Research of consumer benefits in the chocolate market
Abstract
The article, states that chocolate is in demand among Ukrainians, because due to its chemical composition, it is a valuable food product, herewith the market is characterized by an increase in production volumes and is sufficiently saturated, but there are both qualitative and informational frauds. This is what contributed to the choice of topic, goal setting and objectives of this study. The purpose of the article is to investigate consumer behavior in the chocolate market and to determine consumer preferences for trademarks. Based on this goal, the following tasks were formulated and solved: to identify the main Ukrainian manufacturers of confectionery products, to conduct a survey of respondents and to find out what the respondents pay attention to when choosing a chocolate and its brand. In order to identify consumer preferences, a survey of residents of the city of Dnipro was conducted in January-February 2020 in a way of questionnaire. The questionnaire contained 15 questions with options, with a sample size of 100. The article revealed that the majority – 43% of the surveyed respondents buy confectionery several times a week, the most recognizable are «Milka» – 99%, «Roshen» – 98%, «Millenium» – 94%, «Korona» – 92% and «AVK» – 90%. According to the results of the survey, it can be stated that advertising does not influence the choice of chocolate (70%), almost all respondents, and 93% are familiar with the «AVK» trademark. Studies of the consumer properties of «AVK» products have shown that quality is an important factor, but taste does not always guarantee the quality. The results of the study can be used by leaders of confectionery manufacturing and trading companies to increase the demand for chocolate and chocolate products and to improve their quality.
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