Attitude and Consumption Patterns of the Indian Chocolate Consumer: An Exploratory Study

Abstract

This exploratory study is a pioneering research in the study of chocolate consumption amongst Indian consumers. Most studies look at chocolate consumption as deviant behaviour. However, for a developing country like India the frequency and amount of consumption is low; hence the factors influencing/hindering the consumption are of interest both for academicians as well as practitioners. The study went on to analyze the prevailing attitude towards chocolate consumption and tested the difference in attitude across relevant demographic variables. A cross-sectional consumer survey of 186 Indian chocolate consumers was conducted across the National Capital Region (NCR) of New Delhi, India. Factor analysis of consumer attitudes resulted in two distinct factors— cultural significance of sweets and chocolate value proposition. Younger consumers were found to be more value seeking as compared to older consumers. Taste followed by the brand were the most important criteria while choosing a chocolate and predominant reason for buying chocolates was for gifting purpose.

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