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The Influence of Brand Information On Chocolate Preferences of Chinese Consumers
The Influence of Brand Information On Chocolate Preferences of Chinese Consumers
Serves better as
fabric than food?
Chocolate Buddha
12
11.4
10
8
6
4
2
0.1
Germany
China
1 to 100 Ratio!!
China = 1
Germany = 100
0.05
0.045
0.04
0.035
0.03
0.025
0.02
0.015
0.01
0.005
0
2001
2003
2005
2007
2009
2011
8
7
6
5
4
3
2
2027
2026
2025
2024
2023
2022
2021
2020
2019
2018
2017
2016
2015
2014
2013
2012
2011
2010
2009
2008
2007
16%
14%
Domestic
(LeConte etc.)
70% FDI produced
(Mars, Kraft,
Nestl, Hershey's,
etc.)
Hersheys : cute
and whimsical
KISSES.
Belgian
Consumers in China now have access to more than 70 imported
Truffles
Times, 2005).
Cte d'Or
milk chocolate
The prestigious
Belgian brand,
Neuhaus, opened
its caf in
Shanghai, 2011.
Worlds largest
chocolate and cocoa
producer/supplier,
Barry Callebaut,
launched its branch
in Suzhou, Jiangsu
Province, 2008.
5% Cocoa powder
20%
Starch
15%
Milk
35%
Vegetable
oil
Sugar
40%
Sugar
30%
Other
ingredients
18%
Cocoa
butter
Cocoa
powder
35%
2%
Through the efforts, LeConte, the chocolate brand of COFCO (the largest
domestic food company), has reached a sale of 600 million USD in 2006.
Beijing Municipality
=234
34
Tell her
the
brands
Do not
tell her
the
brands
35
Imported Truffles
(represented by Belgian truffles)
Non-blind Group
Short survey
YES: Information about
the chocolate brands
Blind Group
Short survey
NO: Information about
the chocolate brands
Taste the
chocolate samples
Taste the
chocolate samples
Rank the
chocolate samples
Rank the
chocolate samples
No brand information
Blind Group
Non-blind Group
Non-blind Group
Short survey
YES: Information about
the chocolate brands
Blind Group
Short survey
NO: Information about
the chocolate brands
Taste the
chocolate samples
Taste the
chocolate samples
Rank the
chocolate samples
Rank the
chocolate samples
Blind Group
Short survey
Short survey
Taste the
chocolate samples
Taste the
chocolate samples
Rank the
chocolate samples
Rank the
chocolate samples
Results
Percentage of ranking
0.6
0.55
0.5
0.4
0.4
0.3
0.22
0.2
0.17
0.1
Nonblind
Blind
Blind
Nonblind
Percentage of ranking
0.43
0.45
0.26
0.22
Blind
Nonblind
Blind
Nonblind
Percentage of ranking
0.4
0.35
0.39
0.35
0.35
0.3
0.23
0.25
0.2
0.15
0.1
Blind
Nonblind
Blind
Nonblind
0.05
0
Percentage of ranking
0.4
0.34
0.35
0.37
0.3
0.25
0.2
0.23
0.2
0.15
0.1
0.05
Blind
Nonblind
Blind
Nonblind
0.55
0.6
0.5
0.4
0.4
0.3
0.2
0.1
0
0.22
0.17
Blind Nonblind
Blind Nonblind
Imported Truffle
Percentage of ranking
Percentage of ranking
0.34
0.2
NonBlind blind
0.37
0.23
NonBlind blind
Summary statement
This allows us to draw the conclusion that:
The brand information does influence consumer
preference
The brand information increases consumer
preferences towards imported brands relative to the
domestic brands
Chocolate brand B
Imported Truffles
[1]
[2]
Condition
(1=non-blind
condition;
0=blind
condition)
Control
variables a
Imported Milk
Chocolate >
Chinese
Domestic Milk
Chocolate
(1=yes; 0=no)
Imported Milk
Chocolate >
Foreign Branded
Milk
Chocolate/Produce
d in China (1=yes;
0=no)
Imported
Truffles >
Imported Milk
Chocolate
(1=yes; 0=no)
(1)
(2)
(3)
(4)
0.08
0.11*
0.11*
0.28**
(0.06)
(0.06)
(0.07)
(0.13)
Yes
Yes
Yes
Yes
[1]
[2]
Condition
(1=non-blind
condition;
0=blind
condition)
Control
variables a
(1)
(2)
(3)
(4)
0.08
0.11*
0.11*
0.28**
(0.06)
(0.06)
(0.07)
(0.13)
Yes
Yes
Yes
Yes
Conclusion
Growth potential
is huge.