kklmpp_mr_project

THE BRAND IMAGE OF ION CHOCOLATE

21/05/2014

AUEB / MBA INTERNATIONAL

MARKET RESEARCH (310) GROUP TERM PROJECT

Contents

2

1. Executive summary2. Objectives3. Methodology 4. Statistical analysis5. Interpretation of results6. Suggestions

1. Executive summary

3

The objective of the research is to evaluate the image of ION brand in the Greek chocolate market.By understanding what the brand stands for in the consumers’ mind, we are deriving at the perceptual map depicting ION’s relative position according to the most important brand equities.A questionnaire (in the context of a primary quantitative survey) is the method employed to realize this research.The data collection method selected was the internet channel.Non probabilistic and specifically convenience sampling has been used to conclude to a minimum sample of 120 people. This sample has been used to extract data and extrapolate the results of the analysis into the general population.The interpretation of the results will be concluding this presentation.

2. Objectives

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• The objective of this research is to evaluate and redesign (if needed) the image of ION brand in the segment of chocolate bars.

• The aim is to create the brand essence based on consumer insights found in our research.

• The actual outcome of the research is the perceptual map depicting ION’s relative position according to the most important brand equities.

3. Methodology Survey design

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• The questionnaire employs questions segregated in three parts depicted below: Attitudes and habits towards chocolates as the general consumption

habits. Chocolate brands awareness. Demographic element questions.

• The questionnaire was fully structured with one open-ended and 14 pre-coded questions in Greek.

• The questions are appended with unbalanced and unforced answer choices which use the nominal and interval scales. Open ended questions were used in only one occasion.

• The questionnaire was reviewed and tested via a pilot phase where a sample of 12 people was selected. The suggested corrections were made.

• The questionnaire is presented at the following slides.

3. Methodology Questionnaire design

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Question 1 Attributes

Question: • Scale: Nominal• Skip Pattern after: If the respondent

answers “Αραιότερα” or “Δεν γνωρίζω/Δεν απαντώ” then TERMINATE.

• Mandatory answer: Yes• Purpose: To identify the chocolate

consumption frequency of the respondent and to possibly classify the respondent as a “heavy”, “medium” or “light” consumer at a later stage.

Πόσο συχνά τρώτε σοκολάτα (πλάκα σοκολάτας);

Possible Answers:

Κάθε μέρα

2-3 φορές την εβδομάδα

1 φορά την εβδομάδα

1 φoρά στις 15 μέρες

1 φορά το μήνα

Αραιότερα

Δεν γνωρίζω/Δεν απαντώ


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Question: • Scale: Nominal – No upper number of answers limit

• Skip Pattern after: None.• Mandatory answer: Yes• Purpose: To identify the respondent’s

feelings when consuming chocolate and to propose the use of the findings in promotion. Also to identify the effectiveness of existing advertisements in associating feelings with chocolate brands (e.g. LACTA – Love).

Ποιά συναισθήματα νιώθετε όταν τρώτε σοκολάτα; Μπορείτε να αναφέρετε περισσότερα από ένα συναισθήματα.

Possible Answers (presented in random order):Χαρά - καλή διάθεση

Ενοχές

Ηρεμία – χαλαρότητα

Απόλαυση

Παρηγοριά

Αίσθηση πληρότητας

Αγάπη

Αναμνήσεις - νοσταλγία

Αδιαφορία

Άλλο - σημειώστε:


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Question: • Scale: Interval (Likert)• Skip Pattern after: None.• Mandatory answer: Yes• Purpose: To understand the

importance of each chocolate attribute for each consumer in order to rank the differences between different brands in order of importance.

Πόσο σημαντικά είναι τα παρακάτω κριτήρια όταν επιλέγετε σοκολάτα σε μορφή πλάκας;

1 = Καθόλου σημαντικό / 5 = Πολύ σημαντικό

Criteria (presented in random order):Ποιότητα

Γεύση

Νέες γεύσεις

Να λιώνει στο στόμα

Design/χρώματα συσκευασίας

Μάρκα

Τιμή

Θερμίδες

Αγνά συστατικά

Διαφήμιση


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• Skip Pattern after: None.• Mandatory answer: Yes• Purpose: To identify the respondent’s

preferences regarding his / her favorite combination of filling and chocolate type. To understand if there is a correlation between his / her favorite combination and his / her preferred brand.

Ποιές είναι οι πιο αγαπημένες σας γεύσεις σοκολάτας; Επιλέξτε από τους παρακάτω συνδυασμούς είδους και γέμισης σοκολάτας.

Possible Answers:

Γάλακτος Λευκή ΥγείαςΜεγάληςπεριεκτι-κότητας

σε κακάοΧωρίς γέμιση - κλασσική

Με ξηρούς καρπούς (π.χ. αμύγδαλα, φουντούκια)

Με γεύση φρούτων(π.χ. φράουλα, πορτοκάλι)

Με καραμέλαΜε μπισκότο


10



• Skip Pattern after: None.• Mandatory answer: Yes• Purpose: To identify the preferred

point of sales of customers and intensify marketing efforts towards these. For example in-house consumption usually implies Super Markets as preferred PoS, while “snack at work” usually implies kiosks or small convenience stores as preferred PoS. Also to identify a preferred setting for a proposed advertisement.

Σε ποιες περιστάσεις τρώτε συνήθως σοκολάτα;

Possible Answers (presented in random order):Μετά το φαγητό

Όταν βλέπω τηλεόραση

Ως γλυκό στο σπίτι

Ως σνακ στη δουλειά

Πριν από μια δραστηριότητα που απαιτεί ενέργεια

Στη σχολή

Σε εξόδους

Όλες τις ώρες / δεν υπάρχει κάποια συγκεκριμένη περίσταση


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Question 6 AttributesQuestion: • Scale: Nominal (After recoding)

• Skip Pattern after: None.• Mandatory answer: Yes• Purpose: To identify the awareness of

chocolate brands.

Ποια μάρκα σοκολάτας σας έρχεται πρώτα στο μυαλό;

Open – ended answer


12


Question: • Scale: Ordinal• Skip Pattern after: For the internet

survey: Skip to the question corresponding to brand ranked no. 1 (if that brand is not ION) or to the brand ranked no. 2 (if the brand ranked as no. 1 is ION).

• Mandatory answer: Yes• Purpose: To identify the preferred

chocolate brand.

Παρακαλώ βάλτε σε σειρά τις παρακάτω μάρκες σοκολάτας, βάζοντας 1 στην πιο αγαπημένη σας και 6 στην λιγότερο αγαπημένη σας.

Choices (presented in random order):ΙΟΝ

Lacta

Crunch

Παυλίδης

Break

Join


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Question: • Scale: Interval (Likert)• Skip Pattern after: For the

internet survey: Skip to the corresponding ION question.

• Mandatory answer: Yes• Purpose: To identify the

perception of the respondent regarding the strengths and weaknesses of his / her favorite brand and to compare it with the respondent’s perception’s regarding ION.

Για καθένα από τα παρακάτω χαρακτηριστικά, σημειώστε το βαθμό που πιστεύετε ότι ταιριάζουν στην αγαπημένη σας σοκολάτα (εάν αυτή είναι η ΙΟΝ, συμπληρώστε για την δεύτερη πιο αγαπημένη σας σοκολάτα).

Answers (presented in random order):Δεν έχει ποικιλία γεύσεωνΔεν είναι όσο γλυκιά επιθυμώΕίναι νεανική / έχει μοντέρνα συσκευασίαΕμπιστεύομαι την ποιότητά τηςΑν δεν την έβρισκα στο κατάστημα που βρισκόμουν, θα αγόραζα κάποια άλληΤη βρίσκω παντούΜου αρέσουν οι διαφημίσεις τηςΈχει διαχρονική αξίαΕίναι απολαυστικήΈχει αγνά συστατικάΈχει πρωτότυπες γεύσειςΈχει πλούσια γεύσηΕίναι ελληνικήΈχει καλή τιμήΈχει πολλές θερμίδεςΔεν είναι πάντα εύκολο να τη βρωΈχει καθαρή γεύση κακάοΛιώνει στο στόμα


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Question: • Scale: Interval (Likert)• Skip Pattern after: For the

internet survey: Skip to the corresponding ION question.

• Mandatory answer: Yes• Purpose: To identify the

perception of the respondent regarding the strengths and weaknesses of ION. To alter the marketing mix accordingly (taking into account the importance of each attribute derived from question 3).

Για καθένα από τα παρακάτω χαρακτηριστικά, σημειώστε το βαθμό που πιστεύετε ότι ταιριάζουν στην ΙΟΝ.

Answers (presented in random order):Δεν έχει ποικιλία γεύσεωνΔεν είναι όσο γλυκιά επιθυμώΕίναι νεανική / έχει μοντέρνα συσκευασίαΕμπιστεύομαι την ποιότητά τηςΑν δεν την έβρισκα στο κατάστημα που βρισκόμουν, θα αγόραζα κάποια άλληΤη βρίσκω παντούΜου αρέσουν οι διαφημίσεις τηςΈχει διαχρονική αξίαΕίναι απολαυστικήΈχει αγνά συστατικάΈχει πρωτότυπες γεύσειςΈχει πλούσια γεύσηΕίναι ελληνικήΈχει καλή τιμήΈχει πολλές θερμίδεςΔεν είναι πάντα εύκολο να τη βρωΈχει καθαρή γεύση κακάοΛιώνει στο στόμα


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Question 10 AttributesQuestion: • Scale: Nominal – No upper number of

answers limit• Skip Pattern after: None.• Mandatory answer: Yes• Purpose: To identify the preferred

chocolate brands of the respondent. To measure the market share of each brand for our sample.

Ποιες είναι οι πιο αγαπημένες σας σοκολάτες; Διαλέξτε όσες επιθυμείτε.

Possible Answers:A list of 30 products presented alphabetically.


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Question 11 AttributesQuestion: • Scale: Nominal.

• Skip Pattern after: None.• Mandatory answer: Yes• Purpose: Demographics question.

Possible use in proposed advertisement.

ΦΥΛΟ

Possible Answers:Άνδρας

Γυναίκα


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ΗΛIΚIΑ

Possible Answers:18-24

25-34

35-44

45-54

55 και άνω


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ΟΙΚΟΓΕΝΕΙΑΚΗ ΚΑΤΑΣΤΑΣΗ

Possible Answers:Έγγαμος

Άγαμος

Διαζευγμένος

Άλλο


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Possible use in proposed advertisement. To identify if there is a correlation between parents buying chocolates for their children and specific brands.

ΟΙΚΟΓΕΝΕΙΑΚΗ ΚΑΤΑΣΤΑΣΗ

Possible Answers:

Με παιδιά

Χωρίς παιδιά


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Possible use in proposed advertisement. To identify if there is a correlation between educational level and importance in the criteria of chocolate choice.

ΜΟΡΦΩΣΗ

Possible Answers:Απόφοιτος/η Λυκείου

Ανώτερη εκπαίδευση (ΙΕΚ/ΤΕΙ)

Ανώτατη εκπαίδευση (ΑΕΙ)

Μεταπτυχιακό / Διδακτορικό

3. Methodology Data Collection and Sampling

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• The total population is the population of Greece, since ION has a nationwide brand recognition and market.

• Non-probabilistic and specifically convenience sampling has been used to conclude to a minimum sample of 120 people. The final sample consisted of 164 submitted questionnaires (205 total respondents – 41 respondents were identified as infrequent chocolate consumers and were not proceeded to complete the survey).

• Having speed, cost, usability, respondents’ convenience and supervisory control as most essential criteria, it was decided that the data collection method would be the internet.

• The on line survey site “Survey Methods” was selected based on the following criteria:• Basic Plan low cost ($9/month).• Skip logic (ability to skip questions based on a previous response).• SPSS formatted results.• Number of responses allowed.

• The survey was conducted from 22/04/2014 to 02/05/2014.

4. Statistical analysis

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• The statistical analysis resulted from various descriptive and inferential techniques on the raw data.

• SPSS was used for the statistical analysis purposes.

• The statistical analysis performed includes univariate and bivariate analysis.

4. Statistical analysis - Demographics

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18-24 25-34 35-44 45-54 55 and above

0

5

10

15

20

25

30

35

40

45

4.3

38.4 40.2

9.87.3

Age

(%)

49.4%43.9%

4.3% 2.4%

Marital Status

Married

Single

Divorced

Other

41.5%

58.5%

Gender

Male

Female

43.9%

56.1%

Has children

Yes

No


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The majority of respondents are females between the ages of 25-44. The majority of the male respondents are between the ages of 35-44.

Φύλο * Ηλικία Crosstabulation

Count

Ηλικία

Total18-24 25-34 35-44 45-5455 and above

Φύλο Male 1 26 29 7 5 68

Female 6 37 37 9 7 96

Total 7 63 66 16 12 164

18-24 25-34 35-44 45-54 55 and above

0

5

10

15

20

25

30

35

40

1

2629

756

37 37

97

Male

Female

Age


25

The majority of the respondents have received either a MSc Degree or a Phd.

Φύλο * Μόρφωση Crosstabulation

Count

Μόρφωση

TotalΑπόφοιτος/η Λυκείου

Ανώτερη εκπαίδευση (ΙΕΚ/ΤΕΙ)

Ανώτατη εκπαίδευση

(ΑΕΙ)

Μεταπτυχιακό /

Διδακτορικό

Φύλο Male 2 8 15 43 68

Female 10 18 24 44 96

Total 12 26 39 87 164

0

15

30

45

28

15

43

1018

24

44

Male

Female

Education


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Modes

Gender Female

Age Group 35-44

Marital Status Married

Has children No

Educational Level MSc / PhD

4. Statistical analysis - Attitudes and habits towards chocolates

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Συχνότητα κατανάλωσης

Frequency Percent Valid PercentCumulative

PercentValid Κάθε μέρα 23 11.2 11.2 11.2

2-3 φορές την εβδομάδα

56 27.3 27.3 38.5

1 φορά την εβδομάδα

30 14.6 14.6 53.2

1 φoρά στις 15 μέρες

30 14.6 14.6 67.8

1 φορά το μήνα

25 12.2 12.2 80.0

Αραιότερα 41 20.0 20.0 100.0

Total 205 100.0 100.0

Every

day

2 or

3 ti

mes

per

wee

k

Once

a wee

k

Once

per 1

5 da

ys

Once

a m

onth

Less

freq

uent

ly0.05.0

10.015.020.025.030.0

11.2

27.3

14.6 14.612.2

20.0

Consumption Frequency

(%)Mode: “2 or 3 times per week”

(Calculated for 205 respondents)


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34% of the full questionnaire respondents consume chocolate bars two or three times per week whereas 18% consume chocolate bars once a week.

The majority of female respondents (45.59%) and approximately one third of male respondents (36.76%) consume chocolate bars two or three times per week.

Everyday

Two or three times per week

Once a week

Once in two weeks

Once a month

14.02%

34.15%

18.29%

18.29%

15.24%

Consumption Frequency

Everyday

Two or three times per week

Once a week

Once in two weeks

Once a month

10.29%

36.76%

16.18%

22.06%

14.71%

23.53%

45.59%

27.94%

22.06%

22.06%

Consumption Frequency Female


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87% of the respondents feel “Enjoyment” when consuming chocolate bars. 35% feel “Joy – Good Mood” and 26% a “Sense of Fullness”. Only 2% feels indifferent when eating chocolate bars.

Joy - Good Mood

Guilt

Calm - Looseness

Enjoyment

Consolation

Sense of Fullness

Love

Memories - Nostalgia

Indifference

Other

35%

21%

21%

87%

4%

26%

6%

5%

2%

1%

Feelings incurred when eating chocolate


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Statistics

Σημασία

ΠοιότηταςΣημασία Γεύσης

Σημασία Νέων

γεύσεων

Σημασία του Να λιώνει στο στόμα

Σημασία του Design

/ χρωμάτων συσκευασί

αςΣημασία Μάρκας

Σημασία Τιμής

Σημασία Θερμίδων

Σημασία Αγνών

συστατικώνΣημασία

Διαφήμισης

Σημασία Ελληνικής Εταιρείας

N Valid 164 164 164 164 164 164 164 164 164 164 164

Missing 0 0 0 0 0 0 0 0 0 0 0

Mean 4.55 4.76 2.77 3.29 2.23 3.59 2.73 2.29 3.74 1.95 3.10

Median 5.00 5.00 3.00 3.00 2.00 4.00 3.00 2.00 4.00 2.00 3.00

Mode 5 5 3 3 2 4 3 1 5 1 3

Sum 747 781 454 540 365 589 448 376 614 319 509

Importance of each chocolate attribute.

Advertisement

Design - Packaging

Calories

Price

New_Flavors

Greek Company

Sense of chocolate melting in mouth

Brand

Pure Ingredients

Quality

Taste

1.95

2.23

2.29

2.73

2.77

3.10

3.29

3.59

3.74

4.55

4.76Importance of each chocolate attribute

Mean


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Taste and Quality are the criteria with the highest importance when selecting a chocolate.

On the other hand Advertisement and Design-Packaging are the criteria with the least importance.

Milk chocolate with nuts

Milk chocolate

Milk chocolate with biscuits

Milk chocolate with fruits

Milk chocolate with caramel filling

Dark chocolate

Dark chocolate with nuts

High cocoa content dark chocolate

Dark chocolate with fruits

White chocolate

103

95

86

64

63

51

33

31

27

16

Top Ten Favorite Flavors


32

The top ten favorite flavors of the respondents include mainly milk chocolate with several variations and fillings.


33

The most preferred circumstance of chocolate eating is at home as a candy.

020406080 62

28

80

3821

5 4

54

Chocolate bar eating habbits

4. Statistical analysis - Chocolate brands knowledge

34

ION is the leading brand in consumers knowledge followed by LACTA and PAVLIDES.

ION

LACTA

ΠΑΥΛΙΔΗΣ

OTHER

CRUNCH

BREAK

59.15%

25.61%

8.54%

3.66%

2.44%

0.61%

Brands Knowledge (Open Ended Question)


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Statistics ION Rankings

ION Rankings

Frequency PercentValid

PercentCumulative

PercentN Valid 164 Valid 1 92 56.1 56.1 56.1

Missing 0 2 40 24.4 24.4 80.5

Median 1.00 3 21 12.8 12.8 93.3

Mode 1 4 5 3.0 3.0 96.3

Range 5 5 5 3.0 3.0 99.4

Minimum 1 6 1 .6 .6 100.0

Maximum 6 Total 164 100.0 100.0

1 2 3 4 5 60.0

10.0

20.0

30.0

40.0

50.0

60.0 56.1

24.4

12.8

3.0 3.00.6

Rank

(%)

ION Rankings


36

Statistics Lacta Rankings

Lacta Rankings


PercentCumulative


Missing 0 2 40 24.4 24.4 43.9

Median 3.00 3 45 27.4 27.4 71.3

Mode 3 4 21 12.8 12.8 84.1

Range 5 5 18 11.0 11.0 95.1

Minimum 1 6 8 4.9 4.9 100.0

Maximum 6 Total 164 100.0 100.0

LACTA Rankings

1 2 3 4 5 60.0

5.0

10.0

15.0

20.0

25.0

30.0

19.5

24.4

27.4

12.811.0

4.9

Rank

(%)


37

Statistics Crunch Rankings

Crunch Rankings


PercentCumulative


Missing 0 2 10 6.1 6.1 9.8

Median 5.00 3 14 8.5 8.5 18.3

Mode 5 4 38 23.2 23.2 41.5

Range 5 5 71 43.3 43.3 84.8

Minimum 1 6 25 15.2 15.2 100.0

Maximum 6 Total 164 100.0 100.0

CRUNCH Rankings

1 2 3 4 5 60.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

40.0

45.0

50.0

3.76.1

8.5

23.2

43.3

15.2

Rank

(%)


38

Statistics Pavlides Rankings

Pavlides Rankings


PercentCumulative


Missing 0 2 49 29.9 29.9 47.0

Median 3.00 3 41 25.0 25.0 72.0

Mode 2 4 24 14.6 14.6 86.6

Range 5 5 18 11.0 11.0 97.6

Minimum 1 6 4 2.4 2.4 100.0

Maximum 6 Total 164 100.0 100.0

PAVLIDES Rankings

1 2 3 4 5 60.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

17.1

29.9

25.0

14.6

11.0

2.4

Rank

(%)


39

Statistics BREAK Rankings

BREAK Rankings


PercentCumulative


Missing 0 2 21 12.8 12.8 15.2

Median 4.00 3 40 24.4 24.4 39.6

Mode 4 4 58 35.4 35.4 75.0

Range 5 5 31 18.9 18.9 93.9

Minimum 1 6 10 6.1 6.1 100.0

Maximum 6 Total 164 100.0 100.0

BREAK Rankings

1 2 3 4 5 60.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

40.0

2.4

12.8

24.4

35.4

18.9

6.1

Rank

(%)


40

Statistics JOIN Rankings

JOIN Rankings


PercentCumulative


Missing 0 2 4 2.4 2.4 3.7

Median 6.00 3 3 1.8 1.8 5.5

Mode 6 4 18 11.0 11.0 16.5

Range 5 5 21 12.8 12.8 29.3

Minimum 1 6 116 70.7 70.7 100.0

Maximum 6 Total 164 100.0 100.0

JOIN Rankings

1 2 3 4 5 60.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

1.2 2.4 1.8

11.0 12.8

70.7

Rank

(%)


41

Brands Modes and Medians

Brand Mode Median

ION 1 1

LACTA 3 3

CRUNCH 5 5

PAVLIDES 2 3

BREAK 4 4

JOIN 6 6

ION ranks first in mode and median, followed by PAVLIDES and LACTA that rank second and third respectively in mode (they both have the same median of 3).


42

The top three players were compared and evaluated based on the means of specific characteristics. The importance of each criterion is also noted.

Negative questions were inverted at the analysis phase.

QUESTION RELATES WITH IMPORTANCE LACTA ΠΑΥΛΙΔΗΣ ION

Μου αρέσουν οι διαφημίσεις της Διαφήμιση 1.95 3.95 2.87 3.53

Είναι νεανική / Έχει μοντέρνα συσκευασία Design / χρώματα συσκευασίας 2.23 3.69 2.77 2.73

Έχει πολλές θερμίδες Θερμίδες 2.29 3.58 2.80 3.30

Έχει καλή τιμή Τιμή 2.73 3.58 3.50 3.74

Έχει πρωτότυπες γεύσεις Νέες γεύσεις 2.77 3.29 3.09 2.73

Είναι ελληνική Ελληνική Εταιρεία 3.10 2.83 4.06 4.44

Λιώνει στο στόμα Λιώνει στο στόμα 3.29 4.20 3.34 3.96

Έχει διαχρονική αξία Μάρκα 3.59 4.24 4.04 4.52

Αν δεν την έβρισκα στο κατάστημα που βρισκόμουν, δεν θα αγόραζα κάποια άλλη

Μάρκα3.59 2.07 2.41 2.37

Έχει αγνά συστατικά Αγνά συστατικά 3.74 3.34 3.64 3.85

Εμπιστεύομαι την ποιότητά της Ποιότητα 4.55 4.03 4.09 4.35

Είναι απολαυστική Γεύση 4.76 4.42 4.09 4.32

Έχει πλούσια γεύση Γεύση 4.76 4.39 3.94 4.23

Έχει καθαρή γεύση κακάο Γεύση 4.76 2.37 3.66 3.30

Έχει ποικιλία γεύσεων Γεύση 4.76 4.07 3.74 3.23

Είναι όσο γλυκιά επιθυμώ Γεύση 4.76 4.48 4.29 4.23

Τη βρίσκω παντού 4.64 4.33 4.48

Είναι πάντα εύκολο να την βρω 4.64 4.56 4.42

Respondents: 59 70 164


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ION is the leader in categories such as price, pure ingredients, quality, Greek product and all time classic.

The price is right

Pure ingredients

I trust the quality

Greek product

All time classic

I would buy an other if I didn't find it in a store

3.58

3.34

4.03

2.83

4.24

2.07

3.50

3.64

4.09

4.06

4.04

2.41

3.74

3.85

4.35

4.44

4.52

2.37

Characteristics

ION ΠΑΥΛΙΔΗΣ LACTA


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LACTA is the leader in categories such as advertisement, packaging and variety of flavors.

PAVLIDES is the brand rated with the purest cocoa flavor.

The packaging is modern

The flavors are original

Variety of flavors

It has too many calories

It has pure cocoa flavor

I like the advertisements

3.69

3.29

4.07

3.58

2.37

3.95

2.77

3.09

3.74

2.80

3.66

2.87

2.73

2.73

3.23

3.30

3.30

3.53

Characteristics



45

LACTA is the leader in categories related to taste and sweetness. Furthermore LACTA appears to be the brand that can be easily found in any

point of sales.

It melts in the mouth

It has a rich taste

The taste is as sweet as desired

It is delicious

It is easy to find

It can be found anywhere

4.20

4.39

4.48

4.42

4.64

4.64

3.34

3.94

4.29

4.09

4.56

4.33

3.96

4.23

4.23

4.32

4.42

4.48

Characteristics



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ΙΟΝ γάλακτος

ΙΟΝ φουντούκι (γάλακτος ή λευκή)

ΙΟΝ υγείας

ΙΟΝ υγείας φράουλα

Serano

Break γάλακτος (αμύγδαλο ή φουντούκι)

Join (βάφλα ή αμύγδαλα ή μπισκότο ή καραμέλα ή Gianduja)

Lacta (αμύγδαλο ή φουντούκι)

Lacta μπισκότο

Lacta Sandwich (biscotto ή cracker)

Toblerone

Παυλίδης υγείας

Παυλίδης υγείας γεμιστή (βάφλα και πραλίνα ή πραλίνα και καραμελ. φουντούκια ή κρέμα κακάο ή πορτοκάλι)

Crunch (γάλακτος ή biscuit ή λευκή)

Nestle Le Chocolat (milk rings ή dark rings)

0 20 40 60 80 100 120 140

85119

322221

289

1919

2548

2512

8531

1641

2518

3663

4669

4338

3455

69

44

Favorite Products

4. Statistical analysis – Bivariate Analysis

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• Various bivariate tests were conducted in order to answer questions such as the following:• Do the older age groups prefer PAVLIDES?• Do the younger age groups not prefer ION and PAVLIDES?• Is there any demographic group that is advertisement influenced?• Do the natural ingredients interest those with children?• Is there a correlation between any demographic group and chocolate consumption frequency?• What do each brand consumers feel when consuming their favorite brand?• What is the favorite taste for each brand consumer?• Etc.

• No correlations were found for most of the variables. However, there were some cases were the variables correlated (at a Significance level of less than 5%) showing some interesting results.

• Some variables were recoded. For example, we assumed that the respondents who rank a brand at the first or the second place, actually prefer this brand (along with the brand they rank at the second or first place respectively).

• The results are presented at the following slides.


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• Natural ingredients tend to be important to the consumers of ION:Προτιμούν ΙΟΝ * Σημασία Αγνών συστατικών

CrosstabCount

Σημασία Αγνών συστατικών

Total1 2 3 4 5Προτιμούν ΙΟΝ

Ναι 8 15 24 31 54 132Όχι 6 1 6 11 8 32

Total 14 16 30 42 62 164

Chi-Square Tests

Value df

Asymp. Sig. (2-sided)

Pearson Chi-Square

9,572a 4 .048

Likelihood Ratio

9.276 4 .055

Linear-by-Linear Association

2.243 1 .134

N of Valid Cases

164

a. 2 cells (20,0%) have expected count less than 5. The minimum expected count is 2,73.


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• T-tests between Genders and Feelings when consuming chocolate show that males feel enjoyment when consuming chocolate.

• Also, males prefer to consume chocolate as a snack at work at a higher rate than females.

Group Statistics

Φύλο N Mean Std. Deviation Std. Error MeanΔιαφήμιση / Συναισθήματα - Απόλαυση

Male 68 23.56 38.698 4.693

Female 96 11.92 26.394 2.694

PoS - Ως σνακ στη δουλειά

Male 68 85.03 33.896 4.110

Female 96 71.29 43.407 4.430


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• T-tests between Genders and Preferred taste - combination show that females tend to prefer milk chocolate with no filling at a higher rate than males.

Φύλο N MeanStd.

DeviationStd. Error

MeanΑγαπημένος συνδυασμός - Γάλακτος χωρίς γέμιση Male 68 29.82 44.985 5.455

Female 96 51.02 49.247 5.026

• Taste, Quality and Calories also seems to be a higher ranking criterion for females than it is for males.

Group Statistics

Φύλο N MeanStd.

DeviationStd. Error

MeanΣημασία Γεύσης Male 68 4.66 .891 .108

Female 96 4.83 .574 .059

Σημασία Θερμίδων Male 68 2.06 1.196 .145

Female 96 2.46 1.421 .145

Σημασία Ποιότητας Male 68 4.34 .987 .120

Female 96 4.71 .631 .064

5. Interpretation of results

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ION is the leading brand in terms of sample’s preference and knowledge. ION also ranks first in the respondents’ perception about quality. Nevertheless from the analysis it can be inferred that the competition

outweighs ION in characteristics such as variety of flavors, taste and advertisements.

It is noted that taste ranks as the top criterion for chocolate selection.

6. Suggestions

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ION may be an all time classic value but in order to compete with the other brands it needs to focus more on introducing more flavors and advertise them. According to respondents’ favorite flavors, ION could introduce a milk chocolate product with new fillings such as biscuits, fruits and caramel.

Also, it is important that ION should exploit its brand name loyalty. BREAK and JOIN are produced by the same company, but they rank lower than the competition. So, any new flavors should be launched under the ION brand.

Advertisement concepts could include new approaches such as targeting men consuming chocolate at work in order to feel enjoyment.

On the other hand milk chocolate advertisements could also focus on women, stressing the taste and quality of ION chocolate.

Future advertisements should focus on the natural ingredients used by ION to maintain this perception the consumers already have about ION.

Product placement should be cared for – especially for Super Markets and secondly for convenience stores.

kklmpp_mr_project

Documents

brand image of ion chocolate

attributes question

chocolate attribute

image of ion brand

greek chocolate market

brand essence

chocolate brands awareness

methodology survey design