RESEARCH MOTIVATION AND RELEVANCE OF THE TOPIC

 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.

 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.

LITERATURE REVIEW
 The concept of literature review involves several studies made relating to the
research subject and specialization by different researchers
 According to Mehta A.S (2013),1 has studied the Indian Paper Industry in
sustainability and growth approach. According to the author, the paper industry is
growing at an alarming rate and needs the care of sustainability. The challenge of
growth v/s environment could be seen in the paper industry.
 Srinivas Macha, Satya Narayan B. Pallavi Rao and others (2012) 2 have studied the
Indian Packaging Industry, where the authors have opined that the Indian Packaging
Industry is growing at an alarming and fast rate and has got great market potential in
the future

RESEARCH METHODOLOGY
 The sample size of the research paper is 110 respondents.
 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.
 Primary data for this study has been collected by conducting surveys.
 For this research, structured questionnaire was prepared. A structured questionnaire
is a closed-ended kind of questionnaire where the respondents can only choose the
response from the options given by the interviewer.
AGE OF THE 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

GENDER OF THE 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 male respondents, so it
can be stated that there is inequality in the data on the basis of gender.

WEIGHTED AVERAGE MEAN OF FACTORS THAT

INFLUENCE CONSUMERS DECISION TO PURCHASE
CHOCOLATES
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 with weighted average mean of 4.

HOW IMPORTANT IS 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.

HOW IMPORTANT IS UNIQUE DESIGN AND PACKAGING

OFTEN ATTRACTS ME TOWARDS THE CONFECTIONERY
PRODUCT AT POINT OF SALE?
As observed from the above figure (Figure 16), 51 respondents rated somewhat
agree, 30 neutrally indifferent, 16 respondents rated strongly agree, 09 somewhat
disagree and 01 strongly disagree. Here we understand that how unique design and
packaging often attracts the customers.
LIMITATIONS OF THE STUDY

i. The period of study was short so it is not possible to collect relevant data within that

period.

ii. Geographical coverage was limited so the study could not cover a wide area.

iii. The responses are subject to bias and prejudice of the respondents; hence 100%

accuracy cannot be assured.