Nutritional Confectionery Products for

Children: Behavior, attitude, and product

development

Submitted to:
Prof. Saravana Jaikumar

Submitted on December 4, 2022

by
Group 3 :
0084/59 Mantavya Sehgal
0093/59 Ganvit Vishalkumar Sumanbhai
0095/59 Surbhi Raj Vimal
0102/59 Paakhi Dahiya
0127/59 Harsh Kumar
0146/59 Chaudhary Aadil Faquir Hussain
0147/59 Aryan Kothari
0153/59 Priyal Singh
0154/59 Ayush Abhinav
0159/59 Abhay Rawat
 Content

1. Introduction

1.1 Confectionary Industry

1.2 Major Players in the current Industry

1.3 Factors driving the Confectionery market

1.4 Gap in the existing market

2. Management Decision problem, Research Problem and Research Matrix

3. Research Design and Methodology

4. Exploratory research

4.1 Secondary data

4.2 In-depth interviews

4.3 Key findings from exploratory research

5. Conclusive Research

5.1 Survey summary

5.2 Survey 1 and its analysis

5.3 Survey 2 and its analysis

6. Conclusion

7. Limitations of the study

8. Scope for further studies

9. Exhibits

10. References
1. Introduction

1.1 The confectionary Industry

7% of the Food market's revenue in 2019 (Frimpong, 2021). In this industry, sugar,
gum, and chocolate-based Confectionery Industry is a manufacturing subsector that includes
companies that primarily manufacture chewing gum, chocolate and cocoa goods, and candy.
Due to consumers' rising acceptance and demand of chocolate and chocolate-flavoured
snacks in developed nations like North America and Europe, the global industry is expanding
at a decent rate. Nevertheless, chocolate candy is one of the food industry's best-selling
product categories. It provided 1 confectionery. These commodities can be separated into
more segments. The chocolate market category includes chocolates, bars, and novelty
items. The candies, mints, caramels, toffees, and lozenges that make up the sugar
confectionery segment. The gum segment is entirely made up of bubble and chewing gum,
whereas the sugar confectionery segment includes sweets, mints, caramels, toffees, and
lozenges. The majority of these products are low in nutrition and high in calories.

The size of the global confectionery market in 2020 was USD 188.52 billion. The
impact of COVID-19 on the world has been unprecedented and catastrophic, with the
pandemic negatively affecting demand for the products in every location. In 2020, the global
market saw a notable fall of 7.1%. The market is anticipated to expand at a CAGR of 3.8%
between 2021 and 2028, rising from USD 194.37 billion in 2021 to USD 242.53 billion in
2028. The rapid increase in CAGR is due to the demand and expansion of this market.
With a share of the market of 55.3% in chocolate, the worldwide confectionery market is
dominated by this product. Sales of sweets and confectionery made up 32.6% of the
market's total revenue. In 2019, Europe accounted for 40.3% of the value of the worldwide
confectionery market, and Asia-Pacific accounted for another 23.6%.

1.2 Major Players in the current industry

Due to the dominance of a few major giants and their presence in the market, the structure
of the confectionery items market is highly consolidated. The producers are actively
capitalising on expanding their distribution networks, putting cost-cutting measures in place,
and positioning a variety of items on the international market. Mondelez, Nestle, Ferrero,
Mars India & Lotte as well as large domestic players such as Amul, Parle, ITC & Candico
have a well-entrenched presence in the Indian confectionery market.
1.3 Factors driving confectionary market

One of the main causes of the need for convenience snacks as part of the daily diet is rising
modernization and a hectic combination of work and personal commitments. Due to their
busy schedules, customers are forced to hunt for quick-to-prepare food items because they
are unable to spend time cooking or dining out during their working hours.

Nowadays, due to the increase in consumers in the workplace, it is more difficult for them to
maintain a healthy work-life balance. In order to provide consumers with a balanced diet,
producers and marketers are actively profiting on the introduction and promotion of a variety
of chocolate snacks, including on-the-go snacks, chocolate bars, and others. They also
concentrate on providing consumers with tiny, handy packaging that make it possible for
them to carry bars and sweets in their luggage. A spike in interest in dark chocolate is being
attributed to its positive health effects.

Global consumer lives are also evolving constantly, particularly with regard to daily eating
and health. Numerous lifestyle problems, including diabetes, high blood pressure, etc., have
risen as a result of these changes. Consumers are becoming increasingly concerned about
obesity, overweight, and the diseases it causes, which is causing substantial problems for
the sustainability of healthcare systems everywhere. To combat these disorders, consumers
are gravitating more and more toward low-calorie and sugar-free food items. Consumers
now consume less sugar as a result of increased health concerns. As a result, the market for
sugar-free chocolates was expanding and was expected to do so in the years to come.

1.4 Gap in the existing market

Children's nutritional deficits have been found to rise along with changing lifestyles. It's
critical that kids acquire the right amounts of vitamins and minerals as they grow in order to
maintain good health. With respect to age, sex, size, growth, and activity level, children's
nutritional demands differ. Young children between the ages of 2 and 8 are said to need
1,000–1,400 calories daily (Streit, 2020). 9 to 13-year-olds require 1,400 to 2,600 calories
per day, depending on their activity level and other factors. The majority of children receive
appropriate levels of nutrients from a balanced diet, but many youngsters may need to take
additional vitamins or minerals.

Children have been found to consume large amounts of sweets, particularly chocolate.
Children's health suffers greatly as a result of excessive chocolate intake. Therefore, a key
cause of concern for parents is both obesity and malnutrition.
Because of their hectic schedules, parents tend to favour natural, additive- and
preservative-free products, as well as dietary supplements. The market for supplements has
grown significantly in recent years.

Confectioneries and nutritional supplements, on the other hand, are now accessible on the
market as independent product lines and only come in tablet, soft gel, capsule, gel cap,
liquid, or powder form, which is not very kid-friendly. Therefore, there is a demand in the
market for confectionery items with nutritional benefits. Children will benefit from the taste
and nutrition of these products, and they will be less likely to consume other confectionary
items that are unhealthy.

2. Management Decision Problem

Weather to develop and launch a nutritional confectionary product for children in India, and
at what price.

Research Decision Problem

To understand customer satisfaction with current nutritional confectionary offerings for
children and understand the price they are willing to pay for a new product.

Research Matrix

Research Information Needed Sources Of Analysis/Techniq

Problem Information ues

To understand the ● Identify Factors Primary Source- Factor

attitudinal and contributing to Personal Interview Importance
behavioural purchasing decision and Survey Ordering
factors of ● Identify motivation
customers for and other factors Secondary Source-
purchasing considered before Research
confectionary purchase Journals, Articles
products ● Identify factors that and Papers
were considered as
key decision makers
by the customers
● Understand
preexisting health
concerns for regular
confectionery
products
● Identify
shortcomings of
current healthy
confectionary

To understand the ● Understand what Primary Source- Secondary data

current market options there are Personal Interview analysis to
and buying trend currently for healthy and Survey identify current
for healthy confectionery on the options, content
confectionaries market Secondary source- analysis
● Understand how Study of reports on
consumers feel new health based
about the current food products and
brands. purchase trends
● Exploring growth
opportunities and
potential market size
● Understanding the
competition.

To understand ● Understand factors Primary source- Product concept

customer considered by Customer testing, VW
expectation for a parents for a interviews meter
new nutritional nutritional products
confectionary for their kids Secondary Source-
product for ● Analyse demand for Reports and
children product and studies on input
customer alternatives,
willingness to pay nutritional
● Identify healthier requirements
alternatives for
ingredients to be
used in product
● Estimate the
Likelihood of
potential user to buy
the product
3. Research Design and methodology

Sampling:-
In surveys, convenience sampling was used to collect primary source data. Children,
teenagers, and adults are all possible consumer segments. Children account for a
significant portion of confectionery item consumption; parents of children were
interviewed for the research study because they are the decision-makers. The target
audience consisted of upper and middle-class parents in tier 1 and tier 2 cities.

Stage 1:- Exploratory research

Exploratory research was conducted to better understand the current market situation and to
identify the demand for healthy confectionery items. A qualitative study employs secondary
data sources such as research papers, journals, articles, industry reports, and so on.
In-depth interviews with target segments were conducted to ascertain their needs and
perceptions of the current market and the proposed idea.

Stage 2:- Conclusive research

The needs and expectations of the target customer segment from the products were
captured through interviews and surveys. Data on their preferences, cost sensitivity, and
purchase triggers were analysed to conclude the research hypothesis.

Stage 3:- Data Analysis

The needs and expectations of the target customer segment from the products were
captured through interviews and surveys. Data on their preferences, cost sensitivity, and
purchase triggers were analysed to conclude the research hypothesis.
4. Exploratory Research

4.1 Secondary Data

The number of children affected by obesity and overweight is on the rise in India.Childhood
obesity has become an epidemic in India, being second-highest next to China with 14.4
million obese children. The number of affected children are more prevalent in areas that
have a high social and economic status as compared to regions with low income, with it
shooting up to 35-40% in private schools catering to upper-income families. This is due to
the fact that households with higher income, having better purchasing power, expose their
children to unhealthy food more often when compared to households with low income. Two
in three obese children will remain obese as adults and at risk for adult lifestyle diseases.

4.2 In-depth Interview

We conducted two in-depth interviews one over phone call and the other in person with two
parents having different backgrounds but the same concern surrounding the nutrition
requirements of their kid(s). The first call was with Neha, who is a 38 year old housewife and
has an 8 year old son. The interview was with Sushil, who is a 31 year old mess worker and
has a 5 year old kid. Both subjects were asked the same round of initial questions and based
on their responses and suggestions we tried to delve deeper into the issue at hand. The
primary aim was to focus on the need for nutritional fulfilment and the shortcomings and
repercussions towards not being able to achieve it in order to gain a deeper understanding
of their behaviour and ideology towards such a concept.
4.3 Insights from the Interviews

1. When asked about their current consumption habits, it was found that most
purchases were driven through kids nagging, impulse purchases and
advertisements

2. As far as which particular products were preferred by the kids, candies and lollipops
took the top spots followed by dairy chocolate

3. When asked about the major health concerns that they associated with their current
eating habits, parents said that the loss of appetite as well as dental cavities and
complications were their most concerning factors

4. With regards to supplement usage, the parents’ motive behind using it typically
involved speculations about the child not meeting all nutritional needs from basic
diet (albeit quickly discontinued because of inadequate results)

5. A particular case had the child not liking the taste of PediaSure and not consuming it,
implying that taste is a substantial factor for kids when it comes to confectionary

6. When asked how they would feel towards a subscription model of sorts wherein
they’d get nutritional products in a periodical fashion, their attitude was typically
positive provided it met nutritional needs

7. Price sensitivity can be seen to be really low when it comes to spending on children
(i.e. they’re willing to pay 1.5-2x the current price for healthier alternatives)

8. People highlighted the requirement of the products tasting like the usual chocolate
and candies in order to be acceptable to children

9. A recurring aspect parents talked about was the prospect of of covering all vitamin
and mineral requirements that a normal diet fails to meet

5. Conclusive Research

5.1 Survey Summary

Survey 1: Understanding Confectionery Consumption amongst children and its associated

Perceptions.

Key areas focused on Survey 1 were-

1. Demographics details
2. Average spending on confectionery items
3. Rate the current products based on taste, price, nutritional value, packaging, and
advertisements and promotional activities.
4. Brands they prefer
 5. Motivation behind the purchase of such items
6. Whether parents listen to child’s preferences based on their tastes
7. Association of consumption with health and if they feel their child is receiving
adequate nutritions or not
8. Willingness to try new healthy alternatives with changes in prices, nutritional values,
etc.

Survey 2 : Understanding perception towards nutritional confectionery products for children

and finding preferences for various product concepts available in the market.

Key areas focused on Survey 2 were-

1. Finding if parents know abouts confectionary alternatives available in the market.
2. Understanding willingness to pay for such a product.
3. Rate the products concept based on taste, price, nutritional value
4. Understanding the preference of products concepts based on their shape, candy
type, etc
5. Preferred form of healthy confectionery item

Survey 1 was issued first and subsequently based on responses of the same and some
secondary market observations, Survey 2 was prepared with various clusters or concepts for
products and was floated with a similar type of audience

Pre-Testing
Both the surveys were pre-tested and the changes suggested by the responders were
incorporated.

5.2 Survey 1 and it’s analysis

Demographics Data
We received 72 responses for the survey.
The following tables highlight the demographic break-up of the responses:

Income group:

Income Group Responses

Low income group 1

Middle income group 34

Upper middle income group 35

High income group 2

Grand Total 72
City tier:

City Tier Responses

1 51

2 11

3 10

Grand Total 72

Gender of child:

Gender Response

Male 30

Female 38

Prefer not to say 4

Grand Total 72

Age of child

Age Group Responses

0-3 18

3-6 24

6-9 20

9-12 10

Grand Total 72

Analysis: Customer Spending

Question: How much do you spend on buying confectionery products per week for your
child?

Spending Responses %age of Total

<Rs. 100 32 44%

 Rs. 100-500 30 42%

Rs 500-1000 10 14%

Grand Total 72 100%

56% of those surveyed said they spend more than Rs. 100 each week on candy for their
children. 14% of respondents even reported weekly spending of between Rs. 500 and 1000,
demonstrating significant expenditure in the category.

Analysis: Income Group and confectionery spending

Income Group <Rs. 100 Rs. 100- 500 Rs 500- 1000 Grand Total

Low income 100% 0% 0% 100%

group

Middle income 47.62% 42.86% 9.52% 100%

group

Upper middle 36.36% 45.45% 18.18% 100%

income group

High income 0% 0% 100% 100%

group

Grand total 44.44% 42.22% 13.33% 100%

As reflected in the table above, higher confectionery spending levels were in line with higher
income levels.

Analysis: Product form preference

Rank 1 Rank 2 Rank 3 Rank 4

Chocolate bar 46 9 7 10
Candies 14 21 20 17
Wafers 15 19 19 19
Lollipops 9 11 19 33

The responders were tasked with ranking their wards' preferred confectionary types. Weights
were given to the ranks in order to calculate a final score. The most popular form was found
to be chocolate, which was followed by lollipops, candies, and wafers. In the course of the
product development process, this would be a crucial clue.
Analysis: Understanding factors influencing confectionery purchase

Question: How much do the following factors influence the decision of buying
confectionery?

The respondents were asked to attach a rating of influence to the following factors:
● Taste
● Price
● Packaging
● Size
● Ads and Promotion
● Peer Recommendation
● Health and Nutrition

Average scores for the factors:

Factor Average Score

Taste 3.58

Health and Nutrition 3.51

Size 3.29

Peer Recommendation 3.16

Packaging 3.11

Price 3

Ads and Promotion 2.8

Other Key Insights:

● Health and nutrition received an average relevance score from the upper
middle-income group of 4.1, which was higher than the factor's overall average of
3.51. A target group that is more important may be a good fit for the suggested
variety of confectionary products. The particular income group places a lot more
importance on packing than the ordinary person does.

● The average importance score for health and nutrition for children ages 0 to 3 is 3.9,
which is higher than the global average of 3.5. For the same age group, the
importance of the price factor is the lowest.

● In comparison to respondents from Tier 2 and Tier 3 cities, respondents from Tier 1
Cities place a higher value on health and nutrition (3.75).
Analysis: Brand preferences for current confectionery products
The following word cloud highlights the major brands mentioned as preference:

Question: How much influence does your child have on your decision-making process while
purchasing the confectionary items?

Rationale: It is important to understand the level of influence that children exert in the
confectionery purchase decision because a consumption of a health oriented confectionery
product shall primarily be a prerogative of the guardian and might receive initial pushback
from the child.

Distribution of responses:
Score Number of responses

1 3

2 11

3 19

4 13

5 26

Grand Total 72

Overall Average Score: 3.64

Key Insight: As a general observation, it is seen that the influence of the child in the
confectionery purchase decision increases with age. This needs to be placed in juxtaposition
with the rationale stated above to identify the target market.

Analysis: Nutritional Aspect and Health Impact of Available Confectionery Products

Question: What are your major concerns regarding the consumption of such items

Key Insights: Neutral responses were given to questions about the nutritional value and
health effects of current confectionery items, which may indicate a lack of awareness or
resolve on these issues.
The three main health issues linked to the intake of confectionery items were determined to
be dental problems, obesity, and appetite loss.

Question: In case you provide your child with health supplements, kindly list them briefly.

The two main nutritional supplements mentioned in this open-ended question were
PediaSure and Calcium and Vitamin Pills.

Key Insights: The comments indicated a general level of concern regarding children's dietary
consumption.

The majority of respondents aim to meet their wards' nutritional demands by following a
natural diet. A quarter of the responders said they also gave their children nutritional
supplements.
Question: How do you rate the nutritional aspect of available confectionery products?

Distribution of responses:
Scores Responses

1- Low in nutrition 6

2 13

3 13

4 13

5 13

6 8

7- High in nutrition 6

Grand Total 72
Overall Average Score: 3.87

Question: How do you rate the health impact of available confectionery products?

Distribution of responses:
Scores Responses

1- Unhealthy 11

2 13

3 11

4 22

5 3

6 5

7- Healthy 7

Grand Total 72
Overall Average Score: 3.50

Question: What are your major concerns regarding the consumption of such items (if any)

Key Insights: The questions of nutritional aspects and health impact of existing confectionery
products received neutral responses, indicating possible lack of awareness or decisiveness
on these fronts. Dental Issues, Obesity and Appetite Loss were identified as the major health
concerns associated with the consumption of confectionery products.
 A word cloud of responses received

Analysis: Current Nutritional Intake of Children

Question: Do you feel that your child's current nutritional intake is adequate?

Distribution of Responses
Scores Responses

1- Strong yes 10

2 19

3 22

4 16

5-Strong No 5

Grand total 72

Overall Average Score: 2.82

Question: How do you try to ensure that the child gets the required nutrients?

Method % of Total Responses

Naturally Wholesome Diet 84.44%

Health Supplement 24.44%

Question: In case you provide your child with health supplements, kindly list them briefly.

The major health supplements highlighted in this open ended question were Calcium and
Vitamin Pills and PediaSure.

Key Insights: The responses signified a general level of apprehension about the nutritional
intake of children. A majority of the respondents resort to a natural diet to try and meet the
nutritional needs of their wards. About a quarter of the respondents also provided their wards
with health supplements.

Analysis: Willingness to purchase and pay for healthy confectionery products

Question: What is the likelihood of you being interested in purchasing newly launched
confectionery products that claim to meet the nutritional requirements of your child?

Distribution of responses:
Scores Responses % of Total

1-Not Likely 8 11%

2 5 7%

3 3 4%

4 8 11%

5 18 25%

6 11 15%

7- Very Likely 19 26%

Grand Total 72 100%

Overall Average Score: 4.84

Analysis: Willingness to purchase and pay for healthy confectionery products

Question: How many times of the current usual price would you be willing to pay for a
healthy confectionery product?

Price Multiple Responses

1-2x 26
 2-3x 37

3-4x 5

4-5x 2

7-8x 2

Grand Total 72

Key Insights:
● According to the attached scores, those with middle- and higher-income levels are
more likely to make purchases. The willingness to pay is more than twice as much for
these income categories as it is for typical confectionary items.
● Age-wise, the groups 0–3 and 3-6 have the highest willingness to purchase scores.

Other Key Insights:

● The upper middle-income group attached an average importance score of 4.1 to
Health & Nutrition, above the overall average of 3.51 for the factor. Higher
importance can signify a target group fit for the proposed range of confectionery
products. The importance attached to packaging by the particular income group is
also significantly higher than the overall average.
● For the Age Group 0-3, the average importance score of 3.9 to Health & Nutrition, is
above the overall average of 3.5. The price factor importance is the lowest for the
same age group.
● The importance attached to Health and Nutrition by respondents from Tier 1 Cities
(3.75) is higher than that by respondents from Tier 2 and 3 cities

Analysis: Child’s influence in the decision-making process

5.3 Survey 2 and it’s analysis

Survey 1 was intended to evaluate the current confectionery market, the children’s
consumption behaviour and parameters affecting consumption. Other than demographic and
consumption pattern analysis, survey 1 also examined the customer perspective of the
nutritional benefits, the health impact related to the confectionery products and likelihood of
purchasing the new confectionery product.
Based on observations from survey 1, a followup survey was floated to understand
customers’ perception towards the nutritional confectionery products for children.

Research findings:

Awareness
Question: Are you aware of any healthy confectionary alternatives available in the market
for children?

Only 38% of the respondents were aware of healthy confectionary products. Among these
respondents, the known alternatives that are available in the market are:
● Nutribears
● Welly
● Nutricative
● Yumearth
● Setu India
62% of the respondents answered that they are not aware of any such product in the market.
This identified a significant gap in the market which can be utilised through the introduction
of a new nutritional confectionary product.

Question: Please rate the alternative on the following aspects (scale of 1-5)
The average rating for taste is at 2.75 out of 5, which is comparatively less than the average
rating of all the other parameters. The data indicated that the consumption of currently
available healthy confectionery products is solely on the basis of nutritional factors of the
product, and the product is not considered to be tasty.

Taste perception:

Majority respondents believe healthy confectionary products to have a good taste, which is
also assumed to be a major driver for shifting towards healthy confectionary items.

While a significant driver is are also neutral about taste profile and ~15% of the respondents,
believe them to not taste good

Pricing

Van Westendorp Price Sensitivity Meter

This technique is used to find the price range that can be charged to the consumer. It gives
the price range preference that the consumer is willing to pay and it also covers
psychological aspects of the consumer. We asked the following questions in the survey to
determine the price range:

Please answer the following questions as "How many times of the current usual chocolate
price
would you perceive the new confectionery product as below:" (Eg. If you perceive twice the
amount as Cheap, then enter the value under Cheap as 2)
1) At what price point would you consider the product to be so cheap that you would
question
the quality of the product? (Cheap)
2) At what price point would you consider the product to be good value? (Good Value)
3) At what price point would you consider the product to start getting expensive? (Moderately
Expensive)

To get the fair responses, we cleaned responses by deleting the unacceptable responses.
After cleaning the data, We arranged the data against the price and the cumulative
percentages are calculated

Prices Cheap Good Value Moderately Too Expensive

Expensive

0.6 100% 100% 0% 0%

0.8 82% 98% 0% 0%

1 75% 89% 11% 0%

1.2 64% 77% 20% 7%

1.4 30% 75% 20% 20%

1.6 11% 55% 32% 20%

1.8 11% 39% 36% 25%

2 5% 30% 66% 36%

2.2 2% 11% 75% 45%

2.4 2% 11% 84% 57%

2.6 0% 7% 91% 77%

2.8 0% 5% 91% 82%

3 0% 2% 98% 86%

3.2 0% 2% 98% 89%

3.4 0% 2% 98% 91%

3.6 0% 0% 98% 93%

3.8 0% 0% 98% 98%

4 0% 0% 100% 98%

4.2 0% 0% 100% 98%

 4.4 0% 0% 100% 100%

Point of Marginal Cheapness

The intersection between “cheap” and “Moderately expensive” curves give the the point of
Marginal Cheapness (PMC).

PMC = 1.5x (Approximately)

This gives the lower bound of the price range. Below this point many consumers perceive
that the product is cheap and doubt the quality of the product and hence apprehensive to
buy the product

Point of Marginal Expensiveness

The intersection between “Good Value” and “Too Expensive” curves give the Point of
Marginal Expensiveness (PME)

PME = 1.9x (Approximately)

This gives the upper bound of the price range. Above this point many consumers perceive
the product as costly and do not see value for the price they pay for the product. So, they
avoid purchasing the product.
From PMC and PME, we get the acceptable price range for the product to be between 1.5x
and 1.9x. (x represents the current chocolate price that the consumers are paying)

6. Conclusion

According to the research, it appears that even though the consumption of existing
confectionery products is very popular among children, there are some certain commonly
known health concerns associated with them. While taste has always been an important
factor in purchase, Health and Nutrition has also scored high in the survey. At the same time,
it is observed that there is little awareness about healthy confectionary alternatives in the
market. The research pointed towards apprehension regarding the current nutritional levels
of children. The research also shows an existing gap in the market.

Through secondary research, we identified some alternative ingredients that could be used
in making healthy confectionary products. We developed three product concepts to collect
perception data around them. The fruit based and chocolate based concepts emerged as the
preference.

We also used Van Westendorp Price Sensitivity Meter and found that the acceptable price
range was between 1.5x to 1.9x. The willingness to pay was higher for the upper middle
income group from the Tier 1 cities. This group also attached higher importance to Health
and Nutrition in purchase of confectionery products . For children of age group 0 to 6,both
the importance of Health and Nutrition and the willingness to pay were higher. These
findings shall help in identifying the target group for the proposed product range.

7. Limitations of the study

● It will not represent the true target segment as sample size and survey participants
were selected through convenience sampling.
● Most of the selected participants for the survey were from high income families. So, it
will not cover responses from different segments.
● Study covered different age groups of children but the frequency of age groups was
low. So, there might be a bias in the data.
● The decision to purchase and consume confectionery products depends on
suggestions from friends, location, and relatives of children. So, the data from
parents is not sufficient.
● In the survey, participants were asked to rate product characteristics based on a
product concept but the responses might change after tasting the actual product.
● The participants from different regions gave responses. So, the preferences for taste
are different in different regions, which can lead to regional bias.
8. Scope for further studies
● Testing for the proposed product. The suggested products can be tested with a
sample population to get feedback and make improvements to the product.
● Marketing strategy to increase customer awareness of the product to increase
consumption
● Branding, distribution channel and packaging of the product can be considered.

9. Exhibits

Survey 1 questionnaire
Survey 2 questionnaire