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Positioning Implications for Chocolate Brands: An Attribute-based Approach

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  • Neena Sondhi
  • Deepak Chawla

Abstract

The present article is exploratory in nature and studies the attributes that an Indian chocolate consumer considers while making a chocolate purchase and based on this the present article establishes the position of the popular chocolate brands on these select attributes. The study was conducted on 311 chocolate consumers in the National Capital Region (NCR). An exploratory factor analysis revealed two principal factors and further an attribute-based perceptual map was plotted on the identified factors. It was found that regardless of their demographics, Indians are increasingly preferring chocolates over traditional sweets and are consuming it both as a snack food and as a dessert. The attribute-based perceptual map had significant implications for the national and international brands available in the Indian marketplace.

Suggested Citation

  • Neena Sondhi & Deepak Chawla, 2021. "Positioning Implications for Chocolate Brands: An Attribute-based Approach," Global Business Review, International Management Institute, vol. 22(1), pages 184-196, February.
    • Handle: RePEc:sae:globus:v:22:y:2021:i:1:p:184-196
    DOI: 10.1177/0972150918795360
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    References listed on IDEAS

    as
    1. L. Zarantonello & H.T. Luomala, 2011. "Dear Mr. Chocolate: Constructing a Typology of Chocolate Consumption Experiences Through Qualitative Diary Research," Post-Print hal-00799085, HAL.
    2. Sirgy, M. Joseph & Grewal, Dhruv & Mangleburg, Tamara, 2000. "Retail Environment, Self-Congruity, and Retail Patronage: An Integrative Model and a Research Agenda," Journal of Business Research, Elsevier, vol. 49(2), pages 127-138, August.
    3. Deepak Chawla & Neena Sondhi, 2016. "Local versus global brand preferences amongst urban Indian chocolate consumers: an empirical study," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 12(4), pages 508-533.
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