Analysis of consumer behavior at chocolate purchase

Abstract

At food purchase consumer is affected by several factors. In this work analysis of consumer behavior at chocolate purchase was performed involving 277 respondents. Statistical testing of results was performed by Chi-Square statistic, correlations have been tested with use of the Cramer's coefficient. It was found, that 86% of respondents consume chocolate. Factors affecting respondents at purchase were recommendations of friends, acquaintances (32%), brand of chocolate (24%), price (16%), personal experience (12%), healthrestrictions and allergies (11%). Less important factors when choosing chocolates are flavor (4%), nutritional quality (3%), country of origin (2%) and chocolate packaging (1%).In the consumption of chocolate moderate correlation among various categories of economic activity of respondents was confirmed. Chocolate was consumed mainly by respondents whosemonthly income ranges from 801 to 1001 €. We found that consumers prefer milk chocolate followed by dark and white at the end. In terms of gender the most commonly was chocolateconsumed by women, once to three times a week. The same frequency of chocolate consumption dominates at the categories of students and employee. Expenses frequently spent to buy chocolates were from 1-3 € per week by young people (18-23 years) and middle age generation of people (46-55 years). © 2014 Potravinarstvo.