MKTG201: Consumer Behavior Analysis for Premium Chocolate Packaging

This essay analyzes consumer behavior in the context of designing a premium chocolate package for an affluent market. The paper begins by defining consumer behavior and its importance in marketing, particularly for premium products. It emphasizes the need to understand customer expectations and preferences to attract and retain customers. The analysis focuses on factors influencing purchasing decisions, such as quality, branding, and taste. The essay recommends using dark chocolate to align with the brand's premium positioning and suggests an advertisement strategy that emphasizes the luxurious experience. The paper proposes a bold graphic design with a cranberry and emerald color scheme for packaging, combined with a brown bow to represent the product as a gift. The essay concludes by summarizing the strategies based on consumer behavior that will help the company attract and retain customers.

Running Head: MKTG201
MKTG201
[Type the document subtitle]
Laptop04011
[Pick the date]

MKTG201- 1
Consumer Behaviour Analysis for Premium Chocolate Company
The purpose of this paper is to enlighten the reader with detailed analysis of aspects of consumer
behaviour and its importance in the business environment. The given paper explains about the
concept of concept of consumer behaviour and its importance for the marketing of premium
chocolate present in the affluent market. Objective of consumer behaviour for business is
discussed in the paper and the ways in which it would affect sales of the company.
Consumer behaviour refers to the study of behaviour of individual in the environment that are
willing or could purchase products from the company in the real world scenario. Consumer
behaviour analysis helps the organization to attain an idea about the expectation of the customers
from certain product or brand in the business environment. This helps the organization to
implement adequate practices in the environment so that they could attract the interest of
customers and retain them as well (Rousseau 2015).
Consumers are the king of the market; therefore, it is important for the organizations to
understand the behaviour of the customers so that they could offer them products and services as
per their expectation in the environment. There are ‘n’ number of products and services in the
environment that motivate or demotivate them to take the purchasing decision in the
environment. If the company gets to understand details about the factors that affect the customers
present in their industry, then they would definitely be able to provide efficient benefits to the
customers in the marketplace (de Andrade Silva, et. al., 2017).
The company needs to clearly understand the factors that motivates the customers to purchase
the premium chocolates in the affluent market of Australia. Premium chocolates cannot be
afforded by any other person present on the road, therefore, it is important for the organization to
clearly identify the factors that impact the decision making process of the customers. It is
important for the organizations present in food segment to analyse the taste of the customers so
as to deliver them products in the business environment (Young, and McCoy 2016).
Different people have different taste in food based on their habits, preferences and background as
well. Therefore, the company needs to serve the premium quality in products and services in
such a way that they tap on the taste of the customers and capture the products in their mind. The
objective of premium quality chocolate is to make the customers feel luxury when they purchase

MKTG201- 2
the chocolate and eat it. Therefore, the organization needs to combine the objective of the
product (company) with the consumer behaviour in such a way that benefits are provided to both
the parties (Thaichon, et. al., 2018).
Considering the factors that would affect the buying decision of the customer’s premium
chocolate in the market, it should be note that when a customer purchases premium pricing
chocolate in the market, their main concern is quality and branding. Therefore, it can be
understood that two major factors that the company needs to consider while initiating the
marketing activities for a premium chocolate are branding of chocolate and its quality. For any
new brand present in chocolate segment, the organization attracts such people by depicting the
richness of the products in the advertisement (Poelmans, and Rousseau 2016).
The advertisements clearly explain the additional value and premium experience that the
customers would receive if they will purchase such products in the environment. Further, it
should be noted that taste is another major preference for people. Some people like milk
chocolate while others like dark chocolate or any other flavour. It should be noted that the
premium chocolate company should mainly provide dark chocolate flavour to the customers.
Dark chocolate flavour would resemble to the brand position of the company (Sondhi, and
Chawla 2017). Milk chocolates are usually available to customer at lower income rates whereas
dark chocolates are formed using rich components that are healthier than milk chocolate
components. Therefore, the company should produce this product and attract more people in the
business environment.
Advertisement strategy is seen as one of the most important component that helps the company
in attracting people towards their products. The customers present in this industry prefer
advertisements that let the customers know about the feel that they will get when they eat the
product. Therefore, the company need to advertise the products in such a way that the customers
get tempted while watching the visual description of the product. Also, it should be noted that the
company should align the chocolate with the sensual feel because it is the winning strategy of
any organization present in chocolate industry. Also, it should be noted that there are several
chocolate lovers present in the environment who themselves develop a willing to purchase the
products when they see a new advertisement in the market (Koren 2015).

MKTG201- 3
Therefore, the company needs to understand the sentiments of such people in the environment
and then produce the products in such a way that it eliminates competition from the market. The
company should make use of a bold graphic design along with strong and catchy statement so
that the customer do no forget about the product or confuse it with another similar product in the
environment. The packaging should make use of combination of cranberry and emerald colour
for the packaging of the product. The ratio of these colours should be 3:1 as cranberry is a bold
and eye pleasing colour that would directly attract the interest of the customers while emerald
colour explain the elegance and superiority of the product in the competitive environment. The
combination of the colours would help the organization to capture the eyes of the customers in
the market. The company should also form a bow of brown shade on the package to present the
product as a gift to the customers (McCabe 2015). Thus, in this way, the company should attract
the customers in the business environment and retain their interest as well. Implementation of
these strategies based on the consumer behaviour would definitely help the company to attract
customers towards the premium chocolates in the market.

MKTG201- 4
References
de Andrade Silva, A.R., Bioto, A.S., Efraim, P. and de Castilho Queiroz, G., 2017. Impact of
sustainability labeling in the perception of sensory quality and purchase intention of chocolate
consumers. Journal of Cleaner Production, 141, pp.11-21.
Koren, S., 2015. The Impact of Consumer Attitudes Towards Chocolate Products with
Sustainability Labels on Buying Process. Management Knowledge and Learning, Joint.
McCabe, M., 2015. Fine chocolate, resistance, and political morality in the marketplace. Journal
of Business Anthropology, 4(1), pp.54-81.
Poelmans, E. and Rousseau, S., 2016. How do chocolate lovers balance taste and ethical
considerations?. British Food Journal.
Rousseau, S., 2015. The role of organic and fair trade labels when choosing chocolate. Food
Quality and Preference, 44, pp.92-100.
Sondhi, N. and Chawla, D., 2017. Segmenting and profiling the chocolate consumer: An
emerging market perspective. Journal of Food Products Marketing, 23(2), pp.123-143.
Thaichon, P., Jebarajakirthy, C., Tatuu, P. and Gajbhiyeb, R.G., 2018. Are you a chocolate
lover? An investigation of the repurchase behavior of chocolate consumers. Journal of Food
Products Marketing, 24(2), pp.163-176.
Young, M.E. and McCoy, A.W., 2016. Millennials and chocolate product ethics: Saying one
thing and doing another. Food Quality and Preference, 49, pp.42-53.