important among all the
others, that affects the selection of chocolates.
Chapter 4: SUGGESTIONS AND CONCLUSIONS

Suggestions
 Chocolate companies should adopt new promotional strategy to attract new customers
 Chocolate companies should give various discounts like cash, bulk discount.
 Chocolate companies should provide quality along with quantity.
 Chocolate companies can also adopt different pricing strategy for different customer.
Limitations

The Present review has some limitations, the questionnaire is written in English, it’s difficult for
some consumer who don’t understand the language.
Lack of opportunity to meet respondent because online questionnaire was used to so there will be
a possibility that they might had not understood some questions. Thus, it can be assumed as an
interpretive error that may occur if a respondent interprets a question in a way different from that
of the researcher.
There are more than 20 questions in the research and taking responses from customer is a time-
consuming process. Plus, the time provided was not sufficient to study and analyze the whole
population.

Limitation of skills: Practical knowledge of this type of research was experienced first time,
there might be some flaws in the research.
Conclusion

On the basis of respondents, we come into a conclusion of that consumers first try to figure out
which products they want to select, then select the products that best suit their needs. Once
products are selected, buyers create a measure of accessible financing that they are able to
allocate.
Finally, consumers analyze the dominant prices of the products and make the decision about the
products to consume.
During this interval, consumer purchases are influenced by various factors such as price, taste,
quality, quantity, viscosity, etc. And when buying any product, consumers experience this
process, which consists of five stages in the first stage: consumer recognition of problems, in the
second stage consumers seek information, in the third stage consumers evaluate various
alternatives, in the fourth stage consumers make a purchase decision, and in the last stage or fifth
stage this is known as post-purchase behavior.
REFERENCES

1. Thaichon, P.; Jebarajakirthy, C.; Tatuu, P.; Gajbhiyeb, R.G. Are You a Chocolate Lover? An
Investigation of the Repurchase Behavior of Chocolate Consumers. J. Food Prod. Mark. 2018,
24, 163–176.

2. Zerbini, C.; Vergura, D.T.; Luceri, B. How Fair-Trade Claims and Emotional Empathy Affect
the Consumer’s Propensity to Buy Fair Chocolate? Br. Food J. 2019, 121, 1605–1613

3. Chawla, D.; Sondhi, N. Attitude and Consumption Patterns of the Indian Chocolate Consumer:
An Exploratory Study. Glob. Bus. Rev. 2016, 17, 1412–1426.

4. Poelmans, E.; Rousseau, S. How Do Chocolate Lovers Balance Taste and Ethical
Considerations? Br. Food J.

5. Sondhi, N.; Chawla, D. Segmenting and Profiling the Chocolate Consumer: An Emerging
Market Perspective. J. Food Prod. Mark. 2017, 23, 123–143.

6. Kozelová, D.; Matejková, E.; Fikselová, M.; Dékányová, J. Analysis of Consumer Behavior at
Chocolate Purchase. Potravinarstvo 2014, 8, 62–66.

7. ICCO International Cocoa Organization. Origins of Cocoa And Its Spread Around The World.
Available online: https://www.icco.org/about-cocoa/growing-cocoa.html (accessed on 23
January 2020).

8. Statista. Cocoa Production Worldwide from 1980/81 to 2019/20. Available online:

https://www.statista.com/statistics/262620/global-cocoa-production/ (accessed on 20 January
2020).

9. Rousseau, S. The Role of Organic and Fair-Trade Labels When Choosing Chocolate. Food
Qual. Prefer. 2015
 Factors Influencing the selection of Chocolates
Questionnaire
Dear respondents, I am conducting a survey for my Major Research Project on
consumer behavior. You are required to read the question and select appropriate
response. Your response will be kept confidential and will be used for academic
purpose only.

Name -

Gender
Male - Female-

City

Age -
Less Than 18
From 18 to 24
From 25 to 35
From 35 to 45
More than 45
 RATE THE FOLLOWING ITEMS TO THE EXTENT TO WHICH IT AFFECTS YOUR
BUYING BEHAVIOR

Please use the following decisions for answering (1 = Strongly Disagree, 2 =

Disagree, 3 = Neutral, 4 = agree, 5 = Strongly agree)

S.No Statement Strongly Disagree Neutral Agree Strongly

Disagree Agree
1. Price affect your purchase decision
for buying chocolates
2. Quality of product affect your
purchase decision for buying
chocolates.
3. TV advertisement affect your
purchase decision for buying
chocolates
4. Newspaper Advertisement affect
your purchase decision for buying
chocolates
5. Brand image affect your purchase
decision for buying chocolates
6. Word of mouth affect your purchase
decision for buying chocolates
7. For Large Quantity retailer provides
discount affect your purchase
decision for buying chocolates
8. Packaging affects your purchase
decision for buying chocolates
9. Online payment mode availability in
outlets affect your purchase
decision for buying chocolates
10. Response on time for customer
complaint affect your purchase
decision for buying chocolates
11. Brand Return policy affect your
purchase decision for buying
chocolates
12. Retailers’ behavior affects your
purchase decision for buying
chocolates
13. Gift voucher affect your purchase
 decision for buying chocolates
14. Cash Back affect your purchase
decision for buying chocolates
15. Additional Free product affect your
purchase decision for buying
chocolates
16. Quantity of product affect your
purchase decision for buying
chocolates
17. Flavor of product affect your
purchase decision for buying
chocolates
18. Color of product affect your
purchase decision for buying
chocolates
19. Shape of product affect your
purchase decision for buying
chocolates
20. Geographical region (Urban/ Rural
area) affects your purchase decision
for buying chocolates
21. Unavailability of favorite chocolates
affect your purchase decision
22. Age plays a role in buying
Chocolates