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Chocolate
packaging and
purchase behaviour
Cluster analysis approach
LOGOIntroduction
Packaging is regarded as important component of our modern lifestyle and significant element of the branding process.
Today, chocolate is marketed in different ways to different consumer segments and hence packaging of chocolate is therefore tough Job.
Here cluster analysis approach is organised on 139 students who furthered divided into 3 subgroups.
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Further one way annova is used to find out the significant difference between groups.
After all that we check the buying behaviour of all subgroups related to there demographics.
LOGOReview of literature
AUTHOR Y
E
A
R
TOPIC RESULT REFERENC
E
S.Shekar
andP.Raveendran
2
0
1
3
Chocolate Packaging and Purchase Behaviour: A Cluster Analysis Approach
There is a significant difference
between different age group purchase
behavior
Indian journal
of marketing
LOGOObjective
To find out how chocolate packaging influence the students of different segment aging between 10-28.
To check the Purchase behaviour of students regarding chocolates.
LOGOResearch methodology
1 Type of study Exploratory cum Descriptive
2 Population Students (school, college and PG)
3 Sampling unit Respondents who aware about chocolate
4 Sampling technique Judgmental sampling
5 Data collection Primary
6 Sample size 139
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Questionnaire
Section 1
Demographics questions
Gender
Age
Level of education
How many times you purchase chocolates in a month
How much money you willing to spend on chocolate at a time
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• Section 2Likert scale questions
• While purchasing chocolate you look for expiry dates
• While purchasing chocolate you look for ingredients
• While purchasing chocolate you look for manufacturing unit’s address
• While purchasing chocolate you look for nutritional information
• colour of an chocolate affect your purchase decision
• shape of an chocolate affect your purchase decision
• brand name of an chocolate affect your purchase decision
• packaging material of an chocolate affect your purchase decision
• picture of an chocolate affect your purchase decision
• price of an chocolate affect your purchase decision
• size of an chocolate affect your purchase decision
LOGORespondents
Male=70
Female=69
13910-18=20
19-22=66
23-28=53
139Up to 12th=18
10-18=20
139
Graduate=51
PG= 70
LOGOAnalysis
MS Excel-2010
SPSS version-18
Tools
Count function
Charts and diagrams
Hierarchical cluster
K-means cluster etc.
Techniques
LOGOAnalysis
Dendogram chart
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Number of cluster
Cluster 1 54
2 38
3 47
Total 139
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Annova table
All values are
Significant
Factors
expiry
ingredients
manufacturing
nutrition
colour
shape
brand
packaging
picture
price
size
Sig..000
.000
.000
.000
.000
.000
.000
.000
.000
.029
.001
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Final Cluster Centers
Factors
Expiry dates
ingredients
manufacturing
nutrition
colour
shape
brand
packaging
picture
price
size
1 2 3
1.65 3.03 1.83
2.3 4.03 2.66
2.56 4.47 3.45
2.41 3.92 3.04
3.35 3.82 1.6
3.13 3.68 2.04
2.24 2.18 1.28
2.63 3.11 1.91
3.13 3.63 1.89
3.13 2.89 2.47
2.96 3.13 2.23
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Conclusion
Basis Cluster 1 Cluster 2 Cluster 3
Type of
Students
relating the
group
60% students from
up to 12th are
consider in this
group
94% student are
graduate or PG
62% student in
this group are PG
student
How many
time purchase
chocolate in a
month
These shows mix
response during
chocolate purchase
58% they purchase
chocolate less than 5 in
a month
They mostly
purchase 5-10
chocolate in a
month
Crosstab between demographic and cluster
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Conclusion
cluster 1 cluster 2 cluster 3
Married doctor Desi person College guy
very health conscious not health conscious health conscious
well aware about product not an aware customer Well aware about product
brand conscious little bit price matters highly brand conscious
not going on packaging of the
product
packaging doesn’t matter packaging matters a lot
not very much consider price look and design doesn’t matter Design matters allot
value of product matters Value of product don’t matter feature of product matters
LOGOReferences (APA Form)
Shekar, S., & Raveendran, P. (2013, November 6). Chocolate Packaging and Purchase Behaviour: A Cluster Analysis Approach. Retrieved November 19, 2014, from http://www.indianjournalofmarketing.com/archives/2013/june2013.html
Ampuero, O., & Vila, N. (2006). "Consumer Perceptions of Product Packaging." Journal of Consumer Marketing ,23 (2), pp. 100-112.
Mccracken, J. C., & Mackln, M. C. (1998)."The Role of Brand Names and Visual Cues in Enhancing Memory for Consumer Packaged Goods." Marketing Letters ,9 (2), pp. 209 - 226.
Thomas, J. W. (2007)."The Basics of Packaging Research." Retrieved from http://www.decisionanalyst.com/publ_art/packaging.dai.
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